Elements and Performance Criteria

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.
A complex public relations campaign includes complexity in terms of its scope, scheduling, budgetary or resource requirements, for example in relation to:
anniversaries of opening
centenary events
graduation ceremonies
improving organisational image
milestone customer numbers
opening ceremonies
organisational communication activities
product launches
season launches
Legal and ethical constraints may include:
codes of practice
cultural expectations and influences
ethical principles
relevant legislation
policies and guidelines
regulations
social responsibilities such as:
protection of children
environmental issues
societal expectations
Information about target public may include:
attitudes
demographic variables
lifestyle
psycho graphical variables
social and cultural factors
values
Appropriate methods may include:
focus groups
interviews
questionnaires
reports
Media vehicles may include:
advertising
brochures
direct mail
direct marketing
leaflets
newsletters
press releases
reports
trade shows
video clips
Media directories may include:
in-house designed media directory
commercial media lists such as:
Margaret Gee's Australian Media Guide
Directory of Australian Associations
Marketing Navigator
Media operational requirements may include:
journalist contact details
media deadlines
media personnel and their rounds
printing industry requirements
story lead times

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:
developing and effectively managing a complex public relations campaign, including:
preparing campaign plan containing objectives of the campaign, a risk assessment, strategies, scheduling, budgetary and resource requirements
engaging external suppliers where appropriate
evaluating the success of campaign.
Context of and specific resources for assessment
Assessment must ensure:
access to an actual workplace or simulated environment
access to office equipment and resources
examples of previous public relations communication documents.
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 written reports on complex public relations campaign activities
assessment of examples of publications developed
demonstration of how the techniques used to manage a team and external suppliers
direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations prior to, during and after campaign completion
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:
BSBADV511A Evaluate and recommend advertising media options
BSBPUB501A Manage the public relations publication process
BSBPUB503A Manage fundraising and sponsorship activities
marketing and advertising units
other public relations units.