Unit of competency Outline
Date retreived
22/07/2026 5:57 PM AWST
22/07/2026 5:57 PM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Develop and manage public relations strategies
Develop and manage public relations strategies
Unit of competency
National Code
CUVADM08B
CUVADM08B
State Code
D1675
D1675
TGA Status
Replaced
Replaced
DTWD Status
Replaced
Replaced
State Implementation and Classification
Approved Date
31/05/2011
Field of Education
080509 - Public Relations
Original Release Date
31/05/2011
Nominal Hours
40
Description
This unit describes the skills and knowledge required to develop and implement a plan for public relations activities within an organisation. It focuses on the skills and knowledge required by managers, owners/managers of small businesses and marketing personnel. As such the unit does not reflect the depth and breadth of skills required by specialist public relations professionals.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1 Generate organisational identity consistent with organisation's vision.
- 1.1 Collect and analyse internal and external information which informs the development of a public relations strategy.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 in relation to public relations issues.
2 Prepare public relations plan or strategy.
- 2.1 Identify relevant target groups for public relations activities.2.2 Identify and select strategies which enhance and promote the organisation's identity to the 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 Submit public relations plan for approval where appropriate in accordance with organisational policy.
3 Manage the implementation of the public relations plan.
- 3.1 Define and communicate clearly all priorities, responsibilities, timelines and budgets, involving appropriate colleagues.3.2 Implement and monitor actions detailed in the plan according to schedule and contingencies.3.3 Produce public relations reports in accordance with enterprise policy.3.4 Share public relations information with colleagues to maintain awareness of current organisation direction and priorities.
4 Evaluate and review the public relations plan.
- 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 in accordance with feedback and evaluation.4.4 Communicate and implement agreed changes.
business plans
community activities
competitor organisations
current market conditions
current trends/developments in the relevant industry context
financial plans
government activities
legal environment
marketing plans.
a department
a program of events
a single event
a specific product or service
an organisation.
nature of products and services, e.g. performances, exhibitions, sale
operational style, e.g. efficiency, probity, ethical, fair, responsive
relationship to public, e.g. leading edge, responsive
service provision, e.g. hours of operation, range of facilities, services, access
stylistic direction, e.g. innovative, contemporary, classical, folk, indigenous, international
track record of organisation
visual identity, e.g. logo, signage, public appearance, colour.
funders, sponsors
patrons, visitors
promoters
representatives from boards and committees associated with organisation
staff.
event organisers
media representatives, e.g. journalists, editors, producers, directors
patrons, sponsors, funders
promoters
staff, volunteers
suppliers, vendors, related businesses
visitors, audiences.
capitalising on favourable publicity
minimising the impact of any unfavourable press
responding to unforeseen operational issues, e.g. accidents, shortages
unprecedented or overwhelming support/attendance.
codes of practice
cultural expectations and influences
legislation
social responsibilities.
consultation with colleagues
direct questioning
formal/written feedback
measurements of level of support, e.g. attendance, sponsorship, patronage
media monitoring.
direct advertising
gifts
logos
media materials, e.g. press releases, articles, reviews
membership and loyalty programs
planned activities, e.g. launches, openings, guest appearances, charitable support, cocktail parties
signage, banners
sponsorship.
community activities
competitor organisations
current market conditions
current trends/developments in the relevant industry context
financial plans
government activities
legal environment
marketing plans.
a department
a program of events
a single event
a specific product or service
an organisation.
nature of products and services, e.g. performances, exhibitions, sale
operational style, e.g. efficiency, probity, ethical, fair, responsive
relationship to public, e.g. leading edge, responsive
service provision, e.g. hours of operation, range of facilities, services, access
stylistic direction, e.g. innovative, contemporary, classical, folk, indigenous, international
track record of organisation
visual identity, e.g. logo, signage, public appearance, colour.
funders, sponsors
patrons, visitors
promoters
representatives from boards and committees associated with organisation
staff.
event organisers
media representatives, e.g. journalists, editors, producers, directors
patrons, sponsors, funders
promoters
staff, volunteers
suppliers, vendors, related businesses
visitors, audiences.
capitalising on favourable publicity
minimising the impact of any unfavourable press
responding to unforeseen operational issues, e.g. accidents, shortages
unprecedented or overwhelming support/attendance.
codes of practice
cultural expectations and influences
legislation
social responsibilities.
consultation with colleagues
direct questioning
formal/written feedback
measurements of level of support, e.g. attendance, sponsorship, patronage
media monitoring.
direct advertising
gifts
logos
media materials, e.g. press releases, articles, reviews
membership and loyalty programs
planned activities, e.g. launches, openings, guest appearances, charitable support, cocktail parties
signage, banners
sponsorship.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit
The following evidence is critical to the judgement of competence in this unit:
development and implementation of a public relations plan for a specific organisation or area of an organisation
detailed knowledge of public relations protocols, resources and activities as relevant to the industry sector.
Context of and specific resources for assessment
The assessment context must provide for:
practical demonstration of skills through the development and implementation of a public relations plans for an organisation/area of an organisation
interaction and collaboration with others to reflect consultation and communication skills within this unit
assessment conducted over a period of time to reflect the ongoing implementation and monitoring aspects of the unit.
Method of assessment
Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge, and might include:
evaluation of a public relations plan developed by the candidate
role play or simulation and practical activities for consultation, staff training, media interaction and presentations
development and analysis of case studies
written/verbal reports on public relations plan, negotiation, promotion
hypothetical or problem solving scenarios
questioning and discussion about case studies, plans, strategies
review of portfolios of evidence
third party workplace reports of performance by the candidate.
Guidance information for assessment
Assessment of this unit requires access to the materials resources and equipment needed to research public relations campaigns and media opportunities.
This unit has linkages to a range of other management and marketing units and combined assessment and/or training with those units may be appropriate.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
The following evidence is critical to the judgement of competence in this unit:
development and implementation of a public relations plan for a specific organisation or area of an organisation
detailed knowledge of public relations protocols, resources and activities as relevant to the industry sector.
Context of and specific resources for assessment
The assessment context must provide for:
practical demonstration of skills through the development and implementation of a public relations plans for an organisation/area of an organisation
interaction and collaboration with others to reflect consultation and communication skills within this unit
assessment conducted over a period of time to reflect the ongoing implementation and monitoring aspects of the unit.
Method of assessment
Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge, and might include:
evaluation of a public relations plan developed by the candidate
role play or simulation and practical activities for consultation, staff training, media interaction and presentations
development and analysis of case studies
written/verbal reports on public relations plan, negotiation, promotion
hypothetical or problem solving scenarios
questioning and discussion about case studies, plans, strategies
review of portfolios of evidence
third party workplace reports of performance by the candidate.
Guidance information for assessment
Assessment of this unit requires access to the materials resources and equipment needed to research public relations campaigns and media opportunities.
This unit has linkages to a range of other management and marketing units and combined assessment and/or training with those units may be appropriate.
Replaces
| State Code | National Code | Title | Type |
|---|---|---|---|
| C6462 | CUVADM08A | Develop and manage public relations strategies | Unit of competency |
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| S7764 | CUVPUB501A | Develop and manage public relations strategies | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| 4648 | 51878 | Diploma of Airport Management | Accredited course |
| 4650 | 52392 | Diploma of Airport Management | Accredited course |
| D365 | CUS60309 | Advanced Diploma of Music Business | Qualification |