Course description
Public Relations
Chisholm Institute and Swinburne University
ADVANCED DIPLOMA OF BUSINESS (PUBLIC RELATIONS)
21640VIC
Incorporating the Certificate IV in Business (Public Relations)
Course Outline
This course offers knowledge and skill development in a comprehensive range of areas including technology and multimedia, marketing, research and management with a specialisation in public relations. Public relations relates to all forms of communication between an organisation and internal and external stakeholders with the primarily focus of ensuring that the organisations image is maintained and developed. This course suits those seeking a dynamic work environment focused on interacting with people and communicating in all forms, but predominantly in the written form.
The course develops knowledge and skills for PR practitioners to:
• Liaise with the media and organise publicly programs
• Prepare publications
• Organise special promotional events
• Communicate with the market
• Promote sales of products or services
• Lobby
Learning from specialists and having the opportunity to undertake actual work assignments for external clients promotes learning directly linked to the work environment.
Entry Skills and Knowledge
• Read, comprehend and discuss complex information in English.
• Write complex sentences.
• Use and analyse complex data, relation and pattern, number measurement and shape.
• Use and analyse more complex data.
Duration – 2 years full time in total
• Certificate IV in Business (Public Relations) – 1 year – Studied at Chisholm
• Advanced Diploma in Business (Public Relations) – 1 year – Studied at Swinburne
Chisholm Institute and Swinburne University are delighted to be able to offer PR students the opportunity to initially study at Frankston and then to step into a new broadening environment in Year 2 at Swinburne. At Chisholm you will study as one group and develop strong relationships in readiness for stepping into a dynamic environment at Swinburne where you will join a larger group of PR students. This transition opportunity will prepare you well for the fast moving and ever changing business world in the context of Public Relations.
Qualifications issued upon successful completion of units:
• Certificate IV in Business (Public Relations) – Issued by Chisholm
• Advanced Diploma in Business (Public Relations) – Issued by Swinburne University
Professional Recognition
Graduates may sit the accreditation test of the Public Relations Institute of Australia (PRIA).
Learning and Assessment
Learning will be undertaken in a dynamic environment combining theory and practical work.
Assessment is progressive throughout the semester and will include practical work including evidence portfolios, case study work, research and presentations.
COURSE STRUCTURE
Certificate IV in Business (Public Relations) – Chisholm
Core Modules
BSBPUB401A Develop and apply knowledge of public relations industry 80 hrs
BSBPUB403A Develop public relations documents 80 hrs
BSBMKG402A Analyse consumer behaviour for specific markets 60 hrs
CUFWRT04A Write presentation material 20 hrs
CUSGEN05B Make presentations 35 hrs
BSBMKG408A Conduct market research 80 hrs
ICAU3126A Use advanced features of computer applications 40 hrs
ICPMM65DA Create web pages with multimedia 50 hrs
BSBPUB402A Develop public relations campaigns 50 hrs
BSBSBM403A Promote the business 50 hrs
Elective Modules
BSBCMN412A Promote innovation and change 50 hrs
PUACOM004A Manage organisational communication strategies 25hrs
CUSADM09A Address legal and administrative requirements 50 hrs
BSBPUB503A Manage fundraising and sponsorship activities 50 hrs
Advanced Diploma of Business (Public Relations) - Swinburne
Core Modules
VBP336 Develop strategic PR writing 50 hrs
BSBCMN420A Write complex documents 50 hrs
CHCPOL5A Manage research activities 75 hrs
CUFMEM07A Apply principles of visual design and communication to
the development of a multimedia product 40 hrs
BSBFLM512A Ensure team effectiveness 60 hrs
BSBMGT504A Manage budgets and financial plans 60 hrs
BSBPUB504A Develop and implement crises management plans 40 hrs
PSPGOV601B Apply government systems 60 hrs
CUFSAF01A Follow health, safety and security procedures 15 hrs
CUFGEN01A Develop and apply industry knowledge 15 hrs
Elective Modules
CULLB510B Develop and maintain community stakeholder relationships 50 hrs
CUSADM05A Develop and implement a business strategic plan 70 hrs
MODULE DESCRIPTIONS
Certificate IV in Business (Public Relations) - Chisholm
BSBPUB401A – Develop and apply knowledge of public relations industry
Research and analyse components of the public relations industry that contribute to problem solving, situational analysis, strategic planning and setting objectives. Understand industry ethical and legal issues and strategic communications management planning.
