NZQA registered unit standard
11587 version 4
Page 1 of 4
Title
Identify the role and functions of the New Zealand public relations
industry
Level
3
Purpose
Credits
3
This unit standard is for people who wish to gain an
understanding, and demonstrate knowledge of, the operations
and functions of the public relations industry in New Zealand.
People credited with this unit standard are able to: explain the
development of the New Zealand public relations industry;
identify spheres of operation and define public relations
practice and activities; and identify career options within the
New Zealand public relations industry.
Classification
Business Operations and Development > Public Relations
Available grade
Achieved
Explanatory notes
1
Definitions
Public relations is defined by the Public Relations Institute of New Zealand as ‘the
deliberate, planned and sustained effort to establish and maintain mutual
understanding between an organisation and its publics. It is about building and
managing relationships and communication processes.
Publics are the diverse groups with an interest in the activities of an organisation or
individual or with whom the organisation needs to engage.
2
Industry guidelines relevant to this unit standard are available from: the Public
Relations Institute of New Zealand, http://www.prinz.org.nz/; The Global Alliance for
Public Relations and Communication Management, http://www.globalalliancepr.org/;
and the International Association of Business Communicators, http://www.iabc.com/.
3
Legislation relevant to this unit standard includes but is not limited to the:
Broadcasting Act 1989
Copyright Act 1994
Defamation Act 1992
Fair Trading Act 1986
Human Rights Act 1993
Major Events Management Act 2007
Official Information Act 1982
Privacy Act 1993
Trade Marks Act 2002
Unsolicited Electronic Messages Act 2007.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11587 version 4
Page 2 of 4
Outcomes and evidence requirements
Outcome 1
Explain the development of the New Zealand public relations industry.
Evidence requirements
1.1
The development of the industry in New Zealand is explained in relation to the
formal recognition of the need for, and the development of, working
relationships and effective communications between organisations,
stakeholders, and the wider community.
1.2
The development of the industry is explained in relation to the historical,
cultural, political, and social context of public relations practice.
Range
1.3
The development of the industry in New Zealand is explained in relation to how
public relations and professional practice has developed and operates across
all sectors.
Range
1.4
New Zealand, global.
includes – public sector, private sector, community, not-for-profit.
Future industry trends are identified in terms of their implications for industry
practice in New Zealand.
Range
may include but is not limited to one from – ethical practice,
technologies, community engagement, corporate social
responsibility.
Outcome 2
Identify spheres of operation and define public relations practice and activities.
Evidence requirements
2.1
The domestic and global code of public relations practice is described in relation
to industry guidelines and conventions.
2.2
The nature of public relations practice is identified in relation to spheres of
operation.
Range
spheres of operation include – government and public affairs,
business and industry, community and social affairs, entertainment
and sports, charities, not-for-profit organisations, international
affairs.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
2.3
11587 version 4
Page 3 of 4
Public relations activities are identified in relation to public relations functions.
Range
research and analysis, policy and strategy formulation, programme
planning, implementation, monitoring and evaluation.
Outcome 3
Identify career options within the New Zealand public relations industry.
Evidence requirements
3.1
Work roles and levels are identified for public relations practitioners within
organisations, and for specialist external services.
3.2
Competencies, knowledge, skills, and qualifications are identified in relation to
identified work roles and levels.
Planned review date
31 December 2019
Status information and last date for assessment for superseded versions
Process
Version Date
Last Date for Assessment
Registration
1
24 October 1997
31 December 2016
Revision
2
16 January 2001
31 December 2016
Review
3
19 November 2010
31 December 2016
Rollover
4
16 April 2015
N/A
Consent and Moderation Requirements (CMR) reference
0113
This CMR can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Please note
Providers must be granted consent to assess against standards (accredited) by NZQA,
before they can report credits from assessment against unit standards or deliver courses
of study leading to that assessment.
Industry Training Organisations must be granted consent to assess against standards by
NZQA before they can register credits from assessment against unit standards.
Providers and Industry Training Organisations, which have been granted consent and
which are assessing against unit standards must engage with the moderation system that
applies to those standards.
Requirements for consent to assess and an outline of the moderation system that applies
to this standard are outlined in the Consent and Moderation Requirements (CMR). The
CMR also includes useful information about special requirements for organisations wishing
to develop education and training programmes, such as minimum qualifications for tutors
and assessors, and special resource requirements.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11587 version 4
Page 4 of 4
Comments on this unit standard
Please contact NZQA National Qualifications Services nqs@nzqa.govt.nz if you wish to
suggest changes to the content of this unit standard.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016