Elements and Performance Criteria
- Generate organisational identity consistent with organisation’s vision
- Collect and analyse internal and external information relevant to the development of public relations strategies
- Review the organisation’s core activities, business values and current business direction to identify potential images and messages
- Identify and consult with key stakeholders about public relations issues
- Prepare public relations plans or strategies
- Identify target groups for public relations activities
- Identify and select strategies that enhance and promote the organisation’s identity to 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
- Negotiate changes to plans as required
- Submit public relations plans for approval according to organisational policy as required
- Manage the implementation of public relations plans
- Define and clearly communicate all aspects of public relations plans to others involved in the public relations activities
- Implement and monitor actions detailed in plans and take action to rectify anything that has the potential to impact negatively on activities
- Produce public relations reports according to organisational policy
- Share public relations information with colleagues to maintain awareness of current direction and priorities of organisation
- Evaluate and review public relations plans