Required skills

culturally appropriate communication and negotiation skills to relate to people from diverse backgrounds and people with diverse abilities to liaise effectively with team members and consult with external suppliers

literacy skills to write a range of documents containing complex ideas in a readable persuasive and engaging style appropriate to suit a range of audiences

organisational project management and time management skills to ensure publications are ready and distributed on time

research and evaluation skills to obtain analyse and synthesise information segment and profile target audiences of public relations communications

technology skills to use a range of office equipment and software applications

Required knowledge

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 CodeofEthics and the Australian Journalists Association CodeofEthics

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

privacy laws

sweepstakes regulations

TradePracticesAct Cth

organisational policies procedures products services and structure

principles and practices in relation to the media and the public relations and printing industries

teamwork and project management skills to effectively develop and manage a complex public relations project

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

developing and effectively managing a complex public relations campaign including

preparing campaign plan containing objectives of the campaign a risk assessment strategies scheduling budgetary and resource requirements

engaging external suppliers where appropriate

evaluating the success of campaign

Context of and specific resources for assessment

Assessment must ensure

access to an actual workplace or simulated environment

access to office equipment and resources

examples of previous public relations communication documents

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 written reports on complex public relations campaign activities

assessment of examples of publications developed

demonstration of how the techniques used to manage a team and external suppliers

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

observation of presentations prior to during and after campaign completion

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

BSBADVA Evaluate and recommend advertising media options

BSBADV511A Evaluate and recommend advertising media options

BSBPUBA Manage the public relations publication process

BSBPUB501A Manage the public relations publication process

BSBPUBA Manage fundraising and sponsorship activities

BSBPUB503A Manage fundraising and sponsorship activities

marketing and advertising units

other public relations units

A complex public relations campaign includes complexity in terms of its scope, scheduling, budgetary or resource requirements, for example in relation to:

Legal and ethical constraints may include:

Information about target public may include:

Appropriate methods may include:

Media vehicles may include:

Media directories may include:

Media operational requirements may include: