- CUVADM08B - Develop and manage public relations strategies
Assessor Resource
CUVADM08B
Develop and manage public relations strategies
Assessment tool
Version 1.0
Issue Date: April 2024
Not Applicable
This unit describes the skills and knowledge required to develop and implement a plan for public relations activities within an organisation. It focuses on the skills and knowledge required by managers, owners/managers of small businesses and marketing personnel. As such the unit does not reflect the depth and breadth of skills required by specialist public relations professionals.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)
Prerequisites
This unit has linkages to a range of other management and marketing units and combined assessment and/or training with those units may be appropriate.
Employability Skills
This unit contains employability skills.
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.
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package. | |
Critical aspects for assessment and evidence required to demonstrate competency in this unit | The following evidence is critical to the judgement of competence in this unit: development and implementation of a public relations plan for a specific organisation or area of an organisation detailed knowledge of public relations protocols, resources and activities as relevant to the industry sector. |
Context of and specific resources for assessment | The assessment context must provide for: practical demonstration of skills through the development and implementation of a public relations plans for an organisation/area of an organisation interaction and collaboration with others to reflect consultation and communication skills within this unit assessment conducted over a period of time to reflect the ongoing implementation and monitoring aspects of the unit. |
Method of assessment | Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge, and might include: evaluation of a public relations plan developed by the candidate role play or simulation and practical activities for consultation, staff training, media interaction and presentations development and analysis of case studies written/verbal reports on public relations plan, negotiation, promotion hypothetical or problem solving scenarios questioning and discussion about case studies, plans, strategies review of portfolios of evidence third party workplace reports of performance by the candidate. |
Assessment of this unit requires access to the materials resources and equipment needed to research public relations campaigns and media opportunities. | |
Professional Practice
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.
Required skills: research and analytical skills to analyse internal and external environments. |
Required knowledge: the public relations context for the organisation, including knowledge of the ways in which similar organisations generate and promote their identity ways in which public relations links to other aspects of marketing and management the structure and function of a range of print and electronic media planning techniques and formats in relation to public relations formats, features and uses of different public relations resources, e.g. media releases, journalist familiarisations, press kits legal issues that impact on public relations, e.g. Trade Practices. |
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. | |
Internal and external information which informs the public relations strategy may include information relating to: | business plans community activities competitor organisations current market conditions current trends/developments in the relevant industry context financial plans government activities legal environment marketing plans. |
Public relations plans and strategies may be for: | a department a program of events a single event a specific product or service an organisation. |
Images and messages may include: | nature of products and services, e.g. performances, exhibitions, sale operational style, e.g. efficiency, probity, ethical, fair, responsive relationship to public, e.g. leading edge, responsive service provision, e.g. hours of operation, range of facilities, services, access stylistic direction, e.g. innovative, contemporary, classical, folk, indigenous, international track record of organisation visual identity, e.g. logo, signage, public appearance, colour. |
Key stakeholders may include: | funders, sponsors patrons, visitors promoters representatives from boards and committees associated with organisation staff. |
Target groups may include: | event organisers media representatives, e.g. journalists, editors, producers, directors patrons, sponsors, funders promoters staff, volunteers suppliers, vendors, related businesses visitors, audiences. |
Potential situations may include: | capitalising on favourable publicity minimising the impact of any unfavourable press responding to unforeseen operational issues, e.g. accidents, shortages unprecedented or overwhelming support/attendance. |
Legal and ethical considerations may relate to: | codes of practice cultural expectations and influences legislation social responsibilities. |
Feedback mechanisms may include: | consultation with colleagues direct questioning formal/written feedback measurements of level of support, e.g. attendance, sponsorship, patronage media monitoring. |
Strategies and activities may relate to: | direct advertising gifts logos media materials, e.g. press releases, articles, reviews membership and loyalty programs planned activities, e.g. launches, openings, guest appearances, charitable support, cocktail parties signage, banners sponsorship. |
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 |
|---|---|---|---|
| Collect and analyse internal and external information which informs the development of a public relations strategy. | |||
| Review the organisation's core activities, business values and current business direction to identify potential images and messages. | |||
| Identify and consult with key stakeholders in relation to public relations issues. | |||
| Identify relevant target groups for public relations activities. | |||
| Identify and select strategies which enhance and promote the organisation's identity to the target groups. | |||
| Identify and plan for the range of potential situations and reactions to which the organisation may need to respond. | |||
| Incorporate legal and ethical considerations into the planning process. | |||
| Provide timely opportunities for colleagues to contribute to public relations planning. | |||
| Submit public relations plan for approval where appropriate in accordance with organisational policy. | |||
| Define and communicate clearly all priorities, responsibilities, timelines and budgets, involving appropriate colleagues. | |||
| Implement and monitor actions detailed in the plan according to schedule and contingencies. | |||
| Produce public relations reports in accordance with enterprise policy. | |||
| Share public relations information with colleagues to maintain awareness of current organisation direction and priorities. | |||
| Establish appropriate mechanisms to obtain feedback about public relations activities and strategies. | |||
| Evaluate public relations activities using agreed methods and benchmarks. | |||
| Make adjustments in accordance with feedback and evaluation. | |||
| Communicate and implement agreed changes. |
Forms
Assessment Cover Sheet
CUVADM08B - Develop and manage public relations strategies
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Assessment Record Sheet
CUVADM08B - Develop and manage public relations strategies
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