Unit of competency Outline

Date retreived
23/07/2026 4:44 AM AWST

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Develop and manage public relations strategies

Develop and manage public relations strategies

Unit of competency
National Code
CUVPUB501A
State Code
S7764
TGA Status
Deleted
DTWD Status
Deleted
Current Release Number
1.00
Current Release Date
06/10/2011
View on TGA
State Implementation and Classification
Approved Date
09/10/2014
Field of Education
080509 - Public Relations
Original Release Date
09/10/2014
Nominal Hours
40
Description
This unit describes the performance outcomes, skills and knowledge required to develop and implement plans for public relations activities within an organisation.
Notes
Elements and Performance Criteria
1. Generate organisational identity consistent with organisation’s vision
  • 1.1 Collect and analyse internal and external information relevant to the development of public relations strategies
  • 1.2 Review the organisation’s core activities, business values and current business direction to identify potential images and messages
  • 1.3 Identify and consult with key stakeholders about public relations issues
2. Prepare public relations plans or strategies
  • 2.1 Identify target groups for public relations activities
  • 2.2 Identify and select strategies that enhance and promote the organisation’s identity to target groups
  • 2.3 Identify and plan for the range of potential situations and reactions to which the organisation may need to respond
  • 2.4 Incorporate legal and ethical considerations into the planning process
  • 2.5 Provide timely opportunities for colleagues to contribute to public relations planning
  • 2.6 Negotiate changes to plans as required
  • 2.7 Submit public relations plans for approval according to organisational policy as required
3. Manage the implementation of public relations plans
  • 3.1 Define and clearly communicate all aspects of public relations plans to others involved in the public relations activities
  • 3.2 Implement and monitor actions detailed in plans and take action to rectify anything that has the potential to impact negatively on activities
  • 3.3 Produce public relations reports according to organisational policy
  • 3.4 Share public relations information with colleagues to maintain awareness of current direction and priorities of organisation
4. Evaluate and review public relations plans
  • 4.1 Establish appropriate mechanisms to obtain feedback about public relations activities and strategies
  • 4.2 Evaluate public relations activities using agreed methods and benchmarks
  • 4.3 Make adjustments according to feedback and evaluation
  • 4.4 Communicate and implement agreed changes
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.

Internal and external information may relate to:
business plans
community activities
competitor organisations
current industry trends and developments
current market conditions
financial plans
government activities
legal environment
marketing plans.
Public relations strategies may be for:
a department
a program of events
a single event
a specific product or service
an organisation.
Images and messages may relate to:
nature of products and services:
exhibitions
performances
sale
operational style:
efficient
ethical
fair
responsive
relationship to public:
leading edge
responsive
service provision:
access
hours of operation
range of facilities
services
stylistic direction:
classical
contemporary
folk
indigenous
innovative
international
track record of organisation
visual identity:
colour
logo
public appearance
signage.
Stakeholders may include:
funding bodies
patrons
promoters
representatives from boards and committees associated with organisation
sponsors
staff
visitors.
Target groups may include:
audiences
event organisers
funding bodies
media representatives:
directors
journalists
editors
producers
patrons
promoters
related businesses
sponsors
staff
suppliers
vendors
visitors
volunteers.
Potential situations may include:
capitalising on favourable publicity
minimising the impact of unfavourable press
responding to unforeseen operational issues, such as:
accidents
shortages
unprecedented or overwhelming support or attendance.
Legal and ethical considerations may relate to:
codes of practice
cultural expectations and influences
legislation
social responsibilities.
Aspects may include:
budgets
priorities
responsibilities
risks
target groups
timelines.
Feedback mechanisms may include:
consultation with colleagues
direct questioning
formal/written feedback
measurements of level of support:
attendance
patronage
sponsorship
media monitoring.
Public relations activities may relate to:
charitable support
cocktail parties
direct advertising
gifts
guest appearances
launches
membership and loyalty programs
openings
sponsorship
websites.
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 ability to:
develop a public relations plan for a specific organisation or area of an organisation
work collaboratively with others on the development and implementation of public relations activities
apply knowledge of public relations protocols, resources and activities.
Context of and specific resources for assessment
Assessment must ensure access to:
an organisation for which public relations activities could be planned
materials, resources and equipment needed to research public relations campaigns and media opportunities.
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:
evaluation of a public relations plan developed by the candidate
role play or simulation and practical activities to assess candidate’s consultation and communication skills and ability to interact with the media
questioning and discussion about case studies, plans and strategies
review of portfolios of evidence
review of third-party reports from experienced practitioners.
Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. people with disabilities, and people who may have literacy or numeracy difficulties, such as speakers of languages other than English, remote communities and those with interrupted schooling).
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
Replaces
State Code National Code Title Type
D1675 CUVADM08B Develop and manage public relations strategies Unit of competency