Unit of competency
Modification History
Release |
Comments |
Release 1 |
This version first released with BSB Business Services Training Package Version 1.0. |
Application
This unit describes the skills and knowledge required to manage the design, production, implementation and evaluation of public relations publications in accordance with organisational requirements.
It applies to individuals who possess a sound theoretical knowledge base in advertising management and demonstrate a range of managerial skills to ensure that advertising functions are effectively conducted in an organisation or business area. In this role, individuals may either manage the publication process independently or coordinate the activities of people working under their supervision.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication.
Unit Sector
Business Development – Public Relations
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. Research publication requirements and segment target audience |
1.1 Prepare a public relations research brief that specifies the research objectives, methodology, time schedule and budget 1.2 Consider the internal and external factors that may impact on the effectiveness of a public relations publication 1.3 Assess primary and secondary research methods for their capacity to provide information on publications requirements and market segments 1.4 Evaluate and choose criteria to use in segmenting the audience in accordance with the public relations brief 1.5 Define the target audience in terms of prospective readers of the publications 1.6 Ensure the target audience profile meets organisational requirements in terms of level and style of language usage, format, content and level of detail |
2. Plan public relations publications |
2.1 Ensure publication purpose is consistent with the organisation’s mission, vision and corporate values 2.2 Identify, obtain agreement on and document publication objectives and central message consistent with messages in other organisational publications 2.3 Select team members according to skill and knowledge requirements 2.4 Develop and obtain agreement on budgets and schedules with relevant stakeholders 2.5 Identify appropriate suppliers of goods and services and obtain quotations as required 2.6 Develop criteria to test and evaluate the success of the publication |
3. Develop and evaluate public relations publications |
3.1 Design and write publication text in accordance with communication objectives and house style 3.2 Check readability of material to ensure it is aligned to the target audience’s reading levels 3.3 Test document with relevant stakeholders and incorporate findings in the final publication 3.4 Ensure publications, including any changes, comply with legal and ethical requirements 3.5 Select and contract suppliers to complete publication production processes 3.6 Distribute publication according to public relations plan 3.7 Evaluate aspects of the publication in line with stakeholder feedback and against evaluation criteria |
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill |
Performance Criteria |
Description |
Reading |
1.3, 1.4, 1.6, 2.1, 2.2, 2.5, 3.1, 3.2, 3.4, 3.6, 3.7 |
|
Writing |
1.1, 1.5, 2.2, 2.4, 2.6, 3.1, 3.3 |
|
Oral Communication |
2.2, 2.4, 3.3 |
|
Numeracy |
1.1, 2.4, 2.5 |
|
Navigate the world of work |
1.2, 1.6, 2.1, 2.2, 3.1, 3.4 |
|
Interact with others |
2.2, 2.4, 2.5, 3.3, 3.5 |
|
Get the work done |
1.1-1.4, 2.2-2.6, 3.1, 3.3, 3.5-3.7 |
|
Unit Mapping Information
Code and title current version |
Code and title previous version |
Comments |
Equivalence status |
BSBPUB501 Manage the public relations publication process |
BSBPUB501A Manage the public relations publication process |
Updated to meet Standards for Training Packages |
Equivalent unit |
Links
Companion Volume implementation guides are found in VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10