Modification History
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Version |
Comments |
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CUVPUB501A |
This version first released with CUV11 Visual Arts, Craft and Design Training Package version 1.0 |
Unit Descriptor
This unit describes the performance outcomes, skills and knowledge required to develop and implement plans for public relations activities within an organisation.
Application of the Unit
The skills and knowledge outlined in this unit are relevant to owner/managers of small businesses, departmental managers within organisations and marketing personnel.
At this level individuals are working independently and are expected to apply theoretical concepts in a broad range of contexts, which involve contingency planning and devising solutions to unpredictable problems.
Licensing/Regulatory Information
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Pre-Requisites
Not applicable.
Employability Skills Information
This unit contains employability skills.
Elements and Performance Criteria Pre-Content
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Element |
Performance Criteria |
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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
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1. Generate organisational identity consistent with organisation’s vision |
1.1 Collect and analyse internal and external information relevant to the development of public relations strategies 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 about public relations issues |
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2. Prepare public relations plans or strategies |
2.1 Identify target groups for public relations activities 2.2 Identify and select strategies that enhance and promote the organisation’s identity to 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 Negotiate changes to plans as required 2.7 Submit public relations plans for approval according to organisational policy as required |
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3. Manage the implementation of public relations plans |
3.1 Define and clearly communicate all aspects of public relations plans to others involved in the public relations activities 3.2 Implement and monitor actions detailed in plans and take action to rectify anything that has the potential to impact negatively on activities 3.3 Produce public relations reports according to organisational policy 3.4 Share public relations information with colleagues to maintain awareness of current direction and priorities of organisation |
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4. Evaluate and review public relations plans |
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 according to feedback and evaluation 4.4 Communicate and implement agreed changes |
Required Skills and Knowledge
This section describes the skills and knowledge required for this unit.
Required skills
- communication skills to:
- relate to people from diverse backgrounds and people with diverse abilities
- discuss issues around public relations activities with a range of stakeholders
- negotiate changes to public relations strategies in a constructive manner
- brief colleagues about public relations activities
- initiative and enterprise skills to:
- devise public relations activities that best suit target groups
- anticipate and manage risks to public relations activities
- literacy skills to:
- interpret a range of complex material
- write reports and strategic materials
- planning and organising skills to:
- organise information in a logical way when producing public relations plans and reports
- manage projects and processes
- research skills to obtain necessary background information to assist with the development of public relations plans and strategies
- technology skills to:
- use a range of office equipment and software to produce public relations plans and reports
- make effective use of the internet for research purposes.
Required knowledge
- public relations context for the organisation, including ways in which similar organisations generate and promote their identity
- ways in which public relations link to other aspects of marketing and management
- issues and challenges that can arise in the context of developing and managing public relations strategies
- structure and functions of a range of print and electronic media
- planning techniques and formats in relation to public relations
- formats, features and uses of different public relations resources
- legal issues that specifically impact on public relations practice
- intellectual property issues and legislation that impact on public relations activities.
Evidence Guide
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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Overview of assessment |
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Critical aspects for assessment and evidence required to demonstrate competency in this unit |
Evidence of the ability to:
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Context of and specific resources for assessment |
Assessment must ensure access to:
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Method of assessment |
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. people with disabilities, and people who may have literacy or numeracy difficulties, such as speakers of languages other than English, remote communities and those with interrupted schooling). |
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Guidance information for assessment |
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended. |
Range Statement
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 may relate to: |
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Public relations strategies may be for: |
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Images and messages may relate to: |
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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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Aspects may include: |
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Feedback mechanisms may include: |
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Public relations activities may relate to: |
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Unit Sector(s)
Business development – public relations
