professionalism and standards
Public Relations Institute of Australia
Educational Framework
PUBLIC RELATIONS EDUCATION PROGRAMS:
RECOMMENDATIONS | KNOWLEDGE AND SKILLS | PERFORMANCE MEASURES
PRIA Educational Framework
CONTENTS
Introduction to the Educational Framework for Public Relations
3
Trends in Employment and Public Relations Practice
4
Strands of Public Relations and Communication
5
PRIA Recommendations for Education Program Development
6
Stages of Practice
7
Technician Stage
8
Emerging Professional Stage
10
Managerial Stage
12
Executive Leadership Stage
14
References and PRIA Contact
16
Public Relations Institute of Australia Educational Framework
p2
Introduction to the Educational Framework for Public Relations
As a professional association, the Public Relations Institute
of Australia has a responsibility to play an active role as
advisor in the development and maintenance of education
programs to ensure they reflect current theory, practice and
professional values.
About PRIA
Further, PRIA has a mandate to ensure high levels of
professionalism and undertakes this by:
The Public Relations Institute of Australia (PRIA)
is the national industry body for public relations
and communication professionals in Australia.
»»ensuring adherence to an ethical code of standards;
»»developing professional standards to underpin accreditation;
»»providing professional development opportunities that bring
PRIA represents and provides professional
support and recognition to over 2,500 individual
practitioners and more than 130 consultancies
nationwide.
forward current issues, trends and best practices to its
members; and
»»supporting and promoting best practices through the
Golden Target Awards program.
This educational framework was produced in 2013 by
the PRIA National Education Advisory Committee with the
intention of underpinning the consistent development and
recognition of educational initiatives across Australia, including
PRIA’s own professional development program. Following a
review of international PR education provision, the committee
chose to draw extensively on the Canadian Public Relations
Society’s ‘Pathways to the Profession’ (2011), because of
the comprehensive nature of the documentation and a similar
growth historically in professionalism between the nations.
This document incorporates principles of ethical practice
as defined by Global Alliance for Public Relations and
Communication Management and the Public Relations
Institute of Australia (2012). It also reflects industry trends and
future needs and integrates the requirements of the Australian
Qualifications Framework (AQF). The AQF is the national
policy for regulated qualifications in Australian education and
training. It incorporates the qualifications from each education
and training sector into a single comprehensive national
qualifications framework.
Public Relations is defined as the strategic
management of relationships between an
organisation and its diverse publics, through
the use of communication, to achieve mutual
understanding, realise organisational goals and
to serve the public interest.
Since 1949, it has been PRIA’s role to promote
and enhance the profession and its status to
the broader community. The Institute enforces
the highest standards of ethical practice and
represents public relations practitioners in the
best interests of the profession.
Twenty-two years after instigating an academic
accreditation program to ensure that the body
of professional knowledge is passed onto
future generations, PRIA now recognises 52
accredited degrees in 18 universities.
The framework is set forth as a matrix of educational content
to support communication practitioners throughout their
careers and shows the need for increasing breadth and depth
of knowledge throughout the stages of a public relations
career. The qualification levels are aligned with particular
stages of practice only to show the similarities in the expected
knowledge and skills. It is not essential that a practitioner at
any particular stage hold the aligned qualification.
Public Relations Institute of Australia Educational Framework
p3
Trends in Employment and Public Relations Practice
Demand for new practitioners is strong as public relations1,
backed with online analytics, asserts greater Return On
Investment value against marketing and advertising. The
increasing sophistication of digital communication methods,
driven by increasingly connected consumers, is creating a
shift from allied professions such as journalism into strategic
communication management.
The need for critical thinking, teamwork and analytical
ability, along with a strong work ethic and the ability to
multitask and manage time effectively under the pressure
of competing deadlines, continue to be cited by employers
as skills required from employees. However, employers
highlight that although graduates have a respectable skill-set
overall, some gaps do remain.
New graduates at all levels of education are acknowledged
as creative and entrepreneurial and need to continue building
on their knowledge and skills after completing their formal
studies. Employers comment on the ongoing need for:
»»even more accomplished writers;
»»more critical analysis within the workplace;
»»better understanding and application of research;
»»high-level strategic thinking and planning; and
»»higher exposure to business practices, including a
fundamental understanding of management, economics,
financial management, organisational behaviour, project
management, self-direction and leadership skills.
A recent Galaxy market research initiative into
professional development in public relations
revealed an overwhelming demand for an accredited
professional designation.
At the same time, seasoned PR professionals are
increasingly reporting to CEOs and contributing to
organisational planning and objective setting. The
age of citizen journalism has brought communication
back into the Boardroom, where it first started, as an
essential management skill.
