22038VIC Advanced Diploma of Business
(Public Relations)
22051VIC Diploma of Business
(Public Relations)
The courses have been accredited under Parts 4.4 and 4.6 of the Education and
training Reform Act 2006. It has been entered on the State Register of
Accredited Courses and Recognised Qualifications and the National Training
Information Service.
Accredited for the period: 1 January 2010 to 31 December 2014
Accreditation extended to: 30 June 2015
© State of Victoria (Department of Education and Early Childhood Development) 2010.
Copyright of this material is reserved to the Crown in the right of the State of Victoria. This work is licensed
under a Creative Commons Attribution-NoDerivs 3.0 Australia licence
(http://creativecommons.org/licenses/by-nd/3.0/au/). You are free to use, copy and distribute to anyone in
its original form as long as you attribute Higher Education and Skills Group, Department of Education and
Early Childhood Development as the author, and you license any derivative work you make available
under the same licence.
Disclaimer
In compiling the information contained in and accessed through this resource, the Department of
Education and Early Childhood Development (DEECD) has used its best endeavours to ensure that the
information is correct and current at the time of publication but takes no responsibility for any error,
omission or defect therein.
To the extent permitted by law DEECD, its employees, agents and consultants exclude all liability for any
loss or damage (including indirect, special or consequential loss or damage) arising from the use of, or
reliance on the information contained herein, whether caused or not by any negligent act or omission. If
any law prohibits the exclusion of such liability, DEECD limits its liability to the extent permitted by law, for
the resupply of the information.
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condition or content of these sites or resources as they are not under its control.
Third party material linked from this resource is subject to the copyright conditions of the third party.
Users will need to consult the copyright notice of the third party sites for conditions of usage.
Version History
Version 1 – Original accredited document – January 2010
Version 1.1 – July 2010. The following course modifications have been approved by the VRQA:
•
Transition arrangements have been updated to allow students with 21639VIC Certificate IV in
Business (Public Relations) entry to 22038VIC Advanced Diploma of Business (Public
Relations)
Version 1.1 – October 2014 – Accreditation period extended to 30 June 2014.
Table of Contents
Section A: Copyright and course classification information ................................................ 1
Copyright owner of the courses ........................................................................................... 1
Address............................................................................................................................... 1
Type of submission ............................................................................................................. 1
Copyright acknowledgement ............................................................................................... 1
Licensing and franchise....................................................................................................... 4
Course accrediting body...................................................................................................... 4
AVETMISS information ....................................................................................................... 5
Period of accreditation......................................................................................................... 5
Section B: Course information ................................................................................................ 6
Nomenclature........................................................................................................................ 6
Name of the qualification ..................................................................................................... 6
Nominal duration of the courses .......................................................................................... 6
Vocational or educational outcomes of the courses.......................................................... 6
Development of the courses ................................................................................................ 6
Industry/enterprise/ community needs ................................................................................. 6
Review for re-accreditation ................................................................................................ 10
Course outcomes ............................................................................................................... 13
Qualification level .............................................................................................................. 13
Employability skills ............................................................................................................ 14
Recognition given to the course (if applicable) .................................................................. 14
Licensing/regulatory requirements (if applicable)............................................................... 14
Course rules........................................................................................................................ 15
Course structure................................................................................................................ 15
Entry requirements ............................................................................................................ 21
Assessment ........................................................................................................................ 23
Assessment strategy ......................................................................................................... 23
Assessor competencies .................................................................................................... 24
Delivery................................................................................................................................ 25
Delivery modes ................................................................................................................. 25
Resources ......................................................................................................................... 26
Pathways and articulation.................................................................................................. 27
Ongoing monitoring and evaluation.................................................................................. 27
Appendix 1 Employability Skills Qualifications Summary .................................................. 28
Appendix 2 Job Search.......................................................................................................... 31
Appendix 3 Required knowledge and skills mapping.......................................................... 43
Part C Unit of Competency .................................................................................................... 50
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Section A: Copyright and course classification information
1.
Copyright owner
of the courses
Copyright of this document is held by the Department of
Education and Early Childhood Development, Victoria.
© State of Victoria
Day to day contact:
Business Industries Curriculum Maintenance Manager
CMM Id: 5126
Chisholm Institute
PO Box 684
Dandenong VIC 3175
Email: a.daniel@chisholm.edu.au
Telephone: 03 9238 8501
Facsimile: 03 9238 8504
2.
Address
Department of Education and Early Childhood Development
Executive Director,
Pathways Participation and Youth,
GPO Box 266
Melbourne 3001.
3.
Type of
submission
Reaccreditation
This Advanced Diploma of Business (Public Relations) replaces
21640VIC Advanced Diploma of Business (Public Relations).
The new Diploma of Business (Public Relations) replaces
21639VIC Certificate IV in Business (Public Relations), which is
discontinued.
4.
Copyright
acknowledgement
Copyright of this material is reserved to the Crown in the right of
the State of Victoria.
© State of Victoria (Department of Education and Early Childhood
Development) 2010.
© State of Victoria 2010
Page 5
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
The following units of competency:
Page 2
•
BSBPUB401A Develop and apply knowledge of public
relations industry
•
BSBPUB403A Develop public relations documents
•
BSBPUB402A Develop public relations campaigns
•
BSBMKG402B Analyse consumer behaviour for specific
markets
•
BSBWRT501A Write persuasive copy
•
BSBCMM401A Make a presentation
•
BSBMKG408B Conduct market research
•
BSBSMB403A Market the small business
•
BSBMKG501B Identify and evaluate marketing opportunities
•
BSBINN502A Build and sustain an innovative work
environment
•
BSBMKG507A Interpret market trends and developments
•
BSBMKG514A Implement and monitor marketing activities
•
BSBMKG510A Plan electronic marketing communications
•
BSBADV510A Create mass electronic media advertisements
•
BSBPMG510A Manage projects
•
BSBIPR501A: Manage intellectual property to protect and
grow business
•
BSBWRT401A Write complex documents
•
BSBCON601A: Develop and maintain business continuity
plans
•
BSBFIM501A Manage budgets and financial plans
•
BSBWOR502A Ensure team effectiveness
•
BSBPUB504A Develop and implement crisis management
plans
•
BSBPUB503A Manage fundraising and sponsorship activities
•
BSBOHS509A Ensure a safe workplace
•
BSBMGT617A Develop and implement a business plan
•
BSBPUB502A Develop and manage complex public relations
campaigns
•
BSBPUB501A Manage the public relations publication
process
•
BSBMKG508A Plan direct marketing activities
•
BSBMKG509A Implement and monitor direct marketing
activities
•
BSBADV602B Develop an advertising campaign
•
BSBADV604B Execute an advertising campaign
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
•
BSBADV605B Evaluate campaign effectiveness
•
BSBREL402A Build client relationships and business
networks
•
BSBADV511A Evaluate and recommend advertising media
options
•
BSBMKG502B Establish and adjust the marketing mix
•
BSBMKG608A Develop organisational marketing objectives
•
BSBPM607A Direct communications management of multiple
projects/programs
•
BSBSUS501A Develop workplace policy and procedures for
sustainability
are from the BSB07 Business Services Training Package which is
administered by the Commonwealth of Australia.
© Commonwealth of Australia
The following units of competency:
•
ICAU3126B Use advanced features of computer applications
•
ICAB4169B Use development software and IT tools to build a
basic website
are from the ICA05 Information and Communications Technology
Training Package which is administered by the Commonwealth of
Australia, © Commonwealth of Australia
The following units of competency:
•
CUFPPM407A Coordinate continuity
•
CUFDIG304A Create visual design components
•
CUFDIG402A Design user interfaces
•
CUFDIG403A Create user interfaces
•
CUFDIG502A Design web environments
•
CUFGEN01A Develop and apply industry knowledge
are from the CUF07 Screen and Media Training Package which is
administered by the Commonwealth of Australia, ©
Commonwealth of Australia
The following unit of competency
•
CUSADM09A Address legal and administrative requirements
is from the CUS01 Music Industry Training Package which is
administered by the Commonwealth of Australia,
© Commonwealth of Australia.
© State of Victoria 2010
Page 3
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
The following units of competency
•
PSPGOV504B Undertake research and analysis
•
PSPGOV601B Apply government systems
are from the PSP04 Public Sector Training Package which is
administered by the Commonwealth of Australia,
© Commonwealth of Australia.
The following unit of competency
•
PUACOM004B Manage organisational communication
strategies
is from the PUA00 Public Safety Training Package which is
administered by the Commonwealth of Australia,
© Commonwealth of Australia.
The following unit of competency
•
CHCORG525C Recruit and coordinate volunteers
is from the CHC08 Community Services Training Package which
is administered by the Commonwealth of Australia,
© Commonwealth of Australia.
5.
Licensing and
franchise
This work is licensed under a Creative Commons AttributionNoDerivs 3.0 Australia licence
(http://creativecommons.org/licenses/by-nd/3.0/au/). You are free
to use, copy and distribute to anyone in its original form as long as
you attribute the, Department of Education and Early Childhood
Development as the author, and you license any derivative work
you make available under the same licence.
Copies of this publication can be downloaded free of charge from
the Training Support Network website
http://trainingsupport.skills.vic.gov.au.
6.
Page 4
Course
accrediting body
Victorian Registration and Qualifications Authority (VRQA)
GPO Box 2317 Victoria 3001
Ph: (03) 9651 3241
Website: http://www.vrqa.vic.gov.au/
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
7.
8.
AVETMISS
information
Period of
accreditation
© State of Victoria 2010
Classification codes for:
ANZSCO code:
225311 Public Relations Professional
ANZSIC code:
L7855 Business Management Services
ASCED code:
0805 Sales and Marketing
National course
codes:
22038VIC Advanced Diploma of Business
(Public Relations)
1 January 2010 to 31 December 2014
Page 5
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Section B: Course information
1.
Nomenclature
Standard 1 for Accredited Courses
1.1
22038VIC Advanced Diploma of Business (Public
Relations)
Name of the
qualification
22051VIC Diploma of Business (Public Relations)
1.2
Nominal duration of
the courses
22038VIC Advanced Diploma of Business (Public
Relations) 835 - 885 hrs
22051VIC Diploma of Business (Public Relations) 560 –
610 hrs
2.