BSBPUB403A – Develop public relations documents
The performance outcomes, skills and knowledge required to design, produce and edit public
relations documents for various target audiences, and to evaluate their effectiveness in the
marketplace.
BSBMKG402A – Analyse consumer behaviour for specific markets
Analyse consumer behaviour to enable marketing to be targeted to specific markets and specific
needs.
CURWRT04A – Write presentation material
Write a range of presentation material that contributes to the continuity of an audio program, including links, ‘”intros”, “outros”, and back announcements.
CUSGEN05B – Make presentations
Prepare for and make effective presentations to a group of people. Senior operational staff, sales
and marketing personnel or managers would generally undertake this role.
BSBMKG408A – Conduct market research
Implement all aspects of a market research plan (with the exception of specialist statistical design
and analysis). Conduct research, develop survey tools, recruit respondents, gather data and
information from respondents, analyse research information, and prepare research reports.
ICAU3126A – Use advanced features of computer applications
Use computer applications using advanced features.
ICPMM65DA – Create web pages with multimedia
Identify the tools and parameters of web page design, produce web pages and validate and prepare for distribution.
BSBPUB402A – Develop public relations campaigns
Performance outcomes, skills and knowledge required to develop and conduct a public relations
campaign, to evaluate its effectiveness and to present the findings to stakeholders.
BSBSBM403A – Promote the business
Develop and implement marketing strategies and monitor and improve market performance.
BSBCMN412A – Promote innovation and change
This unit covers the skills and knowledge required to promote the use and implementation of
innovative work practices to effect change.
PUACOMO04A – Manage organisational communication strategies
Develop, implement, review and evaluate communication strategies and promote effective
communication techniques in the workplace.
CUSADM09A – Address legal and administrative requirements
Ensure that the business or project complies with the relevant legislative and regulatory
requirements. Set up and manage the legal and administrative aspects of businesses, and projects in a cultural industry context.
BSBPUB503A – Manage fundraising and sponsorship activities
This unit describes the performance outcomes, skills and knowledge required to conduct and manage fundraising and sponsorship activities for a not-for-profit organisation, and to align fundraising and sponsorship activities with organisational requirements.
Advanced Diploma of Business (Public Relations) – Swinburne
VBP336 – Develop strategic PR writing
Develop strategic PR writing material for targeted external and internal publics.
BSBCMN420A – Write complex documents
Plan documents, draft text, prepare final text and produce documents of some complexity.
CHCPOL5A – Manage research activities
Initiate, manage and act upon research and the resultant recommendations.
CUFMEM07A – Apply principles of visual design and communication to the
development of a multimedia product
This unit describes the skills and knowledge required to incorporate the principles of visual design and communication into the development of multimedia products for use within cultural industries.
BDBFLM512A – Ensure team effectiveness
Facilitate all aspects of team work within the organisation. Take a leadership role in the development of team plans, lead and facilitate team work and actively engage with the management of the organisation.
BSBMGT504A – Manage budgets and financial plans
Financial management for operational managers who are not financial specialists. The unit
emphasises the preparation of users of budgets/financial plans through communication and training and consistent surveillance over budget performance, with early intervention where required.
BSBPUB504A – Develop and implement crises management plans
This unit describes the performance outcomes, skills and knowledge required by public relations personnel to coordinate, develop and implement a crisis management plan to provide an organisation with a planned communications response for use in the event of crisis.
PSPGOV601B – Apply government systems
This unit covers the effective application of government systems to work in the public sector. It includes applying knowledge of linkages between government/other organisations and between governments, and applying knowledge of the broader political context. In practice, knowledge of government systems is applied in the context of other generalist and specialist work activities such as managing client services, managing financial resources, providing strategic HR services, managing regulatory compliance, managing contracts etc.
CUFSAF01A – Follow health, safety and security procedures
This unit describes the skills and knowledge which everyone in the workplace must have in order to work safely. It covers a range of industry contexts involving a variety of different conditions and
hazards.
CUFGEN01A – Develop and apply industry knowledge
Access, increase and update knowledge of the film, television, radio and multimedia industry,
including the role of different industry sectors, and the impacts of changing technology.
CULLB510B – Develop and maintain community stakeholder relationships
This unit describes the skills and knowledge required to develop and maintain community/stakeholder relationships. As such, the unit focuses on the need for regular and ongoing consultation to maintain the quality of service provision.
CUSADM05A – Develop and implement a business strategic plan
This unit describes the skills and knowledge required to develop a strategic plan and to monitor and manage its implementation. It may be applied to a small independent operation or to a section of a large organisation
