ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Research public relations campaigns

1.1 Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign

1.2 Conduct research into current practice and recent developments in relation to the campaign planning

1.3 Identify the campaign’s audience and their attributes

1.4 Develop and present options to other members of the public relations team and relevant stakeholders for consideration

2. Prepare to implement public relations campaigns

2.1 Define and agree upon campaign objectives and campaign plan with client and other key stakeholders

2.2 Schedule and cost campaign accurately and include in plans

2.3 Comply with legal and ethical constraints

2.4 Confirm roles and responsibilities with other members of the public relations team

3. Implement public relations campaigns

3.1 Implement public relations campaign in accordance with the plan

3.2 Evaluate the potential effectiveness and use of appropriate media to improve campaign publicity

3.3 Implement campaign in accordance with legal and ethical constraints and organisational requirements

3.4 Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures

3.5 Gain agreement from stakeholders to any changes that need to be made to campaign

4. Review and evaluate public relations programs

4.1 Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness

4.2 Report on the outcomes of the campaign to relevant internal and/or external stakeholders

4.3 Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements

Skill

Performance

Criteria

Description

Reading

1.1-1.3, 2.3, 3.1-3.4, 4.1

Interprets complex information from relevant sources to develop and conduct a public relations campaign that complies with all legislative and regulatory requirements

Writing

1.4, 2.1, 2.2, 2.4, 3.5, 4.1-4.3

Uses clear, accurate and relevant language to develop reports and strategic material using style, language and format relevant to audience and context

Oral Communication

1.4, 2.1, 2.4, 3.5, 4.2, 4.3

Communicates verbally using clear language to disseminate information to a variety of individuals

Uses active listening and questioning techniques to convey and clarify information

Numeracy

2.2, 3.4

Interprets numerical information and performs simple calculations to cost a campaign within predetermined schedules

Navigate the world of work

1.1, 2.3, 3.3, 3.4

Appreciates the implications of ethical, legal and regulatory responsibilities related to own work

Adheres to organisational policies and procedures

Interact with others

1.4, 2.1, 2.4, 3.5, 4.2, 4.3

Recognises the importance of taking audience, purpose and contextual factors into account when making decisions about what to communicate, with whom, why and how

Collaborates with others as part of familiar routine activities and contributes to specific activities requiring joint effort

Get the work done

1.3, 2.2, 3.1-3.4, 4.1

Plans, organises and implements tasks required to meet required outcomes

Makes routine decisions by implementing standard procedures

Recognises and takes responsibility for addressing predictable problems in familiar work contexts