Vocational or
educational outcomes of
the courses
Standard 1 for Accredited Courses
The Diploma of Business (Public Relations) aims to
provide graduates with broad public relations knowledge
and skills required to develop media and public relations
campaigns, liaise with media and a range of clients,
develop and deliver promotional campaigns, create mass
media advertisements and materials, in roles such as
client liaison officer, campaign co-ordinator and
promotions co-ordinator.
The Advanced Diploma of Business (Public Relations) will
provide graduates with the specialised public relations
knowledge and skills required for media liaison, monitoring
and management; and to develop and manage publicity
campaigns, prepare publications, manage public relations
communications, manage fundraising and sponsorship
activities, design web environment for interactive media
products, promote sales of products or services, in roles
such as public relations officer, public relations
communications coordinator, marketing communications
coordinator, media relations officer, fundraising personnel,
tourism marketing and promotions coordinator.
3.
Page 6
Development of the
courses
Standard 1 and 2 for Accredited Courses
3.1
The course seeks to develop skills and knowledge
required in the public relations industry at the Diploma and
Advanced Diploma levels, and currently not covered by
any Training Package. The course has been running
successfully for more than 16 years, and was first offered
in 1993 as an Associate Diploma and in 1999 as an
Advanced Diploma after extensive review and industry
feedback.
Industry/enterprise/
community needs
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
The current course, 21639 Advanced Diploma of Business
(Public Relations) is a very popular course and currently
delivered by five (5) metropolitan TAFE providers. Student
enrolments between 2006 to 2008 indicate the continuing
demand for the course. See the following student
enrolment data for the past 3 years:
•
2006 – 202 students @ Certificate IV and 81 students
@ Advanced Diploma level
•
2007 – 283 students @ Certificate IV and 263 students
@ Advanced Diploma level
•
2008 – 309 students @ Certificate IV and 263 students
at Advanced Diploma level
The ongoing monitoring and maintenance process through
the Curriculum Maintenance Manager, in conjunction with
providers and the industry have indicated that the course
continues to meet industry needs.
Innovation and Business Skills Australia (IBSA) has
confirmed that this development does not duplicate any
Training Package, and that no development is planned in
the Business Services (BSB07) Training Package at this
stage.
To demonstrate the industry need for people with public
relations qualifications and experience, a job search on
www.mycareer.com.au www.seek.com.au was undertaken
on 18 February 2009, 5 March 2009 and 20 November
2009. See Appendix 2 for the job search. It reviewed a
range of public relations related jobs advertised in all
capital cities, and in a range of industries. The search
indicated that there is a need for people in the following
public relations positions/jobs. The jobs include:
© State of Victoria 2010
•
Public relations officer
•
Public relations communications coordinator
•
Marketing communications coordinator
•
Communications officer
•
Public affairs officer
•
Corporate communications officer
•
Internal communications communicator
•
Internal communications contractor
•
Alumni relations officer
•
Media relations officer
•
Media and communications communicator
•
Media officer
•
Administrator/fundraising officer
•
Marketing and development officer
Page 7
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
•
Communications officer
•
Administration and communications officer
•
Tourism marketing and promotions coordinator
•
Client contact officer/ Client liaison officer
•
Campaign coordinator
•
Promotions coordinator
The job profiles and the associated knowledge and skills
requirements have been developed and matched to the
course structures. It was validated by the Committee. See
Appendix 3 for the required knowledge and skills mapping.
During the research phase for this course development,
the public relations key stakeholders indicated that the
industry itself is at a point of change/trend with a growing
emphasis on strategic thinking, research and analysis,
corporate responsibility and issues management,
advocacy and influence, contingency / business continuity,
volunteering, web design and development/ social
networking, sustainability, intellectuality property and
project management. This need is not currently addressed
in any training package at this qualification level.
A Steering Committee comprising industry representatives
was established to oversee the development of the course
content. The content of the course has been determined
and endorsed by the Steering Committee through a range
of consultative processes including:
•
a focus group comprising a range of stakeholders
including industry representatives and content experts
•
research by project team
•
working party of content experts
•
a job analysis undertaken and ratified by key members
of the Steering Committee. This job analysis and the
associated knowledge and skills requirements have
been matched to the course structure. See Appendices
2 and 3.
The industry representatives fully supported the call to
have a two tier qualification but would like the exit point to
be at the Diploma level as a Diploma qualification carries
more weight than a Certificate IV. Employment outcomes
for the Diploma qualification was confirmed by a job
search on www.mycareer.com.au and www.seek.com.au
on 20 November 2009. Jobs include client liaison/client
contact officer, promotions coordinator and campaign
coordinator.
Page 8
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Steering Committee members
Anna Henderson
Executive Director of Business Skills Victoria
Brian Samuel
Manager
Stafford Group
John Scully
Strategic Communications Manager
VicRoads
Lahra Carey
Director
Lahra Carey Media & Communications
Keith Gorton
Director
Gorton Communications Group PTY Ltd
Lauren Vercoe
Director
Formerly of Spiral PR
Susan Roberts
Industry consultant
Louise Clifton-Evans
Industry consultant
Miranda Toumbourou
Director
Jam Publicity
Alan Daniel
Business Industries -Curriculum Maintenance Manager
Chisholm Institute
Naomi Nelson
Course coordinator for Public Relations
Holmesglen Institute
Mike Kronberg
Senior Educator
Box Hill Institute of TAFE
Alain Grossbard
Delivers PR course
RMIT
Caryl Hertz
Department Manager AITMPR
RMIT
Rhonda W hitton
Coordinates the Public Relations course
Gordon Institute
Jeff Skolnick
Program coordinator PR
Chisholm Institute
Jan Stevenson
Program Manager PR
Victoria University
Letters of support have been provided by:
© State of Victoria 2010
•
Liselle Grant, Chair of Business Skills Victoria
•
Paul Tierney, Manager Marketing and Communications, VicRoads
Page 9
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
3.2 Review for reaccreditation
Standard 1 and 2 for Accredited Courses
Ongoing maintenance through the Curriculum Maintenance
Manager, in conjunction with providers and the industry has
indicated that the course continue to meet industry needs.
However, to ensure currency with industry practices and
course accreditation requirements the Steering Committee
agreed to a number of changes to the courses.
In response to industry trends the courses now include
sustainability, intellectual property, contingency/business
continuity, volunteering, strategic thinking, advocacy and
influence, web design and development, research and
analysis and project management. These concepts are
incorporated in the following units:
•
BSBSUS501A Develop workplace policy and
procedures for sustainability
•
BSBPIR501A Manage intellectual property to protect
and grow business
•
CUFPPM407A Coordinate continuity
•
BSBCON601A Develop and maintain business
continuity plans
•
CHCORG525C Recruit and coordinate volunteers
•
BSBMGT617A Develop and implement a business plan
•
BSBMKG608A Develop organisational marketing
objectives
•
CUSADM09A Address legal and administrative
requirements
•
ICAB4169B Use development software and IT tools to
build a basic website
•
CUFDIG304A Create visual design components
•
CUFDIG402A Design user interfaces
•
CUFDIG403A Create user interfaces
•
CUFDIG502A Design web environments
•
BSBMKG507A Interpret market trends and development
•
PSPGOV504B Undertake research and analysis
•
BSBPMG510A Manage projects
•
BSBPMG607A Direct communications management of
multiple projects/programs
Transitional arrangements
Learners currently enrolled in the existing 21640VIC
Advanced Diploma of Business (Public Relations) may
convert to the 22038VIC Advanced Diploma of Business
(Public Relations) using the Transition Table B. There can
be no new enrolments in 21640VIC Advanced Diploma of
Business (Public Relations) and 21639VIC Certificate IV in
Business (Public Relations) after 30 June 2010.
Page 10
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Learners currently enrolled in 21639VIC Certificate IV in
Business (Public Relations) can meet the entry
requirements for 22038VIC Advanced Diploma of Business
(Public Relations) using the Transition Table A.
Transition Table A
21639VIC Certificate IV in Business (Public
Relations)
22051VIC Diploma of Business (Public
BSBPUB401A Develop and apply knowledge of
public relations industry
BSBPUB401A Develop and apply knowledge of
public relations industry
BSBPUB403A Develop public relations
documents
BSBPUB403A Develop public relations
documents
BSBMKG402A Analyse consumer behaviour for
specific markets
BSBMKG402B Analyse consumer behaviour for
specific markets
CUFWRT04A Write presentation material
BSBW RT501A Write persuasive copy
CUSGEN05B Make presentations
BSBCMM401A Make a presentation
BSBMKG408A Conduct market research
BSBMKG408B Conduct market research
ICAU3126A Use advanced features of computer
applications
ICAU3126B Use advanced features of computer
applications
ICPMM65DA Create web pages with multimedia
ICAB4169B Use development software and IT
tools to build a basic website
BSBPUB402A Develop public relations
campaigns
BSBPUB402A Develop public relations
campaigns
BSBSBM403A Promote the business
BSBMKG501B Identify and evaluate marketing
opportunities
BSBCMN412A Promote innovation and change
No equivalent
BSBMKG404A Forecast market and business
needs
No equivalent
BSBMKG405A Implement and monitor marketing
activities
No equivalent
© State of Victoria 2010
Relations)
Page
11
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Transition Table B
21640VIC Advanced Diploma of Business
(Public Relations)
22038VIC Advanced Diploma of Business
PUACOM004A Manage organisational
communication strategies
PUACOM004B Manage organisational
communication strategies
VBP336 Develop strategic PR writing
No equivalent
BSBCMN420A W rite complex documents
BSBW RT401A Write complex documents
PSPGOV504B Undertake research and analysis
PSPGOV504B Undertake research and analysis
CUSADM09A Address legal and administrative
requirements
CUSADM09A Address legal and administrative
requirements
CUFMEM07A Apply principles of visual design
and communication to the development of a
multimedia product
No equivalent
BSBFLM512A Ensure team effectiveness
BSBWOR502A Ensure team effectiveness
BSBMGT504A Manage budgets and financial
plans
BSBFIM501A Manage budgets and financial
plans
BSBPUB504A Develop and implement crisis
management plans
BSBPUB504A Develop and implement crisis
management plans
PSPGOV601B Apply government systems
PSPGOV601B Apply government systems
BSBPUB503A Manage fundraising and
sponsorship activities
BSBPUB503A Manage fundraising and
sponsorship activities
CUFSAF01A Follow health, safety and security
procedures
No equivalent
CUFGEN01A Develop and apply industry
knowledge
No equivalent
BSBPUB502A Develop and manage complex
public relations campaigns
BSBPUB502A Develop and manage complex
public relations campaigns
BSBPUB501A Manage the public relations
publication process
BSBPUB501A Manage the public relations
publication process
BSBMKG604A Develop and manage direct
marketing campaigns
BSBMKG508A Plan direct marketing activities
BSBMKG509A Implement and monitor direct
marketing activities
BSBADV602A Develop an advertising campaign
BSBADV602B Develop an advertising campaign
CULLB510B Develop and maintain
community/stakeholder relationships
No equivalent
BSBADV506A Evaluate and recommend ‘below
the line’ media options
BSBADV511A Evaluate and recommend
advertising media options
BSBMKG503A Develop a marketing
communications plan
No equivalent
CUFADM01A Prepare a proposal
No equivalent
BSBPM607A Direct communications
management of multiple projects/programs
BSBPM607A Direct communications
management of multiple projects/programs
CUSADM05A Develop and implement a
business/strategic plan
No equivalent
Page 12
(Public Relations)
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
4.
