Unit of competency Outline

Date retreived
22/07/2026 5:53 AM AWST

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Develop and apply knowledge of public relations industry

Develop and apply knowledge of public relations industry

Unit of competency
National Code
BSBPUB401A
State Code
D0950
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
16/01/2012
Field of Education
080509 - Public Relations
Original Release Date
16/01/2012
Nominal Hours
80
Description
This unit describes the performance outcomes, skills and knowledge required to research, analyse and apply knowledge of the various components of the public relations industry, including legal and ethical constraints and strategic communications management planning.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Apply knowledge of the public relations industry
  • 1.1. Seek information on the structure and operation of the public relations industry
  • 1.2. Identify and access sources of information on the public relations industry
  • 1.3. Obtain information on public relations industry sectors, associations, networks and societal role
  • 1.4. Identify and access information on key stakeholders
  • 1.5. Apply industry information appropriately in everyday activities related to typical work roles
2. Identify industry employment obligations and opportunities
  • 2.1. Obtain information on employment obligations and opportunities in relation to the public relations industry
  • 2.2. Apply information on employment opportunities and obligations in everyday activities related to typical work roles
3. Conduct strategic communications management planning
  • 3.1. Establish purpose and processes for setting objectives in the workplace
  • 3.2. Identify and apply appropriate planning and measurement tools to workplace objectives
  • 3.3. Develop critical success factors for the communications
4. Update industry knowledge
  • 4.1. Conduct formal and informal research to update general knowledge of the industry continuously
  • 4.2. Monitor current issues of concern to the industry
  • 4.3. Share updated knowledge with client and colleagues
  • 4.4. Incorporate updated knowledge into everyday activities related to typical work roles
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.
Structure and operation of the public relations industry may include:
public relations practitioners in the following sectors:
corporate
government
not-for-profit
public relations consultancies
Public relations industry sectors, associations, networks and societal role may include:
business associations
client networks
distribution channels
industry markets
industry relationships
local or regional characteristics
major industry bodies and associations
role and significance of an industry or sector
Key stakeholders may include:
community groups
contractors
general public
government departments
industry associations
investors
management
media
organisations
politicians
public service
staff
unions
Setting objectives may include:
developing 'SMART' objectives
using key performance indicators
Planning and measurement tools may include:
action plans
flow charts
four-step PR planning process
Gantt charts
key performance indicators
PERT
reviews of action plans
risk management plans
SMART objectives
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:
reporting on the public relations industry structure and its role in society and in a particular organisation
developing a stakeholder analysis relevant to a particularorganisation
reporting on the current issues affecting the public relations industry.
Context of and specific resources for assessment
Assessment must ensure:
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:
assessment of written reports about the public relations industry, structure, function and role in society
assessment of a stakeholder analysis conducted by the candidate
direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations by the candidate about the public relations industry
oral or written questioning
review of authenticated documents from the workplace or training environment
review of testimony from team members, colleagues, supervisors or managers
tests of knowledge on the structure and functioning of the public relations industry.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBPUB402A Develop public relations campaigns
BSBPUB403A Develop public relations documents
other marketing or public relations units.
Replaced By
State Code National Code Title Type
AUG96 BSBPUB401 Develop and apply knowledge of public relations industry Unit of competency