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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Prepare to develop public relations publications
   • 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
2. Plan public relations publications
   • 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
3. Develop and evaluate public relations publications
   • 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

Performance Evidence

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.

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Knowledge Evidence

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.

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