CUVADM08A - Develop and manage public relations strategies Competency Mapping Template

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

CUVADM08A Mapping and Delivery Guide
Develop and manage public relations strategies

Version 1.0
Issue Date: April 2024

Qualification	-	Unit of Competency	CUVADM08A - Develop and manage public relations strategies
Description	This unit describes the skills and knowledge required to develop and implement a plan for public relations activities within an organisation. It focuses on the skills and knowledge required by managers, owners/managers of small businesses and marketing personnel. As such the unit does not reflect the depth and breadth of skills required by specialist public relations professionals. This unit describes the skills and knowledge required to develop and implement a plan for public relations activities within an organisation. It focuses on the skills and knowledge required by managers, owners/managers of small businesses and marketing personnel. As such the unit does not reflect the depth and breadth of skills required by specialist public relations professionals.
Employability Skills	Not applicable.
Learning Outcomes and Application	Not applicable.
Duration and Setting	X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites	Not applicable.
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: Generate organisational identity consistent with organisation's vision	Collect and analyse internal and external information which informs the development of a public relations strategy Review the organisation's core activities, business values and current business direction to identify potential images and messages Identify and consult with key stakeholders in relation to public relations issues
Element: Prepare public relations plan or strategy	Identify relevant target groups for public relations activities Identify and select strategies which enhance and promote the organisation's identity to the 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 Submit public relations plan for approval where appropriate in accordance with organisational policy
Element: Manage the implementation of the public relations plan	Define and communicate clearly all priorities, responsibilities, timelines and budgets, involving appropriate colleagues Implement and monitor actions detailed in the plan according to schedule and contingencies Produce public relations reports in accordance with enterprise policy Share public relations information with colleagues to maintain awareness of current organisation direction and priorities
Element: Evaluate and review the public relations plan	Establish appropriate mechanisms to obtain feedback about public relations activities and strategies Evaluate public relations activities using agreed methods and benchmarks Make adjustments in accordance with feedback and evaluation Communicate and implement agreed changes

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.

Underpinning skills and knowledge

Assessment must include evidence of the following knowledge and skills:

the public relations context for the organisation, including knowledge of the ways in which similar organisations generate and promote their identity

ways in which public relations links to other aspects of marketing and management

the structure and function of a range of print and electronic media

planning techniques and formats in relation to public relations

formats, features and uses of different public relations resources, e.g. media releases, journalist familiarisations, press kits

legal issues that impact on public relations, e.g. Trade Practices

research and analytical skills to analyse internal and external environments.

Linkages to other units

This unit has linkages to a range of other management and marketing units and combined assessment and/or training with those units may be appropriate.

Critical aspects of evidence

The following evidence is critical to the judgement of competence in this unit:

development and implementation of a public relations plan for a specific organisation or area of an organisation

detailed knowledge of public relations protocols, resources and activities as relevant to the industry sector.

Method and context of assessment

The assessment context must provide for:

practical demonstration of skills through the development and implementation of a public relations plans for an organisation/area of an organisation

interaction and collaboration with others to reflect consultation and communication skills within this unit

assessment conducted over a period of time to reflect the ongoing implementation and monitoring aspects of the unit.

Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge, and might include:

evaluation of a public relations plan developed by the candidate

role play or simulation and practical activities for consultation, staff training, media interaction and presentations

development and analysis of case studies

written/verbal reports on public relations plan, negotiation, promotion

hypothetical or problem solving scenarios

questioning and discussion about case studies, plans, strategies

review of portfolios of evidence

third party workplace reports of performance by the candidate.

Resource requirements

Assessment of this unit requires access to the materials resources and equipment needed to research public relations campaigns and media opportunities.

Key competencies in this unit

Key competencies are built into all workplace competencies. The table below describes those applicable to this unit. Trainers and assessors should ensure that they are addressed in training and assessment.

Level 1 = Perform

Level 2 = Administer and Manage

Level 3 = Design and Evaluate

Collecting, organising and analysing information (3)

Analysing information to inform the development of the public relations plan.

Communicating ideas and information (3)

Writing a public relations plan.

Planning and organising activities (3)

Planning and scheduling activities within the public relations plan.

Working with others and in teams (3)

Conducting consultations with staff on public relations issues.

Using mathematical ideas and techniques (2)

Estimating costs of PR activities.

Solving problems (3)

Developing a strategy to overcome a negative public reaction to a particular event.

Using technology (2)

Incorporating electronic communication methods into the public relations plan.