Part A: Course Overview

Program: C5400 Diploma of Business (Public Relations)

Course Title: Use digital media for public relations

Portfolio: Vocational Education

Nominal Hours: 60

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)

MKTG8046

City Campus

TAFE

525T Business & Enterprise

Face-to-Face or Internet

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

MKTG8046

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

This unit describes the performance outcomes, skills and knowledge required to use digital media in public relations activity to engage globally. It includes establishing and maintaining a social networking presence using digital media tools and applications and arranging for the training of other personnel in the use of media.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

VU22807 Use digital media for public relations

Elements:

1. Analyse appropriate digital media for public relations activities

2. Implement appropriate media for public relations activities

3. Review and evaluate digital media practices

Learning Outcomes

  • On completion of this course students will be able to use digital media tools and applications for various public relations activities.


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 using digital media for PR:

  • Project work
  • 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.

You will be assessed on the criteria below:

Evidence required

  • knowledge of contemporary digital media, tools and application in a public relations environment
  • analysis of media solutions for a public relations environment
  • set up of a networking presence and upload of appropriate information
  • cultural sensitivity in digital media use communicating media use issues with relevant personal.

Required Skills

Language and literacy skills to:

  • 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
  • convey technical information to non-technical personnel
  • interpersonal skills to:
  • consult and provide advice
  • conduct business in a cross-culturally sensitive manner
  • technical skills to:
  • use digital media networking sites to upload images and files.

Required Knowledge

  • basic technical terminology in relation to social networking and digital media applications and tools
  • features and functions of digital media applications
  • import and export software functions
  • linking documents
  • digital media applications and procedures for connecting to social networking sites
  • use of input and output devices
  • use of RSS feeds to connect a social network
  • business ethics
  • legislation and ethics that impact upon media use
  • consequences of non-compliance with media use legislation and ethics.
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 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.