Assessor Resource

BSBMKG554
Plan and develop public relations publications

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to plan and develop the design, production, implementation and evaluation of public relations publications, in accordance with organisational requirements.

The unit applies to individuals who possess a sound theoretical knowledge base in public relations management and demonstrate a range of managerial skills to ensure that public relations 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.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:

develop at least one public relations document.

In the course of the above, the candidate must:

identify and obtain agreements for team members budgets, schedules and good and services suppliers to prepare publication assessment criteria

develop, test and evaluate the public relations documents.

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:

contents of public relations brief including:

target audience segmentation

research objectives

methodology

time schedule

budget

internal and external factors that impact effectiveness of publications

internal and external factors that may impact publication requirements

primary and secondary research methods and use in public relations

criteria used to select team members

suppliers who may be required to complete publication production processes

key provisions of relevant legislation, codes of practice and national standards that affect public relations

relevance of ethics to public relations.

Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.

This includes access to:

examples of previous public relations documents

workplace documentation and resources relevant to performance evidence.

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:

develop at least one public relations document.

In the course of the above, the candidate must:

identify and obtain agreements for team members budgets, schedules and good and services suppliers to prepare publication assessment criteria

develop, test and evaluate the public relations documents.

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:

contents of public relations brief including:

target audience segmentation

research objectives

methodology

time schedule

budget

internal and external factors that impact effectiveness of publications

internal and external factors that may impact publication requirements

primary and secondary research methods and use in public relations

criteria used to select team members

suppliers who may be required to complete publication production processes

key provisions of relevant legislation, codes of practice and national standards that affect public relations

relevance of ethics to public relations.

Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.

This includes access to:

examples of previous public relations documents

workplace documentation and resources relevant to performance evidence.

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Identify objectives, needs, and audience for public relations publications 
Conduct research according to objectives and needs 
Summarise findings to relevant stakeholders 
Analyse and select criteria for segmenting audience according to research findings and objectives 
Define target audience in terms of prospective readers of the publications 
Develop target audience profile according to organisational requirements 
Document and obtain agreement on publication objectives and central message from relevant personnel according to legal and regulatory requirements 
Select team members to assist with planning according to skill and knowledge requirements 
Develop and obtain agreement on budgets and schedules from relevant stakeholders 
Identify appropriate suppliers of products and services and obtain quotations, as required 
Develop criteria to test and evaluate success of the publication 
Design and write publication text according to communication objectives and house style 
Test document with relevant stakeholders and incorporate findings in the final publication 
Select and contract suppliers to complete publication production processes 
Distribute publication according to public relations plan and legal and regulatory requirements 
Evaluate publication in line with stakeholder feedback and against evaluation criteria 

Forms

Assessment Cover Sheet

BSBMKG554 - Plan and develop public relations publications
Assessment task 1: [title]

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I declare that the assessment tasks submitted for this unit are my own work.

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Result: Competent Not yet competent

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Assessment Record Sheet

BSBMKG554 - Plan and develop public relations publications

Student name:

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Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

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