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