Course Title: Apply understanding of media relations

Part A: Course Overview

Program: C6169 Advanced Diploma of Business (Public Relations)

Course Title: Apply understanding of media relations

Portfolio: Vocational Education

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.

Important Information:

Please note that this course may have compulsory in-person attendance requirements for some teaching activities. 

To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption. 

Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209. 

Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus 


Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance. 


Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG8051

City Campus

TAFE

650T Vocational Business Education

Face-to-Face or Internet

 Term2 2021

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

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



Course Description

In this course you will acquire the skills and knowledge required to apply an understanding of media relations and engage target audiences. It includes defining media relations requirements, selecting media vehicles and planning media activities.

You will document a media list and media plan and research how relevant legislation impacts media relations. Part of the understanding media relations process is analysing and producing media messages and identifying target audiences for market requirements which forms the assessment in this course.

In addition, you will evaluate the impact of media coverage and define the role of media within public relation activities - selecting and identifying appropriate media vehicles within the media plan for an organisation.

 

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

VU22813 Apply understanding of media relations

Elements:

1. Define media relations' role within public relation activities

2. Identify requirements for media relation activities

3. Select possible media vehicles

4. Develop a media plan

Learning Outcomes

On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in applying understanding of media relations.

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to:

  • Define the role of media within public relation activities
  • Apply skills and knowledge to identify and select media relation requirements and possible media vehicles
  • Develop a media list and a media plan for an organisation
  • Successfully demonstrate knowledge of organisational and market requirements for a media plan.


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 competency in media relations:

  • Project management
  • Written reports supported by practical assignments or tasks for individual assessment
  • Observation of workplace practice supported by personal interviews
  • Knowledge tests
  • Practical display with personal interview, presentations or documentation
  • Case studies
  • Real situations
  • Interaction with others.

You will be assessed on the criteria below:

Required Skills for this unit:

  • 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
  • Pitch ideas verbally and in writing
  • Document a media list and media plan
  • Research how relevant legislation impacts upon media relations
  • Analyse a media message and market requirements
  • Analyse and evaluate the impact of media coverage
  • Consult and provide advice
  • Conduct business in a cross-culturally sensitive manner

Required knowledge for this unit:

  • Australian media landscape
  • organisational vision and organisational products or services
  • organisational budget and constraints
  • pitching techniques
  • principles and characteristics of media, types of media and public relations strategies
  • key provisions of codes of practice, legislation and national standards affecting media in Australia
  • ethical principles relating to the public relations industry
  • terms describing media audience.

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.

Assessment of the performance requirements in this unit will be undertaken within the context of media relations and simulated to the workplace.

Feedback

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