Part A: Course Overview

Program: C4413 Certificate IV in Marketing and Communication

Course Title: Develop public relations documents

Portfolio: Vocational Education

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.

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG6109C

City Campus

TAFE

525T Business & Enterprise

Face-to-Face

 Term1 2022,
Term2 2022,
Term1 2023,
Term2 2023,
Term1 2024,
Term2 2024,
Term1 2025

Flexible Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG6109C

City Campus

TAFE

525T Business & Enterprise

Face-to-Face

 VE 2022 (MC4F)

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

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



Course Description

This unit describes the skills and knowledge required to design, produce and edit public relations documents for various target audiences and to evaluate their effectiveness in the marketplace.

The unit applies to individuals who usually work as part of a public relations campaign team and who analyse and evaluate information from a variety of sources. In this role, individuals use well-developed advertising skills and a broad knowledge base.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

BSBMKG441 Develop public relations documents

Elements:

1. Prepare to develop public relations documents

2. Establish final public relations documents

3. Review finalised documents

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to design, produce and edit public relations documents for various target audiences and to evaluate their effectiveness in the marketplace.


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:
• drafting public relations documents
• review of finalised documents
• identifying task objectives and relevant frameworks
• evaluating feedback against task objectives

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.

In order to achieve competency in this unit, you must provide:


Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:

  • develop a minimum of two public relations documents.

In the course of the above, the candidate must:

  • research content, format and processes for public relations document and confirm with relevant personnel
  • develop and modify a draft public relations document according to task requirements and feedback from relevant personnel
  • monitor and evaluate feedback to identify future improvements to public relations documents
  • record and file results according to organisational policy and procedures.


Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:

  • principles and practices of public relations
  • content of public relations documents including:
  • communication objectives
  • communication messages
  • communication processes
  • methods to assess effectiveness of public relations documents in fulfilling task objectives, including stakeholder feedback
  • organisational requirements relevant to public relations documents
  • key media and media distribution channels
  • current issues and trends which affect the public relations industry
  • key provisions of relevant legislation, codes of practice and national standards that affect public relations campaigns.


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.