The next iterations of public relations education will be
to raise communication competencies in managers
schooled in other disciplines. When reputation and
market value can be destroyed by poorly prepared
media appearances and inadvertent revelations of
inappropriate management procedures, the role of
public relations has never been so important.
The rigour, consistency and relevance of public
relations education and professional development
will be critical in renewing the prestige and sustaining
the standing of the profession. This Educational
Framework provides the foundation upon which future
excellence will be constructed.
New practitioners must also be aware of broader current
and global events and issues that may have an impact on
their organisations. Graduates need to have a higher level
of awareness of trends and current events, be more curious
and mindfully aware of their environment, government and
community, and have an understanding of how these link with
one another.
Finally, a commitment to lifelong learning is expected of
graduates at all levels. When considering employee attributes,
employers now consider building on formal education a ‘must
have’, through professional development and networking
programs or, at senior levels, through PRIA’s forthcoming
professional accreditation program.
1
The Australian Government Job Outlook website predicts very strong growth for job prospects in the public relations industry up to 2017. http://joboutlook.gov.au/occupation.aspx?search=alpha&tab=prospects&cluster=&code=2253
Public Relations Institute of Australia Educational Framework
p4
Strands of Public Relations and Communication
Public Relations is a multi-faceted discipline and practitioners
are required to have knowledge and skills across a wide
range of areas. Five strands are acknowledged in this
framework, informed by the education and training framework
of the Chartered Institute for Public Relations (UK) (Tench &
Deflagbe, 2008).
The PRIA framework consists of three strands of knowledge:
»»Culture and society;
»»Communication and media;
»»Organisation and relationships;
and two strands of skills:
»»Professional skills; and
»»Personal competencies.
While presented as discrete entities in the table below,
it is acknowledged that the various topics identified can
often be categorised in one or more of the strands.
This table therefore serves as a guide, rather than a
rule, for the development of educational programs and
activities. In sections that follow, industry expectations
for the acquisition of knowledge and skills in each of
these topics are explained.
KNOWLEDGE
CULTURE AND SOCIETY
··
··
··
··
··
··
··
··
··
Ethics
Regulations and laws
Corporate social responsibility
Culture and diversity
Global contexts
Political and social structures
Pressure groups and activists
Persuasion and propaganda
Theoretical worldviews (e.g. critical theory,
postmodernism, feminist theory)
COMMUNICATION AND MEDIA
··
··
··
··
··
··
··
··
Communication theories and principles
Public relations theories and principles
Communication and public relations history
and evolution
Cross-cultural and global communication
Social media/digital engagement
Media literacy
Media strategies
Integrated communication principles
ORGANISATION AND RELATIONSHIPS
··
··
··
··
··
··
··
··
··
··
··
··
Research and evaluation
Stakeholder relations (including investor
relations)
Media relations
Issues, crisis and risk management
Community relations
Corporate social responsibility
Lobbying
Corporate governance
Reputation management
Organisational behaviour
Motivation and leadership
Managing change
SKILLS
PROFESSIONAL SKILLS
··
··
··
··
··
··
··
··
··
··
··
··
··
Writing and editing
Design and creativity
Print and web publishing
Software applications
Campaign and program planning
Presenting and pitching
Event management
Project management
Business processes and planning
Financial management
Use and management of social media
platforms
Integrated reporting
Client management
PERSONAL COMPETENCIES
··
··
··
··
··
··
··
··
Team work and independence
Leadership
Critical analysis and critical thinking
Strategic thinking
Problem solving
Self-reflexivity
Resilience
Career development skills
Public Relations Institute of Australia Educational Framework
p5
PRIA Recommendations for Education Program Development
In this section, recommendations are made for program
and course development.
The framework allows educators to select those elements
that best fit their own programming and benefit from the
proposed outcomes and competencies. Course content
and the performance measures detailed below are offered
as general guidelines. This report acknowledges that
educational subjects offered in differing institutions will
vary in content and learning outcomes may be woven into
several courses throughout a program.
The underlying values of ethical practice, strategic
management, mutual benefit, leadership, engagement and
continuous learning are represented under the AQF heading
of Knowledge, Skills and Applications. Ideally, classroom
presentation will be through applied theory, with ‘real world’
experiences and through external opportunities for students
to practice and apply knowledge, including projects,
work experience and internships. Mentoring is a PRIA
membership benefit.
