Course Title: Develop and apply knowledge of public relations industry

Part B: Course Detail

Teaching Period: Term2 2022

Course Code: MKTG8047C

Course Title: Develop and apply knowledge of public relations industry

School: 525T Business & Enterprise

Campus: City Campus

Program: C5400 - Diploma of Business (Public Relations)

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Alain Grossbard

alain.grossbard@rmit.edu.au

99255522

Nominal Hours: 80

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

This unit describes the skills and knowledge required to research, analyse and apply knowledge within public relations frameworks with due consideration to legal and ethical constraints and strategic communications management planning.

It applies to individuals who work in entry level positions with a general knowledge of the structure, organisation and function of the public relations industry. Individuals in this role may provide limited leadership and guidance to others.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB401 Develop and apply knowledge of public relations industry

Element:

1. Apply knowledge of the public relations industry

Performance Criteria:

1.1 Seek information on the structure and operation of the public relations industry

1.2 Identify and access sources of information on the public relations industry

1.3 Obtain information on public relations industry sectors, associations, networks and societal role

1.4 Identify and access information on key stakeholders

1.5 Apply industry information appropriately in everyday activities related to typical work roles

Element:

2. Identify industry employment obligations and opportunities

Performance Criteria:

2.1 Obtain information regarding employment obligations and opportunities relevant to the public relations industry

2.2 Apply information on employment opportunities and obligations in everyday activities related to typical work roles

Element:

3. Conduct strategic communications management planning

Performance Criteria:

3.1 Establish purpose and processes for setting organisation objectives

3.2 Identify and apply appropriate planning and measurement tools to organisation objectives

3.3 Develop critical success factors for the communications

Element:

4. Update industry knowledge

Performance Criteria:

4.1 Conduct formal and informal research to update general knowledge of the industry continuously

4.2 Monitor current issues of concern to the industry

4.3 Share updated knowledge with client and colleagues

4.4 Incorporate updated knowledge into everyday activities related to typical work roles

Learning Outcomes


This unit applies to individuals working in entry level public relations positions who need to apply knowledge of the structure, organisation and functioning of the public relations industry in order to effectively conduct strategic communications.


Details of Learning Activities

This course will apply knowledge of the structure, organisation and functioning of the public relations industry in order to effectively conduct strategic communications.

This course is largely face-to-face with workshop activities that need to be completed during class time. In some cases, you will see some of the activities prior to the commencement of classes but in most cases you will need to attend to complete the required work for assessment purposes. Please review continuously Canvas so that you can see specific current semester delivery details about the course.

The purpose of this course is to ensure you have the skills and knowledge required to research, analyse and apply knowledge of the various components of the public relations industry, including legal and ethical constraints and strategic communications management planning.

You will start by completing course welcome and orientation module and then heading to relevant modules.

Every week you will be provided with information about a new part of this course – online, lectures, workshops.

This course is part of the Diploma of Business (Public Relations) C5400


Teaching Schedule

  • What assessments are due
 

Course Schedule: Develop and Apply Knowledge of PR Industry                                              Semester 2: 2022

Week

Week commencing

Topic

Workshop Activities

Assessment

1

4 July

Welcome and Introduction to course 

Exploring course schedule and discussion

 

2

11 July

Why this course matters & The PR Practitioner

Testing student knowledge and understanding about PR 

 

3

18 July 

PR Trends & Developments

Activity: Trends & Development - Recent Case Study

 

4

25 July

PR Planning -Goals and Objectives in PR

Activity: Case Study on Goals & Objectives

Assessment Task 1.1: Case Study  1

Due: 11.30 pm on the day of the activity (online submission)

5

 1 August

PR & Marketing Communications

Activity:  Case Study on PR & Marketing

Activity: Case Study 2

Due: 11.30 pm on the day of the activity (online submission)

6

8 August

Employee Communications

Activity:  Case Study on Employee Communications

Activity; Case Study 3 

Due: 11.30 pm on the day of the activity (online submission)

