Course Title: Plan and manage public relations strategies
Part B: Course Detail
Teaching Period: Term1 2023
Course Code: MKTG8048
Course Title: Plan and manage public relations strategies
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
99255522
Nominal Hours: 50
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
In this course you will acquire the skills and knowledge required to plan and develop public relations strategies while managing public relations activities within an organisation.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
VU22812 Plan and manage public relations strategies |
Element: |
1. Analyse organisational identity to determine appropriate public relations strategies |
Performance Criteria: |
1.1 Collect and analyse internal and external information relevant to the development of public relations strategies. 1.2 Review the organisation's core activities, business values and current business direction to identify potential images and messages. |
Element: |
2. Plan public relations strategies |
Performance Criteria: |
2.1 Consult key stakeholders about organisational public relations strategies relations issues. 2.2 Identify target groups for public relations strategies, i n accordance with organisational requirements. 2.3 Identify and select strategies that enhance and promote the organisation's vision and mission. 2.4 Identify and plan for the range of potential situations and reactions to which the organisation may need to respond, incorporating intellectual property, legal and ethical considerations. 2.5 Consult and negotiate with relevant personnel about public relations strategies in a timely manner. 2.6 · Document and submit public relations strategies for approval in accordance with organisational policies. |
Element: |
3. Manage the implementation of public relations strategies |
Performance Criteria: |
3.1 Define and clearly communicate all aspects of public relations strategies to relevar:it stakeholders. 3.2 Implement and monitor actions detailed in strategies, incorporating c;:ontingency plans to prevent negative impacts. 3.3 Share public relations information with colleagues and relevant personnel to maintain awareness of organisational direction and priorities. |
Element: |
4. Evaluate and review public relations strategies |
Performance Criteria: |
4.1 Establish appropriate/eedbdck mechanisms for public relations activities and. strategies. 4.2 Evaluate public relations activities and strategies using agreed methCJds and benchmarks. 4.3 Incorporate feedback and evaluation into the adjusted public relations strategies. 4.4 Communicate and implement agreed public relations· strategies in accordance with organisational procedures. |
Learning Outcomes
On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in planning and managing public relations strategies.
This course is structured to provide you with the optimum learning experience in order to demonstrate the skills and knowledge required to:
- Understand the public relations context for the organisation and the manner in which public relations link with other aspects of marketing and management
- Plan for contingency issues and challenges that can arise when developing and managing public relations strategies
- Apply and understand planning techniques in relation to public relations
- Understand legislation and ethics that can impact public relations and intellectual property issues in public relations
- Apply and use public relations protocols, resources and activities
- Plan public relations strategies and work collaboratively with others on the development, implementation and management of public relations activities.
Details of Learning Activities
This unit describes the skills and knowledge required to plan, develop and manage public relations activities within an organisation.
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 Canvas on going so that you can see specific current semester delivery details about the course.
This unit describes the performance outcomes, 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.
Everything you need to know about this course is located here. For example, your study notes, assessments, resources and weekly teaching schedule. It is in your best interest to regularly check here for any updates or important messages.
There are 3 assessments for this course and you will find the details under the Assignments tab.
Teaching Schedule
Week 1 |
07 February |
Introduction · Teacher, student introductions · Assessments and Feedback · Course overview · Assessment Tasks · Groups · Workshop |
|
Week 2 |
14 February |
Research - What are public relations strategies? What are PR protocols? Understand the public relations aspect of managing PR strategies |
Recent Case Study (Part of Assessment Task 1A) |
Week 3 |
21 February |
Research process - activities for PR strategies - target groups and stakeholders |
Recent Case Study (Part of Assessment Task 1A) |
Week 4 |
28 February |
Research to develop PR strategies. Strategic direction to solve potential situations (risks) |
Recent Case Study (Part of Assessment Task 1A) |
Week 5 |
7 March |
Review of strategic directions - target groups. |
Recent Case Study (Part of Assessment Task 1A) |
Week 6 |
14 March |
The key aspects of a public relations strategic plan - Case Study covering |
Recent Case Study (Part of Assessment Task 1A) |
Week 7 |
21 March |
Prepare PR plans from strategies
|
Assessment Task 1 is due by 11.30 pm on 26 March. |
Week 8 |
28 March |
Creative strategic tools - using media & non-media channels |
Recent Case Study (Part of Assessment Task 1B) |
Week 9 |
4 April |
Creative strategic tools - using media & non-media channels |
Recent Case Study (Part of Assessment Task 1B) |
Mid Semester break from Friday 7 April to 14 April inclusive |
|||
Week 10 |
18 April |
Manage the implementation of PR strategies |
Recent Case Study (Part of Assessment Task 1B) |
Week 11 |
25 April |
Major Assignment (Task 2) overview and discussion Time management for PR strategies |
Recent Case Study (Part of Assessment Task 1B) |
Week 12 |
2 May |
Prepare PR plans from strategies
|
Assessment Task 1B is due by 11.30 pm on 7 May. |
Week 13 |
9 May |
Evaluate and review public relations strategies |
|
Week 14 |
16 May |
Major Assignment (Task 2) overview and discussion |
Assessment Task 2A due by 21 May |
Week 15 |
23 May |
Assignment Presentation |
Assessment 2B Presentation due in class |
Week 16 |
30 May |
Resubmission |
|
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available on Canvas
Overview of Assessment
Assessment Methods
A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess your planning and managing of public relations strategies:
- Project management
- Written reports supported by practical assignments or tasks for individual assessment
- Observation of workplace practice supported by personal interviews
- Practical display with personal interview, presentations or documentation
- Case studies.
