Elements and Performance Criteria
- Interpret a complex public relations campaign brief
- Identify and evaluate options for a complex public relations campaign
- 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
- Prepare public relations campaign plans
- 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 public relations campaign plans