Unit of competency Outline

Date retreived
22/07/2026 8:08 AM AWST

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Develop and manage complex public relations campaigns

Develop and manage complex public relations campaigns

Unit of competency
National Code
BSBPUB502
State Code
AUJ19
TGA Status
Replaced
DTWD Status
Transition (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 implement multifaceted and potentially ongoing public relations campaigns. It builds upon the skills and knowledge acquired in the unit BSBPUB402 Develop public relations campaigns.It applies to individuals working in senior roles who possess sound theoretical business skills and knowledge and who often have substantial experience and are seeking to further develop their skills across a wide range of business functions.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
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
No information
No information
Replaces
State Code National Code Title Type
D0954 BSBPUB502A Develop and manage complex public relations campaigns Unit of competency
Replaced By
State Code National Code Title Type
OCE27 BSBMKG553 Develop public relations campaigns Unit of competency