The program levels align with the career stages as follows:
STAGE
AQF LEVEL
QUALIFICATION
TECHNICIAN STAGE
AQF Level 5/6
Diploma/Advanced Diploma
EMERGING PROFESSIONAL STAGE
AQF Level 7
Undergraduate Degree
MANAGERIAL STAGE
AQF Level 8/9
Honours/Graduate Certificate/Graduate Diploma/Masters
EXECUTIVE LEADERSHIP STAGE
AQF Level 9/10
Masters and Doctoral Degrees
Public Relations Institute of Australia Educational Framework
p6
Stages of Practice
There are four stages of practice with increasing competencies:
TECHNICIAN
TYPICAL POSITIONS
QUALIFICATION LEVEL AQF LEVEL 5/6
Account Associate, Technical Officer
Post-secondary Diploma
KNOWLEDGE
Basic theoretical and technical knowledge of public relations with some depth in fundamental technical skills.
COMMUNICATION SKILLS
Written, oral and visual communication skills to enable the effective sharing of ideas.
PERSONAL COMPETENCIES
Work effectively in straightforward contexts both individually and in teams.
CRITICAL THINKING SKILLS
Analyse and interpret relevant data to recommend appropriate solutions for routine public relations situations in
straightforward contexts.
ETHICS AND SOCIAL
RESPONSIBILITY
Evaluate relevant ethical and legal considerations in an impartial way for routine public relations situations.
EMERGING PROFESIONAL
TYPICAL POSITIONS
QUALIFICATION LEVEL AQF LEVEL 7
Account Executive, Public Relations Officer
Undergraduate Degree
KNOWLEDGE
Broad theoretical and coherent knowledge of public relations and communication with depth in the underlying
principles of communication and media, culture and society and organisations and relationships.
COMMUNICATION SKILLS
Strong, clear and consistent written, oral and visual communication skills that facilitate engagement between
organisations and their stakeholders in straightforward contexts.
PERSONAL COMPETENCIES
Work effectively in straightforward contexts both individually and in teams.
CRITICAL THINKING SKILLS
Critically analyse and interpret relevant data to recommend appropriate solutions for routine public relations
situations in straightforward contexts.
ETHICS AND SOCIAL
RESPONSIBILITY
Evaluate relevant ethical and legal considerations in an impartial way for routine public relations situations.
MANAGERIAL
TYPICAL POSITIONS
QUALIFICATION LEVEL AQF LEVEL 8/9
Account Manager, Communication Manager
Postgraduate Degree/Professional Accreditation
KNOWLEDGE
Specific and in-depth theoretical and technical contextual knowledge within the fields of public relations
and communication with depth in recent developments in communication and media, culture and society
and organisations and relationships.
COMMUNICATION SKILLS
Advanced written, oral and visual communication skills that facilitate engagement between organisations
and their stakeholders in diverse contexts.
PERSONAL COMPETENCIES
Work effectively in diverse contexts both individually and in teams. Provide effective small group leadership.
CRITICAL THINKING SKILLS
Critically analyse and interpret relevant data to recommend appropriate solutions for evolving public relations
situations in diverse contexts to management.
ETHICS AND SOCIAL
RESPONSIBILITY
Evaluate relevant ethical and legal considerations in an impartial way for evolving public relations situations
and recommend ethical approaches to management.
EXECUTIVE LEADERSHIP
TYPICAL POSITIONS
QUALIFICATION LEVEL AQF LEVEL 9/10
Group Manager, General Manager, Senior Adviser Professional Accreditation
KNOWLEDGE
Advanced and integrated contextual knowledge of complex public relations, communication and management
issues and concepts with substantial depth in communication and media, culture and society and
organisations and relationships.
COMMUNICATION SKILLS
Advanced written, oral and visual communication skills that facilitate engagement between organisations
and their stakeholders in complex contexts.
PERSONAL COMPETENCIES
Work autonomously and provide expert judgment and leadership in complex contexts.
CRITICAL THINKING SKILLS
Critically analyse and interpret relevant data to advise appropriate solutions for emerging or new public relations
situations in complex contexts to senior management.
ETHICS AND SOCIAL
RESPONSIBILITY
Evaluate relevant ethical and legal considerations in an impartial way for complex public relations situations
and recommend ethical approaches to senior management.
