NZQA registered unit standard
11593 version 4
Page 1 of 4
Title
Manage and implement a public relations programme
Level
6
Purpose
Credits
10
This unit standard is for people who have, or seek responsibility
for, managing and/or implementing, public relations
programmes.
People credited with this unit standard are able to: interpret
public relations and communication plans for a public relations
programme; analyse and prioritise public relations programme
objectives; negotiate, acquire, and allocate resources and
implement operational plans for a public relations programme;
and monitor and evaluate a public relations programme.
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, or demonstrate
equivalent knowledge and skills.
Explanatory notes
1
Definitions
Channels include – meetings, forums, hui, mainstream or digital media, or other
generated print or digital collateral.
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.
The public relations brief may constitute specifications for public relations services
from an external or internal client.
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
11593 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
Interpret public relations and communication plans for a public relations programme.
Evidence requirements
1.1
The plans are analysed to identify the needs, problems, and potential
opportunities.
1.2
The nature of required resources is determined in accordance with the public
relations brief.
Outcome 2
Analyse and prioritise public relations programme objectives.
Evidence requirements
2.1
Objectives are prioritised to address the situation or issue in accordance with
the public relations brief.
2.2
Plans are implemented in relation to the selection and balance of specified
channels in accordance with the public relations brief.
2.3
The selection and balance of channels, and the expectations for responses to
specific channels are developed to meet programme objectives.
Outcome 3
Negotiate, acquire, and allocate resources for a public relations programme.
Evidence requirements
3.1
Negotiate, acquire and allocate human, physical, technical, and financial
resources required to complete the programme.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
3.2
11593 version 4
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Resource levels are negotiated and agreed in relation to achievement of
programme objectives.
Outcome 4
Implement operational plans for a public relations programme.
Evidence requirements
4.1
Tactics are implemented and monitored in accordance with the communications
plan.
4.2
Tactics are scheduled and coordinated to meet programme objectives.
4.3
Alternative courses of action are identified in response to emerging issues.
4.4
Responsibilities and accountabilities are defined for each phase of the
programme, and plans specify reporting requirements and identify benchmarks
for monitoring the programme.
4.5
Relationships with internal and external providers are monitored and evaluated
to coordinate implementation of the programme.
4.6
Capability for fulfilment of commitments for critical activities is monitored and
evaluated in accordance with public relations best practice and communication
is maintained with internal and external suppliers throughout the programme.
Outcome 5
Monitor and evaluate a public relations programme.
Evidence requirements
5.1
Activities and communications throughout the programme are monitored and
evaluated to identify areas of concern, and to make recommendations for
changes to achieve the programme purpose.
5.2
Responses to specific components of the programme are monitored and
evaluated in terms of achievement of the desired publics’ responses, and to
identify the need for changes to achieve programme objectives.
5.3
Results achieved in relation to the selection and balance of channels are
monitored and evaluated to identify reasons for differences from expected
results, and to recommend variations if required.
Planned review date
31 December 2019
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11593 version 4
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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.
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