NZQA registered unit standard
11589 version 4
Page 1 of 5
Title
Direct, coordinate, and apply research for public relations issues and
programmes
Level
6
Purpose
Credits
12
This unit standard is for people who have or seek responsibility
for, or provide advice for, obtaining and analysing public
relations research information.
People credited with this unit standard are able to: assess the
need for public relations research; evaluate research services
and prepare research brief; determine appropriate research
methodologies for public relations issues and programmes; and
analyse research findings and incorporate them into public
relations strategies.
Classification
Business Operations and Development > Public Relations
Available grade
Achieved
Entry information
Recommended skills
and knowledge
Unit 11588, Establish social, ethical, legal, and regulatory
parameters for public relations activities; and Unit 26255,
Conduct business research; or demonstrate equivalent
knowledge and skills.
Explanatory notes
1
Definitions
Audiences are individuals or groups that communication messages are designed for
and directed to.
Channels include – meetings, forums, hui, mainstream or digital media, or other
generated print or digital collateral.
Key target audiences are principal or primary target audiences; there may also be
secondary target audiences.
Media encompasses both the traditional media of press, radio, television, film,
magazines and print, and new telecommunication and digital-based media.
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.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11589 version 4
Page 2 of 5
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
Local Government Official Information and Meetings Act 1987
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
Assess the need for public relations research.
Evidence requirements
1.1
Public relations situations are analysed, and the extent and adequacy of
existing background information is assessed to determine the need for research
into issues and activities.
1.2
The objectives of the public relations programme are assessed to determine the
nature and scope of research required to provide relevant information.
1.3
Key stakeholders and audiences are defined, and research needs are
assessed, in relation to establishing opinions and attitudes of the stakeholder
and other groups, and developing messages in forms acceptable to them.
1.4
Research needs are assessed for relevance in determining the availability and
effectiveness of channels to communicate with the target audiences.
1.5
Research needs are assessed in relation to developing appropriate
communication strategies.
1.6
Research objectives, criteria, and standards are determined for identified
research needs.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11589 version 4
Page 3 of 5
Outcome 2
Evaluate research services and prepare research brief.
Evidence requirements
2.1
Internal and external research resources and services are identified and
evaluated in terms of their ability to meet research objectives.
Range
research staff, information sources, data collection and analysis
services, access to research tools and techniques.
2.2
The costs of internal and external research services are assessed in relation to
research objectives for specific issues and programmes.
2.3
The extent to which internal and external research services are to be used is
determined, and the nature and form of the services to be provided are
specified, for specific research issues and programmes.
2.4
A brief is produced for proposed research, with a written specification of the
research needs and the nature and scope of the services to be provided.
Range
background information, research objectives, communication
purpose and objectives, preliminary audiences, potential
opportunities and problems, communication and media
considerations.
2.5
Research issues are defined, information requirements are specified, and
research time schedule and reporting requirements are incorporated into the
brief.
2.6
Research proposals are evaluated, and the parameters of the research project,
specifications of the brief, research objectives, criteria, standards, and the
research budget are verified with the selected researcher(s).
Outcome 3
Determine appropriate research methodologies for public relations issues and
programmes.
Range
research methodologies may include but are not limited to – information and
data collection and analysis, survey research, experimental research, direct
observation, content analysis, in-depth interviews, focus groups, media
monitoring and analysis.
Evidence requirements
3.1
Primary and secondary information needs are assessed, and quantitative and
qualitative methodologies are selected, to provide information and data relevant
to the specific issue or programme.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
3.2
11589 version 4
Page 4 of 5
Research methodologies are evaluated and selected to determine the relevant
medium for the profile of each audience, and to assess whether more than one
channel should be selected for different groups.
Outcome 4
Analyse research findings and incorporate them into public relations strategies.
Evidence requirements
4.1
The validity of research findings is confirmed using moderation, analysis, and
interpretation procedures that meet industry guidelines.
4.2
Analysis and interpretation processes are implemented to examine research
findings in relation to research objectives, and to identify significant factors for
public relation strategies.
4.3
The implications of identified factors for strategies are assessed, and
recommendations are made, to refine activities and programmes according to
public relations and applied research practice.
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.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11589 version 4
Page 5 of 5
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