Underpinning skills and knowledge
Assessment must include evidence of the following knowledge and skills:
the public relations context for the organisation, including knowledge of the ways in which similar organisations generate and promote their identity
ways in which public relations links to other aspects of marketing and management
the structure and function 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, e.g. media releases, journalist familiarisations, press kits
legal issues that impact on public relations, e.g. Trade Practices
research and analytical skills to analyse internal and external environments.
Linkages to other units
This unit has linkages to a range of other management and marketing units and combined assessment and/or training with those units may be appropriate.
Critical aspects of evidence
The following evidence is critical to the judgement of competence in this unit:
development and implementation of a public relations plan for a specific organisation or area of an organisation
detailed knowledge of public relations protocols, resources and activities as relevant to the industry sector.
Method and context of assessment
The assessment context must provide for:
practical demonstration of skills through the development and implementation of a public relations plans for an organisation/area of an organisation
interaction and collaboration with others to reflect consultation and communication skills within this unit
assessment conducted over a period of time to reflect the ongoing implementation and monitoring aspects of the unit.
Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge, and might include:
evaluation of a public relations plan developed by the candidate
role play or simulation and practical activities for consultation, staff training, media interaction and presentations
development and analysis of case studies
written/verbal reports on public relations plan, negotiation, promotion
hypothetical or problem solving scenarios
questioning and discussion about case studies, plans, strategies
review of portfolios of evidence
third party workplace reports of performance by the candidate.
Resource requirements
Assessment of this unit requires access to the materials resources and equipment needed to research public relations campaigns and media opportunities.
Key competencies in this unit
Key competencies are built into all workplace competencies. The table below describes those applicable to this unit. Trainers and assessors should ensure that they are addressed in training and assessment.
Level 1 = Perform
Level 2 = Administer and Manage
Level 3 = Design and Evaluate
Collecting, organising and analysing information (3)
Analysing information to inform the development of the public relations plan.
Communicating ideas and information (3)
Writing a public relations plan.
Planning and organising activities (3)
Planning and scheduling activities within the public relations plan.
Working with others and in teams (3)
Conducting consultations with staff on public relations issues.
Using mathematical ideas and techniques (2)
Estimating costs of PR activities.
Solving problems (3)
Developing a strategy to overcome a negative public reaction to a particular event.
Using technology (2)
Incorporating electronic communication methods into the public relations plan.
Underpinning skills and knowledge
Assessment must include evidence of the following knowledge and skills:
the public relations context for the organisation, including knowledge of the ways in which similar organisations generate and promote their identity
ways in which public relations links to other aspects of marketing and management
the structure and function 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, e.g. media releases, journalist familiarisations, press kits
legal issues that impact on public relations, e.g. Trade Practices
research and analytical skills to analyse internal and external environments.
Linkages to other units
This unit has linkages to a range of other management and marketing units and combined assessment and/or training with those units may be appropriate.
Critical aspects of evidence
The following evidence is critical to the judgement of competence in this unit:
development and implementation of a public relations plan for a specific organisation or area of an organisation
detailed knowledge of public relations protocols, resources and activities as relevant to the industry sector.
Method and context of assessment
The assessment context must provide for:
practical demonstration of skills through the development and implementation of a public relations plans for an organisation/area of an organisation
interaction and collaboration with others to reflect consultation and communication skills within this unit
assessment conducted over a period of time to reflect the ongoing implementation and monitoring aspects of the unit.
Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge, and might include:
evaluation of a public relations plan developed by the candidate
role play or simulation and practical activities for consultation, staff training, media interaction and presentations
development and analysis of case studies
written/verbal reports on public relations plan, negotiation, promotion
hypothetical or problem solving scenarios
questioning and discussion about case studies, plans, strategies
review of portfolios of evidence
third party workplace reports of performance by the candidate.
Resource requirements
Assessment of this unit requires access to the materials resources and equipment needed to research public relations campaigns and media opportunities.
Key competencies in this unit
Key competencies are built into all workplace competencies. The table below describes those applicable to this unit. Trainers and assessors should ensure that they are addressed in training and assessment.
Level 1 = Perform
Level 2 = Administer and Manage
Level 3 = Design and Evaluate
Collecting, organising and analysing information (3)
Analysing information to inform the development of the public relations plan.
Communicating ideas and information (3)
Writing a public relations plan.
Planning and organising activities (3)
Planning and scheduling activities within the public relations plan.
Working with others and in teams (3)
Conducting consultations with staff on public relations issues.
Using mathematical ideas and techniques (2)
Estimating costs of PR activities.
Solving problems (3)
Developing a strategy to overcome a negative public reaction to a particular event.
Using technology (2)
Incorporating electronic communication methods into the public relations plan.