Unit of competency Outline

Date retreived
22/07/2026 3:43 PM AWST

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Lead organisational public relations

Lead organisational public relations

Unit of competency
National Code
BSBMKG628
State Code
OCD72
TGA Status
Current
DTWD Status
Approved
Current Release Number
1.00
Current Release Date
19/10/2020
View on TGA
State Implementation and Classification
Approved Date
16/03/2021
Field of Education
080509 - Public Relations
Original Release Date
16/03/2021
Nominal Hours
55
Description
This unit describes the skills and knowledge required to lead public relations in an organisation by developing and implementing plans to improve public relations policies and procedures and evaluate performance.The unit applies to individuals who are managers with responsibilities that extend across the organisation or across significant parts of a large organisation. They may have a dedicated role in public relations or work in a public relations policy area.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Identify organisational public relations
  • 1.1 Research organisational best practice in area of public relations
  • 1.2 Review existing organisational public relations policies and procedures according to legislative, ethical and organisational requirements
  • 1.3 Identify public relations gaps and areas for improvement in existing policies and procedures according to best practice and legislative and ethical requirements
  • 1.4 Develop plan and update organisational policies and procedures
  • 1.5 Address best practice in consultation with relevant stakeholders according to organisational policies and procedures
2. Promote public relations in organisation
  • 2.1 Implement public relations processes in consultation with relevant personnel
  • 2.2 Evaluate and address opportunities to improve existing public relations processes in consultation with team
  • 2.3 Provide support to relevant team members
3. Monitor public relations
  • 3.1 Seek feedback from clients and internal personnel on opportunities for improvement to organisational public relations processes
  • 3.2 Evaluate performance of public relations processes against organisational public relations objectives
  • 3.3 Document feedback on public relations changes according to organisational policies and procedures
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State Code National Code Title Type
BFT9 BSB60520 Advanced Diploma of Marketing and Communication Qualification