Course Title: Manage public affairs
Part B: Course Detail
Teaching Period: Term1 2021
Course Code: MKTG8055C
Course Title: Manage public affairs
School: 650T Vocational Business Education
Campus: City Campus
Program: C6169 - Advanced 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
Gerry McCusker
Nominal Hours: 70
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 required.
Course Description
In this course you will acquire the skills and knowledge required to plan and manage public affairs programs, develop crisis management strategies and handle high-profile events in the public sector.
The scope of the course will include public affairs practice, identifying audiences for public affairs actions, including resources and identifying public affairs issues in conjunction with the needs of the organisation. Part of the public affairs practice will be developing public affairs objectives, activities, programs and measures in line with the organisation’s business and strategic plans. This includes mitigating risk and you will review operations to identify potential crisis factors and evaluate risk management strategies.
In addition to planning public affairs programs you will undertake public affairs strategic planning for high-profile events - involving outside groups, partners, the media and business in sponsoring/ supporting special events as required.
Assessment for this course includes developing a crisis communications action plan and planning a public relations fundraising event.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
PSPGEN083 Manage public affairs |
Element: |
1. Contribute to public affairs scope and direction |
Performance Criteria: |
1.1 Conduct an environmental scan to identify public affairs issues and needs for the organisation. 1.2 Identify target audiences for public affairs action. 1.3 Develop public affairs objectives and programs in line with the organisation’s business and strategic plans. 1.4 Develop criteria and measures for assessing objectives. 1.5 Identify resourcing requirements and negotiate the scope of public affairs activities in accordance with organisational priorities and resource constraints. |
Element: |
2. Plan and manage public affairs program |
Performance Criteria: |
2.1 Develop operational plan for public affairs to integrate strategies and coordinate communications and activities. 2.2 Develop schedules for communications and activities that are flexible enough to provide for contingencies and emerging issues. 2.3 Define responsibilities and accountabilities, and identify reporting requirements and benchmarks for monitoring the program. 2.4 Implement and monitor public affairs program to ensure progress or make changes to achieve the program objectives. 2.5 Evaluate results in terms of media coverage, penetration and desired audience response, identify reasons for variations and make changes to improve results. |
Element: |
3. Develop crisis management communication strategies |
Performance Criteria: |
3.1 Assess organisational activities and operations to identify potential crisis factors and evaluate risk management strategies. 3.2 Explore and determine the composition of a crisis communication team in terms of required specialist knowledge and guidance. 3.3 Identify training needs for potential spokespersons and organise media training. 3.4 Identify individuals and groups who must be contacted in crisis situations, establish lines of communication and confirm their roles and responsibilities. 3.5 Develop crisis management action plan and submit for approval. |
Element: |
4. Handle high‑profile events |
Performance Criteria: |
4.1 Undertake public affairs strategic planning for high-profile events. 4.2 Involve outside groups, partners, the media and business in sponsoring/supporting special events as required. 4.3 Apply and explain protocol standards to others as required to ensure a positive organisational outcome from high-profile events. 4.4 Oversee and support the involvement of managers, staff and government representatives in high-profile events. 4.5 Prepare speeches and statements for management and other officials for special events or in times of crisis. |
Learning Outcomes
On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in managing public affairs.
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to:
- Apply skills and knowledge to manage public affairs programs and actions.
- Develop schedules, coordinate communications and activities.
- Implement suitable crisis management strategies to align with the needs of the organisation.
- Successfully plan a public relations plan and event, mitigating and evaluating risk management strategies and contingencies.
Plan and manage public affairs strategies with suitable stakeholders and targeted groups.
Details of Learning Activities
This unit describes the skills required to manage public affairs. It includes contributing to public affairs scope and direction, planning and managing public affairs programs, developing crisis management strategies and handling high-profile events.
This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.
You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.
A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.
The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.
