This unit applies to individuals in entry level or junior public relations roles who are required to develop public relations campaigns. As such they would undertake the majority of work in creating and implementing the campaign with advice from more senior public relations specialists in their organisation. |
ELEMENT | PERFORMANCE CRITERIA |
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 of and use 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 |
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Required skills |
communication, interpersonal and negotiation skills to run public relations campaigns effectively culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities literacy skills to read and interpret a range of complex material and write reports and strategic materials in a range of styles numeracy skills to cost relevant items such as use of media and printing schedules organisational and time-management skills to organise workload and write, print and distribute public relations material within required timelines presentation skills to convey a professional image in all communications research skills to obtain necessary background information about clients, campaign objectives and issues affecting public relations campaigns technology skills to use a range of office equipment and software to produce high quality public relations materials and presentations. |
Required knowledge |
current issues/trends which affect the public relations industry computer software applications overview knowledge of key provisions of relevant legislation from all levels of government, codes of practice and national standards that affect business operations such as: anti-discrimination legislation and principles of equal opportunity, equity, and diversity n copyright defamation and libel laws ethical principles such as those outlined in the Public Relations Institute of Australia CodeofEthics and the Australian Journalists Association CodeofEthics marketing codes of practice and codes of conduct such as the Australian Direct Marketing Association (ADMA) Code of Practice privacy laws sweepstakes regulations TradePracticesAct1974(Cth) industry structures and networks organisational and client operating environments, structures and business and marketing plans principles, practices and theories of marketing, media, public relations and project management. |
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 following is essential: developing and reporting or presenting on a public relations campaign for a target public about a product or service. |
Context of and specific resources for assessment | Assessment must ensure: access to an actual workplace or simulated work environment access to office equipment and resources. |
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: analysis of responses to case studies and scenarios assessment of written reports on a public relations campaign assessment of examples of promotional materials developed for the public relations campaign demonstration of capacity to implement a public relations campaign in a workplace direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate observation of presentations prior to, during and after campaign completion oral or written questioning review of authenticated documents from the workplace or training environment review of testimony from team members, colleagues, supervisors or managers. |
Guidance information for assessment | Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: other marketing or public relations units |
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. | |
Campaigns may include: | anniversaries of opening campaigns to improve organisational image centenary events graduation ceremonies milestone customer numbers opening ceremonies organisational communication activities product launches season launches |
The campaign's audience may include: | customers employees government managers specified target public group the media |
Stakeholders may include: | personnel internal to an organisation clients of an organisation community groups contractors general public government departments industry associations investors management media organisations politicians public service staff unions |
Legal and ethical constraints may include: | codes of practice cultural expectations and influences ethical principles relevant legislation policies and guidelines regulations social responsibilities such as: protection of children environmental issues societal expectations |
Media may include: | direct mail external promotional material internal communication materials press promotional material radio television the Internet |
Unit sector |
Business Development - Public Relations |
This unit contains employability skills. |
Not applicable.