Unit of competency Outline

Date retreived
22/07/2026 6:45 AM AWST

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Develop public relations campaigns

Develop public relations campaigns

Unit of competency
National Code
BSBPUB402
State Code
AUJ85
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
25/03/2015
View on TGA
State Implementation and Classification
Approved Date
15/09/2015
Field of Education
080509 - Public Relations
Original Release Date
15/09/2015
Nominal Hours
50
Description
This unit describes the skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders.It applies to individuals in entry level or junior public relations roles who undertake the majority of work in creating and implementing the campaign with advice from more senior public relations specialists in their organisation.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Research public relations campaigns
  • 1.1 Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign
  • 1.2 Conduct research into current practice and recent developments in relation to the campaign planning
  • 1.3 Identify the campaign’s audience and their attributes
  • 1.4 Develop and present options to other members of the public relations team and relevant stakeholders for consideration
2. Prepare to implement public relations campaigns
  • 2.1 Define and agree upon campaign objectives and campaign plan with client and other key stakeholders
  • 2.2 Schedule and cost campaign accurately and include in plans
  • 2.3 Comply with legal and ethical constraints
  • 2.4 Confirm roles and responsibilities with other members of the public relations team
3. Implement public relations campaigns
  • 3.1 Implement public relations campaign in accordance with the plan
  • 3.2 Evaluate the potential effectiveness and use of appropriate media to improve campaign publicity
  • 3.3 Implement campaign in accordance with legal and ethical constraints and organisational requirements
  • 3.4 Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures
  • 3.5 Gain agreement from stakeholders to any changes that need to be made to campaign
4. Review and evaluate public relations programs
  • 4.1 Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness
  • 4.2 Report on the outcomes of the campaign to relevant internal and/or external stakeholders
  • 4.3 Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements
No information
No information
Replaces
State Code National Code Title Type
D0951 BSBPUB402A Develop public relations campaigns Unit of competency
Replaced By
State Code National Code Title Type
OCE97 BSBMKG441 Develop public relations documents Unit of competency
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