NZQA registered unit standard
11590 version 4
Page 1 of 5
Title
Manage organisational objectives for public relations activities
Level
6
Purpose
Credits
8
This unit standard is for people who have, or seek responsibility
for, or provide advice for, developing the strategic direction and
scope of public relations activities within organisations.
People credited with this unit standard are able to: analyse
organisational objectives and formulate strategies for public
relations; formulate policies in relation to the public relations
function; select strategies; integrate public relations across the
organisation; and develop public relations budgets.
Classification
Business Operations and Development > Public Relations
Available grade
Achieved
Entry information
Recommended skills
and knowledge
Unit 11588, Establish social, ethical, legal, and regulatory
parameters for public relations activities, or demonstrate
equivalent knowledge and skills.
Explanatory notes
1
Definitions
Channels include – meetings, forums, hui, mainstream or digital media, or other
generated print or digital collateral.
Mission refers to the attitudes and expectations about the scope of operations and
posture of an organisation.
Organisation can be the candidate’s own workplace, a researchable New Zealand
organisation, or be based on a given case study.
Policies set parameters for making decisions and offer a general guide to action.
Public relations is defined by the Public Relations Institute of New Zealand as ‘the
deliberate, planned and sustained effort to establish and maintain mutual
understanding between an organisation and its publics. It is about building and
managing relationships and communication processes.
Publics are the diverse groups with an interest in the activities of an organisation or
individual or with whom the organisation needs to engage.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11590 version 4
Page 2 of 5
Purpose is the fundamental reason for the existence of an organisation.
Strategic plans set out major proposals, commitments, and sequence of actions for a
planning period.
Values are the ethical, behavioural, and aspirational qualities with which the
organisation is aligned.
2
Industry guidelines relevant to this unit standard are available from: the Public
Relations Institute of New Zealand, http://www.prinz.org.nz/; The Global Alliance for
Public Relations and Communication Management, http://www.globalalliancepr.org/;
and the International Association of Business Communicators, http://www.iabc.com/.
3
Legislation relevant to this unit standard includes but is not limited to the:
Broadcasting Act 1989
Copyright Act 1994
Defamation Act 1992
Fair Trading Act 1986
Human Rights Act 1993
Major Events Management Act 2007
Official Information Act 1982
Privacy Act 1993
Trade Marks Act 2002
Unsolicited Electronic Messages Act 2007.
Outcomes and evidence requirements
Outcome 1
Analyse organisational objectives and formulate strategies for public relations.
Evidence requirements
1.1
Strategic expectations for the public relations function are determined through
an analysis of organisational mission, values, purpose, strategic plans, policies,
structure and methods of operation.
1.2
The environment in which the organisation operates is analysed to identify the
stakeholder groups which have an interest in the organisation's activities, and to
determine requirements for establishing and maintaining effective
communication with them.
1.3
Strategies are formulated to develop relationships with the stakeholder groups
that constitute the organisation's publics, to foster an understanding and respect
for the organisational objectives, policies, and standards, and to communicate
an image of the organisation and its products or services.
1.4
Strategies formulated are consistent with organisational plans, policies,
structure, and method of operation, and are relevant for the operating and
communication environment.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
1.5
11590 version 4
Page 3 of 5
Strategies formulated are achievable in the specific situation, and criteria and
measures are defined to evaluate achievement of objectives in terms of quality,
quantity, cost, and time.
Outcome 2
Formulate policies in relation to the public relations function.
Evidence requirements
2.1
Policy is developed for the public relations function in relation to improving
understanding of the organisation's role and activities, recognition of the
organisation and its products or services, and respect for the manner in which
the organisation conducts its activities and relationships.
2.2
Policies are devised to align public relations strategies with key performance
indicators to meet organisational objectives.
Outcome 3
Select strategies.
Evidence requirements
3.1
Information gained from analysis and evaluation is used to rank strategic
alternatives in accordance with organisational objectives.
3.2
Strategic alternatives are formulated and evaluated to meet organisational
objectives.
3.3
Strategies are selected that align public relations capabilities with organisational
objectives.
Outcome 4
Integrate public relations activities across the organisation.
Evidence requirements
4.1
Consultation and communication channels are established within and across
organisational functions to facilitate coordination and integration of public
relations activities with other initiatives and operations.
4.2
Processes are established for consultation and communication within the
organisation in accordance with organisational policy and management
expectations.
4.3
The integration of public relations activities within and across organisational
functions is measured and monitored in accordance with industry recognised
key performance indicators.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11590 version 4
Page 4 of 5
Outcome 5
Develop public relations budgets.
Evidence requirements
5.1
Budgets for the public relations function, programmes, and activities are
developed taking account of organisational objectives and public relations
strategies.
5.2
Resource requirements are estimated in relation to implementation of public
relations strategies and achievement of objectives.
5.3
Processes are established with management to secure funding when required
for emerging public relations issues and activities.
5.4
Budgets are produced and presented in accordance with organisational
requirements, and responsibilities, accountabilities, criteria, and standards for
financial management and performance are agreed.
5.5
Processes are established for monitoring financial performance, for
identification and reporting of variations, and for modification of budgets to meet
changed circumstances.
Planned review date
31 December 2019
Status information and last date for assessment for superseded versions
Process
Version Date
Last Date for Assessment
Registration
1
24 October 1997
31 December 2016
Revision
2
16 January 2001
31 December 2016
Review
3
19 November 2010
31 December 2016
Rollover
4
16 April 2015
N/A
Consent and Moderation Requirements (CMR) reference
0113
This CMR can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Please note
Providers must be granted consent to assess against standards (accredited) by NZQA,
before they can report credits from assessment against unit standards or deliver courses
of study leading to that assessment.
Industry Training Organisations must be granted consent to assess against standards by
NZQA before they can register credits from assessment against unit standards.
Providers and Industry Training Organisations, which have been granted consent and
which are assessing against unit standards must engage with the moderation system that
applies to those standards.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11590 version 4
Page 5 of 5
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