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Elements and Performance Criteria

1. Research public relations campaigns
   • 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
2. Prepare to implement public relations campaigns
   • 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
3. Implement public relations campaigns
   • 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
4. Review and evaluate public relations programs
   • 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