Course outcomes
Standard 1 and 2 for Accredited Courses
4.1 Qualification level
22051VIC Diploma of Business (Public Relations)
This course is consistent with the characteristics and
distinguishing features of Diploma level qualification as
outlined in the Australian Qualifications Framework
Implementation Handbook Fourth Edition 2007:
The course has been developed to assist participants to
achieve underpinning knowledge, skills and ability to meet
Diploma qualification requirements. The outcomes of the
qualification will enable the participant to:
© State of Victoria 2010
•
demonstrate understanding of a broad knowledge base
incorporating theoretical concepts, with substantial
depth in some areas such as applying knowledge of
public relations principles, practices, processes and
strategies to develop a public relations campaign
•
analyse and plan approaches to technical problems or
management requirements including current
issues/trends which affect the public relations industry
or plan approaches to reactive media across sensitive
issues
•
evaluate information using it to forecast for planning or
research purposes, for example, an analysis of
consumer behaviour to target marketing to specific
markets and specific needs, and to forecast future
business needs
•
transfer and apply a range of statistical techniques to
analyse market trends and developments, current
marketing performance and comparative market
information
•
take responsibility for own outputs in relation to broad
quantity and quality in team participation including
teams concerned with planning and evaluation
functions in public relations campaigns
•
take limited responsibility for the achievement of group
outcomes in organising others in public relations
projects
Page
13
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
22038VIC Advanced Diploma of Business (Public
Relations)
This course is consistent with the characteristics and
distinguishing features of Advanced Diploma level
qualification as outlined in the Australian Qualifications
Framework Implementation Handbook Fourth Edition
2007.
The course has been developed to assist participants to
achieve underpinning knowledge, skills and ability to meet
Advanced Diploma qualification requirements. The
outcomes of the qualification will enable the participant to:
4.2 Employability skills
•
demonstrate understanding of specialised knowledge
with depth in some areas of public relations such as
applying knowledge of crisis/issues management to
develop and implement crisis/issues management plan
•
analyse, diagnose, design and execute judgements
across a broad range of technical or management
functions covering planning and initiation of alternative
approaches to skills or knowledge applications such as
fund raising campaigns or government lobbying
•
generate ideas through the analysis of information and
concepts at an abstract level in the application of
design principles and theories of effective advertising
for different markets
•
demonstrate a command of wide-ranging, highly
specialised technical, creative or conceptual skills in
the design and development of user interfaces which
form part of interactive media products based on visual
communication principles
•
demonstrate accountability for personal outputs within
broad parameters in participating in the development of
fundraising or sponsorship campaign activities
according to own responsibilities and according to the
project brief
•
demonstrate accountability for personal and group
outcomes within broad parameters in developing and
coordinating the production of communications
materials and corporate communication activities
Standard 4 for Accredited Courses
See Appendix 1 for the Employability Skills Summary
4.3 Recognition given
to the course (if
applicable)
Standard 5 for Accredited Courses
4.4 Licensing/regulator
y requirements (if
applicable)
Standard 5 for Accredited Courses
Page 14
Not applicable
None
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
5.
Course rules
5.1
Course structure
Standard 2, 6 and 7 for Accredited Courses
22051VIC Diploma of Business (Public Relations)
To attain a Diploma of Business (Public Relations) ,
participants are required to successfully complete a total of
eleven (11) units of competency comprising:
•
10 core units of competency
•
1 elective
Participants who have successfully completed individual
competency units of the courses will receive a Statement
of Attainment for the unit (s) of competency completed.
22038VIC Advanced Diploma of Business (Public
Relations)
To attain an Advanced Diploma of Business (Public
Relations) , participants are required to successfully
complete a total of eighteen (18) units of competency
comprising:
•
16 core units of competency
•
2 electives
Participants who have successfully completed individual
competency units of the courses will receive a Statement
of Attainment for the unit (s) of competency completed.
© State of Victoria 2010
Page
15
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Unit
code
Field of
Education
code
(6 digit)
Unit of
competency title
Pre-requisite
Credit
Matrix
Level
Credit
Matrix
Points
Nominal
hours
Core Units
Complete all the core units of competency
BSBPUB401A
NA
Develop and apply
knowledge of PR
industry
Nil
4
8
80
BSBPUB403A
NA
Develop public
relations
documents
Nil
4
8
80
BSBPUB402A
NA
Develop public
relations
campaigns
Nil
4
5
50
BSBMKG402B
NA
Analyse consumer
behaviour for
specific markets
Nil
4
7
60
BSBW RT501A
NA
Write persuasive
copy
Nil
5
5
50
BSBCMM401A
NA
Make a
presentation
Nil
4
4
30
BSBMKG408B
NA
Conduct market
research
Nil
4
6
60
ICAU3126B
NA
Use advanced
features of
computer
applications
Nil
3
4
40
ICAB4169B
NA
Use development
software and IT
tools to build a
basic website
Nil
4
2
20
BSBMKG501B
NA
Identify and
evaluate marketing
opportunities
Nil
5
7
70
Core hours 540 hrs
Page 16
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Unit
code
Field of
Education
code
(6 digit)
Unit of
competency title
Pre-requisite
Credit
Matrix
Level
Credit
Matrix
Points
Nominal
hours
Elective
Select one unit from the following (or other endorsed units of competency at Diploma level or higher
level, provided the integrity of the qualification is maintained).
BSBINN502A
NA
Build and sustain
an innovative work
environment
Nil
5
5
50
BSBSMB403A
NA
Market the small
business
Nil
4
6
50
BSBMKG507A
NA
Interpret market
trends and
developments
Nil
5
7
50
BSBMKG514A
NA
Implement and
monitor marketing
activities
Nil
5
5
50
CHCORG525C
NA
Recruit and
coordinate
volunteers
Nil
5
7
70
BSBMKG510A
NA
Plan electronic
marketing
communications
Nil
5
3
20
BSBADV510A
NA
Create mass
electronic media
advertisements
Nil
5
5
50
BSBPMG510A
NA
Manage projects
Nil
5
8
60
CUFPPM407A
NA
Coordinate
continuity
Nil
4
3
30
BSBSUS501A
NA
Develop workplace
policy and
procedures for
sustainability
Nil
5
5
50
BSBIPR501A
NA
Manage intellectual
property to protect
and grow business
Nil
5
6
60
Elective nominal hours 20 - 70 hrs
Total Diploma nominal hours 560 – 610 hrs
Credit Matrix
Total Points
No. of units/modules
Level 5
12
2
Level 4
43
8
Level 3
4
1
59
11
Level 8
Level 7
Level 6
Level 2
Level 1
Total
© State of Victoria 2010
Page
17
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
22038VIC Advanced Diploma of Business (Public Relations)
Unit
code
Field of
Education
code
(6 digit)
Unit of
competency title
Core Units
Complete all the core units of competency
PUACOM004B
Manage
NA
organisational
communication
strategies
BSBPUB501A
Manage the
NA
public relations
publication
process
BSBW RT401A
Write complex
NA
documents
PSPGOV504B
Undertake
NA
research and
analysis
CUSADM09A
Address legal and
NA
administrative
requirements
BSBCON601A
Develop and
NA
maintain business
continuity plans
Create visual
CUFDIG304A
NA
design
components
CUFDIG402A
Design user
NA
interfaces
CUFDIG403A
Create user
NA
interfaces
BSBFIM501A
Manage budgets
NA
and financial
plans
BSBPUB504A
Develop and
NA
implement crisis
management
plans
PSPGOV601B
Apply government
NA
systems
BSBPUB503A
Manage
NA
fundraising and
sponsorship
activities
BSBOHS509A
Ensure a safe
NA
workplace
CUFGEN01A
Develop and
NA
apply industry
knowledge
BSBMGT617A
Develop and
NA
implement a
business plan
Pre-requisite
Credit
Matrix
Level
Credit
Matrix
Points
Nominal
hours
Nil
5
3
25
Nil
5
5
45
Nil
4
10
50
Nil
5
6
40
Nil
5
5
50
Nil
6
6
60
Nil
3
3
30
Nil
4
5
50
Nil
4
5
50
Nil
5
7
70
Nil
5
6
40
Nil
6
6
60
Nil
5
5
50
Nil
5
6
60
Nil
2
2
15
Nil
6
8
60
Core hours 755 hrs
Page 18
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Unit
code
Field of
Education
code
(6 digit)
Unit of
competency title
Pre-requisite
Credit
Matrix
Level
Credit
Matrix
Points
Nominal
hours
Electives
Select two units of competency from the following (or other endorsed units of competency at the
Diploma or Advanced Diploma level, provided the integrity of the qualification is maintained).
