Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

BSBPUB501A Mapping and Delivery Guide
Manage the public relations publication process

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency BSBPUB501A - Manage the public relations publication process
Description This unit describes the performance outcomes, skills and knowledge required to manage the design, production, implementation and evaluation of public relations publications in accordance with organisational requirements.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application This unit applies to individuals working in a public relations role who are responsible for managing publication of public relations documents for a campaign. They may either manage the publication process independently or coordinate the activities of people working under their supervision.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites
Competency Field Business Development - Public Relations
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Research publication requirements and segment target audience
  • Prepare a public relations research brief that specifies the research objectives, methodology, time schedule and budget
  • Consider the internal and external factors that may impact the effectiveness of public relations publication
  • Assess primary and secondary research methods for their capacity to provide information on publications requirements and market segments
  • Evaluate and choose criteria to use in segmenting the audience in accordance with the public relations brief
  • Define the target audience in terms of prospective readers of the publications
  • Ensure the target audience profile meets organisational requirements in terms of level and style of language usage, format, content and level of detail
       
Element: Plan public relations publications
  • Ensure publication purpose is consistent with organisational mission, vision and corporate values
  • Identify, agree upon and document publication objectives and central message consistent with messages in other organisational publications
  • Select team members according to skill and knowledge requirements
  • Develop and agree upon budgets and schedules with relevant stakeholders
  • Identify appropriate suppliers of goods and services and obtain quotations as required
  • Develop criteria to test and evaluate the success of the publication
       
Element: Develop and evaluate public relations publications
  • Design and write publication text in accordance with communication objectives and house style
  • Check readability of material to ensure it is geared to the target audience's reading levels
  • Test document with relevant stakeholders and incorporate findings into the final publication
  • Ensure publications, including any changes, comply with legal and ethical requirements
  • Select and contract suppliers to complete publication production processes
  • Distribute publication according to public relations plan
  • Evaluate aspects of the publication in line with stakeholder feedback and against evaluation criteria
       


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

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 on-the-job 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:

BSBPUB502A Develop and manage complex public relations campaigns

BSBPUB503A Manage fundraising and sponsorship activities

marketing units

advertising media units

other public relations units.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

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:

anti-discrimination 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

TradePracticesAct1974 (Cth)

principles and practices of the media and printing industries.

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 factors may include:

organisational communication history

organisational policies

organisational procedures

perceptions and actions of key internal stakeholders

External factors may include:

community expectations

external stakeholder perceptions

legislative requirements

prevailing social and economic trends

Primary research methods may include:

interviews

observation

questionnaires

SWOT analysis

Secondary research methods may include:

annual reports

customer complaints records

employee complaints records

newsletters

personal contacts

sales reports

Criteria may include:

attitudes

demographics

psychographics

sociography

values

Publication purpose may include:

communicating a message to a target audience

differentiating organisational features

promoting business policies

promoting the image

providing information

Suppliers may include:

contractors

external editors

media companies

printers

promotion agencies

publishers

web designers

Legal and ethical requirements may include:

community standards

cultural expectations and influences

ethical principles

industry codes of conduct

legislation

regulations

society's expectations

Aspects may include:

appeal

credibility

impact

capacity to arouse interest

language style

message clarity

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Prepare a public relations research brief that specifies the research objectives, methodology, time schedule and budget 
Consider the internal and external factors that may impact the effectiveness of public relations publication 
Assess primary and secondary research methods for their capacity to provide information on publications requirements and market segments 
Evaluate and choose criteria to use in segmenting the audience in accordance with the public relations brief 
Define the target audience in terms of prospective readers of the publications 
Ensure the target audience profile meets organisational requirements in terms of level and style of language usage, format, content and level of detail 
Ensure publication purpose is consistent with organisational mission, vision and corporate values 
Identify, agree upon and document publication objectives and central message consistent with messages in other organisational publications 
Select team members according to skill and knowledge requirements 
Develop and agree upon budgets and schedules with relevant stakeholders 
Identify appropriate suppliers of goods and services and obtain quotations as required 
Develop criteria to test and evaluate the success of the publication 
Design and write publication text in accordance with communication objectives and house style 
Check readability of material to ensure it is geared to the target audience's reading levels 
Test document with relevant stakeholders and incorporate findings into the final publication 
Ensure publications, including any changes, comply with legal and ethical requirements 
Select and contract suppliers to complete publication production processes 
Distribute publication according to public relations plan 
Evaluate aspects of the publication in line with stakeholder feedback and against evaluation criteria 

Forms

Assessment Cover Sheet

BSBPUB501A - Manage the public relations publication process
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:

Assessment Record Sheet

BSBPUB501A - Manage the public relations publication process

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: