Google Links

Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Research appropriate public relations documents
   • Research previous communication documents for tone, content and style
   • Research previous communication media and media distribution channels using appropriate methods
   • Research and analyse existing evaluation data
   • Conduct research about target public, clients or relevant organisations
2. Plan production of communication document
   • Identify and segment the target public
   • Identify and agree upon communication objectives, messages and processes with other team members or supervisors in accordance with organisation procedures
   • Ensure communication message is aligned to the organisation’s strategic objectives and operational plans
   • Identify and gain agreement on appropriate communication media and media channels to communicate message
   • Identify and agree upon processes to test the success of planned public relations communications
   • Determine outsourcing resources, and provide input into developing timelines and costs
   • Identify legal and ethical constraints impacting on communicating message
3. Create and edit public relations documents
   • Design and write communication documents which align with the organisation’s objectives and effectively communicate issues, policies and practices of the organisation to target audiences
   • Scan documents to ensure compliance with legal and ethical requirements and proofread to identify and correct errors
   • Assess appropriateness of the style and tone of text for the target public and carry out structural editing to ensure the document flows logically
   • Edit the document to ensure its scope and format is in accordance with the organisation’s strategic communications plan and complies with house style
   • Seek feedback from appropriate personnel on content of public relations documents following proofreading
   • Test document and amend it in response to feedback
   • Determine and agree upon modifications and incorporate into final draft
4. Implement and evaluate public relations documents
   • Forward any required document to outsourced resources within scheduled timelines
   • Distribute document in accordance with scheduled timelines using appropriate public relations publications to communicate and promote the goals of the organisation
   • Gather feedback and regularly monitor the effectiveness of distributed documents using appropriate evaluation methods
   • Evaluate results of public relations documents against communication, organisation and/or client objectives
   • Record and file evaluation results and any improvement recommendations for future reference