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Elements and Performance Criteria

Required Skills

Required skills

communication skills to

relate to people from diverse backgrounds and people with diverse abilities

discuss issues around public relations activities with a range of stakeholders

negotiate changes to public relations strategies in a constructive manner

brief colleagues about public relations activities

initiative and enterprise skills to

devise public relations activities that best suit target groups

anticipate and manage risks to public relations activities

literacy skills to

interpret a range of complex material

write reports and strategic materials

planning and organising skills to

organise information in a logical way when producing public relations plans and reports

manage projects and processes

research skills to obtain necessary background information to assist with the development of public relations plans and strategies

technology skills to

use a range of office equipment and software to produce public relations plans and reports

make effective use of the internet for research purposes

Required knowledge

public relations context for the organisation including ways in which similar organisations generate and promote their identity

ways in which public relations link to other aspects of marketing and management

issues and challenges that can arise in the context of developing and managing public relations strategies

structure and functions of a range of print and electronic media

planning techniques and formats in relation to public relations

formats features and uses of different public relations resources

legal issues that specifically impact on public relations practice

intellectual property issues and legislation that impact on public relations activities

Evidence Required

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 ability to

develop a public relations plan for a specific organisation or area of an organisation

work collaboratively with others on the development and implementation of public relations activities

apply knowledge of public relations protocols resources and activities

Context of and specific resources for assessment

Assessment must ensure access to

an organisation for which public relations activities could be planned

materials resources and equipment needed to research public relations campaigns and media opportunities

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

evaluation of a public relations plan developed by the candidate

role play or simulation and practical activities to assess candidates consultation and communication skills and ability to interact with the media

questioning and discussion about case studies plans and strategies

review of portfolios of evidence

review of thirdparty reports from experienced practitioners

Assessment methods should closely reflect workplace demands eg literacy and the needs of particular groups eg people with disabilities and people who may have literacy or numeracy difficulties such as speakers of languages other than English remote communities and those with interrupted schooling

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Internal and external information may relate to:	business plans community activities competitor organisations current industry trends and developments current market conditions financial plans government activities legal environment marketing plans.
Public relations strategies may be for:	a department a program of events a single event a specific product or service an organisation.
Images and messages may relate to:	nature of products and services: exhibitions performances sale operational style: efficient ethical fair responsive relationship to public: leading edge responsive service provision: access hours of operation range of facilities services stylistic direction: classical contemporary folk indigenous innovative international track record of organisation visual identity: colour logo public appearance signage.
Stakeholders may include:	funding bodies patrons promoters representatives from boards and committees associated with organisation sponsors staff visitors.
Target groups may include:	audiences event organisers funding bodies media representatives: directors journalists editors producers patrons promoters related businesses sponsors staff suppliers vendors visitors volunteers.
Potential situations may include:	capitalising on favourable publicity minimising the impact of unfavourable press responding to unforeseen operational issues, such as: accidents shortages unprecedented or overwhelming support or attendance.
Legal and ethical considerations may relate to:	codes of practice cultural expectations and influences legislation social responsibilities.
Aspects may include:	budgets priorities responsibilities risks target groups timelines.
Feedback mechanisms may include:	consultation with colleagues direct questioning formal/written feedback measurements of level of support: attendance patronage sponsorship media monitoring.
Public relations activities may relate to:	charitable support cocktail parties direct advertising gifts guest appearances launches membership and loyalty programs openings sponsorship websites.