BSBPUB502A
Develop and
5
6
NA
Nil
manage complex
public relations
campaigns
BSBMKG508A
Plan direct
5
5
NA
Nil
marketing
activities
BSBMKG509A
Implement and
5
4
NA
Nil
monitor direct
marketing
activities
BSBADV602B
Develop an
6
6
NA
Nil
advertising
campaign
BSBADV604B
Execute an
6
7
NA
Nil
advertising
campaign
BSBADV605B
Evaluate
6
6
NA
Nil
campaign
effectiveness
BSBREL402A
Build client
4
5
NA
Nil
relationships and
business
networks
BSBWOR502A
Ensure team
5
6
NA
Nil
effectiveness
BSBADV511A
Evaluate and
3
5
NA
Nil
recommend
advertising media
options
BSBMKG502B
Establish and
5
6
NA
Nil
adjust the
marketing mix
BSBMKG608A
Develop
6
6
NA
Nil
organisational
marketing
objectives
BSBPM607A
Direct
6
4
NA
Nil
communications
management of
multiple
projects/programs
© State of Victoria 2010
50
50
40
60
70
60
50
60
50
60
60
40
Page
19
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Unit
code
Field of
Education
code
(6 digit)
CUFDIG502A
NA
BSBSUS501A
NA
Unit of
competency title
Design web
environments
Develop
workplace policy
and procedures
for sustainability
Credit
Matrix
Level
Credit
Matrix
Points
Nominal
hours
Nil
5
5
50
Nil
5
5
50
Pre-requisite
Elective hours 80 – 130 hrs
Core hours 755 hrs
Advanced Diploma nominal hours 835 - 885 hrs
Credit Matrix
Total Points
No. of units/modules
Level 6
20
3
Level 5
43
8
Level 4
25
4
Level 3
8
2
Level 2
2
1
98
18
Level 8
Level 7
Level 1
Total
Page 20
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
5.2 Entry
requirements
Standard 9 for Accredited Courses
There are no formal entry requirements for the 22051VIC Diploma
of Business (Public Relations) course, although participants would
be best equipped to achieve the course outcomes if they have the
learning, reading, oral communication, writing and numeracy skills
that are at least equivalent to the Australian Core Skills
Framework (ACSF) Level 4. Details can be found in the website:
http://www.deewr.gov.au/Skills/Programs/WorkplaceEnglishLangu
ageandLiteracy/Documents/AustralianCoreSkillsFramework.pdf
in summary, this means that they will be able to demonstrate:
Learning
•
4.01 Accepts new learning challenges, explicitly designing,
reflecting on and redesigning approaches to learning as an
integral part of the process, e.g. Find and interpret relevant
legislation in relation to the particular types of intellectual
property
•
4.02 Adapts a range of familiar strategies to new contexts and
experiments with new approaches, e.g. Participate in
networking in a public relations environment to enhance
personal knowledge, skills and work relationships
Reading
•
4.03 Interprets and critically analyses structurally complex
texts containing some ambiguity, e.g. Read and interpret
information texts on business, market and public relations
related data
•
4.04 Applies appropriate strategies to support understanding
of a range of complex texts, e.g. Research and analyse
contemporary issues affecting workplace relations.
Writing
© State of Victoria 2010
•
4.05 Communicates complex relationships between ideas and
information, matching style of writing to purpose and
audience, e.g. Develop public relations documents based on a
range of styles and tones to communicate different concepts
to a range of audience.
•
4.06 Displays knowledge of structure and layout employing
broad vocabulary, grammatical structure and conventions
appropriate to text, e.g. Report on the current issues affecting
the public relations industry in accordance with document
requirements and employing language appropriate to the
audience.
Page
21
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Oral communication
•
4.07 Demonstrates flexibility in spoken texts by choosing
appropriate structures and strategies in a range of contexts,
e.g. Use vocabulary specific to the field of public relations and
at an appropriate level to enable consultation with a range of
stakeholders.
•
4.08 Applies appropriate strategies to extract main ideas from
oral texts across a range of contexts, e.g. Summarise
employment contracts from different employment sectors to
identify specific clauses related to specific industries
Numeracy
•
4.09 Extracts and evaluates the mathematical information
embedded in a range of tasks and texts, e.g. Read and
understand a budget
•
4.10 Selects from and applies an expanding range of
mathematical and problem solving strategies in a range of
contexts, e.g. Analyse quantitative data
•
4.11 Uses a range of informal and formal oral and written
mathematical language and representation to communicate
mathematically, e.g. Cost relevant items such as use of media
and printing schedules
22038VIC Advanced Diploma of Business (Public Relations)
The entry competencies for the 22038VIC Advanced Diploma of
Business (Public Relations) are the successful completion of all
the following units of competency or demonstrated equivalence:
BSBPUB401A Develop and apply knowledge of public relations
industry
BSBPUB403A Develop public relations documents
BSBPUB402A Develop public relations campaigns
BSBMKG402B Analyse consumer behaviour for specific markets
BSBWRT501A Write persuasive copy
BSBCMM401A Make a presentation
BSBMKG408B Conduct market research
ICAU3126B Use advanced features of computer applications
ICAB4169B Use development software and IT tools to build a
basic website
BSBMKG501B Identify and evaluate marketing opportunities
These units of competency comprise the core units of the
22051VIC Diploma of Business (Public Relations).
Page 22
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
6.
Assessment
6.1
Assessment
strategy
Standard 10 for Accredited Courses
Assessment should be consistent with the requirements of
Standard 1 of the AQTF 2007 Essential Standards for
Registration. In the case of the imported units, assessment
should be consistent with the assessment guidelines in the
BSB07 Business Services, PUA00 Public Safety, ICA05
Information and Communications Technology, PSP04 Public
Sector, CUF07 Screen and Media, CHC08 Community Services
and CUS01 Music Industry Training Packages.
Assessment strategies should be designed to:
•
cover a range of skills and knowledge required to
demonstrate achievement of the courses aim
•
collect evidence on a number of occasions and in a variety of
contexts and situations
•
be appropriate to the knowledge, skills, methods of delivery
and needs/characteristics of the learners
•
assist assessors to interpret evidence consistently
•
recognise prior learning for credit
•
be equitable to all groups of learners.
•
ensure that participants have the opportunity for practical
demonstration of competency
The assessor must ensure that such evidence complies with the
rules of evidence, namely that it is:
•
authentic (the candidate’s own work)
•
valid (directly related to the current version of the unit of
competency)
•
reliable (shows that the candidate consistently meets the
competency standards)
•
current (reflects the candidate’s current capacity to perform
the aspect of work covered in the competency standards)
•
sufficient (covers the full range of elements in the relevant
unit of competency and addresses the four dimensions of
competency, namely task skills, task management skills,
contingency management skills and job/role environmental
skills).
Where possible and applicable, an integrated approach to
assessment is suggested in relation to the competencies in the
courses, allowing for project based assessment and practical
simulation and applications, where possible.
© State of Victoria 2010
Page
23
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
The individual needs of the participant and/or characteristics of
the workplace should be reflected in assessment methods that
are indicated in each element of the competency unit.
Participants currently employed should, through negotiation with
the mentor/tutor, use current workplace activities, projects and
examples as part of assessment and, as such, assessment tasks
should be written accordingly.
Assessment methods emphasising the application of learning may
include:
6.2 Assessor
competencies
•
practical demonstration of skills
•
questioning to assess underpinning knowledge
•
work based project
•
observation checklist
•
review of information produced by the candidate and provided
to the work group
•
review of verified records and reports generated by the
candidate
•
portfolio development and presentation
Standard 12 for Accredited Courses
As a minimum requirement, assessors must hold competencies
as outlined in the AQTF 2007 Essential Standards for Registration
1.4 which requires trainers and assessors:
•
Have the training and assessment competencies determined
by the National Quality Council or its successors
•
Have the relevant vocational competencies at least to the
level being delivered or assessed, and
•
Continue to develop their vocational and training and
assessment competencies to support continuous
improvements in the delivery of RTO services.
Assessment must be conducted by persons who have:
1. the following competencies from the TAA04 Training and
Assessment Training Package, or demonstrated
equivalent competencies:
i.
ii.
TAAASS401C Plan and organise assessment
TAAASS402C Assess competence
iii.
TAAASS404B Participate in assessment validation
And
2. relevant vocational competencies, at least to the level
being assessed.
However, if a person does not meet all the requirements to
conduct assessment, one person with the competencies listed
above and one or more persons who have the relevant vocational
competencies may work together to conduct assessment.
Page 24
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
7.
Delivery
7.1
Delivery
modes
Standard 11 for Accredited Courses
These courses cannot be customised beyond the course rules.
For the imported units, RTOs must follow the contextualisation
arrangements as outlined in the customisation guidelines in the
BSB07 Business Services, PUA00 Public Safety, ICA05
Information and Communications Technology, PSP04 Public
Sector, CUF07 Screen and Media, CHC08 Community Services
and the CUS01 Music Industry Training Packages.
RTOs may also contextualise the units of competency within this
course provided the integrity of each unit is not jeopardised. The
rules governing these changes are:
•
elements of competency and performance criteria must not
be altered or removed
•
content may be modified or added to identify unique aspects
that apply to an industry, enterprise or particular student
client group, where this does not contradict the course rules
on customisation
•
the Range Statement may be expanded
•
the Evidence Guide may be expanded
•
enterprise-specific equipment, facilities or learning resources
may be used
•
information on the context within which the outcomes can be
achieved (eg relating to enterprise, industry or learner
requirements) may be added.
To maximise the relevance of the units of competency, it is
recommended that they be contextualised with industry
applications wherever possible, and that demonstrations and
practical sessions and/or workplace simulations be incorporated
wherever appropriate in the delivery strategy.
The learning environment, activities, learning materials and
assessment should simulate workplace situations, where
applicable. Suggested delivery strategies may include:
© State of Victoria 2010
•
practical demonstrations
•
group assignments
•
use of case studies
•
project based learning
•
multi media presentations and classroom instruction
•
industry guest speakers
•
group discussion
•
tests (oral and written)
Page
25
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
The courses should allow for a range of other delivery modes,
including part and/or full time, on and off the job. Where possible,
participants should be exposed to real work environments and
examples/case studies.
Delivery strategies should be selected to reflect the complex nature
of the competency outcomes and to meet the needs of the
participants. An appropriate mix of knowledge and skills
development that reflects the qualification levels of the courses is
important. The use of flexible delivery is encouraged in the
provision of training.
7.2
Resources
Standard 12 for Accredited Courses
Qualifications for teacher/trainer:
The requirements for teacher/trainer qualifications for those
involved in training delivery are stated in Element 1.4 of Standard 1
of the AQTF 2007: Essential Standards for Registration.
A trainer must:
•
hold the TAA40104 Certificate IV in Training and Assessment
from the Training and Assessment Training Package (TAA04),
or be able to demonstrate equivalent competencies, OR
•
be under the direct supervision of a person who holds the
TAA40104 Certificate IV in Training and Assessment
qualification, or its equivalent; AND
•
be able to demonstrate vocational competencies, at least to the
level of those being delivered, and/or assessed. This requires
the trainer to have proven experience in the public relations
industry.
Teachers/trainers for any of the endorsed units of competency that
have been imported must reflect the requirements for
teachers/trainers specified in the relevant Training Package.
The participants should have access to:
•
training facilities and equipment
•
computer hardware, software and/or other appropriate
technology
•
an environment appropriate to the assessment task, that is
either on job or simulated environment
•
appropriate equipment, materials and facilities to undertake the
assessment
•
work procedures and instructions
Teachers/trainers are advised to refer to the individual
competencies for resource implications essential to the delivery of
the courses to ensure consistency with their requirements.
Page 26
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
8.
Pathways and
articulation
Standard 8 for Accredited Courses
As the courses incorporate endorsed Training Package units of
competency, there is direct credit transfer of these units into other
qualifications that contain them.
9.
Ongoing
monitoring and
evaluation
Standard 13 for Accredited Courses
On behalf of the copyright owner, the 22051VIC Diploma of
Business (Public Relations) 22038VIC Advanced Diploma of
Business (Public Relations) will be maintained and monitored by
the Curriculum Maintenance Manager – Business Industries.
A review of the courses will take place at the mid point of the
accreditation period. Feedback will be sought from industry and
those providers offering the course as part of the review process.
This review will involve:
•
consultation with key stakeholders including teaching staff,
industry representatives, key industry bodies and graduates of
the courses
•
revisiting the industry need to ensure that the course structures
are still appropriate
•
consideration of the new units of competency to check for
currency
•
reflection on the outcomes of evaluations conducted up to that
date.
This advice will be reviewed and proposed changes incorporated
into the course documents. These will be forwarded to the Victorian
Registration and Qualifications Authority (VRQA) for endorsement.
Modifications that should be considered as a part of this process
include changes to:
•
the course structures, by adding or deleting units from the core
or electives, whether to reflect local industry needs or to reflect
changes to training packages and the availability of new or
revised nationally endorsed units of competency
•
required pre-requisites and/or co-requisites
•
the nominal duration of the courses and of units
•
articulation and/or credit transfer arrangements
•
legislation such as OHS/ licensing.
Course maintenance and review procedures may also indicate that
the courses in total should be expired if a suitable national
qualification or units of competency become available through the
development, review or continuous improvement process of a
Training Package.
© State of Victoria 2010
Page
27
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Appendix 1 Employability Skills Qualifications Summary
Qualification Code:
Qualification Titles: 22051VIC Diploma of Business (Public Relations)
The following tables contain a summary of the employability skills as identified by the public
relations industry for this qualification. The employability skills facets described here are broad
industry requirements that may vary depending on qualification packaging.
Employability skills
Industry requirements for this qualification include the following facets:
•
Use a range of writing skills to write clear creative briefs and persuasive
copy
•
Consult with clients regarding product, service or idea requirements
•
Communicate central ideas of a message in an informative and engaging
manner, and to utilise verbal and non-verbal techniques to sustain
participant engagement in a presentation
•
Read and interpret business and market data and present information or
write reports in a range of styles and for a range of audiences
•
Answer questions, check, clarify and acknowledge suggestions relating to
work requirements
•
Share public relations related information with colleagues and clients
•
Provide support for team members to ensure that the outcomes of the
project and documented time lines
•
Contribute to and monitor team effectiveness to ensure staff achieve
planning outcomes
•
Liaise or work with a range of stakeholders to gather further information on
communications requirements in the public relations/media
communications context
•
Work with a variety of stakeholders in order to achieve public relations
project or activity objectives.
•
Devise solutions to resolve client’s concerns
•
Assess and respond to challenges and risks around public relations
campaigns at an operational management level
•
Evaluate and measure processes, plans and outcomes of projects
Initiative and
enterprise
•
Generate a range of options to develop products and services
•
Apply a range of innovative skills to generate creative communications
materials
Planning and
organising
•
Use workplace business information system to assist in developing an
organisation's marketing plan and to determine the current or potential
future success of marketing strategies
•
Research, collect, organise and understand information relating to the
design and development of products and services
•
Develop timelines and action plan for project activities to maximise the
efficiency and cost effectiveness of projects
•
Plan and organise to establish a media campaign or equivalent within the
public relations context
Communication
Teamwork
Problem solving
Page 28
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Employability skills
Self management
Learning
Technology
Industry requirements for this qualification include the following facets:
•
Take responsibility for planning and organising own work priorities and
completing assigned tasks
•
Establish personal work goals and develop a personal work plan
•
Manage own time and priorities and deal with contingencies
•
Develop knowledge of public relations industry products and services
•
Identify and take advantage of learning opportunities in the workplace
•
Use a range of medium to learn, e.g. mentoring, peer support and
networking
•
Use a range of office equipment and software to produce high quality
public relations materials and presentations
•
Apply calculation and interpret data to compare time lines and promotional
costs against budgets
•
Use software for developing public relations campaign tools
•
Use a range of computer equipment, the internet and multimedia
applications to conduct electronic marketing,
This table is a summary of the Employability Skills that are typical of this qualification and
should not be interpreted as definitive.
© State of Victoria 2010
Page
29
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Qualification Code:
Qualification Titles: 22038VIC Advanced Diploma of Business (Public Relations)
The following tables contain a summary of the employability skills as identified by the public
relations industry for this qualification. The employability skills facets described here are broad
industry requirements that may vary depending on qualification packaging.
Employability skills
Communication
Teamwork
Problem solving
Initiative and
enterprise
Planning and
organising
Self management
Learning
Technology
Industry requirements for this qualification include the following facets:
•
Prepare briefs, marketing communications and media plan
•
Consult with stakeholders regarding the products and service requirements
•
Write in a range of styles to suit different audiences
•
Consult, question, clarify and evaluate information to ensure
•
Research, analyse and present information in written report requiring
precision of expression and language and structures suited to the intended
audience
•
Answer questions, check, clarify and acknowledge suggestions relating to
work requirements
•
Work with a range of internal and external stakeholders to achieve project
objectives
•
Support the team in identifying and resolving work performance problems
•
Apply teamwork in a range of situations, particularly in safe work practices
context
•
Evaluate and take necessary corrective action regarding unresolved
issues, concerns and problems raised by internal or external stakeholders
•
Monitor the effectiveness of public relations campaigns against
performance measures and take appropriate action to resolve problems
•
Negotiate and mediate to resolve problems of a difficult nature within
organisational protocols
•
Develop creative briefs
•
Generate a range of options in response to clients’ requirements
•
Research, design and develop system and procedures to meet
requirements of the project brief
•
Develop schedule for advertising campaign activities
•
Plan and manage projects in respect to timeline, cost, quality and resource
management
•
Identify and allocate resource requirements within budgetary constraints
•
Take responsibility for planning and organising own work priorities and
completing assigned tasks
•
Establish realistic goals and targets for self development
•
Work within organisational policies and procedures and legislative
requirements
•
Maintain current knowledge of products and services
•
Identify and take advantage of learning opportunities in the workplace
•
Monitor progress of public relations and advertising campaigns
•
Use online technologies for research and marketing purposes
•
Use electronic communication devices and processes such as internet,
intranet, email to produce written correspondence and reports
This table is a summary of the Employability Skills that are typical of this qualification and
should not be interpreted as definitive.
Page 30
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Appendix 2 Job Search
Public relations job search on www.mycareer.com.au
18 February 2009 & 5 March 2009
Job search on www.mycareer.com.au and www.seek.com.au on 20 November 2009.
Jobs
PR Communications
Co-ordinator
(Global IT
Organisation)
Communications
officer (Peak national
industry association)
© State of Victoria 2010
Job profiles/required knowledge and skills
•
Writing press materials so proven skills in copywriting and technical
writing skills are absolutely crucial.
•
Implementing internal and external communications strategy for the
company, being a creative thinker will be a huge advantage.
•
Continually finding new ways to promote this product so that company
goals and objectives are met.
•
Maintaining and developing relationships internally and externally.
•
Liaising with agencies, media, and internal marketing teams.
•
Support the email marketing team (writing copy for newsletters and
promotions).
•
Assisting with monthly reporting of PR results.
•
Supporting the Communications team and assist with PR
agencies locally and globally
•
Production of communication/marketing materials
•
Research for PR campaigns
•
Analysis of daily industry news
•
Work with the sales and marketing teams on a variety of ad-hoc tasks.
•
Key skills and knowledge
•
Excellent written and verbal communication skills, technical acumen
•
Writing skills – both technical and copywriting
•
Advanced research skills
•
Excellent organisational skills and ability to manage multiple deadlines
•
Proven presentation skills, confident presenting to an audience
•
A team player
•
Solid IT skills
•
Production of a wide range of written material
•
Research and synthesise information
•
Managing public and internal communications, including web-based
interfaces and developing web-enabled information tools
•
Media monitoring and liaison
•
Event management
•
Essential skills
•
Demonstrate high level written and verbal communication skills
•
Good working knowledge of web publishing and other e-communication
activities
•
Experience in or a solid understanding of the PR discipline
•
Ability to logically manage multiple tasks simultaneously
•
Strong interpersonal and relationship management skills
Page
31
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Jobs
Public affairs officer
(Federal government
agency)
Public Relations
Officer
Corporate
communications officer
(construction &
engineering company)
Page 32
Job profiles/required knowledge and skills
•
Communications/public affairs strategy conceptualization, implementation
and maintenance
•
High attention to detail
•
Media management
•
Internal & external communications experience
•
Stakeholder liaison
•
experience in communications/Public Affairs or Public Relations
•
Developing and implementing communications strategies
•
Manage relationships
•
Research, write and edit publications
•
Project management
•
Liaise with external suppliers
•
Events management
•
Providing quality writing services to our programs, publication design,
preparation of marketing web content, and coordinating Museum
services.
•
Assisting the Manager Communications in delivering a range of services
to both internal and external clients as well as ensuring the Service
Group brands are appropriately profiled.
•
Demonstrated working experience in related areas.
•
Demonstrated writing skills within government/not for profit sector
•
Sound knowledge of Microsoft Office
•
Assist the Communications Manager with communication responses and
preparing media materials
•
Assist the team with developing internal & corporate communication
strategies
•
Prepare and distribute newsletters, brochures, reports, presentations and
stakeholder correspondence
•
Update and maintain company internet, intranet and databases
•
Co-ordinate major corporate events
•
Liaise with internal and external clients, stakeholders and suppliers
•
Co-ordinate booking of advertisements
•
Assist Public Affairs Assistant when required
•
Experience in a communications / marketing related position
•
Understand corporate communication processes
•
Have a strong eye for details
•
Have proven writing ability
•
Have strong MS Office (Publisher, Indesign, Photoshop will be an
advantage)
•
Be confident to liaise with people at all levels
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Jobs
Internal
communications
communicator
(government dept)
Alumni Relations
Officer (University)
© State of Victoria 2010
Job profiles/required knowledge and skills
•
Developing and implementing strategic communication plans and
programs for this department
•
Prepare strategic communication strategies in order to improve internal
communication activities
•
Working closely with the communications team, stakeholders and internal
clients
•
Ensure all corporate programs are delivered in a timely manner and inline
government policy
•
Manage intranet content, newsletters, and staff collateral
•
Provide high level advice on communications to further improve the
division’s internal communications procedures.
•
Excellent written and oral communication skills
•
Strong analytical and problem solving ability
•
Demonstrated experience in communications ideally within the
government sector
•
Develop alumni engagement programs and build exceptional
relationships with industry and professional association stakeholders and
key alumni.
•
Develop and implement a wide range of creative strategies
•
Identify and manage a portfolio of prospective individual and corporate
donors.
•
Manage budgets for programs and events
•
Oversee volunteers
•
Undertake a range of administrative duties to support Faculty alumni
activities.
•
Develop a communication strategy
•
High-level organisational and relationship-building skills
•
Communications and events management skills
•
Experience in marketing, strategic plans or public relations in the
corporate or non-profit sector
•
Experience in business development and/or fundraising, advisory
reporting, oral briefing, and promotional copywriting
•
Training or extensive experience in alumni or events management
•
Familiarity with current issues facing large, research-driven universities.
Page
33
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Jobs
Communication officer
- web
Communication officer
(private school)
Marketing
communications
coordinator (financial
services)
Public affairs officer
(govt dept)
Page 34
Job profiles/required knowledge and skills
•
maintaining and updating the organisation's website and intranet.
•
An understanding of data capture for web posting
•
Exceptional communication skills
•
Outstanding organisational skills
•
Analytical and creative thinking style
•
Sound knowledge of writing for web
•
Experience in web marketing, communications, public relations,
multimedia, journalism or a related field.
•
A general understanding of CMS principles in order to maintain and
continually improve the website
•
Coordinate technical assistance
•
Prepare website content and liaise with stakeholders, website designers
and agencies as well as ensuring that the content is accurate, relevant,
accessible and consistent
•
Deal with a wide range of people
•
Responsible for ensuring that the school’s external and internal
publications, both online and print, are written in a positive, effective
manner and reflective of the school’s strategic design
•
Produce all school publications
•
Develop newsworthy stories from conception to final execution including
research
•
Develop and maintain relationships with local, national and international
media
•
Reporting to the Manager, Marketing Delivery, the Marketing
Communications Co-ordinator is part of a team that delivers a large and
diverse program of marketing campaigns and projects in a highly
competitive financial services environment.
•
Responsible for public relations and corporate communications activities
•
Develop the PR strategy and deliver the programs of work, including the
management of all communications
•
Deliver a range of marketing projects and campaigns.
•
Be an exceptional writer
•
Have experience in banking or financial services
•
Have communications campaign experience
•
Understand stakeholder liaison in a large organisation
•
Internal and external relations
•
Advertising and promotion
•
Communications strategy experience
•
Stakeholder liaison
•
strong written and verbal skills
•
attention to detail
•
ability to hit the ground running
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Jobs
Internal
communications
contractor (govt dept)
Media or public
relations officer
(Council)
Media relations officer
(transport)
Media &
communication
communicator (State
library)
© State of Victoria 2010
Job profiles/required knowledge and skills
•
Developing and implementing the internal communications plan
•
Providing strategic advice and professional support on internal
communications
•
Editing and publishing internal electronic staff newsletters
•
Developing and placing corporate advertising
•
Liaising internally to prepare content for the intranet and internet sites
•
Organising communications activities, including events, when required.
•
An internal comms specialist, or an experienced comms generalist who
can turn your hand to internal comms.
•
Excellent portfolio of comms work to show
•
Worked in a public sector comms team
•
Prepare and implement media campaigns and strategies to promote a
positive image of council to the community and increase community
awareness and involvement in council events and programs
•
Maintain positive working relationships with local and metropolitan media
and handle media enquiries, including after hours when required.
•
Exceptional communication and research skills and able to grasp
complex issues quickly.
•
Key to this role will be in media relations, planning, developing and
implementing proactive media relations campaigns
•
Managing and monitoring daily issues as they arise
•
Managing media events
•
Writing skills, producing media releases, speeches and other written
materials
•
Skills in time management and prioritisation, working across complex,
diverse and changing issues
•
Skills in stakeholder management, working with media and government
agencies
•
Generate innovative and creative ideas to publicise and promote the
library
•
Develop, implement and evaluate media and promotional strategies and
secure relevant media and brand exposure in consultation with Media
and Communications Manager.
•
Demonstrated writing skills ranging from media releases to advertising
copy
•
Relevant qualification and/or demonstrated experience in a public
relations/media liaison position including experience working with arts
media and national media.
•
Well developed organisational skills and the ability to work independently
and as part of a team, prioritise workloads and meet tight deadlines.
•
Excellent communication, interpersonal and relationship building skills.
•
Demonstrated proficiency in using a range of computer applications and
software.
Page
35
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Jobs
Administrator/
fundraising assistant
(not for profit
organisation)
Marketing &
development
coordinator (not for
profit organisation)
Tourism Marketing &
Promotions
Coordinator
Client and Community
Contact Officer
(Aboriginality,
Community Service &
Communication)
Page 36
Job profiles/required knowledge and skills
•
Assisting in maintaining relationships with donors and stakeholders
•
Helping maintain and improve accurate donor and supporter contacts on
the database, communications tools, promotion of programs and
assisting in the associated administration and reporting processes.
•
Thank you calls and emails to sponsors and fundraisers
•
Assist in the organization of external fundraising events
•
Receipting for events and donations
•
Organising mail-outs, correspondence etc.
•
Updating the database and website
•
Maintaining communication with committee members
•
Passionate about working for a charity
•
Organized, driven and flexible
•
Adapt to changing priorities and demands
•
Previous administration experience
•
intermediate computer skills, plus previous experience working with
databases
•
Work on multi-channel marketing campaigns from concept to completion
across six brands
•
Coordinate a variety of fundraising projects including major events,
grants and appeals to achieve budgetary targets.
•
Previous marketing and/or fundraising experience
•
Coordinating the tourism marketing plan advertising, print production and
promotions
•
Assisting in the development and implementation of e-marketing/ebusiness strategies
•
Coordinating industry participation in tourism marketing initiatives
•
Monitoring campaign performance.
•
A high level of written communication skills
•
Advanced computer skills
•
Experience in on-line and search engine marketing
•
Experience in advertising or print production design and layout
•
Previous experience in tourism marketing is desirable.
•
Develop and manage client and community contact strategies for the
Aboriginal Education and Training Directorate
•
Develop and disseminate information for the public and the media.
•
Develop and coordinate the production of promotional materials including
information for public release.
•
Identify potentially controversial issues and develop strategies to address
them.
•
Substantial experience in client and community contact and relevant
experience.
•
Excellent written and oral communication skills including speech writing.
•
Experience in all aspects of electronic media including the development
of Internet services and skills in desktop publishing.
•
Understanding of issues affecting Aboriginal students.
•
Knowledge of and commitment to the Department’s Aboriginal education
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Jobs
Communications
Officer
Media Officer Government
© State of Victoria 2010
Job profiles/required knowledge and skills
•
Assist the project team in developing and managing a broad and
interesting range of communications activities and material for internal
and external audiences.
•
Assist with keeping the community appropriately informed on various
project developments and ensure appropriate responses to community
inquiries are managed in a timely manner.
•
Assist in the development and coordination of publicity material
(brochures, bulletins, project updates, posters, news releases,
photography, videos, displays and other public information) under
appropriate direction.
•
Respond professionally and appropriately to queries and issues raised
through direct enquiries, mailbox and general correspondence.
•
Share information and consults with others in own area and wider areas
where appropriate.
•
Exercise professional judgement to write clearly and effectively convey
messages to target audiences.
•
Identify, collate and distribute media stories from metropolitan and local
papers relevant to projects for circulation to the stakeholders.
•
Demonstrates the capacity to collate information to produce relevant
reports.
•
Support Media Manager in monitoring statewide media and responding to
media issues and inquiries.
•
Service the media by providing timely and accurate responses to media
inquiries on behalf of our client.
•
Assist Media Relations in responding to public issues and by undertaking
research on issues.
•
Assist in all aspects of media relations by researching and preparing
speech notes, media releases, media responses and parliamentary
briefings when appropriate.
•
Maintain effective working relationships with key media contacts.
•
Demonstrated media / journalism experience within a Government, public
relations or media environment.
•
Proven background and demonstrated ability to work on high profile and
sensitive media issues.
•
Proven background and demonstrated ability to implement effective
proactive public relations or media strategies.
•
Demonstrated ability to establish and maintain effective working
relationships with suburban, regional and Sydney metropolitan media
representatives.
•
Demonstrated ability to deal effectively with senior executives and
stakeholder groups.
•
Proven ability to work independently and as part of a team, to achieve
results in a high volume environment to strict deadlines.
Page
37
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Jobs
Administration &
Communications
Officer (non
government charity)
Page 38
Job profiles/required knowledge and skills
•
Provide administrative, financial and organisational support to the
Executive Officer and committees of the company
•
Working in conjunction with the Executive Officer this position is required
to maintain effective Committee and administrative procedures
•
Make contact with the Consortium Committee and members of the
consortium and associated organisations, including research scientists,
clinicians and other health professionals.
•
Assist with the promotion of Biobank activities, through the preparation of
publicity materials and production of newsletters and annual reports;
maintain and update the Biobank website.
•
Administration support experience including working with formal
committees
•
Work independently
•
Have the ability to solve problems and use your initiative.
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Job search on www.mycareer.com.au and www.seek.com.au on 20 November 2009.
Search for jobs under the following terms and have come up with a range of public relations
related jobs:
•
Client liaison
•
Campaign coordinator
•
Promotions coordinator
Job title/job profile/required knowledge and skills
Job search under the
following terms
Client liaison
Communications officer
•
Hotline & inbox management for the section,
•
Producing newsletters,
•
Assisting in the development and running of an e-learning project
•
Events management
•
Client liaison
•
Database management
•
Other communications based duties as directed.
•
Assist in communications based functions
•
Experienced communications officer
Customer relations coordinator
© State of Victoria 2010
•
Sales and reservations for new driving course bookings
•
Maintain existing relationships with commercial clients and third party
re-sellers of our products.
•
Sales and marketing business development
•
Provision of administration and business services
•
Interpersonal/written communication, liaison and facilitation
•
Networking and follow-up
•
Review of systems and methodology
•
Create a positive rapport with different socio-economic sectors (public,
corporate)
•
Efficient in use of MS Office suite
•
Business improvement, including total quality management
Page
39
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Job title/job profile/required knowledge and skills
Job search under the
following terms
Publications coordinator
Campaign coordinator
Page 40
•
Production of the company journal and bimonthly magazine; including
page layout; design; production; primary editing; photo/image
production; general pre-press production; photo selection relating to
stories
•
Ensure the accountability of advertising and print process by reviewing
agreement and invoices
•
Liaise with contributors to ensure Australia wide coverage of all types of
events in which the Society takes part
•
Maintain and develop the Society's online presence
•
Production of various printed material
•
Overseeing advertising functions relating to internal and external media
•
Excellent verbal & written communication skills
•
Ability to work to a strict deadline with speed and accuracy, whilst
maintaining high quality of production
•
Competencies in a wide range of software - including word processing,
typesetting, desktop publishing (Indesign), website design
(Dreamweaver), Illustrator and Photoshop
•
Work as part of a team
•
Oversee the successful liaison with advertising clients and printers
•
Excellent customer service skills
•
Ability to sub-edit in line with Society policies
•
Ability to handle multiple tasks and shifting priorities
•
Promotion, marketing and/or public relations skills
Digital campaign coordinator
•
Coordinate a range of digital projects, focusing on email and mobile
campaigns
•
Monitor, report and analyse campaigns
•
Liaise with clients
•
Excellent computer skills and literacy in email, web browsers and webbased applications
•
Excellent oral and written communication skills
•
Good organisational, time management and problem solving skills
•
Ability to multi-task and prioritise workload
•
Customer focused attitude
•
Working knowledge of HTML
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Job title/job profile/required knowledge and skills
Job search under the
following terms
Campaign coordinator
•
Manage various communication campaigns
•
Deliver service excellence & build your client relationships
•
A team player
•
Strong customer service background with excellent customer
management;
•
Ability to multi-task and manage time effectively
•
Ability to understand the 'Voice of the customer' (VOC) and act
accordingly
•
Excellent written and verbal communication skills
•
Good PC skills in W ord, Excel and Outlook
•
Demonstrated experience in providing client support, outstanding
organisation/prioritisation skills.
Online campaign coordinator
© State of Victoria 2010
•
Identify online opportunities and maximize the established and new
partnerships for the organization across multiple industries
•
Coordinate relationships with companies to obtain content and
marketing offers
•
Plan, execute and report on paid search marketing campaigns for all
online entities under control of the division.
•
Consult regularly with partners regarding campaign progress, outcomes
and planning.
•
Liaise with partners for the creation of creative copy for use in the paid
search marketing campaigns, campaign development and refinement.
•
Monitor the progress of campaigns, strategies and partnerships.
•
Experience in the management of online strategies and reporting online
performance.
•
Experience in the delivery of targeted online marketing initiatives aimed
to engage, inform and acquire clients.
•
Demonstrated writing skills and have a good understanding of online
delivery tools, web design, online usability and online production.
•
Keen eye for detail, whilst working in a team that drives continuous
improvement of acquisition results.
Page
41
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Job title/job profile/required knowledge and skills
Job search under the
following terms
Promotions co-ordinator
Marketing coordinator
•
Plan media and advertising strategies
•
Analyse campaigns
•
Write sales and advertising reports
•
Develop point of sale for all stores
•
Copywriting
•
Develop a direct marketing program
•
Maintain website content, including website promotions (in-store
merchandise and press advertising)
•
Provide assistance to Brand Executive and Marketing Manager when
required
•
General administration duties as required.
Retail promotions and marketing coordinator
•
Develop and deliver some promotional campaigns and some
Developed locally for specific stores.
•
Develop and run competitions including liaising with suppliers for prizes
and preparing the terms and conditions to ensure compliance
•
Coordinate product placements
•
Experience in retail or high volume promotional environment
•
Proven experience at developing an annual calendar of events for a
multi site operation and be used to a large volume of work
Promotions coordinator
•
Review brochure layout, make corrections and sign off final brochure
and artwork.
•
Review, analyse, select and estimate individual products and or ranges
to promote within agreed deadlines
•
Liaise with Retailers, source products, produce and signoff store
specific Local Area marketing as requested
•
Accuracy and attention to detail along with previous experience within
Supermarket preferred
•
Good negotiation skills
•
Excellent Time Management
•
Intermediate-Advanced Microsoft knowledge (all packages)
Communications and promotions coordinator
Page 42
•
Diary and Event Management and PA work to the CEO
•
Assisting with the collation and generation of the company newsletter,
consumer VIP Club newsletter and website weekly story
•
Maintaining relationships with existing members and suppliers
•
Integral Administration support within a dynamic promotions team
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Appendix 3 Required knowledge and skills mapping
Public relations knowledge and skills profile
The knowledge and skills profile is based on job search www.mycareer.com.au 25 February 2009
& 5 March 2009 and in consultation with industry representatives
Knowledge and skill areas
1. Public relations / Public relations communications / Public affairs / Corporate
communications / Marketing communications /Tourism marketing and
promotion/Administration and communications
2. Fundraising
3. Media
4. Writing and editing
5. Computer and information technology
6. Research and analysis
7. Financial management and budgeting
8. Generic skills (Communication /interpersonal/organisational/team and relationship building)
9. Sustainability
10. Intellectual property
Skills & knowledge required for PR
related job roles
Endorsed units of competency
Public relations
•
Knowledge of PR discipline and the roles of
different PR personnel including PR principles,
practices, processes and strategies
BSBPUB401A Develop and apply knowledge of
PR industry (80 hrs)
•
Ethical and legislative requirements
CUFGEN01A Develop and apply industry
knowledge (15 hrs)
Communications processes, strategies and
plan
•
Knowledge of communications processes, plan
and tools
•
Identify potentially controversial issues,
develop communications strategies, plans and
programs to address them
•
Assisting with internal and corporate
communications strategies
How to implement your plan
BSBPUR402A Develop public relations
campaigns (50 hrs)
BSBPUB403A Develop public relations
documents (80 hrs)
BSBPUR504A Develop and implement crisis
management plans (40 hrs)
BSBPUR502A Develop and manage complex
public relations campaigns (50 hrs)
BSBPUR501A Manage the public relations
publication process
•
Implementing internal and external
communications strategy
CUSADM09A Address legal and administrative
requirements
•
Provide advice and professional support on
internal communications
CUFPPM407A Coordinate continuity
•
Implement communications strategies, plans
and programs to address them
•
Deliver the programs of work, including the
management of all communications
•
Assisting with communications responses and
preparing media materials
•
BSBCON601A Develop and maintain business
continuity plans
PSPGOV601B Apply government systems (60
hrs)
PUACOM004B Manage organisational
communication strategies
BSBW RT501A Write persuasive copy (50 hrs)
Coordinate corporate communications activities
including communications campaign
© State of Victoria 2010
Page
43
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Skills & knowledge required for PR
related job roles
•
Manage public and internal communications,
including web-based interfaces
•
Develop and manage a range of communications
activities and materials for internal and external
audiences
•
Develop and coordinate the production of
communications materials including information for
public release
•
Identify, collate and distribute media stories papers
relevant to projects for circulation to the stakeholder
Skills (technical and interpersonal)
•
Research and synthesise information
•
Research, write and edit publications
•
Speechwriting skills
•
Responding to queries, and issues raised through
direct enquiries, mailbox and general
correspondence
•
Provide writing services including publication design,
preparation of web marketing content
•
Prepare and distribute newsletters, brochures,
reports, presentations and stakeholders’
correspondence
•
Assist in the preparation of publicity materials and
production of newsletters and annual reports
•
Electronic media skills including the development of
internet services and desktop publishing skills
•
Developing web-enabled information tools
•
Website maintenance and updating
•
Communications and alumni/events management
skills
•
Networking with appropriate personnel
•
Develop relationships with industry and professional
association stakeholders
•
Addressing and presenting to an audience
•
Events/project management
Endorsed units of competency
See previous page
Communications tools
•
News releases
•
e-newsletters, e-bulletins
•
Websites
•
Leaflets
•
Displays
•
Videos
•
Advertising
•
Sponsorship
•
Brochures
Page 44
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Skills & knowledge required for PR
related job roles
Endorsed units of competency
Administration and communications
•
Maintain committee and administrative
procedures
•
Working with formal committees
•
Assist in the preparation of publicity materials
and production of newsletters and annual
reports
•
Website maintenance and updating
See previous pages
•
Provide administrative, financial and
organisational support
Tourism marketing and promotions
•
Online and search engine marketing
•
Advertising or print production design and
layout
•
Tourism marketing
•
Campaign monitoring
•
Coordinating tourism marketing plan
advertising
•
Development of e marketing/e business
strategies
•
Coordinating industry participation in tourism
marketing initiatives
Alumni relations
BSBMKG514A Implement and monitor
marketing activities.
BSBMKG502B Establish and adjust the
marketing mix
BSBMKG608A Develop organisational
marketing objectives
•
Identify and implement a portfolio of
prospective individuals and corporate donors
•
Manage budgets for programs and events
•
Oversee volunteers for fundraising programs
BSBMKG501B Identify and evaluate marketing
opportunities (70 hrs)
•
Undertake a range of administrative duties to
support alumni activities
BSBMKG510A Plan electronic marketing
communications (20 hrs)
•
Public relations in the corporate or non profit
sector
BSBADV510A Create mass electronic media
advertisements (50 hrs)
•
Coordinate fundraising events
BSBSMB403A Market the small business
•
Advisory reporting, oral briefing, and
promotional copywriting
Marketing communications
•
Communications campaign
•
Production of reports, e-newsletters, e-bulletins
•
Monitoring of customised websites
•
Deliver diverse program of campaigns and
projects
© State of Victoria 2010
Page
45
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Skills & knowledge required for PR
related job roles
Endorsed units of competency
Fundraising
•
Maintain relationships with donors and
stakeholders
•
Assist in maintaining and improving donor and
supporter contacts on the database,
communication tools, promotion of programs
and assisting in the associated administration
and reporting processes
•
Assist in the organisation of external
fundraising events
•
Thank you calls and emails to sponsors and
fundraisers
•
Issuing receipts for events and donations
•
Organising mail outs, correspondence
•
Maintaining communication with committee
members
•
Fundraising events management
•
Database/website maintenance and updating
BSBPUR503A Manage fundraising and
sponsorship activities (50 hrs)
CHCORG525C Recruit and coordinate
volunteers (70 hrs)
Media
•
Knowledge of media, media relations, media
law and how the media work
•
Media strategies
BSBMKG509A Implement and monitor direct
marketing activities
•
Organisational policies and procedures relating
to media release
BSBADV511A Evaluate and recommend
advertising media options
•
Writing skills ranging from media releases to
advertising copy
BSBADV602B Develop an advertising campaign
•
Plan, develop and implement media campaigns
and promotion strategies and processes
BSBADV605B Evaluate campaign effectiveness
•
Media liaison, monitoring and management
•
Responding to media issues and queries
•
Managing media events
•
Dealing with reactive media across sensitive
issues
•
Research and write speech notes, media
releases, media responses and briefings
•
Talking to the media
•
Relationship management with media contacts
•
Dealing with internal and external stakeholder
groups
•
Application of a range of computer applications
and software
•
Print production and electronic design and
layout
Page 46
BSBMKG508A Plan direct marketing activities
BSBADV604B Execute an advertising campaign
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Skills & knowledge required for PR
related job roles
Endorsed units of competency
Writing and editing
•
Writing skills including copywriting -both
grammatical and technical writing skills
•
Writing skills ranging from media releases to
advertising copy
•
Writing for a range of organisations including
government, non government, not for profit,
industry association, library, university, schools
•
Write and edit publications
•
Editing and publishing electronic newsletters
•
Write clearly and effectively to convey
messages to target audiences.
•
Write press materials including speech writing
•
Write copy for newsletters and promotions
•
Prepare and distribute newsletter, brochures,
reports, presentations and stakeholder
correspondence
•
Advertising or print production design and
layout
•
Report writing skills
•
Speechwriting skills
•
Electronic media skills including the
development of internet services and desktop
publishing skills
BSBW RT401A Write complex documents
BSBPUB403A Develop public relations
documents (80 hrs)
BSBPUR501A Manage the public relations
publication process
Research and analysis
•
Research and synthesise information
•
Research, write and edit publications
•
Research for PR campaigns
BSBMKG402B Analyse consumer behaviour for
specific markets
BSBMKG408B Conduct market research
BSBMKG507A Interpret market trends and
developments
PSPGOV504B Undertake research and analysis
(60 hrs)
© State of Victoria 2010
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47
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Skills & knowledge required for PR
related job roles
Endorsed units of competency
Computer and information technology
•
Knowledge of website protocol and
maintenance
ICAB4169B Use development software and IT
tools to build a basic website
•
Knowledge of web publishing and other e
communication activities
CUFDIG304A Create visual design components
•
Electronic media skills including development
of Internet services and desktop publishing
skills.
CUFDIG403A Create user interfaces
•
Advertising or print production design and
layout
•
Prepare and distribute newsletter, brochures,
reports, presentations and stakeholder
correspondence
•
Database maintenance and updating
•
Web publishing and other e-communication
activities
•
Computer literacy including application of
relevant software packages
•
Knowledge of relevant software packages, e.g.
MS Office (Publisher, Indesign, Photoshop)
•
Editing and publishing internal electronic staff
newsletter
•
Writing for web including developing web
enabled information tools
•
Publication design and preparation of
marketing web content
•
An understanding of data capture for web
posting
•
A general understanding of CMS principles in
order to maintain and continually improve the
website
•
Online and search engine marketing
•
Manage, update and maintain organisation
internet, intranet and databases
•
Prepare website content and liaise with
stakeholders, website designers and agencies,
and ensuring that the content is accurate,
relevant, accessible and consistent
•
Knowledge of web marketing, communications,
public relations, multimedia, journalism or a
related field.
Financial management and budgeting
•
Manage budgets for programs and events
•
Provide financial support
Page 48
CUFDIG402A Design user interfaces
CUFDIG502A Design web environments (50
hrs)
ICAU3126B Use advanced features of computer
applications
BSBFIM501A Manage budgets and financial
plans
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Skills & knowledge required for PR
related job roles
Endorsed units of competency
Generic skills
•
Written and oral communication skills including
speech writing.
BSBINN502A Build and sustain an innovative
environment (50 hrs)
•
Multiple tasking and responding quickly to
requests for information and assistance
BSBWOR502A Ensure team effectiveness
•
Addressing and presenting to an audience
•
Liaise with internal and external clients,
stakeholders and suppliers at all levels
BSBOHS509A Ensure a safe workplace (60 hrs)
•
Work independently and as part of a team,
prioritise workloads and meet tight deadlines
BSBPMG510A Manage projects (60 hrs)
•
Interpersonal skills with all ages and
demographic groups
•
Organisational skills
•
Relationship building and management skills,
working with a range of stakeholders including
government and agencies
•
Problem solving skills
•
Use own initiative
•
Time management and prioritisation
•
Working across complex, diverse and changing
issues
BSBREL402A Build client relationships and
business networks
BSBCMN401A Make a presentation
BSBPMG607A Direct communications
management of a project program
BSBMGT617A Develop and implement a
business plan
Sustainability
BSBSUS501A Develop workplace policy and
procedures for sustainability (50 hrs)
Intellectual property
BSBIPR501A Manage intellectual property to
protect and grow business (60 hrs)
© State of Victoria 2010
Page
49
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
Part C Unit of Competency
The following units of competency have been imported from the BSB07 Business Services
Training Package:
•
BSBPUB401A Develop and apply knowledge of public relations industry
•
BSBPUB403A Develop public relations documents
•
BSBPUB402A Develop public relations campaigns
•
BSBMKG402B Analyse consumer behaviour for specific markets
•
BSBWRT501A Write persuasive copy
•
BSBCMM401A Make a presentation
•
BSBMKG408B Conduct market research
•
BSBSMB403A Market the small business
•
BSBMKG501B Identify and evaluate marketing opportunities
•
BSBINN502A Build and sustain an innovative work environment
•
BSBMKG507A Interpret market trends and developments
•
BSBMKG514A Implement and monitor marketing activities
•
BSBMKG510A Plan electronic marketing communications
•
BSBADV510A Create mass electronic media advertisements
•
BSBPMG510A Manage projects
•
BSBSUS501A Develop workplace policy and procedures for sustainability
•
BSBIPR501A: Manage intellectual property to protect and grow business
•
BSBPUB501A Manage the public relations publication process
•
BSBWRT401A Write complex documents
•
BSBMKG607B: Manage market research
•
BSBCON601A Develop and maintain business continuity plans
•
BSBFIM501A Manage budgets and financial plans
•
BSBWOR502A Ensure team effectiveness
•
BSBPUB504A Develop and implement crisis management plans
•
BSBPUB503A Manage fundraising and sponsorship activities
•
BSBOHS509A Ensure a safe workplace
•
BSBMGT617A Develop and implement a business plan
•
BSBPUB502A Develop and manage complex public relations campaigns
•
BSBMKG508A Plan direct marketing activities
•
BSBMKG509A Implement and monitor direct marketing activities
•
BSBADV602B Develop an advertising campaign
•
BSBADV604B Execute an advertising campaign
•
BSBADV605B Evaluate campaign effectiveness
•
BSBREL402A Build client relationships and business networks
•
BSBADV511A Evaluate and recommend advertising media options
•
BSBMKG502B Establish and adjust the marketing mix
•
BSBMKG608A Develop organisational marketing objectives
Page 50
© State of Victoria 2010
22038VIC Advanced Diploma of Business (Public Relations)
22051VIC Diploma of Business (Public Relations)
•
BSBPM607A Direct communications management of multiple projects/programs
•
BSBSUS501A Develop workplace policy and procedures for sustainability
The following units of competency have been imported from the ICA05 Information and
Communications Technology Training Package:
•
ICAU3126B Use advanced features of computer applications
•
ICAB4169B Use development software and IT tools to build a basic website
The following units of competency have been imported from the CUF07 Screen and Media
Training Package:
•
CUFPPM407A Coordinate continuity
•
CUFDIG304A Create visual design components
•
CUFDIG402A Design user interfaces
•
CUFDIG403A Create user interfaces
•
CUFDIG502A Design web environments
•
CUFGEN01A Develop and apply industry knowledge
The following unit of competency has been imported from the CUS01 Music Industry Training
Package:
•
CUSADM09A Address legal and administrative requirements
The following units of competency have been imported from the PSP04 Public Sector Training
Package:
•
PSPGOV504B Undertake research and analysis
•
PSPGOV601B Apply government systems
The following unit of competency has been imported from the PUA00 Public Safety Training
Package:
•
PUACOM004B Manage organisational communication strategies
The following unit of competency has been imported from the CHC08 Community Services
Training Package:
•
CHCORG525C Recruit and coordinate volunteers
© State of Victoria 2010
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51