Develop and manage complex public relations campaigns

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 BSBPUB502A, 'Develop and manage complex public relations campaigns'.
Google Links
links to google searches, with filtering in place to maximise the usefulness of the returned results
Reference books for 'Develop and manage complex public relations campaigns' 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. Interpret a complex public relations campaign brief

1.1. Identify the primary objective of a complex public relations campaign brief

1.2. Identify the campaign's messages, strategies, roles and responsibilities, resource requirements including budget and timing and evaluation measures

1.3. Identify legal and ethical constraints in relation to the brief

2. Identify and evaluate options for a complex public relations campaign

2.1. Analyse information about the target public and their attributes, and the public relations environment

2.2. Identify and evaluate a range of options for message concepts using appropriate methods

2.3. Identify, access and select media vehicles appropriate to target the required public and the objectives of the campaign

2.4. Ensure selected media vehicles enable reach and frequency requirements to be met within budget

2.5. Consult media directories to ensure that enlisted journalists and any other personnel are the most appropriate for the campaign

2.6. Ensure selected media vehicles meet media operational requirements

2.7. Ensure selected media vehicles meet legal and ethical requirements

2.8. Identify requirements for external suppliers and engage or contract these resources where required

3. Prepare public relations campaign plans

3.1. Scope, plan and document a complex public relations campaign and its approach to suit the requirements of the client

3.2. Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints

3.3. Determine and agree upon budget

3.4. Determine and agree upon timing and schedules

3.5. Identify potential sources of risk and develop and document appropriate control mechanisms

3.6. Produce plans on time

3.7. Finalise plan and ensure it complies with organisational, client, professional and legal requirements

4. Implement public relations campaign plans

4.1. Implement and regularly monitor public relations plan

4.2. Identify, agree upon and implement any changes to the plan

4.3. Complete planning and implementation activities on time

Qualifications and Skillsets

BSBPUB502A appears in the following qualifications: