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

CUVPUB501A Mapping and Delivery Guide
Develop and manage public relations strategies

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency CUVPUB501A - Develop and manage public relations strategies
Description This unit describes the performance outcomes, skills and knowledge required to develop and implement plans for public relations activities within an organisation.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application The skills and knowledge outlined in this unit are relevant to owner/managers of small businesses, departmental managers within organisations and marketing personnel.At this level individuals are working independently and are expected to apply theoretical concepts in a broad range of contexts, which involve contingency planning and devising solutions to unpredictable problems.
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 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
       
Element: 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
       
Element: 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
       
Element: Evaluate and review public relations plans
  • Establish appropriate mechanisms to obtain feedback about public relations activities and strategies
  • Evaluate public relations activities using agreed methods and benchmarks
  • Make adjustments according to 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.

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 ability to:

develop a public relations plan for a specific organisation or area of an organisation

work collaboratively with others on the development and implementation of public relations activities

apply knowledge of public relations protocols, resources and activities.

Context of and specific resources for assessment

Assessment must ensure access to:

an organisation for which public relations activities could be planned

materials, resources and equipment needed to research public relations campaigns and media opportunities.

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:

evaluation of a public relations plan developed by the candidate

role play or simulation and practical activities to assess candidate’s consultation and communication skills and ability to interact with the media

questioning and discussion about case studies, plans and strategies

review of portfolios of evidence

review of third-party reports from experienced practitioners.

Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. people with disabilities, and people who may have literacy or numeracy difficulties, such as speakers of languages other than English, remote communities and those with interrupted schooling).

Guidance information for assessment

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

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.

Required skills

communication skills to:

relate to people from diverse backgrounds and people with diverse abilities

discuss issues around public relations activities with a range of stakeholders

negotiate changes to public relations strategies in a constructive manner

brief colleagues about public relations activities

initiative and enterprise skills to:

devise public relations activities that best suit target groups

anticipate and manage risks to public relations activities

literacy skills to:

interpret a range of complex material

write reports and strategic materials

planning and organising skills to:

organise information in a logical way when producing public relations plans and reports

manage projects and processes

research skills to obtain necessary background information to assist with the development of public relations plans and strategies

technology skills to:

use a range of office equipment and software to produce public relations plans and reports

make effective use of the internet for research purposes.

Required knowledge

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

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

issues and challenges that can arise in the context of developing and managing public relations strategies

structure and functions 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

legal issues that specifically impact on public relations practice

intellectual property issues and legislation that impact on public relations activities.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Internal and external information may relate to:

business plans

community activities

competitor organisations

current industry trends and developments

current market conditions

financial plans

government activities

legal environment

marketing plans.

Public relations strategies may be for:

a department

a program of events

a single event

a specific product or service

an organisation.

Images and messages may relate to:

nature of products and services:

exhibitions

performances

sale

operational style:

efficient

ethical

fair

responsive

relationship to public:

leading edge

responsive

service provision:

access

hours of operation

range of facilities

services

stylistic direction:

classical

contemporary

folk

indigenous

innovative

international

track record of organisation

visual identity:

colour

logo

public appearance

signage.

Stakeholders may include:

funding bodies

patrons

promoters

representatives from boards and committees associated with organisation

sponsors

staff

visitors.

Target groups may include:

audiences

event organisers

funding bodies

media representatives:

directors

journalists

editors

producers

patrons

promoters

related businesses

sponsors

staff

suppliers

vendors

visitors

volunteers.

Potential situations may include:

capitalising on favourable publicity

minimising the impact of unfavourable press

responding to unforeseen operational issues, such as:

accidents

shortages

unprecedented or overwhelming support or attendance.

Legal and ethical considerations may relate to:

codes of practice

cultural expectations and influences

legislation

social responsibilities.

Aspects may include:

budgets

priorities

responsibilities

risks

target groups

timelines.

Feedback mechanisms may include:

consultation with colleagues

direct questioning

formal/written feedback

measurements of level of support:

attendance

patronage

sponsorship

media monitoring.

Public relations activities may relate to:

charitable support

cocktail parties

direct advertising

gifts

guest appearances

launches

membership and loyalty programs

openings

sponsorship

websites.

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
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 
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 
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 
Establish appropriate mechanisms to obtain feedback about public relations activities and strategies 
Evaluate public relations activities using agreed methods and benchmarks 
Make adjustments according to feedback and evaluation 
Communicate and implement agreed changes 

Forms

Assessment Cover Sheet

CUVPUB501A - Develop and manage public relations strategies
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I declare that the assessment tasks submitted for this unit are my own work.

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Result: Competent Not yet competent

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Assessment Record Sheet

CUVPUB501A - Develop and manage public relations strategies

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

(add lines for each task)

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Overall assessment result: Competent Not yet competent

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