Tutorial 1. Public Relations Industry and the Australian Media
Topic 1: Industry Overview
Topic 2: Development of the mass media in Australia
Topic 3: The media and public relations relationship
Topic 4: Broadcast media
Topic 5: Print media
Topic 6: Other media
Topic 7: Mass media
Topic 8: Writing terminology
Topic 9: Tools and references
Topic 10: Network contacts

Tutorial 2.The Promotion Industry
Topic 1: The roles and the responsibilities of the
promotion industry
Topic 2: The organisation’s marketing plan and budgets
Topic 3: Planning processes for promotional activities
Topic 4: Principles and techniques of public relations and product promotion
Topic 5: Consulting with agencies
Topic 6: Product and service standards and best practice
Topic 7: Customer service policies and procedures
Topic 8: Obtaining and analysing customer feedback

Tutorial 3. Introduction to Public Relations 1
Topic 1: History of public relations
Topic 2: PR techniques: Events, press releases, press kits
Topic 2: The four-step PR process model
Topic 3: Public relations Roles
Topic 4: Social trends and PR
Topic 5: Functions and techniques of public relations
Topic 6: How a PR department or agency works
Topic 7: Communication theories and processes
Topic 8: Internal public relations

Tutorial 4. Introduction to Public Relations 2
Topic 1: Introduction to public relations
Topic 2: The importance of strategic planning
Topic 3: Media structure and techniques
Topic 4: Working with specific media
Topic 5: Using the four-step process
Topic 6: Issues management and crisis public relations
Topic 7: Techniques in speech presentation
Topic 8: Advertising and public relations functions

Tutorial 5. Marketing Concepts
Topic 1: Understanding marketing concepts
Topic 2: Cost-benefit analysis
Topic 3: Understanding your customer
Topic 4: Understanding products
Topic 5: Product life cycle (PLC)
Topic 6: Brand awareness
Topic 7: Pricing the product or service
Topic 8: Getting the product or service to the customer
Topic 9: The promotional mix

Tutorial 6. Advertising and Direct Marketing
Topic 1: Different forms of advertising (referral, print, television, radio, online, merchandising, telemarketing, direct mail, direct sales, outdoor advertising)
Topic 2: Costs of advertising
Topic 3: Guidelines for writing advertisements
Topic 4: How direct marketing works
Topic 5: Costs of direct marketing
Topic 6: Running a direct marketing campaign
Topic 7: Evaluating the effectiveness of a campaign

Tutorial 7. Writing for Public Relations 1
Topic 1: Planning the writing process
Topic 2: Writing for different styles
Topic 3: Developing the message
Topic 4: Writing internal communication plans
Topic 5: Writing internal communication publications
Topic 6: Writing the company newsletter

Tutorial 8. Writing for Public Relations 2
Topic 1: Effective report and submission writing
Topic 2: Writing support materials
Topic 3: Developing direct mail
Topic 4: Speech writing
Topic 5: Writing for corporate identity
Topic 6: Financial communications and report writing

Tutorial 9. Research Skills and the Market
Topic 1: Research for public relations
Topic 2: Qualitative and quantitative research
Topic 3: Research types and methods
Topic 4: Analysing and presenting data
Topic 5: The customer and the business
Topic 6: Competitive positioning
Topic 7: Monitoring marketing trends
Topic 8: Researching new and emerging markets

Tutorial 10. Identify Marketing Opportunities
Topic 1: Understanding the business
Topic 2: Identifying market needs
Topic 3: Marketing strategies
Topic 4: Identifying marketing opportunities
Topic 5: The marketing plan

Tutorial 11. Profiling the Market—Target Marketing
Topic 1: Your workplace and strategic planning
Topic 2: Market segments
Topic 3: Evaluating potential target markets
Topic 4: Profiling the target market
Topic 5: Positioning, planning and implementation

Tutorial 12. Analyse Consumer Behaviour
Topic 1: Consumer attributes
Topic 2: Buyer decision process
Topic 3: Features of the product
Topic 4: Identify and understand your consumers
Topic 5: Marketing mix
Topic 6: The promotional budget

Tutorial 13. Marketing Law and Ethics
Topic 1: Australian industry practices
Topic 2: Regulatory bodies and PRIA Code of Ethics
Topic 3: Consumer and contract law
Topic 4: Advertising regulations
Topic 5: Restrictive trade practices
Topic 6: Intellectual and industrial property
Topic 7: Consumer credit
Topic 8: Agency law

Tutorial 14: Event Management and Fundraising
Topic 1: Introduction to event management
Topic 2: Types of events and venue arrangements
Topic 3: Planning and coordinating the event
Topic 4: Organising a conference
Topic 5: Budgets and proposals
Topic 6: Fundraising in Australia
Topic 7: Organising fundraising events

Tutorial 15. Breaking into the Industry
Topic 1: Different jobs in the industry
Topic 2: What you need to know about the industry
Topic 3: The importance of the sales role
Topic 4: Your resume and job application
Topic 5: Make a presentation
Topic 6: Freelance consulting