Required skills

culturally appropriate communication and negotiation skills to relate to people from diverse backgrounds and people with diverse abilities to liaise effectively with team members and consult with external suppliers

literacy skills to write a range of documents containing complex ideas in a readable and engaging style appropriate to suit a range of audiences

organisational project management and time management skills to ensure publications are ready and distributed on time

research and evaluation skills to segment and profile target audiences of public relations communications

technology skills to use a range of office equipment and software applications

Required knowledge

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

antidiscrimination legislation and the principles of equal opportunity equity and diversity

copyright

defamation and libel

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

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

privacy laws

TradePracticesAct Cth

principles and practices of the media and printing industries

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 implementing at least one complex public relations publication in accordance with the publication deadline

Context of and specific resources for assessment

Assessment must ensure

access to office equipment and resources

access to examples of previous related public relations documents

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

assessment of written reports on public relations publication

assessment of examples of publications developed

demonstration of how the techniques used to manage a team and external suppliers

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

observation of presentations prior to during and after completion of publication process

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

BSBPUBA Develop and manage complex public relations campaigns

BSBPUB502A Develop and manage complex public relations campaigns

BSBPUBA Manage fundraising and sponsorship activities

BSBPUB503A Manage fundraising and sponsorship activities

marketing units

advertising media units

other public relations units

Internal factors may include:

External factors may include:

Primary research methods may include:

Secondary research methods may include:

Criteria may include:

Publication purpose may include:

Suppliers may include:

Legal and ethical requirements may include:

Aspects may include: