Assessor Resource

BSBPUB402
Develop public relations campaigns

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders.

It applies to individuals in entry level or junior public relations roles who undertake the majority of work in creating and implementing the campaign with advice from more senior public relations specialists in their organisation.

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Research public relations campaigns

1.1 Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign

1.2 Conduct research into current practice and recent developments in relation to the campaign planning

1.3 Identify the campaign’s audience and their attributes

1.4 Develop and present options to other members of the public relations team and relevant stakeholders for consideration

2. Prepare to implement public relations campaigns

2.1 Define and agree upon campaign objectives and campaign plan with client and other key stakeholders

2.2 Schedule and cost campaign accurately and include in plans

2.3 Comply with legal and ethical constraints

2.4 Confirm roles and responsibilities with other members of the public relations team

3. Implement public relations campaigns

3.1 Implement public relations campaign in accordance with the plan

3.2 Evaluate the potential effectiveness and use of appropriate media to improve campaign publicity

3.3 Implement campaign in accordance with legal and ethical constraints and organisational requirements

3.4 Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures

3.5 Gain agreement from stakeholders to any changes that need to be made to campaign

4. Review and evaluate public relations programs

4.1 Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness

4.2 Report on the outcomes of the campaign to relevant internal and/or external stakeholders

4.3 Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

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Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Research public relations campaigns

1.1 Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign

1.2 Conduct research into current practice and recent developments in relation to the campaign planning

1.3 Identify the campaign’s audience and their attributes

1.4 Develop and present options to other members of the public relations team and relevant stakeholders for consideration

2. Prepare to implement public relations campaigns

2.1 Define and agree upon campaign objectives and campaign plan with client and other key stakeholders

2.2 Schedule and cost campaign accurately and include in plans

2.3 Comply with legal and ethical constraints

2.4 Confirm roles and responsibilities with other members of the public relations team

3. Implement public relations campaigns

3.1 Implement public relations campaign in accordance with the plan

3.2 Evaluate the potential effectiveness and use of appropriate media to improve campaign publicity

3.3 Implement campaign in accordance with legal and ethical constraints and organisational requirements

3.4 Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures

3.5 Gain agreement from stakeholders to any changes that need to be made to campaign

4. Review and evaluate public relations programs

4.1 Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness

4.2 Report on the outcomes of the campaign to relevant internal and/or external stakeholders

4.3 Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign 
Conduct research into current practice and recent developments in relation to the campaign planning 
Identify the campaign’s audience and their attributes 
Develop and present options to other members of the public relations team and relevant stakeholders for consideration 
Define and agree upon campaign objectives and campaign plan with client and other key stakeholders 
Schedule and cost campaign accurately and include in plans 
Comply with legal and ethical constraints 
Confirm roles and responsibilities with other members of the public relations team 
Implement public relations campaign in accordance with the plan 
Evaluate the potential effectiveness and use of appropriate media to improve campaign publicity 
Implement campaign in accordance with legal and ethical constraints and organisational requirements 
Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures 
Gain agreement from stakeholders to any changes that need to be made to campaign 
Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness 
Report on the outcomes of the campaign to relevant internal and/or external stakeholders 
Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements 

Forms

Assessment Cover Sheet

BSBPUB402 - Develop public relations campaigns
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Assessment Record Sheet

BSBPUB402 - Develop public relations campaigns

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