To demonstrate competency in this unit you will be required to provide the following evidence:
- knowledge of public relations protocols, resources and activities
- the ability to plan public relations strategies
- the ability to work collaboratively with others on the development, implementation and management of public relations activities.
Required Skills
- Language and literacy skills to:
- read, interpret and communicate legislation, regulations, policies, procedures and guidelines relating to the use of media
- communicate impartially and diplomatically with diverse stakeholders, including conducting open discussions
- write reports and strategic material
- interpersonal skills to consult and provide advice
- literacy skills to:
- interpret a range of complex material
- write reports and strategic material
- planning and organisational skills to:
- organise information when producing public relations plans and reports
- manage projects and processes
- research skills to:
- obtain necessary background information to assist with public relations plans and strategies
- determine organisational priorities
- technical skills to:
- use a range of office equipment and software to produce public relations plans
- make effective use of internet for research purposes
Required Knowledge
- public relations context for the organisation
- the manner in which public relations link with other aspects of marketing and management
- contingency issues and challenges that can arise when developing and managing public relations strategies
- planning techniques in relation to public relations
- legislation and ethics that impact upon public relations
Assessment Conditions
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 received and use this information to improve your learning outcomes and final performance in the course 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
Assessment Task 1a is the first of two (2) assessment activities for Task 1 for students to complete satisfactorily, to be deemed competent for this unit.
This assessment is a short-answer knowledge assessment designed to assess the application of developing and managing public relations strategies through:
- Collecting and analysing internal and external information about the organisation’s business that is relevant to the development of public relations strategies.
- A review of issues and challenges that can arise in the context of developing and managing public relation strategies.
- Identify and plan for a range of potential situations to which the organisation may need to respond, incorporating intellectual property, legal and ethical considerations.
- Identify potential images and messages through a review of the organisation’s core activities, business values and current business direction.
- Identifying and consulting with key target audiences and stakeholders about public relations strategic issues.
The student must satisfactorily answer the four (4) short answer questions outlined below. These questions are based on planning and managing public relations strategies for a specific organisation from derived from a current case study provided. Each question will require you to use a different case study.
The assessable activity 1 is provided as a link and on CANVAS to ensure it is consistent and fair for all students.
Assessment Task 1b is the second of two (2) assessment activities for Task 1 for students to complete satisfactorily, to be deemed competent for this unit.
This assessment is a short-answer knowledge assessment designed to assess the application of developing and managing public relations strategies through:
- Collecting and analysing internal and external information about the organisation’s business that is relevant to the development of public relations strategies.
- A review of issues and challenges that can arise in the context of developing and managing public relation strategies.
- Identify and plan for a range of potential situations to which the organisation may need to respond, incorporating intellectual property, legal and ethical considerations.
- Identify potential images and messages through a review of the organisation’s core activities, business values and current business direction.
- Identifying and consulting with key target audiences and stakeholders about public relations strategic issues.
You must satisfactorily answer the four (4) short answer questions outlined below. These questions are based on planning and managing public relations strategies for four specific organisations derived from four different current case studies provided.
Assessment Task 2
This task will be split into 2 parts based on the Client brief provided. Firstly, you will write a public relations’ strategic plan report (900 to 1000 words). In the second part, you will deliver the report in the form of a short verbal and visual presentation (3 minutes).
The student will be asked to investigate a non-for-profit organisation and provide evidence related to knowledge of public relations protocols, resources and activities that are relevant to planning public relations strategies.
You are required to write a Report and then discuss and present your findings in the form of an oral Presentation to the client, stakeholders, and colleagues.
You must have gathered evidence to show that you worked collaboratively with others on the development, implementation and management of the organisation’s public relations activities.
To complete the research, report and presentation, you must use technology skills covering a range of office equipment and information systems (e.g., IT software, internet for research, and platforms).
The three-minute presentation will require language and literacy skills to communicate impartially and diplomatically with diverse stakeholders using a range of office equipment and presentation software such as Microsoft PowerPoint, Canva, WPS Office, LibreOffice or iCloud Keynote set of slides or any other suitable presentation software platform.
Assessment Matrix
The assessment matrix that maps all the assessment is available on CANVAS
The student should:
- Ensure that you submit assessments on or before the due date.
- 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 a footer with your name, student number, the title of the assessment, unit code and title and page numbers
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:
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
Course Overview: Access Course Overview