Assessor Resource

BSBPUB502
Develop and manage complex public relations campaigns

Assessment tool

Version 1.0
Issue Date: May 2024


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.

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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

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

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

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

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

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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

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

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

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

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

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 the primary objective of a complex public relations campaign brief 
Identify the campaign’s messages, strategies, roles and responsibilities, resource requirements including budget, timing and evaluation measures 
Identify legal and ethical constraints in relation to the brief 
Analyse information about the target public and their attributes, and the public relations environment 
Identify and evaluate a range of options for message concepts using appropriate methods 
Identify, access and select media appropriate to the target public and the campaign objectives 
Ensure selected media enables reach and frequency requirements to be met within budget 
Consult media directories to ensure that enlisted journalists and any other personnel are the most appropriate for the campaign 
Ensure selected media meets media operational requirements 
Ensure selected media meets legal and ethical requirements 
Identify requirements for external suppliers and engage or contract these resources where required 
Scope, plan and document a complex public relations campaign and its approach to suit client requirements 
Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints 
Determine and agree on budget 
Determine and agree on timing and schedules 
Identify potential sources of risk and develop and document appropriate control mechanisms 
Produce plans on time 
Finalise plan, ensuring it complies with organisational, client, professional and legal requirements 
Implement and regularly monitor public relations plan 
Identify, agree on and implement any changes to the plan 
Complete planning and implementation activities on time 

Forms

Assessment Cover Sheet

BSBPUB502 - Develop and manage complex public relations campaigns
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Assessment Record Sheet

BSBPUB502 - Develop and manage complex public relations campaigns

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

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