Part A: Course Overview

Program: C5400 Diploma of Business (Public Relations)

Course Title: Plan and manage public relations strategies

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.

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG8048

City Campus

TAFE

525T Business & Enterprise

Face-to-Face or Internet

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

MKTG8048

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 plan and develop public relations strategies while managing public relations activities within an organisation.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

VU22812 Plan and manage public relations strategies

Elements:

1. Analyse organisational identity to determine appropriate public relations strategies

2. Plan public relations strategies

3. Manage the implementation of public relations strategies

4. Evaluate and review public relations strategies

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.


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.