NZQA registered unit standard
11591 version 4
Page 1 of 4
Title
Formulate and produce a communication strategy and
implementation plan for public relations programmes and activities
Level
6
Purpose
Credits
15
This unit standard is for people who have, or seek responsibility
for, developing communication strategies for public relations
programmes and activities.
People credited with this unit standard are able to: interpret the
public relations brief for public relations programmes and
activities; define measurable objectives and identify the
stakeholder groups; develop and produce a communications
strategy and implementation plan; and evaluate communication
strategies.
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
Audiences are individuals or groups that communication messages are designed for
and directed to.
Channels include – meetings, forums, hui, mainstream or digital media, or other
generated print or digital collateral.
Public relations is defined by the Public Relations Institute of New Zealand as ‘the
deliberate, planned and sustained effort to establish and maintain mutual
understanding between an organisation and its publics. It is about building and
managing relationships and communication processes.
The public relations brief may constitute specifications for public relations services
from an external or internal client.
Publics are the diverse groups with an interest in the activities of an organisation or
individual or with whom the organisation needs to engage.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11591 version 4
Page 2 of 4
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
Interpret the public relations brief for public relations programmes and activities.
Evidence requirements
1.1
The specifications of the brief are analysed to assess the public relations
issue(s), problem(s), or situation(s), and to interpret the scope and parameters
of the public relations programme in accordance with industry guidelines and
practice.
1.2
The brief is interpreted to define the nature of the issue(s), problem(s), or
situation(s), and to identify implications and options for strategies and plans for
the programme.
1.3
The specifications of the brief are interpreted to identify responsibilities, criteria,
standards, and evaluation requirements of the public relations programme.
Outcome 2
Define measurable objectives and identify the stakeholder groups.
Evidence requirements
2.1
Primary and secondary objectives are formulated that address aspects of the
situation in detail.
2.2
Programme and activity objectives are developed with specific, measurable,
actionable, realistic, and timed (SMART) outcomes.
2.3
Key stakeholders and audiences are identified to satisfy the public relations
brief.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11591 version 4
Page 3 of 4
Outcome 3
Develop and produce a communications strategy and implementation plan.
Range
communication channels include – written, visual, spoken, electronic, and
integrated methods.
Evidence requirements
3.1
Communication strategy is developed to provide a framework for the public
relations effort and to coordinate activities and communications in accordance
with industry guidelines and practice.
3.2
An implementation plan is developed where tactics to achieve objectives are
specified, activities to complete the programme are scheduled, and
contingencies for emerging issues are provided.
3.3
Communication issues are identified and resolved, barriers to communication
are considered, and communication channels are evaluated, in accordance with
the objectives of the communications strategy.
3.4
Key messages are determined and the source, context, language, timing and
structure of the message(s) are developed, in accordance with the public
relations brief.
3.5
Channels are balanced to achieve communication objectives, and the nature
and form of communications are specified for selected channels and are
scheduled into the overall programme.
3.6
Estimates are developed for implementation of the communication strategy, and
budgets are produced in accordance with organisational requirements for public
relations programmes.
Outcome 4
Evaluate communication strategies.
Evidence requirements
4.1
Strategies are evaluated in terms of their effectiveness as set against the
objectives.
4.2
Strategies are evaluated in terms of achieving programme objectives and
meeting criteria and standards for quality, quantity, cost, and time.
4.3
Strategies are evaluated in terms of their effectiveness at addressing the issue
or situation in a manner that achieves the goals of the public relations brief.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
Planned review date
11591 version 4
Page 4 of 4
31 December 2019
Status information and last date for assessment for superseded versions
Process
Version Date
Last Date for Assessment
Registration
1
24 October 1997
31 December 2016
Revision
2
16 January 2001
31 December 2016
Review
3
19 November 2010
31 December 2016
Rollover
4
16 April 2015
N/A
Consent and Moderation Requirements (CMR) reference
0113
This CMR can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Please note
Providers must be granted consent to assess against standards (accredited) by NZQA,
before they can report credits from assessment against unit standards or deliver courses
of study leading to that assessment.
Industry Training Organisations must be granted consent to assess against standards by
NZQA before they can register credits from assessment against unit standards.
Providers and Industry Training Organisations, which have been granted consent and
which are assessing against unit standards must engage with the moderation system that
applies to those standards.
Requirements for consent to assess and an outline of the moderation system that applies
to this standard are outlined in the Consent and Moderation Requirements (CMR). The
CMR also includes useful information about special requirements for organisations wishing
to develop education and training programmes, such as minimum qualifications for tutors
and assessors, and special resource requirements.
Comments on this unit standard
Please contact NZQA National Qualifications Services nqs@nzqa.govt.nz if you wish to
suggest changes to the content of this unit standard.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016