This unit applies to individuals working in entry level public relations positions who need to apply knowledge of the structure, organisation and functioning of the public relations industry in order to effectively conduct strategic communications.

ELEMENT

PERFORMANCE CRITERIA

1. Apply knowledge of the public relations industry

1.1. Seek information on the structure and operation of the public relations industry

1.2. Identify and access sources of information on the public relations industry

1.3. Obtain information on public relations industry sectors, associations, networks and societal role

1.4. Identify and access information on key stakeholders

1.5. Apply industry information appropriately in everyday activities related to typical work roles

2. Identify industry employment obligations and opportunities

2.1. Obtain information on employment obligations and opportunities in relation to the public relations industry

2.2. Apply information on employment opportunities and obligations in everyday activities related to typical work roles

3. Conduct strategic communications management planning

3.1. Establish purpose and processes for setting objectives in the workplace

3.2. Identify and apply appropriate planning and measurement tools to workplace objectives

3.3. Develop critical success factors for the communications

4. Update industry knowledge

4.1. Conduct formal and informal research to update general knowledge of the industry continuously

4.2. Monitor current issues of concern to the industry

4.3. Share updated knowledge with client and colleagues

4.4. Incorporate updated knowledge into everyday activities related to typical work roles

Required skills

communication skills such as questioning, active listening, clarifying and asking open questions

culturally appropriate communication and interpersonal skills to relate to people from diverse backgrounds and people with diverse abilities

literacy skills to read and interpret business and market data and write reports in a range of styles and for a range of audiences

numeracy skills to analyse quantitative data

research and evaluation skills to gather and record information about clients, organisations, target audiences, and the media

technology skills to use a range of office equipment and information systems.

Required knowledge

current issues and trends which affect the public relations industry

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

Australian Direct Marketing Association Limited (ADMA) Direct Marketing Code of Practice

FACTS (Federation of Australian Commercial Television Stations) codes

privacy laws

TradePracticesAct1974 (Cth)

industry structures and networks

organisational and client operating environments, structures and business and marketing plans

principles and practices of marketing communications and media strategies.

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:

reporting on the public relations industry structure and its role in society and in a particular organisation

developing a stakeholder analysis relevant to a particularorganisation

reporting on the current issues affecting the public relations industry.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources.

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 about the public relations industry, structure, function and role in society

assessment of a stakeholder analysis conducted by the candidate

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

observation of presentations by the candidate about the public relations industry

oral or written questioning

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers

tests of knowledge on the structure and functioning of the public relations industry.

Guidance information for assessment

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

BSBPUB402A Develop public relations campaigns

BSBPUB403A Develop public relations documents

other marketing or public relations units.

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.

Structure and operation of the public relations industry may include:

public relations practitioners in the following sectors:

corporate

government

not-for-profit

public relations consultancies

Public relations industry sectors, associations, networks and societal role may include:

business associations

client networks

distribution channels

industry markets

industry relationships

local or regional characteristics

major industry bodies and associations

role and significance of an industry or sector

Key stakeholders may include:

community groups

contractors

general public

government departments

industry associations

investors

management

media

organisations

politicians

public service

staff

unions

Setting objectives may include:

developing 'SMART' objectives

using key performance indicators

Planning and measurement tools may include:

action plans

flow charts

four-step PR planning process

Gantt charts

key performance indicators

PERT

reviews of action plans

risk management plans

SMART objectives

Unit sector

Business Development - Public Relations

This unit contains employability skills.