7

15 August

 Media Relations, Publicity & PR Activity: Case Study on Media Relations

Assessment 1.2: Case Study 4 

Due: 11.30 pm on the day of the activity (online submission)

8

22 August

Digital Media & PR

Activity: Case Study on Digital Media

 

Activity: Case Study 5 

Due: 11.30 pm on the day of the activity (online submission)

 

 

Mid Semester Break 29 August – 2 September 

    

9

5 September

Crisis and Issue Management

Activity: Case Study on a Crisis

Assessment 1: Case Study 6 

Due: 11.30 pm on the day of the activity (online submission)

10

12 September

 Latest trends in PR   Assessment 2 due in Week 12

11

19 September

Laws, Ethics & PR 

 

Activity: Case Studies on Law & Ethics in PR

Activity : Case Study 7 

Due: 11.30 pm on the day of the activity (online submission)

 

12

26 September

 Update Industry Knowledge

 

 

Assessment 2 Due: 11.30 pm on the day of the activity (online submission)

 

13

3 October

Major Assignment Presentation preparation

 

 

 

14

10 October

 Major Assignment presentation preparation   Major Assignment due

15

17 October

 Presentation

 

Assessment 2: Presentation

16

24 October

Presentations

 

Assessment 2: Presentations

17

31 October

Presentations

 

Assessment 2: Presentations

18

7 November

Re-submission

 

 

 This course schedule is subject to change.


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available on Canvas


Overview of Assessment

Assessment Methods:

A range of assessment methods may be used to assess practical skills and knowledge. The following examples are appropriate for this course:

  • assessment of written reports about the public relations industry, structure, function and role in society
  • assessment of a stakeholder analysis conducted by the candidate
  • direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • observation of presentations by the candidate about the public relations industry
  • oral or written questioning
  • review of authenticated documents from the workplace or training environment
  • review of testimony from team members, colleagues, supervisors or managers
  • tests of knowledge on the structure and functioning of the public relations industry.

Required Evidence:

Evidence of the ability to:

  • report on the public relations industry structure, its role in society and within particular organisations
  • develop a stakeholder analysis relevant to particular organisations
  • report on the current issues affecting the public relations industry.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • discuss current issues and trends which affect the public relations industry
  • categorise industry structures and networks
  • describe organisational and client operating environments, structures and business and marketing plans
  • outline principles and practices of marketing communications and media strategies.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the public relations field of work and includes access to office equipment and resources.

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions.

You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed.

Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

 Activity 1.1: Understanding PR and the PR Practitioner’s roles and responsibilities

By completing this weekly activity provided (see link below), you will need to demonstrate the basic standard understanding of the PR industry and associated roles and responsibilities of PR practitioners.

This activity will analyse and describe current or past PR events using public relations concepts and tools as well as apply skills in finding information using online resources, books, journals and newspapers. Details will be provided with information on the knowledge and skills that are being assessed. See Section B.

Additionally, you will also need to demonstrate a basic standard understanding of the communications and associated roles and responsibilities to stakeholders.

See Canvas for description and activity responses required for questions on this activity to be satisfactorily completed.

Assessment Task 1.2 is the second of three (3) assessment tasks for overall Task 1 you need to complete satisfactorily, in order to be deemed competent for this unit.

This assessment is a short-answer knowledge assessment designed to assess the knowledge required to conduct strategic communication planning that will cover:

  • setting objectives in the workplace
  • critical success factors for communications
  • planning and measurement tools

 See Canvas for description and activity responses required for questions on this activity to be satisfactorily completed.

Assessment Task 1.3 is the third of Assessment Task 1 you need to complete satisfactorily, in order to be deemed competent for this Task 1 of the total unit. 

This assessment is a short-answer knowledge assessment designed to assess updated industry on public relations by conducting formal and informal research to update general knowledge of the industry continuously; monitoring current issues of concern to the industry; sharing updated knowledge with client and colleagues; and incorporating updated knowledge into everyday activities related to typical work roles.

You are to investigate a Melbourne based Public Relations (PR) organisation that deals in public relations. You are to identify the functions, roles and activities they perform, for this client. The client requires you to write a report and then present your findings in a short oral presentation to the client (assessor) and your colleagues (class peers).

Report (Evidence Part 1)

 The student is to carry out formal and informal research to update your general knowledge of the public relations (PR) industry and write a report on:

  • on everyday activities related to typical work roles
  • employment opportunities and obligations
  • critical success factors for the communications
  • current trends and issues of concern to the industry

Students will need to complete a range of tasks for part 1. Including:

  1. Locate and access a minimum of two (2) sources of information that relates to the PR industry
  2. Demonstrate the skills to successfully research industry information and apply it appropriately in everyday activities related to typical work roles within the PR industry.
  3. Undertake formal research to update their general knowledge of the PR industry on at least three (3) separate occasions, during the period of time that they were addressing the client brief.
  4. Demonstrate they undertook informal research to update their general knowledge of the PR industry on at least three (3) separate occasions, during the period of time that they were addressing the client brief.
  5. Monitor and describe two (2) trends and two (2) current issues of concern relating to the public relations industry, during the period of time that they were addressing the client brief.
  6. Undertake research and detail one aspect of:
    • the organisation’s employment obligations
    • the organisations employment opportunities
  7. Explain how they use the information that they researched (employment opportunities/obligations) and then

applied this updated information to in everyday work activities.

  1. The student identified and established why this organisation would put a process for setting objectives in place.
    • In relation to this organisation, the student outlined a process to assist the organisation set their workplace (SMART) objectives.
  2. The student identified and applied two (2) appropriate planning and measurement tools to this organisation’s

workplace objectives.

  1. The student identified and developed two (2) critical success factors for the organisation’s communications.
  2. Demonstrate a satisfactory level of technology relevant skills, enabling them to effectively use relevant office equipment and information systems.
  3. Demonstrate that they evaluated the:
    • organisation’s clients
    • target audiences
    • associations
    • networks and media
    • societal role

 

Presentation (Evidence Part 2)

 The student presentation is to be supported by an animation platform. Animation Platform Requirements:

You must aim for a three-minute (3) presentation, using either video scribe or powwow. Use this work opportunity to update your knowledge to improve your everyday work activities. For the purpose of this assessment task the teacher will play the role of the client and your classmates will be in roles as your work colleagues.

 

Students will need to complete a range of tasks for part 2. Including:

  1. Research information in regards to the structure and operation of the PR (public relations) industry
  2. Create a stakeholder analysis based on information they identified and accessed on the key stakeholders of the PR industry they focused on.
  3. Deliver knowledge on two (2) updated PR activities within the organisation.
  4. While undertaking the presentation.
    1. Use positive communication skills (motivational and persuasive language, questioning, active listening, clarifying and asking open questions.)
    2. Use culturally appropriate communication and interpersonal skills.
    3. Use appropriate literacy skills by correctly reading and interpreting business and market data and then using the information to write a report that would be suitable for a range of audiences.
    4. Demonstrate that they have the appropriate numeracy skills enabling them to analyse quantitative data provided by the organisation.
  5. Demonstrate satisfactory level of research and evaluation skills enabling them to collect and record information about clients, organisations, target audiences, and the media.


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements  

You should:

  • Ensure that you submit assessments on or before the due date.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS) 
  • Always retain a copy of your assessment tasks. (hard copy and soft copy)
  • When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

 

TASK:

Report (Evidence Part 1)

 

Criteria for assessment

Satisfactory

Not Satisfactory

Comments

 

1.   The student evidenced that they located and accessed a minimum of two (2) sources of information that relates to the PR industry

 

(to be detailed in the report)

☐

☐

 

 

2.   The student demonstrated the skills to successfully research industry information and apply it appropriately in everyday activities related to typical work roles within the PR industry.

