NZQA registered unit standard
11599 version 4
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Title
Formulate event management strategies and coordinate event
management services for a public relations event
Level
6
Purpose
Credits
10
This unit standard is for people who have, or seek responsibility
for, organising and managing public relations events.
People credited with this unit standard are able to: describe the
nature and purpose of the public relations event and identify
planning and coordination considerations; formulate a tactical
communication plan for a public relations event; initiate and
confirm planning arrangements for a public relations event;
coordinate management of the public relations event; and
review and evaluate public relations event management
services.
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 11596,
Establish, develop, and manage public relations with active
interest groups; or demonstrate equivalent knowledge and
skills.
Explanatory notes
1
Definitions
Media encompasses both the traditional media of press, radio, television, film,
magazines and print, and new telecommunication and digital-based media.
Objectives are the measurable outcomes for publics in terms of knowledge, attitudes
and behaviour.
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
11599 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
Assessment
Evidence is required of competent performance of outcomes and evidence
requirements in a public relations context where an actual event is managed.
Examples of actual events may include but are not limited to – community fundraiser,
sporting or cultural event, commercial event, membership drive, entertainment event.
The primary purpose of the event must be to communicate a public relations
message and it is assumed that an event has been determined as the appropriate
channel within a communication strategy.
4
Acts, regulations, and bylaws regarding the promotion and production of specific
events must be complied with. Legislation relevant to this unit standard includes but
is not limited to:
Copyright Act 1994
Health and Safety in Employment Act 1992
Trade Marks Act 2002
Unsolicited Electronics Messages Act 2007
Depending on the specific nature of the event, legislation relevant to this unit
standard may also include, but is not limited to:
Food Act 1981
Food Hygiene Regulations 1974
Major Events Management Act 2007
Resource Management Act 1991
Sale and Supply of Alcohol Act 2012.
Outcomes and evidence requirements
Outcome 1
Describe the nature and purpose of the public relations event and identify planning and
coordination considerations.
Evidence requirements
1.1
The nature and purpose of the public relations event is described in terms of the
type of activity and the proposed publics.
1.2
Public relations event objectives are described in relation to organisational
objectives, communication, planning, and implementation.
1.3
Specific public relations event characteristics are described, and implications
are identified, in relation to planning and coordination.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11599 version 4
Page 3 of 5
Outcome 2
Formulate a tactical communication plan for a public relations event.
Evidence requirements
2.1
Publics are researched to determine relevant communication methods.
2.2
Communication objectives are set that support public relations event goals.
2.3
Communication plan is coherent within overarching public relations event and/or
organisational strategy.
2.4
Communication plan includes tactics appropriate to the public relations event.
Range
2.5
may include – pre-publicity, post-publicity, at-event
communication, feedback mechanisms.
Communication plan includes appropriate evaluation mechanisms that are
linked to public relations event objectives.
Outcome 3
Initiate and confirm planning arrangements for a public relations event.
Evidence requirements
3.1
A public relations event budget is produced, sources and uses of funds are
specified, and responsibilities for financial management are defined in relation
to the specific event.
3.2
Plans are produced to define the nature and timing of the public relations event,
and to schedule pre-event, event, and post-event activities, and logistical
requirements and responsibilities.
3.3
The nature and form of participation in the public relations event by support
services, volunteers, suppliers, sponsors, entertainers, or presenters are
negotiated, and details of services to be provided are formally confirmed.
3.4
The nature and form of participation in the public relations event by participants
is detailed and logistical and cultural implications are addressed.
3.5
Location and venue requirements for the public relations event are determined
that are consistent with its characteristics, and the expectations and size of the
projected audience.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
3.6
Public relations event facilities required are identified and arrangements are
made to ensure that specified facilities are available.
event facilities may include but are not limited to – audio-visual,
telecommunications, media, entertainment, transportation,
security, accommodation, catering, retail, sale of liquor, cash
withdrawal services, sanitation, crèche;
evidence of identification of facilities relevant to a specific event is
required.
Range
3.7
11599 version 4
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Risk factors and contingencies are provided for in accordance with legislative
and organisational requirements.
Outcome 4
Coordinate and monitor the public relations event activities.
Evidence requirements
4.1
Public relations event plan is implemented and at-event monitoring processes
are applied throughout the event to contribute to event objectives.
Outcome 5
Review and evaluate public relations event management services.
Evidence requirements
5.1
The extent to which public relations event and communication objectives have
been achieved is measured using review and evaluation processes on feedback
from participants.
5.2
The need for changes to services is assessed in relation to the extent to which
public relations event and communication objectives were achieved.
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 and
Revision
4
16 April 2015
N/A
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11599 version 4
Page 5 of 5
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