NZQA registered unit standard
11605 version 4
Page 1 of 3
Title
Demonstrate communication skills relevant to public relations
activities and programmes
Level
4
Credits
6
Purpose
People credited with this unit standard are able to demonstrate
communication skills relevant to public relations activities and
programmes.
Classification
Business Operations and Development > Public Relations
Available grade
Achieved
Explanatory notes
1
Definitions
Public relations are defined by the Public Relations Institute of New Zealand as ‘the
deliberate, planned and sustained effort to establish and maintain mutual
understanding between an organisation and its publics. It is about building and
managing relationships and communication processes.
Publics are the diverse groups with an interest in the activities of an organisation or
individual or with whom the organisation needs to engage.
2
Industry guidelines relevant to this unit standard are available from: the Public
Relations Institute of New Zealand, http://www.prinz.org.nz/; The Global Alliance for
Public Relations and Communication Management, http://www.globalalliancepr.org/;
and the International Association of Business Communicators, http://www.iabc.com/.
3
For assessment against this standard the candidate must produce; two verbal
presentations of a minimum 10 minutes duration each; two visual presentations of a
minimum 15 minutes duration each; and three written communications. All presented
communications must accurately reflect current industry practice for the presentation
form selected.
Each presentation and written communication is to be accompanied by a rationale
summarising the communications development processes as outlined in evidence
requirements 1.1 and 1.2.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11605 version 4
Page 2 of 3
Outcomes and evidence requirements
Outcome 1
Demonstrate communication skills relevant to public relations activities and programmes.
Evidence requirements
1.1
Communication methods are assessed for their suitability for the message, the
intended audience, and the public relations situation.
Range
speaking, audio-visual presentation, listening, writing, new media,
online, social media.
1.2
The communication situation and purpose is assessed, communication
objectives are defined and the communication message and structure are
planned to achieve communication objectives in accordance with industry
guidelines and public relations practice.
1.3
Speaking skills are demonstrated to communicate messages in specific public
relations situations, and to achieve communication objectives.
Range
1.4
speaking skills may include but are not limited to – telephone
networking, speech presentation, media conference, interview,
briefing.
Visual presentation skills are demonstrated to communicate messages in
specific public relations situations, and to achieve communication objectives.
Range
visual presentation skills may include but are not limited to – visual
presence, message delivery and articulation, achievement of
interest, management of feedback.
1.5
Listening skills are demonstrated to assess understanding of verbal
communications in specific public relations situations in accordance with
communications theory.
1.6
Writing skills are demonstrated to communicate messages in specific public
relations situations, and to achieve communication objectives.
Range
Planned review date
includes but is not limited to – speech writing, media release,
feature, newsletter, brochure, report, grant proposal, submission,
online writing, advertising copy.
31 December 2019
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11605 version 4
Page 3 of 3
Status information and last date for assessment for superseded versions
Process
Version Date
Last Date for Assessment
Registration
1
24 October 1997
31 December 2016
Revision
2
16 January 2001
31 December 2016
Review
3
19 November 2010
31 December 2016
Rollover
4
16 April 2015
N/A
Consent and Moderation Requirements (CMR) reference
0113
This CMR can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Please note
Providers must be granted consent to assess against standards (accredited) by NZQA,
before they can report credits from assessment against unit standards or deliver courses
of study leading to that assessment.
Industry Training Organisations must be granted consent to assess against standards by
NZQA before they can register credits from assessment against unit standards.
Providers and Industry Training Organisations, which have been granted consent and
which are assessing against unit standards must engage with the moderation system that
applies to those standards.
Requirements for consent to assess and an outline of the moderation system that applies
to this standard are outlined in the Consent and Moderation Requirements (CMR). The
CMR also includes useful information about special requirements for organisations wishing
to develop education and training programmes, such as minimum qualifications for tutors
and assessors, and special resource requirements.
Comments on this unit standard
Please contact NZQA National Qualifications Services nqs@nzqa.govt.nz if you wish to
suggest changes to the content of this unit standard.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016