Modification History
Not Applicable
Unit Descriptor
Unit descriptor |
This unit describes the skills and knowledge required to develop and implement a plan for public relations activities within an organisation. It focuses on the skills and knowledge required by managers, owners/managers of small businesses and marketing personnel. As such the unit does not reflect the depth and breadth of skills required by specialist public relations professionals. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. |
Application of the Unit
Not Applicable
Licensing/Regulatory Information
Refer to Unit Descriptor
Pre-Requisites
Prerequisite units |
This unit has linkages to a range of other management and marketing units and combined assessment and/or training with those units may be appropriate. |
Employability Skills Information
Employability skills |
This unit contains employability skills. |
Elements and Performance Criteria Pre-Content
Elements describe the essential outcomes of a unit of competency. |
Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide. |
Elements and Performance Criteria
ELEMENT |
PERFORMANCE CRITERIA |
1 Generate organisational identity consistent with organisation's vision . |
1.1 Collect and analyse internal and external information which informs the development of a public relations strategy. 1.2 Review the organisation's core activities, business values and current business direction to identify potential images and messages . 1.3 Identify and consult with key stakeholders in relation to public relations issues. |
2 Prepare public relations plan or strategy . |
2.1 Identify relevant target groups for public relations activities. 2.2 Identify and select strategies which enhance and promote the organisation's identity to the target groups. 2.3 Identify and plan for the range of potential situations and reactions to which the organisation may need to respond. 2.4 Incorporate legal and ethical considerations into the planning process. |
2.5 Provide timely opportunities for colleagues to contribute to public relations planning. 2.6 Submit public relations plan for approval where appropriate in accordance with organisational policy. |
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3 Manage the implementation of the public relations plan . |
3.1 Define and communicate clearly all priorities, responsibilities, timelines and budgets, involving appropriate colleagues. 3.2 Implement and monitor actions detailed in the plan according to schedule and contingencies. 3.3 Produce public relations reports in accordance with enterprise policy. 3.4 Share public relations information with colleagues to maintain awareness of current organisation direction and priorities. |
4 Evaluate and review the public relations plan . |
4.1 Establish appropriate mechanisms to obtain feedback about public relations activities and strategies . 4.2 Evaluate public relations activities using agreed methods and benchmarks. 4.3 Make adjustments in accordance with feedback and evaluation. 4.4 Communicate and implement agreed changes. |
Required Skills and Knowledge
Required Skills and knowledge |
This section describes the skills and knowledge required for this unit. |
Required skills :
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Required knowledge :
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Evidence Guide
EVIDENCE GUIDE |
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The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package. |
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Critical aspects for assessment and evidence required to demonstrate competency in this unit |
The following evidence is critical to the judgement of competence in this unit:
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Context of and specific resources for assessment |
The assessment context must provide for:
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Method of assessment |
Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge, and might include:
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Assessment of this unit requires access to the materials resources and equipment needed to research public relations campaigns and media opportunities. |
Professional Practice
Range Statement
RANGE STATEMENT |
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The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. |
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Internal and external information which informs the public relations strategy may include information relating to: |
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Public relations plans and strategies may be for: |
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Images and messages may include: |
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Key stakeholders may include: |
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Target groups may include: |
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Potential situations may include: |
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Legal and ethical considerations may relate to: |
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Feedback mechanisms may include: |
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Strategies and activities may relate to: |
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Unit Sector(s)
Not Applicable