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Evidence Guide: BSBPUB402A - Develop public relations campaigns

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBPUB402A - Develop public relations campaigns

What evidence can you provide to prove your understanding of each of the following citeria?

Research public relations campaigns

  1. Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign
  2. Conduct research into current practice and recent developments in relation to the campaign planning
  3. Identify the campaign's audience and their attributes
  4. Develop and present options to other members of the public relations team and relevant stakeholders for consideration
Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Conduct research into current practice and recent developments in relation to the campaign planning

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify the campaign's audience and their attributes

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop and present options to other members of the public relations team and relevant stakeholders for consideration

Completed
Date:

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Prepare to implement public relations campaigns

  1. Define and agree upon campaign objectives and campaign plan with client and other key stakeholders
  2. Schedule and cost campaign accurately, and include in plans
  3. Comply with legal and ethical constraints
  4. Confirm roles and responsibilities with other members of the public relations team
Define and agree upon campaign objectives and campaign plan with client and other key stakeholders

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Schedule and cost campaign accurately, and include in plans

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Comply with legal and ethical constraints

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Confirm roles and responsibilities with other members of the public relations team

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement public relations campaigns

  1. Implement public relations campaign in accordance with the plan
  2. Evaluate the potential effectiveness of and use appropriate media to improve campaign publicity
  3. Implement campaign in accordance with legal and ethical constraints and organisational requirements
  4. Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures
  5. Gain agreement from stakeholders to any changes that need to be made to campaign
Implement public relations campaign in accordance with the plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate the potential effectiveness of and use appropriate media to improve campaign publicity

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement campaign in accordance with legal and ethical constraints and organisational requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Gain agreement from stakeholders to any changes that need to be made to campaign

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review and evaluate public relations programs

  1. Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness
  2. Report on the outcomes of the campaign to relevant internal and/or external stakeholders
  3. Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements
Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Report on the outcomes of the campaign to relevant internal and/or external stakeholders

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements

Completed
Date:

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Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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 reporting or presenting on a public relations campaign for a target public about a product or service.

Context of and specific resources for assessment

Assessment must ensure:

access to an actual workplace or simulated work environment

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:

analysis of responses to case studies and scenarios

assessment of written reports on a public relations campaign

assessment of examples of promotional materials developed for the public relations campaign

demonstration of capacity to implement a public relations campaign in a workplace

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 campaign completion

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:

other marketing or public relations units

Required Skills and Knowledge

Required skills

communication, interpersonal and negotiation skills to run public relations campaigns effectively

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

literacy skills to read and interpret a range of complex material and write reports and strategic materials in a range of styles

numeracy skills to cost relevant items such as use of media and printing schedules

organisational and time-management skills to organise workload and write, print and distribute public relations material within required timelines

presentation skills to convey a professional image in all communications

research skills to obtain necessary background information about clients, campaign objectives and issues affecting public relations campaigns

technology skills to use a range of office equipment and software to produce high quality public relations materials and presentations.

Required knowledge

current issues/trends which affect the public relations industry

computer software applications

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 principles of equal opportunity, equity, and diversity n

copyright

defamation and libel laws

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

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

privacy laws

sweepstakes regulations

TradePracticesAct1974(Cth)

industry structures and networks

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

principles, practices and theories of marketing, media, public relations and project management.

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.

Campaigns may include:

anniversaries of opening

campaigns to improve organisational image

centenary events

graduation ceremonies

milestone customer numbers

opening ceremonies

organisational communication activities

product launches

season launches

The campaign's audience may include:

customers

employees

government

managers

specified target public group

the media

Stakeholders may include:

personnel internal to an organisation

clients of an organisation

community groups

contractors

general public

government departments

industry associations

investors

management

media

organisations

politicians

public service

staff

unions

Legal and ethical constraints may include:

codes of practice

cultural expectations and influences

ethical principles

relevant legislation

policies and guidelines

regulations

social responsibilities such as:

protection of children

environmental issues

societal expectations

Media may include:

direct mail

external promotional material

internal communication materials

press

promotional material

radio

television

the Internet