NZQA registered unit standard
11595 version 4
Page 1 of 5
Title
Establish, develop, and manage an organisation’s media
relationships
Level
6
Purpose
Credits
10
This unit standard is for people who have or seek responsibility
for public relations programmes and need to establish and
maintain working relationships with media organisations and
representatives.
People credited with this unit standard are able to: identify and
monitor media ownership and operational structures; identify
and liaise with media personnel; negotiate media access and
information; monitor and evaluate media coverage; and
counsel and prepare management and spokespersons for
media experiences.
Classification
Business Operations and Development > Public Relations
Available grade
Achieved
Explanatory notes
1
Definitions
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.
Media encompasses both the traditional media of press, radio, television, film,
magazines and print, and new telecommunication and digital-based media.
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
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11595 version 4
Page 2 of 5
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 and monitor media ownership and operational structures.
Evidence requirements
1.1
Ownership and operational structures of media organisations relevant to the
provision of public relations services are examined, and implications are
identified for establishment and development of media relationships.
1.2
Ownership and operational structures are monitored to identify changes that
may impact upon management of media relationships.
1.3
Emerging media platforms are identified and their impact on media operational
structures is monitored.
Outcome 2
Identify and liaise with media personnel.
Evidence requirements
2.1
Processes and procedures for making contact with individual media
organisations are researched, and requirements are identified for format and
presentation of information.
2.2
Research is undertaken to identify specialist areas for individual reporters, and
to identify specialised programmes and sections of the media relevant to
provision of public relations services.
2.3
Media personnel are identified, and their role is researched in terms of their
methods of operation, and requirements and deadlines for the provision of
information.
2.4
Methods of contact and communication techniques selected are relevant for the
person, the media, and the public relations situation.
2.5
Communication processes established between the public relations service
provider and media personnel are managed to develop mutual trust and
cooperation, and to foster awareness of public relations activities and events.
2.6
Information provided to media personnel is reliable and presents the current
position of the organisation or situation.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
2.7
11595 version 4
Page 3 of 5
Policies are developed to handle situations where serious errors or misquoting
have occurred, and responsibilities are designated for management of media
relationships in these circumstances in line with industry guidelines and public
relations practice.
Outcome 3
Negotiate media access and information.
Evidence requirements
3.1
Assessments are made of the potential level of interest of particular sections of
the media in specific public relations activities and communications, and
recommendations are made for media selections to achieve media relations
objectives.
3.2
Media strategies are formulated in relation to the form of information and
preferred message positions to achieve media relations objectives.
3.3
Media recommendations and strategies are ranked for their ability and capacity
to provide required message coverage and to meet communications objectives.
3.4
Contacts are made with relevant media personnel and agencies to assess
interest in communications and messages and to negotiate media coverage.
3.5
The nature and level of contacts made are consistent with type of event or news
story, and the information provided is concise and contains relevant facts.
3.6
Notice is given to the media of the timing of events and activities, and contact
information is provided to enable confirmation of information and activities.
Outcome 4
Monitor and evaluate media coverage.
Evidence requirements
4.1
Options for monitoring media coverage are evaluated in terms of use of media
monitoring services, or internal systems to record and analyse media coverage,
or a combination of both.
4.2
Media coverage is evaluated in terms of effectiveness in achieving message
placement objectives, anticipated impact, and public relations objectives.
4.3
Procedures for monitoring media performance are developed and implemented,
and actions that address variations from expected performance levels are
recommended in line with industry guidelines and public relations practice.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11595 version 4
Page 4 of 5
Outcome 5
Counsel and prepare management and spokespersons for media experiences.
Evidence requirements
5.1
Management and spokespersons are briefed on the characteristics,
communication techniques, and potential impacts of media interviews for
newspapers, radio, television, and digital media in line with industry guidelines
and public relations practice.
5.2
Management and spokespersons are briefed on interview approaches and
techniques of specific interviewers in line with industry guidelines and public
relations practice.
5.3
Objectives are established with management and spokespersons for interview
outcomes in planned situations in terms of communicating significant
information relevant to the circumstances in line with industry guidelines and
public relations practice.
5.4
Management and spokespersons are briefed on responses and techniques for
achieving positive communication outcomes in unplanned media exposure
situations in line with industry guidelines and public relations practice.
5.5
Management and spokespersons are counselled on the need for formulating
communication plans and responsibilities for crisis situations in line with industry
guidelines and public relations 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.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11595 version 4
Page 5 of 5
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