NZQA registered unit standard
11601 version 4
Page 1 of 3
Title
Formulate, monitor and evaluate public relations issues management
plans
Level
6
Credits
6
Purpose
People credited with this unit standard are able to: identify
potential public relations issues and concerns, and analyse
their impacts; formulate plans to respond to issues; and monitor
and evaluate outcomes.
Classification
Business Operations and Development > Public Relations
Available grade
Achieved
Explanatory notes
1
Definitions
Channels include – meetings, forums, hui, mainstream or digital media, or other
generated print or digital collateral.
Issues management refers to a programme of identifying and addressing concerns
and trends that may impact upon an organisation.
Organisation can be the candidate’s own workplace, a researchable New Zealand
organisation, or be based on a given case study.
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/.
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
Major Events Management Act 2007
Official Information Act 1982
Privacy Act 1993
Trade Marks Act 2002
Unsolicited Electronic Messages Act 2007.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11601 version 4
Page 2 of 3
Outcomes and evidence requirements
Outcome 1
Identify potential public relations issues and trends and analyse their impacts.
Evidence requirements
1.1
Potential public relations issues and trends that may impact upon the
organisation are identified and tracked in accordance with industry guidelines
for scanning the internal and external environment.
1.2
Implications of the identified issues and trends for the organisation’s reputation
and relationships with its publics are analysed in accordance with industry
guidelines and public relations practice.
1.3
Affected publics are researched and the nature of the public and their position
on the issues and trends is identified.
Outcome 2
Formulate plans to respond to issues and trends.
Evidence requirements
2.1
Issues and trends are prioritised, and objectives are established, for issues and
trends management plans in accordance with organisational objectives.
2.2
Plans are formulated to secure management support for, and organisational
involvement in, issues and trends management.
2.3
Communication channels relevant to specific issues and trends, and publics are
identified to gather information and formulate solutions and responses.
2.4
Responses are developed in relation to emerging and potential issues and
trends and evaluated for their relevance to the specific issue or trend.
2.5
Proposed responses are evaluated for their relevance to the specific issue or
trend, for achievement of issues and trends management objectives, and for
congruence with the organisation's position.
2.6
Strategies are formulated for achieving urgent responses in relation to emerging
and potential issues and trends in accordance with industry guidelines and
public relations practice.
2.7
Ongoing monitoring and analysis in relation to emerging and potential issues
and trends is established in accordance with industry guidelines and public
relations practice.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11601 version 4
Page 3 of 3
Outcome 3
Monitor and evaluate outcomes.
Evidence requirements
3.1
Issues and trends management plans are monitored and evaluated to
determine the extent to which issues and trends management objectives have
been achieved, and communication plans have been effective, in accordance
with organisational objectives.
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.
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