NZQA registered unit standard
11596 version 4
Page 1 of 4
Title
Establish, develop, and manage public relations with active interest
groups
Level
6
Purpose
Credits
10
This unit standard is for people who have or seek responsibility
for establishing and maintaining communication relationships
with strategic individuals and groups.
People credited with this unit standard are able to: identify
active internal and external interest groups and individuals, and
define the nature of the relationships; identify public relations
needs and develop communication strategies; establish and
manage working relationships with active interest groups and
individuals; and monitor, review, and evaluate relationships
with, and needs of, active interest groups and individuals.
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
Active interest group is any group which arises with a specific interest, behaviour or
attitude in support or opposition to an issue(s), organisation(s) or individual(s).
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.
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
11596 version 4
Page 2 of 4
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 active internal and external interest groups and individuals, and define the nature
of the relationships.
Evidence requirements
1.1
The nature and inter-relationships of the public relations operating environment
are examined to identify active interest groups and individuals, and to define the
nature of their participation.
1.2
The relationship is defined in the context of public, client, supplier, and
organisational interaction.
Outcome 2
Identify public relations needs and develop communication strategies.
Evidence requirements
2.1
Consultation and channels are established, and processes are initiated to clarify
requirements, and to identify participants' needs and expectations.
2.2
Communication objectives are defined in relation to the public relations
situation, and strategies developed are consistent with the needs of the
participants and the channels they are most receptive to.
2.3
Communication strategies developed are consistent with the nature of the
relationship, and the public relations context.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11596 version 4
Page 3 of 4
Outcome 3
Establish and manage working relationships with active interest groups and individuals.
Evidence requirements
3.1
Methods of contact and communication used are consistent with the needs of
the interest groups and individuals, and the public relations situation.
3.2
Communication processes established between the public relations service
provider and active interest groups and individuals are described in terms of
their potential to develop mutual trust and cooperation.
3.3
Opportunities are identified and managed to foster long term relationships, to
project the organisation, client, or issue in a positive manner, and to influence
active interest groups and individuals.
Outcome 4
Monitor, review, and evaluate relationships with, and needs of, active interest groups and
individuals.
Evidence requirements
4.1
Feedback from active interest groups and individuals is monitored to maintain
an awareness of needs and to identify changes in their requirements.
4.2
The review and evaluation of relationships are carried out on a planned basis,
consistent with the nature of the relationship, and implementation of the public
relations programme.
4.3
The satisfaction of active interest groups and individuals with their relationships
with the public relations service provider, is monitored, reviewed and evaluated
to identify areas of concern, and to recommend actions to improve
relationships.
4.4
Progress towards the achievement of communication objectives for the public
relations programme is evaluated and reviewed and recommendations towards
variations to communication strategies are proposed if objectives and criteria
are not being achieved.
Planned review date
31 December 2019
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11596 version 4
Page 4 of 4
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