 

(to be detailed in the report)

☐

☐

 

 

3.   The student undertook formal research to update their general knowledge of the PR industry on at least three (3) separate occasions, during the period of time that they were addressing the client brief.

 

(to be detailed in the report)

☐

☐

 

 

4.   The student demonstrated undertook informal research to update their general knowledge of the PR industry on at least three (3) separate

occasions, during the period of time

☐

☐

 

 

 

Criteria for assessment

Satisfactory

Not Satisfactory

Comments

that they were addressing the client brief.

 

(to be detailed in the report)

 

 

 

 

5.   The student is required to monitor and describe two (2) trends and two (2) current issues of concern relating to the public relations industry, during the period of time that they were addressing the client brief.

 

(to be detailed in the report)

 

#at least three (3) separate occasions are to be evidenced to demonstrate

‘consistency over time’.

☐

☐

 

 

  1. The student researched and detailed one aspect of:
    1. the organisation’s

employment obligations


    1. the organisations employment opportunities

 

(to be detailed in the report)

☐

☐

 

 

7.   The student explained how they used the information that they researched (employment opportunities/obligations) and then applied this updated information to in everyday work activities.

 

(to be detailed in the report)

☐

☐

 

8.   The student identified and established why this organisation would put a process for setting objectives in place.

☐

☐

 

 

 

Criteria for assessment

Satisfactory

Not Satisfactory

Comments

b) In relation to this organisation, the student outlined a process to assist the organisation set their workplace (SMART) objectives.

 

(to be detailed in the report)

 

 

 

9.   The student identified and applied two

(2) appropriate planning and measurement tools to this

organisation’s workplace objectives.

 

(to be detailed in the report)

☐

☐

 

10. The student identified and developed two (2) critical success factors for the organisation’s communications.

☐

☐

 

 

11. The student demonstrated a satisfactory level of technology relevant skills, enabling them to effectively use relevant office equipment and information systems.

☐

☐

 

 

  1. The student’s evidence demonstrated

that they evaluated the:

 


    • organisation’s clients
    • target audiences
    • associations
    • networks and media
    • societal role

☐

☐

 

 

 

TASK:

Presentation (Evidence Part 2)

 

List the actions to be observed

Satisfactory

Not Satisfactory

Comments

 

1. The student researched information in regard to the structure and operation of the PR (public relations) industry

 

(to be detailed in the presentation)

☐

☐

 

 

2.   The student created a stakeholder analysis based on information they

☐

☐

 

 

 

identified and accessed on the key stakeholders of the PR industry they focused on.

 

(to be detailed in the presentation)

 

 

 

 

3.   The student delivered knowledge on two (2) updated PR activities within the organisation.

 

(to be detailed in the presentation)

☐

☐

 

 

4.   While undertaking the presentation, the student successfully used the following:

 

4a. positive communication skills. Eg. motivational and persuasive language, questioning, active listening, clarifying and asking open questions.

4b. observed using culturally appropriate communication and interpersonal skills.

4c. Appropriate literacy skills by correctly reading and interpreting business and market data and then using the information to write a report that would be suitable for a range of audiences 4d. Appropriate numeracy skills enabling them to analyse quantitative data provided by the organisation.

☐

☐

 

 

5.   The student demonstrated a satisfactory level of research and evaluation skills enabling them to collect and record information about clients, organisations, target audiences, and the media.

 

(to be detailed in the presentation)

☐

☐

 

Other Information

Late Submission Procedures    You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.  If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.   More Information:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work   Where an extension of greater than seven days is needed, you must apply for Special Consideration.  Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.   More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.   Re-submissions   Successful re-submissions will contribute a CA only (Competency Achieved) result to your overall grade for the course.   Adjustments to Assessment    In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   Marking Guide (Competency):    You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.   You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.      Final Grades table:       CA Competency Achieved  NYC Not Yet Competent DNS Did Not Submit for assessment   Further information regarding the application of the grading criteria will be provided by your teacher

 

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