Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

BSBPUB403 Mapping and Delivery Guide
Develop public relations documents

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency BSBPUB403 - Develop public relations documents
Description
Employability Skills
Learning Outcomes and Application This unit describes the skills and knowledge required to design, produce and edit public relations documents for various target audiences, and to evaluate their effectiveness in the marketplace.It applies to individuals who would usually work as part of a public relations campaign team and who analyse and evaluate information from a variety of sources. In this role, individuals use well-developed advertising skills and a broad knowledge base.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites
Competency Field
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: 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
       
Element: 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
       
Element: 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
       
Element: 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
       


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Research appropriate public relations documents

1.1 Research previous communication documents for tone, content and style

1.2 Research previous communication media and media distribution channels using appropriate methods

1.3 Research and analyse existing evaluation data

1.4 Conduct research about target public, clients or relevant organisations

2. Plan production of communication document

2.1 Identify and segment the target public

2.2 Identify and agree upon communication objectives, messages and processes with other team members or supervisors in accordance with organisation procedures

2.3 Ensure communication message is aligned to the organisation’s strategic objectives and operational plans

2.4 Identify and gain agreement on appropriate communication media and media channels to communicate message

2.5 Identify and agree upon processes to test the success of planned public relations communications

2.6 Determine outsourcing resources, and provide input into developing timelines and costs

2.7 Identify legal and ethical constraints impacting on communicating message

3. Create and edit public relations documents

3.1 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

3.2 Scan documents to ensure compliance with legal and ethical requirements and proofread to identify and correct errors

3.3 Assess appropriateness of the style and tone of text for the target public and carry out structural editing to ensure the document flows logically

3.4 Edit the document to ensure its scope and format is in accordance with the organisation’s strategic communications plan and complies with house style

3.5 Seek feedback from appropriate personnel on content of public relations documents following proofreading

3.6 Test document and amend it in response to feedback

3.7 Determine and agree upon modifications and incorporate into final draft

4. Implement and evaluate public relations documents

4.1 Forward any required document to outsourced resources within scheduled timelines

4.2 Distribute document in accordance with scheduled timelines using appropriate public relations publications to communicate and promote the goals of the organisation

4.3 Gather feedback and regularly monitor the effectiveness of distributed documents using appropriate evaluation methods

4.4 Evaluate results of public relations documents against communication, organisation and/or client objectives

4.5 Record and file evaluation results and any improvement recommendations for future reference

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Research appropriate public relations documents

1.1 Research previous communication documents for tone, content and style

1.2 Research previous communication media and media distribution channels using appropriate methods

1.3 Research and analyse existing evaluation data

1.4 Conduct research about target public, clients or relevant organisations

2. Plan production of communication document

2.1 Identify and segment the target public

2.2 Identify and agree upon communication objectives, messages and processes with other team members or supervisors in accordance with organisation procedures

2.3 Ensure communication message is aligned to the organisation’s strategic objectives and operational plans

2.4 Identify and gain agreement on appropriate communication media and media channels to communicate message

2.5 Identify and agree upon processes to test the success of planned public relations communications

2.6 Determine outsourcing resources, and provide input into developing timelines and costs

2.7 Identify legal and ethical constraints impacting on communicating message

3. Create and edit public relations documents

3.1 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

3.2 Scan documents to ensure compliance with legal and ethical requirements and proofread to identify and correct errors

3.3 Assess appropriateness of the style and tone of text for the target public and carry out structural editing to ensure the document flows logically

3.4 Edit the document to ensure its scope and format is in accordance with the organisation’s strategic communications plan and complies with house style

3.5 Seek feedback from appropriate personnel on content of public relations documents following proofreading

3.6 Test document and amend it in response to feedback

3.7 Determine and agree upon modifications and incorporate into final draft

4. Implement and evaluate public relations documents

4.1 Forward any required document to outsourced resources within scheduled timelines

4.2 Distribute document in accordance with scheduled timelines using appropriate public relations publications to communicate and promote the goals of the organisation

4.3 Gather feedback and regularly monitor the effectiveness of distributed documents using appropriate evaluation methods

4.4 Evaluate results of public relations documents against communication, organisation and/or client objectives

4.5 Record and file evaluation results and any improvement recommendations for future reference

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
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 
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 
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 
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 

Forms

Assessment Cover Sheet

BSBPUB403 - Develop public relations documents
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:

Assessment Record Sheet

BSBPUB403 - Develop public relations documents

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: