Required skills

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

information management skills to retrieve record and store public relations documents

literacy skills sufficient to write public relations documents in a range of styles and tones for a range of target publics and audiences

organisational and timemanagement skills to sequence tasks and meet timelines

research and data collection skills to analyse previous communication documents and to identify relevant information relating to the client target public audience and organisation

technology skills to use a range of office equipment such as computers and software such as word processing

Required knowledge

current issues or trends which affect the public relations industry

overview knowledge of key provisions of relevant legislation from all levels of government codes of practice and national standards that affect business operations such as

antidiscrimination legislation and principles of equal opportunity equity and diversity

copyright

defamation and libel laws

ethical principles such as those outlined in the Public Relations Institute of Australia Code of Ethics and the Australian Journalists Association Code of Ethics

marketing codes of practice and conduct such as the Australian Direct Marketing Association ADMA Code of Practice

privacy laws

TradePracticesAct Cth

industry structures networks within the public relations industry

organisational and client operating environments structures and business and marketing plans

principles and practices of marketing communications and media strategies

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

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential

researching designing developing testing implementing and evaluating a range of public relations documents intended to communicate different concepts to for different audiences

Context of and specific resources for assessment

Assessment must ensure

access to office equipment and resources

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

assessment of examples of public relation documents

demonstration of document testing techniques

direct questioning with review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

oral or written questioning

review of authenticated documents from the workplace or training environment

review of testimony from team members colleagues supervisors or managers

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended for example

BSBPUBA Develop public relations campaigns

BSBPUB402A Develop public relations campaigns

other marketing or public relations units

Previous communication documents may include:

Communication media may include:

Appropriate methods may include:

Target public, as the audience for the communication, may include:

Legal and ethical constraints may include:

Editing may include:

Appropriate personnel may include:

Appropriate evaluation methods may include: