NZQA registered unit standard
11607 version 4
Page 1 of 4
Title
Review and evaluate public relations programmes and services
Level
6
Purpose
Credits
8
This unit standard is for people who have, or seek responsibility
for, determining the effectiveness of public relations
programmes and services.
People credited with this unit standard are able to: establish
public relations programme evaluation objectives, and select
evaluation methods and measures; review and evaluate
programme inputs, outputs, and results; and review and
evaluate public relations services and/or consultancy services
and evaluate client satisfaction.
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.
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/.
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
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NZQA registered unit standard
11607 version 4
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Privacy Act 1993
Trade Marks Act 2002
Unsolicited Electronic Messages Act 2007.
Outcomes and evidence requirements
Outcome 1
Establish public relations programme evaluation objectives, and select evaluation methods
and measures.
Evidence requirements
1.1
Measurable evaluation objectives are established for specific public relations
programmes, and criteria and benchmarks are set as a basis for assessment in
accordance with industry guidelines and public relations practice.
1.2
Quantitative and qualitative evaluation methods and measures are evaluated to
determine their suitability for meeting objectives.
1.3
Quantitative and qualitative evaluation methods and measures are selected
appropriate to the nature of the programme, the communication methods in use,
and the evaluation criteria.
1.4
Quantitative and qualitative evaluation methods and measures selected are
appropriate for the stages of the evaluation process and the components of the
public relations programme being reviewed.
Outcome 2
Review and evaluate programme inputs, outputs, and results.
Evidence requirements
2.1
Programme inputs are reviewed or pre-tested, and evaluated in terms of
effectiveness in achieving programme objectives.
Range
2.2
programme inputs may include but are not limited to – background
information, research, message content, communication channels.
Programme outputs are reviewed and evaluated in terms of effectiveness in
achieving programme objectives.
Range
programme outputs may include but are not limited to – reach,
penetration, pick-up.
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NZQA registered unit standard
2.3
Programme results are reviewed and evaluated in terms of effectiveness in
achieving programme objectives.
Range
2.4
11607 version 4
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programme results may include but are not limited to – message
comprehension, achievement of desired response, resolution of
problem, knowledge, attitudinal or behavioural change, reputation
measures, relationship measures.
Programme evaluation outcomes are assessed to determine whether elements
of the programme should be varied and whether the programme should be
continued or concluded.
Outcome 3
Review and evaluate public relations services and/or consultancy services and evaluate
client satisfaction.
Evidence requirements
3.1
Measurable evaluation objectives and criteria are agreed and formalised in
agreements and proposals for provision of public relations services, and
benchmarks are specified, where relevant, in accordance with industry
guidelines and public relations practice.
3.2
Review periods and processes are agreed and defined in relation to specific
public relations services consistent with the nature of the programme and
evaluation process.
3.3
Service provision is evaluated in terms of achievement of public relations
objectives set out in the brief, and responsiveness to client issues and concerns
in relation to public relations activities.
3.4
Service provision is evaluated in relation to the establishment, maintenance,
and quality of the business relationship, and the impacts upon public relations
services.
3.5
Service provision is evaluated in terms of the adequacy and timeliness of
reporting, consultancy staff expertise, participation, and accountability, and the
accuracy and fairness of billing for services.
3.6
Service provision is evaluated in relation to the application of specialist
resources required to deliver the agreed public relations outcomes.
3.7
The extent of client satisfaction with the public relations services provided is
evaluated against established objectives and criteria, and actions are identified
to improve service provision.
Planned review date
31 December 2019
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11607 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.
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