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Elements and Performance Criteria

1. Apply knowledge of the public relations industry
   • Seek information on the structure and operation of the public relations industry
   • Identify and access sources of information on the public relations industry
   • Obtain information on public relations industry sectors, associations, networks and societal role
   • Identify and access information on key stakeholders
   • Apply industry information appropriately in everyday activities related to typical work roles
2. Identify industry employment obligations and opportunities
   • Obtain information regarding employment obligations and opportunities relevant to the public relations industry
   • Apply information on employment opportunities and obligations in everyday activities related to typical work roles
3. Conduct strategic communications management planning
   • Establish purpose and processes for setting organisation objectives
   • Identify and apply appropriate planning and measurement tools to organisation objectives
   • Develop critical success factors for the communications
4. Update industry knowledge
   • Conduct formal and informal research to update general knowledge of the industry continuously
   • Monitor current issues of concern to the industry
   • Share updated knowledge with client and colleagues
   • Incorporate updated knowledge into everyday activities related to typical work roles