Unit of competency Outline

Date retreived
22/07/2026 1:38 PM AWST

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Develop public relations campaigns

Develop public relations campaigns

Unit of competency
National Code
BSBMKG553
State Code
OCE27
TGA Status
Current
DTWD Status
Approved
Current Release Number
1.00
Current Release Date
19/10/2020
View on TGA
State Implementation and Classification
Approved Date
16/03/2021
Field of Education
080509 - Public Relations
Original Release Date
16/03/2021
Nominal Hours
55
Description
This unit describes the skills and knowledge required to develop multifaceted and potentially ongoing public relations campaigns. The unit applies to individuals working in senior roles, who possess sound theoretical business skills and knowledge and who often have substantial experience. These individuals are also 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 objective of a complex public relations campaign brief
  • 1.2 Identify campaign’s messages, strategies, roles and responsibilities, resource requirements, and client requirements
  • 1.3 Identify legal and ethical constraints in 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
  • 2.3 Identify and select media according to target public and campaign objectives
  • 2.4 Consult media directories and confirm suitable journalists and personnel are selected for campaign
  • 2.5 Identify requirements for external suppliers and contract resources according to task requirements
3. Prepare public relations campaign plans
  • 3.1 Plan and document a complex public relations campaign and its approach according to client requirements
  • 3.2 Identify and incorporate budget, timing and schedules
  • 3.3 Identify potential sources of risk
  • 3.4 Develop and document control mechanisms
  • 3.5 Finalise plan and present document to relevant stakeholders
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