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Evidence Guide: BSBPUB403A - Develop public relations documents

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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BSBPUB403A - Develop public relations documents

What evidence can you provide to prove your understanding of each of the following citeria?

Research appropriate public relations documents

  1. Research previous communication documents for tone, content and style
  2. Research previous communication media and media distribution channels using appropriate methods
  3. Research and analyse existing evaluation data
  4. Conduct research about target public, clients or relevant organisations
Research previous communication documents for tone, content and style

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Research previous communication media and media distribution channels using appropriate methods

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Research and analyse existing evaluation data

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Conduct research about target public, clients or relevant organisations

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Plan production of communication document

  1. Identify and segment the target public
  2. Identify and agree upon communication objectives, messages and processes with other team members or supervisors in accordance with organisational procedures
  3. Ensure communication message is related to organisational strategic objectives and operational plans
  4. Identify and gain agreement on appropriate communication media and media channels to send communication message
  5. Identify and agree upon processes to test the success of planned public relations communications
  6. Determine outsourcing resources, and provide input into developing timelines and costs
  7. Identify legal and ethical constraints impacting on communication message
Identify and segment the target public

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and agree upon communication objectives, messages and processes with other team members or supervisors in accordance with organisational procedures

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure communication message is related to organisational strategic objectives and operational plans

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and gain agreement on appropriate communication media and media channels to send communication message

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and agree upon processes to test the success of planned public relations communications

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine outsourcing resources, and provide input into developing timelines and costs

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify legal and ethical constraints impacting on communication message

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Create and edit public relations documents

  1. Design and write communication documents in accordance with organisational objectives which effectively communicate issues, policies and practices of the organisation to target audiences
  2. Scan documents to ensure compliance with legal and ethical requirements and proofread to identify and correct errors
  3. Assess appropriateness of the style and tone of text for the target public and carry out structural editing to ensure the document flows logically
  4. Edit the document to ensure its scope and format is in accordance with the organisation's strategic communications plan and complies with house style
  5. Seek feedback from appropriate personnel on content of public relations documents following proofreading
  6. Test document and amend it in response to feedback
  7. Determine and agree upon modifications and incorporate into final draft
Design and write communication documents in accordance with organisational objectives which effectively communicate issues, policies and practices of the organisation to target audiences

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Scan documents to ensure compliance with legal and ethical requirements and proofread to identify and correct errors

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess appropriateness of the style and tone of text for the target public and carry out structural editing to ensure the document flows logically

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Edit the document to ensure its scope and format is in accordance with the organisation's strategic communications plan and complies with house style

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Seek feedback from appropriate personnel on content of public relations documents following proofreading

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Test document and amend it in response to feedback

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine and agree upon modifications and incorporate into final draft

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement and evaluate public relations documents

  1. Forward any required document to outsourced resources within scheduled timelines
  2. Distribute document in accordance with scheduled timelines using appropriate public relations publications to communicate and promote the goals of the organisation
  3. Gather feedback and regularly monitor the effectiveness of distributed documents using appropriate evaluation methods
  4. Evaluate results of public relations documents against communication, organisational or client objectives
  5. Record and file evaluation results and any improvement recommendations for future reference
Forward any required document to outsourced resources within scheduled timelines

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Distribute document in accordance with scheduled timelines using appropriate public relations publications to communicate and promote the goals of the organisation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Gather feedback and regularly monitor the effectiveness of distributed documents using appropriate evaluation methods

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate results of public relations documents against communication, organisational or client objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Record and file evaluation results and any improvement recommendations for future reference

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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:

researching, designing, developing, testing, implementing and evaluating a range of public relations documents intended to communicate different concepts to for different audiences.

Context of and specific resources for assessment

Assessment must ensure:

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:

assessment of examples of public relation documents

demonstration of document testing techniques

direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

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:

BSBPUB402A Develop public relations campaigns

other marketing or public relations units.

Required Skills and Knowledge

Required skills

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

information management skills to retrieve, record and store public relations documents

literacy skills sufficient to write public relations documents in a range of styles and tones for a range of target publics and audiences

organisational and time-management skills to sequence tasks and meet timelines

research and data collection skills to analyse previous communication documents and to identify relevant information relating to the client, target public, audience and organisation

technology skills to use a range of office equipment such as computers and software such as word processing.

Required knowledge

current issues or trends which affect the public relations industry

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

copyright

defamation and libel laws

ethical principles such as those outlined in the Public Relations Institute of Australia Code of Ethics and the Australian Journalists Association Code of Ethics

marketing codes of practice and conduct such as the Australian Direct Marketing Association (ADMA) Code of Practice

privacy laws

TradePracticesAct1974 (Cth)

industry structures, networks within the public relations industry

organisational and client operating environments, structures and business and marketing plans

principles and practices of marketing communications and media strategies.

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.

Previous communication documents may include:

annual reports

brochures

community service announcement scripts for radio or television

direct mail letters

flyers

media releases

newsletters

position papers

press kits

speeches

organisational, marketing and public relations strategic plans

Communication media may include:

biographical sketches

brochures

direct mail letters

fact sheets

flyers

media releases

position papers

speeches

Appropriate methods may include:

content analysis

focus groups

interviews

secondary resource information

surveys

Target public, as the audience for the communication, may include:

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, codes of ethics

cultural expectations and influences

ethical principles

relevant legislation

policies and guidelines

regulations

social responsibilities such as:

protection of children

environmental issues

societal expectations

Editing may include:

checking for consistency with house style

detailed editing to ensure material expresses author's meaning clearly without gaps of contradictions

substantive editing to improve the overall presentation of material through rewriting and rearranging material

Appropriate personnel may include:

clients

team members and colleagues

managers

senior managers

supervisors

test groups

Appropriate evaluation methods may include:

content analysis

focus groups

surveys