ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Interpret a complex public relations campaign brief

1.1 Identify the primary objective of a complex public relations campaign brief

1.2 Identify the campaign’s messages, strategies, roles and responsibilities, resource requirements including budget, timing and evaluation measures

1.3 Identify legal and ethical constraints in relation to the brief

2. Identify and evaluate options for a complex public relations campaign

2.1 Analyse information about the target public and their attributes, and the public relations environment

2.2 Identify and evaluate a range of options for message concepts using appropriate methods

2.3 Identify, access and select media appropriate to the target public and the campaign objectives

2.4 Ensure selected media enables reach and frequency requirements to be met within budget

2.5 Consult media directories to ensure that enlisted journalists and any other personnel are the most appropriate for the campaign

2.6 Ensure selected media meets media operational requirements

2.7 Ensure selected media meets legal and ethical requirements

2.8 Identify requirements for external suppliers and engage or contract these resources where required

3. Prepare public relations campaign plans

3.1 Scope, plan and document a complex public relations campaign and its approach to suit client requirements

3.2 Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints

3.3 Determine and agree on budget

3.4 Determine and agree on timing and schedules

3.5 Identify potential sources of risk and develop and document appropriate control mechanisms

3.6 Produce plans on time

3.7 Finalise plan, ensuring it complies with organisational, client, professional and legal requirements

4. Implement public relations campaign plans

4.1 Implement and regularly monitor public relations plan

4.2 Identify, agree on and implement any changes to the plan

4.3 Complete planning and implementation activities on time

Skill

Performance

Criteria

Description

Reading

1.1-1.3, 2.1-2.8, 3.1, 3.7, 4.1, 4.2

Interprets, analyses and synthesises complex information from various sources

Writing

2.8, 3.1-3.5, 3.7, 4.2

Uses clear, engaging and persuasive language to produce documentation in a range of styles for different audiences and contexts

Oral Communication

2.8, 3.2-3.4, 4.2

Clearly articulates instructions and information using appropriate language and features for various audiences

Employs listening and questioning techniques to confirm understanding

Numeracy

1.2, 2.4, 3.2-3.4

Uses mathematical formula to calculate whole numbers and decimals to determine work schedules and budgetary requirements

Navigate the world of work

1.3, 2.7, 2.8, 3.7

Complies with organisational, legal and ethical requirements relevant to own role

Interact with others

3.2-3.4, 4.2

Selects the appropriate form, channel and mode of communication for a specific purpose relevant to own role

Collaborates with others to negotiate agreement on plans

Get the work done

1.1, 1.2, 2.1-2.4, 3.1, 3.3-3.6, 4.1-4.3

Prioritises and sequences work plans to ensure work deadlines are met

Analyses options to make decisions related to campaign

Anticipates potential risks and formulates contingency plans to deal with them

Uses digital applications to record, store, retrieve and share documents