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Evidence Guide: CUVADM08B - Develop and manage public relations strategies

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!

From the Wiki University

 

CUVADM08B - Develop and manage public relations strategies

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

Generate organisational identity consistent with organisation's vision.

  1. Collect and analyse internal and external information which informs the development of a public relations strategy.
  2. Review the organisation's core activities, business values and current business direction to identify potential images and messages.
  3. Identify and consult with key stakeholders in relation to public relations issues.
Collect and analyse internal and external information which informs the development of a public relations strategy.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review the organisation's core activities, business values and current business direction to identify potential images and messages.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and consult with key stakeholders in relation to public relations issues.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare public relations plan or strategy.

  1. Identify relevant target groups for public relations activities.
  2. Identify and select strategies which enhance and promote the organisation's identity to the target groups.
  3. Identify and plan for the range of potential situations and reactions to which the organisation may need to respond.
  4. Incorporate legal and ethical considerations into the planning process.
  5. Provide timely opportunities for colleagues to contribute to public relations planning.
  6. Submit public relations plan for approval where appropriate in accordance with organisational policy.
Identify relevant target groups for public relations activities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and select strategies which enhance and promote the organisation's identity to the target groups.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and plan for the range of potential situations and reactions to which the organisation may need to respond.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Incorporate legal and ethical considerations into the planning process.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Provide timely opportunities for colleagues to contribute to public relations planning.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Submit public relations plan for approval where appropriate in accordance with organisational policy.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Manage the implementation of the public relations plan.

  1. Define and communicate clearly all priorities, responsibilities, timelines and budgets, involving appropriate colleagues.
  2. Implement and monitor actions detailed in the plan according to schedule and contingencies.
  3. Produce public relations reports in accordance with enterprise policy.
  4. Share public relations information with colleagues to maintain awareness of current organisation direction and priorities.
Define and communicate clearly all priorities, responsibilities, timelines and budgets, involving appropriate colleagues.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement and monitor actions detailed in the plan according to schedule and contingencies.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Produce public relations reports in accordance with enterprise policy.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Share public relations information with colleagues to maintain awareness of current organisation direction and priorities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate and review the public relations plan.

  1. Establish appropriate mechanisms to obtain feedback about public relations activities and strategies.
  2. Evaluate public relations activities using agreed methods and benchmarks.
  3. Make adjustments in accordance with feedback and evaluation.
  4. Communicate and implement agreed changes.
Establish appropriate mechanisms to obtain feedback about public relations activities and strategies.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate public relations activities using agreed methods and benchmarks.

Completed
Date:

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Make adjustments in accordance with feedback and evaluation.

Completed
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Teacher:		 Evidence:

 

 

 

 

 

 

 

Communicate and implement agreed changes.

Completed
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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.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

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.

Context of and specific resources for 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.

Method of assessment

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.

Assessment of this unit requires access to the materials resources and equipment needed to research public relations campaigns and media opportunities.

Professional Practice

Required Skills and Knowledge

Required skills:

research and analytical skills to analyse internal and external environments.

Required knowledge:

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.

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 which informs the public relations strategy may include information relating to:

business plans

community activities

competitor organisations

current market conditions

current trends/developments in the relevant industry context

financial plans

government activities

legal environment

marketing plans.

Public relations plans and strategies may be for:

a department

a program of events

a single event

a specific product or service

an organisation.

Images and messages may include:

nature of products and services, e.g. performances, exhibitions, sale

operational style, e.g. efficiency, probity, ethical, fair, responsive

relationship to public, e.g. leading edge, responsive

service provision, e.g. hours of operation, range of facilities, services, access

stylistic direction, e.g. innovative, contemporary, classical, folk, indigenous, international

track record of organisation

visual identity, e.g. logo, signage, public appearance, colour.

Key stakeholders may include:

funders, sponsors

patrons, visitors

promoters

representatives from boards and committees associated with organisation

staff.

Target groups may include:

event organisers

media representatives, e.g. journalists, editors, producers, directors

patrons, sponsors, funders

promoters

staff, volunteers

suppliers, vendors, related businesses

visitors, audiences.

Potential situations may include:

capitalising on favourable publicity

minimising the impact of any unfavourable press

responding to unforeseen operational issues, e.g. accidents, shortages

unprecedented or overwhelming support/attendance.

Legal and ethical considerations may relate to:

codes of practice

cultural expectations and influences

legislation

social responsibilities.

Feedback mechanisms may include:

consultation with colleagues

direct questioning

formal/written feedback

measurements of level of support, e.g. attendance, sponsorship, patronage

media monitoring.

Strategies and activities may relate to:

direct advertising

gifts

logos

media materials, e.g. press releases, articles, reviews

membership and loyalty programs

planned activities, e.g. launches, openings, guest appearances, charitable support, cocktail parties

signage, banners

sponsorship.