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Evidence Guide: BSBPUB502 - Develop and manage complex 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

 

BSBPUB502 - Develop and manage complex public relations campaigns

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

Interpret a complex public relations campaign brief

  1. Identify the primary objective of a complex public relations campaign brief
  2. Identify the campaign’s messages, strategies, roles and responsibilities, resource requirements including budget, timing and evaluation measures
  3. Identify legal and ethical constraints in relation to the brief
Identify the primary objective of a complex public relations campaign brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify the campaign’s messages, strategies, roles and responsibilities, resource requirements including budget, timing and evaluation measures

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify legal and ethical constraints in relation to the brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and evaluate options for a complex public relations campaign

  1. Analyse information about the target public and their attributes, and the public relations environment
  2. Identify and evaluate a range of options for message concepts using appropriate methods
  3. Identify, access and select media appropriate to the target public and the campaign objectives
  4. Ensure selected media enables reach and frequency requirements to be met within budget
  5. Consult media directories to ensure that enlisted journalists and any other personnel are the most appropriate for the campaign
  6. Ensure selected media meets media operational requirements
  7. Ensure selected media meets legal and ethical requirements
  8. Identify requirements for external suppliers and engage or contract these resources where required
Analyse information about the target public and their attributes, and the public relations environment

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and evaluate a range of options for message concepts using appropriate methods

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify, access and select media appropriate to the target public and the campaign objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure selected media enables reach and frequency requirements to be met within budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consult media directories to ensure that enlisted journalists and any other personnel are the most appropriate for the campaign

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure selected media meets media operational requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure selected media meets legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify requirements for external suppliers and engage or contract these resources where required

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare public relations campaign plans

  1. Scope, plan and document a complex public relations campaign and its approach to suit client requirements
  2. Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints
  3. Determine and agree on budget
  4. Determine and agree on timing and schedules
  5. Identify potential sources of risk and develop and document appropriate control mechanisms
  6. Produce plans on time
  7. Finalise plan, ensuring it complies with organisational, client, professional and legal requirements
Scope, plan and document a complex public relations campaign and its approach to suit client requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine and agree on budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine and agree on timing and schedules

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify potential sources of risk and develop and document appropriate control mechanisms

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Produce plans on time

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Finalise plan, ensuring it complies with organisational, client, professional and legal requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement public relations campaign plans

  1. Implement and regularly monitor public relations plan
  2. Identify, agree on and implement any changes to the plan
  3. Complete planning and implementation activities on time
Implement and regularly monitor public relations plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify, agree on and implement any changes to the plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Complete planning and implementation activities on time

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Interpret a complex public relations campaign brief

1.1 Identify the primary objective of a complex public relations campaign brief

1.2 Identify the campaign’s messages, strategies, roles and responsibilities, resource requirements including budget, timing and evaluation measures

1.3 Identify legal and ethical constraints in relation to the brief

2. Identify and evaluate options for a complex public relations campaign

2.1 Analyse information about the target public and their attributes, and the public relations environment

2.2 Identify and evaluate a range of options for message concepts using appropriate methods

2.3 Identify, access and select media appropriate to the target public and the campaign objectives

2.4 Ensure selected media enables reach and frequency requirements to be met within budget

2.5 Consult media directories to ensure that enlisted journalists and any other personnel are the most appropriate for the campaign

2.6 Ensure selected media meets media operational requirements

2.7 Ensure selected media meets legal and ethical requirements

2.8 Identify requirements for external suppliers and engage or contract these resources where required

3. Prepare public relations campaign plans

3.1 Scope, plan and document a complex public relations campaign and its approach to suit client requirements

3.2 Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints

3.3 Determine and agree on budget

3.4 Determine and agree on timing and schedules

3.5 Identify potential sources of risk and develop and document appropriate control mechanisms

3.6 Produce plans on time

3.7 Finalise plan, ensuring it complies with organisational, client, professional and legal requirements

4. Implement public relations campaign plans

4.1 Implement and regularly monitor public relations plan

4.2 Identify, agree on and implement any changes to the plan

4.3 Complete planning and implementation activities on time

Required Skills and Knowledge

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Interpret a complex public relations campaign brief

1.1 Identify the primary objective of a complex public relations campaign brief

1.2 Identify the campaign’s messages, strategies, roles and responsibilities, resource requirements including budget, timing and evaluation measures

1.3 Identify legal and ethical constraints in relation to the brief

2. Identify and evaluate options for a complex public relations campaign

2.1 Analyse information about the target public and their attributes, and the public relations environment

2.2 Identify and evaluate a range of options for message concepts using appropriate methods

2.3 Identify, access and select media appropriate to the target public and the campaign objectives

2.4 Ensure selected media enables reach and frequency requirements to be met within budget

2.5 Consult media directories to ensure that enlisted journalists and any other personnel are the most appropriate for the campaign

2.6 Ensure selected media meets media operational requirements

2.7 Ensure selected media meets legal and ethical requirements

2.8 Identify requirements for external suppliers and engage or contract these resources where required

3. Prepare public relations campaign plans

3.1 Scope, plan and document a complex public relations campaign and its approach to suit client requirements

3.2 Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints

3.3 Determine and agree on budget

3.4 Determine and agree on timing and schedules

3.5 Identify potential sources of risk and develop and document appropriate control mechanisms

3.6 Produce plans on time

3.7 Finalise plan, ensuring it complies with organisational, client, professional and legal requirements

4. Implement public relations campaign plans

4.1 Implement and regularly monitor public relations plan

4.2 Identify, agree on and implement any changes to the plan

4.3 Complete planning and implementation activities on time