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Evidence Guide: CUVPUB501A - 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

 

CUVPUB501A - 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 relevant to the development of public relations strategies
  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 about public relations issues
Collect and analyse internal and external information relevant to the development of public relations strategies

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 about public relations issues

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare public relations plans or strategies

  1. Identify target groups for public relations activities
  2. Identify and select strategies that enhance and promote the organisation’s identity to 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. Negotiate changes to plans as required
  7. Submit public relations plans for approval according to organisational policy as required
Identify target groups for public relations activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and select strategies that enhance and promote the organisation’s identity to 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:

 

 

 

 

 

 

 

Negotiate changes to plans as required

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Submit public relations plans for approval according to organisational policy as required

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Manage the implementation of public relations plans

  1. Define and clearly communicate all aspects of public relations plans to others involved in the public relations activities
  2. Implement and monitor actions detailed in plans and take action to rectify anything that has the potential to impact negatively on activities
  3. Produce public relations reports according to organisational policy
  4. Share public relations information with colleagues to maintain awareness of current direction and priorities of organisation
Define and clearly communicate all aspects of public relations plans to others involved in the public relations activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement and monitor actions detailed in plans and take action to rectify anything that has the potential to impact negatively on activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Produce public relations reports according to organisational policy

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate and review public relations plans

  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 according to 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 according to feedback and evaluation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Communicate and implement agreed changes

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 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.

Required Skills and Knowledge

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.

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.