Teaching Schedule
| WEEK | WEEK COMMENCING | TOPIC | ASSESSMENTS |
1 |
8th February |
Introduction to the course | |
2 |
15th February |
Developing objectives and programs | |
3 |
22nd February |
Resourcing and scope | |
4 |
1st March |
Developing communications strategy for crisis management | |
5 |
8th March |
Ideal composition of the team | |
6 |
15th March |
Crisis communication - spokesperson and media training | |
7 |
22nd March |
Developing a crisis management action plan | |
8 |
29th March |
Integrating and co-coordinating communication | |
Mid Semester Break 1st April – 7th April | |||
9 |
12th April |
Defining responsibility, accountability and reporting | Assessment 1 due Sunday 23:59 |
10 |
19th April |
Implementing and monitoring Public Affairs campaigns | |
11 |
26th April |
Evaluating and improving public affairs campaigns | |
12 |
3rd May |
Strategic Planning for high profile events | Assessment 2 due Sunday 23:59 |
13 |
10th May |
Supporting special events and ensuring a positive organisational outcome from high-profile events | |
14 |
17th May |
Involve and support your colleagues and managers | |
15 |
24th May |
Finalise assessments | Assessment 3 due Sunday 23:59 |
16 |
31st May |
Resubmissions communications | |
17 |
7th June |
Grade Entry |
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available in 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 competency in managing public affairs:
- 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:
Performance Evidence
- applying legislation, regulations and policies relating to public affairs
- planning and setting objectives
- undertaking strategy development
- documenting crisis management communication strategies and protocols, including post crisis communication to inform crisis management action plans
- establishing and maintaining relationships inside and outside the organisation
- communication including consulting, negotiating and liaising with diverse groups
- applying procedures relating to work health and safety and the environment in the context of public affairs.
Knowledge Evidence
- public sector legislation including work health and safety and the environment, regulations, policies, procedures and guidelines relating to public affairs
- public affairs capability and how this relates to organisational objectives
- event management
- requirements of crisis management communication strategies.
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 name - Assessment Task 1: Crisis Communications Action Plan
Assignment due date: Week 11
Learning Objectives Assessed:
The focus of this task is to create a Crisis Communications Action Plan in response to a Case Study.
The Case Study discusses an environmental crisis – the 2019-20 Queensland, New South Wales and Victorian bushfires; as well as the related political crisis – delays from government in responding appropriately to the severity of the situation (read the other links provided in the Case Study document). As fires continued to burn in different parts of Australia, investigators worked to provide answers on the exact causes of devastating blazes.
Assessment name - Assessment Task 2: PR Event Planning
Assignment due date: Week 12
Learning Objectives Assessed:
The focus of this task is to develop event management and marketing communication plans working in a team.
You will be allocated to one of two teams for this task and Task 3. Each team will produce a project scope document.
By defining the scope you ensure all key stakeholders are on board and have a clear understanding of the project.
The task is divided into five smaller parts, and takes place over the semester, according to the session plan for this unit.
- Part A: Project Preparation Q&A
- Part B: Scope Session; Whole-class discussion/brainstorming session
- Part C: Team Planning Session (Comms and Events Teams)
- Part D: Teamwork
- Part E: Team Briefing & Sign-off
The overall outcome is to produce a Fundraising Event Plan as a PR and goodwill response to the bushfire situation. You will then run the fundraising event as a class for Task 3 by following this approved plan.
This task is both a group and individual project; you will be assessed based on your individual contribution and performance across the project – this includes meeting your role’s responsibilities and meeting deadlines.
Assessment name - Assessment Task 3: PR Fundraising Event
Assignment due date: Week 15
Feedback and grades:
Feedback on your assignment will be released via the Grades item in the left menu.
Learning Objectives Assessed:
The focus of this task is to participate in running a team-coordinated fundraising event in accordance with the plans your class created for Assessment Task 2.
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 an 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.
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.
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):
Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:
Satisfactory
Not Satisfactory
DNS (Did not Submit)
There are 3 assessments for this course, students must be deemed satisfactory i n all 3 assessments to be competent in this course.
Course grades will be given as:
CA (Competency Achieved)
NYC (Not Yet Competent)
DNS (Did not submit)
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.
Further information regarding the application of the grading criteria will be provided by your teacher.
Course Overview: Access Course Overview