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.
Prerequisites
Not applicable.
Elements and Performance Criteria
1. Generate organisational identity consistent with organisation’s vision | 1.1 Collect and analyse internal and external information relevant to the development of public relations strategies 1.2 Review the organisation’s core activities, business values and current business direction to identify potential images and messages 1.3 Identify and consult with key stakeholders about public relations issues |
2. Prepare public relations plans or strategies | 2.1 Identify target groups for public relations activities 2.2 Identify and select strategies that enhance and promote the organisation’s identity to target groups 2.3 Identify and plan for the range of potential situations and reactions to which the organisation may need to respond 2.4 Incorporate legal and ethical considerations into the planning process 2.5 Provide timely opportunities for colleagues to contribute to public relations planning 2.6 Negotiate changes to plans as required 2.7 Submit public relations plans for approval according to organisational policy as required |
3. Manage the implementation of public relations plans | 3.1 Define and clearly communicate all aspects of public relations plans to others involved in the public relations activities 3.2 Implement and monitor actions detailed in plans and take action to rectify anything that has the potential to impact negatively on activities 3.3 Produce public relations reports according to organisational policy 3.4 Share public relations information with colleagues to maintain awareness of current direction and priorities of organisation |
4. Evaluate and review public relations plans | 4.1 Establish appropriate mechanisms to obtain feedback about public relations activities and strategies 4.2 Evaluate public relations activities using agreed methods and benchmarks 4.3 Make adjustments according to feedback and evaluation 4.4 Communicate and implement agreed changes |
Required Skills
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.
Evidence Required
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. |
Range Statement
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. |
Sectors
Business development – public relations
Employability Skills
This unit contains employability skills.
Licensing Information
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.