Unit of competency Outline

Date retreived
23/07/2026 4:53 AM AWST

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Develop public relations campaigns

Develop public relations campaigns

Unit of competency
National Code
BSBPUB402A
State Code
D0951
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
10/03/2009
View on TGA
State Implementation and Classification
Approved Date
15/09/2011
Field of Education
080509 - Public Relations
Original Release Date
15/09/2011
Nominal Hours
50
Description
This unit describes the performance outcomes, skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Research public relations campaigns
  • 1.1. Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign
  • 1.2. Conduct research into current practice and recent developments in relation to the campaign planning
  • 1.3. Identify the campaign's audience and their attributes
  • 1.4. Develop and present options to other members of the public relations team and relevant stakeholders for consideration
2. Prepare to implement public relations campaigns
  • 2.1. Define and agree upon campaign objectives and campaign plan with client and other key stakeholders
  • 2.2. Schedule and cost campaign accurately, and include in plans
  • 2.3. Comply with legal and ethical constraints
  • 2.4. Confirm roles and responsibilities with other members of the public relations team
3. Implement public relations campaigns
  • 3.1. Implement public relations campaign in accordance with the plan
  • 3.2. Evaluate the potential effectiveness of and use appropriate media to improve campaign publicity
  • 3.3. Implement campaign in accordance with legal and ethical constraints and organisational requirements
  • 3.4. Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures
  • 3.5. Gain agreement from stakeholders to any changes that need to be made to campaign
4. Review and evaluate public relations programs
  • 4.1. Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness
  • 4.2. Report on the outcomes of the campaign to relevant internal and/or external stakeholders
  • 4.3. Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements
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.
Campaigns may include:
anniversaries of opening
campaigns to improve organisational image
centenary events
graduation ceremonies
milestone customer numbers
opening ceremonies
organisational communication activities
product launches
season launches
The campaign's audience may include:
customers
employees
government
managers
specified target public group
the media
Stakeholders may include:
personnel internal to an organisation
clients of an organisation
community groups
contractors
general public
government departments
industry associations
investors
management
media
organisations
politicians
public service
staff
unions
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
Media may include:
direct mail
external promotional material
internal communication materials
press
promotional material
radio
television
the Internet
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 reporting or presenting on a public relations campaign for a target public about a product or service.
Context of and specific resources for assessment
Assessment must ensure:
access to an actual workplace or simulated work environment
access to office equipment and resources.
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:
analysis of responses to case studies and scenarios
assessment of written reports on a public relations campaign
assessment of examples of promotional materials developed for the public relations campaign
demonstration of capacity to implement a public relations campaign in a workplace
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:
other marketing or public relations units
Replaced By
State Code National Code Title Type
AUJ85 BSBPUB402 Develop public relations campaigns Unit of competency