Develop and manage public relations strategies

Formats and tools

Unit Description
Reconstruct the unit from the xml and display it as an HTML page.
Assessment Tool
an assessor resource that builds a framework for writing an assessment tool
Assessment Template
generate a spreadsheet for marking this unit in a classroom environment. Put student names in the top row and check them off as they demonstrate competenece for each of the unit's elements and performance criteria.
Assessment Matrix
a slightly different format than the assessment template. A spreadsheet with unit names, elements and performance criteria in separate columns. Put assessment names in column headings to track which performance criteria each one covers. Good for ensuring that you've covered every one of the performance criteria with your assessment instrument (all assessement tools together).
Wiki Markup
mark up the unit in a wiki markup codes, ready to copy and paste into a wiki page. The output will work in most wikis but is designed to work particularly well as a Wikiversity learning project.
Evidence Guide
create an evidence guide for workplace assessment and RPL applicants
Competency Mapping Template
Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners. A template for developing assessments for a unit, which will help you to create valid, fair and reliable assessments for the unit, ready to give to trainers and students
Observation Checklist
create an observation checklist for workplace assessment and RPL applicants. This is similar to the evidence guide above, but a little shorter and friendlier on your printer. You will also need to create a seperate Assessor Marking Guide for guidelines on gathering evidence and a list of key points for each activity observed using the unit's range statement, required skills and evidence required (see the unit's html page for details)

Self Assessment Survey
A form for students to assess thier current skill levels against each of the unit's performance criteria. Cut and paste into a web document or print and distribute in hard copy.
Moodle Outcomes
Create a csv file of the unit's performance criteria to import into a moodle course as outcomes, ready to associate with each of your assignments. Here's a quick 'how to' for importing these into moodle 2.x
Registered Training Organisations
Trying to find someone to train or assess you? This link lists all the RTOs that are currently registered to deliver CUVADM08B, 'Develop and manage public relations strategies'.
Google Links
links to google searches, with filtering in place to maximise the usefulness of the returned results
Reference books for 'Develop and manage public relations strategies' on This online store has a huge range of books, pretty reasonable prices, free delivery in Australia *and* they give a small commission to for every purchase, so go nuts :)

Elements and Performance Criteria



1 Generate organisational identity consistent with organisation's vision.

1.1 Collect and analyse internal and external information which informs the development of a public relations strategy.

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 in relation to public relations issues.

2 Prepare public relations plan or strategy.

2.1 Identify relevant target groups for public relations activities.

2.2 Identify and select strategies which enhance and promote the organisation's identity to the 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 Submit public relations plan for approval where appropriate in accordance with organisational policy.

3 Manage the implementation of the public relations plan.

3.1 Define and communicate clearly all priorities, responsibilities, timelines and budgets, involving appropriate colleagues.

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

3.3 Produce public relations reports in accordance with enterprise policy.

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

4 Evaluate and review the public relations plan.

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 in accordance with feedback and evaluation.

4.4 Communicate and implement agreed changes.

Qualifications and Skillsets

CUVADM08B appears in the following qualifications:

  • CUL60204 - Advanced Diploma of Museum Practice
  • CUS60309 - Advanced Diploma of Music Business
  • SIT60207 - Advanced Diploma of Events
  • CUE60403 - Advanced Diploma of Venues and Events