Assessor Resource

BSBPUB402A
Develop public relations campaigns

Assessment tool

Version 1.0
Issue Date: May 2024


This unit applies to individuals in entry level or junior public relations roles who are required to develop public relations campaigns. As such they would undertake the majority of work in creating and implementing the campaign with advice from more senior public relations specialists in their organisation.

This unit describes the performance outcomes, skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders.

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

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

Employability Skills

This unit contains employability skills.



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 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.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

developing and reporting or presenting on a public relations campaign for a target public about a product or service.

Context of and specific resources for assessment

Assessment must ensure:

access to an actual workplace or simulated work environment

access to office equipment and resources.

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:

analysis of responses to case studies and scenarios

assessment of written reports on a public relations campaign

assessment of examples of promotional materials developed for the public relations campaign

demonstration of capacity to implement a public relations campaign in a workplace

direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentations prior to, during and after campaign completion

oral or written questioning

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

other marketing or public relations units

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.

Required skills

communication, interpersonal and negotiation skills to run public relations campaigns effectively

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

literacy skills to read and interpret a range of complex material and write reports and strategic materials in a range of styles

numeracy skills to cost relevant items such as use of media and printing schedules

organisational and time-management skills to organise workload and write, print and distribute public relations material within required timelines

presentation skills to convey a professional image in all communications

research skills to obtain necessary background information about clients, campaign objectives and issues affecting public relations campaigns

technology skills to use a range of office equipment and software to produce high quality public relations materials and presentations.

Required knowledge

current issues/trends which affect the public relations industry

computer software applications

overview knowledge of key provisions of relevant legislation from all levels of government, codes of practice and national standards that affect business operations such as:

anti-discrimination legislation and principles of equal opportunity, equity, and diversity n

copyright

defamation and libel laws

ethical principles such as those outlined in the Public Relations Institute of Australia CodeofEthics and the Australian Journalists Association CodeofEthics

marketing codes of practice and codes of conduct such as the Australian Direct Marketing Association (ADMA) Code of Practice

privacy laws

sweepstakes regulations

TradePracticesAct1974(Cth)

industry structures and networks

organisational and client operating environments, structures and business and marketing plans

principles, practices and theories of marketing, media, public relations and project management.

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.

Campaigns may include:

anniversaries of opening

campaigns to improve organisational image

centenary events

graduation ceremonies

milestone customer numbers

opening ceremonies

organisational communication activities

product launches

season launches

The campaign's audience may include:

customers

employees

government

managers

specified target public group

the media

Stakeholders may include:

personnel internal to an organisation

clients of an organisation

community groups

contractors

general public

government departments

industry associations

investors

management

media

organisations

politicians

public service

staff

unions

Legal and ethical constraints may include:

codes of practice

cultural expectations and influences

ethical principles

relevant legislation

policies and guidelines

regulations

social responsibilities such as:

protection of children

environmental issues

societal expectations

Media may include:

direct mail

external promotional material

internal communication materials

press

promotional material

radio

television

the Internet

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
Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign 
Conduct research into current practice and recent developments in relation to the campaign planning 
Identify the campaign's audience and their attributes 
Develop and present options to other members of the public relations team and relevant stakeholders for consideration 
Define and agree upon campaign objectives and campaign plan with client and other key stakeholders 
Schedule and cost campaign accurately, and include in plans 
Comply with legal and ethical constraints 
Confirm roles and responsibilities with other members of the public relations team 
Implement public relations campaign in accordance with the plan 
Evaluate the potential effectiveness of and use appropriate media to improve campaign publicity 
Implement campaign in accordance with legal and ethical constraints and organisational requirements 
Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures 
Gain agreement from stakeholders to any changes that need to be made to campaign 
Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness 
Report on the outcomes of the campaign to relevant internal and/or external stakeholders 
Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements 

Forms

Assessment Cover Sheet

BSBPUB402A - Develop public relations campaigns
Assessment task 1: [title]

Student name:

Student ID:

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

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:

Assessment Record Sheet

BSBPUB402A - Develop public relations campaigns

Student name:

Student ID:

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

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: