NZQA registered unit standard
11592 version 4
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Title
Analyse and evaluate communications strategies for international
public relations programmes and activities
Level
6
Purpose
Credits
15
This unit standard is for people who need or seek to participate
in public relations activities in an international environment.
People credited with this unit standard are able to: explain the
role and spheres of operation of the international public
relations industry; analyse the impact of language, cultural,
legal, and political factors on public relations strategies around
the world; interpret briefs, research communication needs, and
formulate strategies for specific international public relations
programmes and activities; identify special communication
considerations for specific international public relations
programmes and activities; 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
Channels include – meetings, forums, hui, mainstream or digital media, or other
generated print or digital collateral.
Issues management refers to a programme of identifying and addressing concerns
and trends that may impact upon an organisation.
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
11592 version 4
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2
Strategies developed for specific international public relations programmes and
activities must be scrutinised by personnel with experience in the specific
international situation, to identify issues and problems to be resolved.
3
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/.
4
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
Explain the role and spheres of operation of the international public relations industry.
Evidence requirements
1.1
The role of international public relations is explained in relation to the
aspirations and needs of corporations, institutions, governments, and
individuals to establish and maintain relations with publics of other nations.
1.2
The spheres of operation of international public relations are explained in
relation to government relations and diplomacy, transnational corporations,
international institutions and agencies, sports, and entertainment.
1.3
The role of international public relations is explained in relation to maintaining
national reputation.
1.4
The role of international public relations is explained in relation to issues
management and crisis communications.
1.5
Influences of global marketing communication and emerging technologies are
explained in relation to the role and spheres of operation of the international
public relations industry.
1.6
The role of public relations professional bodies and agencies is explained in
relation to international public relations practice.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11592 version 4
Page 3 of 5
Outcome 2
Analyse the impact of socio-cultural factors on public relations strategies around the world.
Evidence requirements
2.1
Legal, political, and economic factors relevant to international public relations
programmes and activities are analysed to identify and assess implications for
public relations strategies.
2.2
Cultural, social, and religious factors relevant to international public relations
programmes and activities are assessed to identify implications for public
relations strategies.
2.3
Language, customs, education, and life-style factors relevant to international
public relations programmes and activities are analysed to identify influences for
public relations strategies.
2.4
Recommendations are made for variations to the strategies where required, to
reflect awareness and responsiveness to individual cultures in the international
programmes and activities.
Outcome 3
Interpret briefs, research communication needs, and formulate strategies for specific
international public relations programmes and activities.
Evidence requirements
3.1
The specifications of the brief are analysed to identify the public relations issue
or situation, to determine the scope and parameters of the public relations
programmes and activities, and to identify variations in objectives for individual
countries or situations.
3.2
The brief is interpreted to assess client objectives and expectations, to identify
implications and options for strategies and plans, and to identify responsibilities,
criteria, standards, and measures for the public relations programmes and
activities.
3.3
The extent and adequacy of existing background information are assessed to
determine the need for research into issues and activities.
3.4
The objectives of the international programme are assessed, and the need for
research into international publics is evaluated in relation to their
communication needs and preferences.
3.5
Key publics are defined, and objectives are established in terms of the desired
response(s) to the messages communicated.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11592 version 4
Page 4 of 5
3.6
Strategies are developed to coordinate activities and communications to
achieve objectives, and plans are produced that specify tactics and schedule
activities.
3.7
A budget for planning and implementing the programmes and activities is
produced in accordance with organisational requirements for public relations
programmes and activities.
Outcome 4
Identify special communication considerations for specific international public relations
programmes and activities.
Evidence requirements
4.1
Language issues are identified and addressed, and barriers to communication
are considered in relation to the publics.
4.2
Channels, technologies, and access are evaluated for specific countries, and
implications are identified for communication strategies.
4.3
Channels are evaluated in relation to the communication needs and
preferences of the designated publics, and strategic implications are identified.
4.4
Issues are identified in relation to the source, context, language, and structure
of the message(s) to maximise communication with the publics.
4.5
Issues are identified in relation to the selection and balance of channels to
achieve communication objectives of public relations programmes and
activities.
Outcome 5
Evaluate communication strategies.
Evidence requirements
5.1
Communication strategies are evaluated in terms of their effectiveness in
reaching the key publics, and in achieving the desired publics’ response in the
specific international context.
5.2
Communication strategies are evaluated in terms of their awareness of and
responsiveness to the needs of individual groups, and their effectiveness in
achieving the international communication objectives.
5.3
Communication strategies are evaluated in terms of achieving international
programme objectives and meeting criteria and standards for quality, quantity,
cost, and time.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
5.4
11592 version 4
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Communication strategies are evaluated in terms of their effectiveness in
addressing the issue or situation in a manner that achieves a positive outcome
for the client, and meets client expectations for the international programme as
specified in the public relations brief.
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
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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