Elements and Performance Criteria
- Research public relations campaigns
- 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
- Prepare to implement public relations campaigns
- Implement public relations campaigns
- Implement public relations campaign in accordance with the plan
- Evaluate the potential effectiveness and use of 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
- Review and evaluate public relations programs
- 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