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Unit of competency details

BSBMKG628 - Lead organisational public relations (Release 1)

Summary

Usage recommendation:
Current
Release Status:
Current
Releases:
ReleaseRelease date
1 1 (this release) 19/Oct/2020


Classifications

SchemeCodeClassification value
ASCED Module/Unit of Competency Field of Education Identifier 080509 Public Relations  

Classification history

SchemeCodeClassification valueStart dateEnd date
ASCED Module/Unit of Competency Field of Education Identifier 080509 Public Relations  17/Dec/2020 
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Unit Of competency

Modification History

Release  

Comments  

Release 1

This version first released with BSB Business Services Training Package Version 7.0.

Application

This unit describes the skills and knowledge required to lead public relations in an organisation by developing and implementing plans to improve public relations policies and procedures and evaluate performance.

The unit applies to individuals who are managers with responsibilities that extend across the organisation or across significant parts of a large organisation. They may have a dedicated role in public relations or work in a public relations policy area.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

Unit Sector

Technical Skills – Marketing

Elements and Performance Criteria

ELEMENT 

PERFORMANCE CRITERIA 

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify organisational public relations

1.1 Research organisational best practice in area of public relations

1.2 Review existing organisational public relations policies and procedures according to legislative, ethical and organisational requirements

1.3 Identify public relations gaps and areas for improvement in existing policies and procedures according to best practice and legislative and ethical requirements

1.4 Develop plan and update organisational policies and procedures

1.5 Address best practice in consultation with relevant stakeholders according to organisational policies and procedures

2. Promote public relations in organisation

2.1 Implement public relations processes in consultation with relevant personnel

2.2 Evaluate and address opportunities to improve existing public relations processes in consultation with team

2.3 Provide support to relevant team members

3. Monitor public relations

3.1 Seek feedback from clients and internal personnel on opportunities for improvement to organisational public relations processes

3.2 Evaluate performance of public relations processes against organisational public relations objectives

3.3 Document feedback on public relations changes according to organisational policies and procedures

Foundation Skills

This section describes those language, literacy, numeracy and employment skills that are essential to performance but not explicit in the performance criteria.

Skill 

Description 

Learning

  • Actively looks for and accepts ways to maintain and improve own skills and performance

Reading

  • Evaluates and integrates facts and ideas to construct meaning from a range of text types

Writing

  • Records information according to organisational requirements
  • Composes and edits texts, selecting appropriate vocabulary and structure for audience and purpose

Teamwork

  • Collaborates and cooperates with others, playing an active role in leading and facilitating effective group interaction and influencing direction

Self-management

  • Makes high-level decisions related to the achievement of organisational goals
  • Identifies and complies with ethical and other organisational responsibilities
  • Accepts responsibility for planning and sequencing complex tasks and workload of self and others
  • Identifies systems, devices and applications with potential to meet current or future needs

Planning and organising

  • Uses systematic, analytic processes in complex, non-routine situations, setting goals, designing strategies, gathering relevant information and evaluating options to inform decision-making
  • Sequences and schedules complex activities of self and others and manages relevant communication
  • Uses formal and informal processes to monitor implementation of public relations systems, reflect on outcomes and then take appropriate action when required

Unit Mapping Information

No equivalent unit. New unit.

Links

Companion Volume Implementation Guide is found on VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10

 

Assessment requirements

Modification History

Release  

Comments  

Release 1

This version first released with BSB Business Services Training Package Version 7.0.

Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:

  • lead public relations for an organisation.

Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:

  • organisational public relations policies and procedures
  • principles and theories of public relations
  • best practice in public relations
  • key provisions of relevant legislation, codes of practice and national standards that affect public relations campaigns.

Assessment Conditions

Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.

This includes access to:

  • legislations and codes of practice relevant to leading organisational public relations
  • organisational policies and procedures for leading organisational public

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

Links

Companion Volume Implementation Guide is found on VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10