NZQA registered unit standard
11594 version 4
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Title
Demonstrate knowledge of public relations service provision
Level
4
Purpose
Credits
10
This unit standard is for people who need or seek to contribute
to public relations service provision.
People credited with this unit standard are able to: identify the
organisational structure and distinguish public relations
services provided; identify and interpret organisational policy
for provision of public relations services; and demonstrate an
understanding of the financial implications for the public
relations provision.
Classification
Business Operations and Development > Public Relations
Available grade
Achieved
Entry information
Recommended skills
and knowledge
Unit 11587, Identify the role and functions of the New Zealand
public relations industry, or demonstrate equivalent knowledge
and skills.
Explanatory notes
1
Definitions
Organisation can be the candidate’s own workplace, a researchable New Zealand
organisation, or be based on a given case study.
Policies set parameters for making decisions and offer a general guide to action.
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/.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
3
11594 version 4
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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.
Outcomes and evidence requirements
Outcome 1
Identify the organisational structure and distinguish public relations services provided.
Evidence requirements
1.1
The type of organisation is identified in terms of its core activities, method of
operation, organisational structures, processes, and personnel.
1.2
The nature and extent of the public relations role are identified in relation to the
core activities of the organisation.
1.3
The public relations operation is examined to distinguish existing and potential
services, and to define the impact of key relationships upon the operation.
1.4
The organisational structure is examined to identify the position and interrelationships of public relations services with other organisational functions.
1.5
The public relations operation is examined to determine roles and expertise of
the public relations service provider.
1.6
Local, regional, national, and international associates are identified to assess
the extent and scope of the public relations service provision.
Outcome 2
Identify and interpret organisational policy for provision of public relations services.
Evidence requirements
2.1
Organisational policies are examined to identify and interpret the impact of
organisational objectives upon public relations practice.
2.2
Organisational policies are identified to assess implications and expectations for
the extent and quality of public relations services.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
2.3
11594 version 4
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Organisational policies are examined to identify and interpret expectations for
the establishment, development, and maintenance of internal and external
communications and relations.
Outcome 3
Demonstrate an understanding of the financial implications for the public relations
provision.
Evidence requirements
3.1
The range and extent of public relations services provided are examined to
identify financial and economic aspects of the public relations service provision
operation.
3.2
The financial information relevant in the context of public relations is described
in accordance with organisational policies and procedures for financial
management.
3.3
Financial aspects of individual public relations activities and programmes is
explained in relation to the overall performance of the service provision
operation.
3.4
Processes and systems for ensuring cost-effective service provision are
identified and their operation is explained.
3.5
Individual roles and responsibilities are identified in relation to achieving costeffective service provision.
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.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11594 version 4
Page 4 of 4
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.
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