Unit of competency Outline

Date retreived
22/07/2026 10:55 AM AWST

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Develop public relations documents

Develop public relations documents

Unit of competency
National Code
BSBPUB403A
State Code
D0952
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
10/03/2009
View on TGA
State Implementation and Classification
Approved Date
15/09/2011
Field of Education
080509 - Public Relations
Original Release Date
15/09/2011
Nominal Hours
50
Description
This unit describes the performance outcomes, skills and knowledge required to design, produce and edit public relations documents for various target audiences, and to evaluate their effectiveness in the marketplace.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Research appropriate public relations documents
  • 1.1. Research previous communication documents for tone, content and style
  • 1.2. Research previous communication media and media distribution channels using appropriate methods
  • 1.3. Research and analyse existing evaluation data
  • 1.4. Conduct research about target public, clients or relevant organisations
2. Plan production of communication document
  • 2.1. Identify and segment the target public
  • 2.2. Identify and agree upon communication objectives, messages and processes with other team members or supervisors in accordance with organisational procedures
  • 2.3. Ensure communication message is related to organisational strategic objectives and operational plans
  • 2.4. Identify and gain agreement on appropriate communication media and media channels to send communication message
  • 2.5. Identify and agree upon processes to test the success of planned public relations communications
  • 2.6. Determine outsourcing resources, and provide input into developing timelines and costs
  • 2.7. Identify legal and ethical constraints impacting on communication message
3. Create and edit public relations documents
  • 3.1. Design and write communication documents in accordance with organisational objectives which effectively communicate issues, policies and practices of the organisation to target audiences
  • 3.2. Scan documents to ensure compliance with legal and ethical requirements and proofread to identify and correct errors
  • 3.3. Assess appropriateness of the style and tone of text for the target public and carry out structural editing to ensure the document flows logically
  • 3.4. Edit the document to ensure its scope and format is in accordance with the organisation's strategic communications plan and complies with house style
  • 3.5. Seek feedback from appropriate personnel on content of public relations documents following proofreading
  • 3.6. Test document and amend it in response to feedback
  • 3.7. Determine and agree upon modifications and incorporate into final draft
4. Implement and evaluate public relations documents
  • 4.1. Forward any required document to outsourced resources within scheduled timelines
  • 4.2. Distribute document in accordance with scheduled timelines using appropriate public relations publications to communicate and promote the goals of the organisation
  • 4.3. Gather feedback and regularly monitor the effectiveness of distributed documents using appropriate evaluation methods
  • 4.4. Evaluate results of public relations documents against communication, organisational or client objectives
  • 4.5. Record and file evaluation results and any improvement recommendations for future reference
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.
Previous communication documents may include:
annual reports
brochures
community service announcement scripts for radio or television
direct mail letters
flyers
media releases
newsletters
position papers
press kits
speeches
organisational, marketing and public relations strategic plans
Communication media may include:
biographical sketches
brochures
direct mail letters
fact sheets
flyers
media releases
position papers
speeches
Appropriate methods may include:
content analysis
focus groups
interviews
secondary resource information
surveys
Target public, as the audience for the communication, may include:
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, codes of ethics
cultural expectations and influences
ethical principles
relevant legislation
policies and guidelines
regulations
social responsibilities such as:
protection of children
environmental issues
societal expectations
Editing may include:
checking for consistency with house style
detailed editing to ensure material expresses author's meaning clearly without gaps of contradictions
substantive editing to improve the overall presentation of material through rewriting and rearranging material
Appropriate personnel may include:
clients
team members and colleagues
managers
senior managers
supervisors
test groups
Appropriate evaluation methods may include:
content analysis
focus groups
surveys
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:
researching, designing, developing, testing, implementing and evaluating a range of public relations documents intended to communicate different concepts to for different audiences.
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 examples of public relation documents
demonstration of document testing techniques
direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
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:
BSBPUB402ADevelop public relations campaigns
other marketing or public relations units.
Replaced By
State Code National Code Title Type
AUL15 BSBPUB403 Develop public relations documents Unit of competency