Unit of competency details
BSBPUB502 - Develop and manage complex public relations campaigns (Release 1)
Summary
Training packages that include this unit
Qualifications that include this unit
Skill sets that include this unit
Classifications
Classification history
Content
Unit Of competency
Modification History
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Release |
Comments |
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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 develop and implement multifaceted and potentially ongoing public relations campaigns. It builds upon the skills and knowledge acquired in the unit BSBPUB402 Develop public relations campaigns.
It applies to individuals working in senior roles who possess sound theoretical business skills and knowledge and who often have substantial experience and are seeking to further develop their skills across a wide range of business functions.
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
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ELEMENT |
PERFORMANCE CRITERIA |
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Elements describe the essential outcomes. |
Performance criteria describe the performance needed to demonstrate achievement of the element. |
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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, timing and evaluation measures 1.3 Identify legal and ethical constraints in relation to the brief |
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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 appropriate to the target public and the campaign objectives 2.4 Ensure selected media enables 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 meets media operational requirements 2.7 Ensure selected media meets legal and ethical requirements 2.8 Identify requirements for external suppliers and engage or contract these resources where required |
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3. Prepare public relations campaign plans |
3.1 Scope, plan and document a complex public relations campaign and its approach to suit client requirements 3.2 Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints 3.3 Determine and agree on budget 3.4 Determine and agree on 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, ensuring it complies with organisational, client, professional and legal requirements |
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4. Implement public relations campaign plans |
4.1 Implement and regularly monitor public relations plan 4.2 Identify, agree on and implement any changes to the plan 4.3 Complete planning and implementation activities on time |
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
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Skill |
Performance Criteria |
Description |
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Reading |
1.1-1.3, 2.1-2.8, 3.1, 3.7, 4.1, 4.2 |
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Writing |
2.8, 3.1-3.5, 3.7, 4.2 |
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Oral Communication |
2.8, 3.2-3.4, 4.2 |
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Numeracy |
1.2, 2.4, 3.2-3.4 |
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Navigate the world of work |
1.3, 2.7, 2.8, 3.7 |
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Interact with others |
3.2-3.4, 4.2 |
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Get the work done |
1.1, 1.2, 2.1-2.4, 3.1, 3.3-3.6, 4.1-4.3 |
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Unit Mapping Information
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Code and title current version |
Code and title previous version |
Comments |
Equivalence status |
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BSBPUB502 Develop and manage complex public relations campaigns |
BSBPUB502A Develop and manage complex public relations campaigns |
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:
- prepare a complex public relations campaign plan containing the organisation’s objectives, messages and strategies, risk assessment, roles and responsibilities, scheduling, budgetary and resource requirements
- engage external suppliers where appropriate
- implement a complex public relations campaign effectively
- monitor the success of campaign.
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:
- summarise key provisions of relevant legislation, codes of practice and national standards that affect public relations
- outline a range of media vehicles and explain the factors to consider before using them
- describe techniques for managing complex public relations projects
- explain techniques used to identify and manage risks.
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 public relations communication documents
- case studies and, where possible, real situations
- 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
