Unit of competency details

BSBPUB501 - Manage the public relations publication process (Release 1)

Summary

Releases:
ReleaseStatusRelease date
1 1 (this release)Current 25/Mar/2015

Usage recommendation:
Current
Mapping:
MappingNotesDate
Supersedes and is equivalent to BSBPUB501A - Manage the public relations publication processUpdated to meet Standards for Training Packages 24/Mar/2015


Training packages that include this unit

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  30/Jul/2015 
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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

  • Gathers and analyses textual information from a range of sources and identifies relevant and key information
  • Assesses workplace documentation for clarity and accuracy to comply with house style and agreed communication objectives

Writing

1.1, 1.5, 2.2, 2.4, 2.6, 3.1, 3.3

  • Uses clear, accurate and engaging language to develop research briefs and materials in a range of styles for various audiences

Oral Communication

2.2, 2.4, 3.3

  • Employs listening and questioning techniques and negotiation skills to clarify information and confirm understanding
  • Clearly articulates instructions and information using language and features suitable for diverse audiences

Numeracy

1.1, 2.4, 2.5

  • Uses basic mathematical formula to calculate whole numbers and decimals to determine suppliers’ costs, project budgets and projected schedules

Navigate the world of work

1.2, 1.6, 2.1, 2.2, 3.1, 3.4

  • Understands organisational goals and adheres to implicit and explicit organisation policies and procedures
  • Identifies the implications of legal and regulatory responsibilities related to own work

Interact with others

2.2, 2.4, 2.5, 3.3, 3.5

  • Actively identifies the requirements of important communication exchanges, selecting appropriate channels, format, tone and content to suit purpose and audience and monitoring impact
  • Collaborates with others to achieve joint outcomes, playing an active role in facilitating effective group interaction

Get the work done

1.1-1.4, 2.2-2.6, 3.1, 3.3, 3.5-3.7

  • Coordinates and sequences tasks to ensure timelines are met and work flows efficiently
  • Analyses relevant information to make decisions about staffing, contractors, market segments and target audiences
  • Evaluates results to identify whether objectives have been met
  • Uses digital applications to record, store, retrieve and share documents

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.education.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 1.0.

Performance Evidence

Evidence of the ability to:

  • research, develop, implement and evaluate at least ONE complex public relations publication for a specific audience in accordance with organisational requirements

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • outline internal and external factors that may impact publication requirements
  • explain what primary and secondary research methods are, and how they can be used in public relations
  • explain the criteria used to select team members
  • outline suppliers who may be required to complete publication production processes
  • summarise key provisions of relevant legislation, codes of practice and national standards that affect public relations
  • explain the relevance of ethics to public relations.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the public relations field of work and include access to:

  • office equipment and resources
  • examples of previous public relations documents
  • case studies and, where possible, real situation
  • interaction with others.

Assessors must satisfy NVR/AQTF assessor requirements.

Links

Companion Volume implementation guides are found in VETNet - https://vetnet.education.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10

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