Public Relations Institute of Australia Educational Framework
p7
TECHNICIAN STAGE
AQF Level 5/6 Diploma
Knowledge and Skills
KNOWLEDGE
CULTURE AND SOCIETY
··
··
··
··
··
··
··
··
··
Ethics
Regulations and laws
Corporate social responsibility
Culture and diversity
Global contexts
Political and social structures
Pressure groups and activists
Persuasion and propaganda
Theoretical worldviews (e.g. critical theory,
postmodernism, feminist theory)
COMMUNICATION AND MEDIA
··
··
··
··
··
··
··
··
Communication theories and principles
Public relations theories and principles
Communication and public relations history
and evolution
Cross-cultural and global communication
Social media/digital engagement
Media literacy
Media strategies
Integrated communication principles
ORGANISATION AND RELATIONSHIPS
··
··
··
··
··
··
··
··
··
··
··
··
Research and evaluation
Stakeholder relations (including
investor relations)
Media relations
Issues, crisis and risk management
Community relations
Corporate social responsibility
Lobbying
Corporate governance
Reputation management
Organisational behaviour
Motivation and leadership
Managing change
SKILLS
PROFESSIONAL SKILLS
··
··
··
··
··
··
··
··
··
··
··
··
··
Writing and editing
Design and creativity
Print and web publishing
Software applications
Campaign and program planning
Presenting and pitching
Event management
Project management
Business processes and planning
Financial management
Use and management of social media
platforms
Integrated reporting
Client management
PERSONAL COMPETENCIES
··
··
··
··
··
··
··
··
Team work and independence
Leadership
Critical analysis and critical thinking
Strategic thinking
Problem solving
Self-reflexivity
Resilience
Career development skills
Public Relations Institute of Australia Educational Framework
p8
TECHNICIAN STAGE
AQF Level 5 Diploma
Performance Measures (Application of knowledge and skills)
Program Outcome 1
Program Outcome 4
Communicate effectively at both a personal and organisational
level by using a variety of communication tools and techniques:
Use appropriate software and hardware to support
organisational and public relations functions:
»»Understand and use clear writing and demonstrate an appropriate
command of grammar, punctuation and spelling
»»Write and produce a wide range of visual and written
communication material including brochures, correspondence
and organisational material
»»Write speeches to persuade, influence and inform
»»Plan and prepare newsletters for both internal and external use
by an organisation
»»Produce feature articles for newsletters, newspapers or magazines
»»Demonstrate writing for the web
»»Monitor and implement strategies using social media
»»Develop material that is graphically and visually appealing including
print material and websites
Program Outcome 2
»»Proficient in current software applications used in organisations
»»Use basic applications of software packages suitable for desktop
and web publishing
Program Outcome 5
Develop a personal ethical framework for decision making:
»»Examine organisational values and ethics
»»Develop a personal code of ethics for use in the workplace
and identify personal values as they pertain to career expectations
and aspirations
»»Assess his/her fit within an organisation based on shared values
and ethics
»»Recognise and explain basic public relations values in relation
to ethical dilemmas
Develop and support media relations strategies as part of
organisational communication:
»»Explain the difference between reactive and proactive media
relations strategies
»»Compose all elements of a media kit, including news release,
media advisory, biography, backgrounder and fact sheet
»»Prepare news releases and information materials using
appropriate journalistic style
»»Monitor media response to organisational and industry
related issues
Program Outcome 3
Apply knowledge of public relations theories and practices to
develop and execute basic tactical communication plans:
»»Describe the goals of a communication plan from a public
relations perspective
»»Develop and implement a tactical plan
»»Develop and implement a special events plan
»»Support planning for more complex processes
»»Explain simple models of communication theory
»»Explain the impact of current events and trends on the
individual and the organisation
Public Relations Institute of Australia Educational Framework
p9
EMERGING PROFESSIONAL STAGE
AQF Level 7 Undergraduate Degree
Knowledge and Skills
KNOWLEDGE
CULTURE AND SOCIETY
COMMUNICATION AND MEDIA
ORGANISATION AND RELATIONSHIPS
A general, developed knowledge of a broad
range of ethical, legal, cultural and societal
issues – with particular attention to:
·· Ethics
·· Regulations and laws
·· Diversity
·· Political and social structures
A specialised, developed knowledge of
concepts within the communication, media
and public relations fields – with particular
attention to:
·· Communication and public relations
theories and principles
·· Social media/digital engagement
·· Media literacies
·· Media strategies and principles
A basic knowledge of:
·· Public relations history
·· Cross-cultural and global communication
·· Integrated communication principles
A specialised, developed knowledge of
organisational and relationship concepts
– with particular attention to:
·· Formative research
·· Measurement and evaluation
·· Stakeholder relations
·· Media relations
·· Community relations
·· Motivation and leadership
·· Managing change
A basic knowledge of:
·· Culture
·· Global contexts
·· Pressure groups and activists
·· Persuasion and propaganda
·· Theoretical worldviews
A basic knowledge of:
·· Issues, crisis and risk management
·· Corporate social responsibility
·· Lobbying
·· Corporate governance
·· Reputation management
·· Organisational behaviour
SKILLS
PROFESSIONAL SKILLS
PERSONAL COMPETENCIES
Developed technical skills in a range of
communication and design areas – with
particular attention to:
·· Writing
·· Design and creativity
·· Print and web publishing
·· Campaign and program planning
·· Presenting and pitching
·· Budgeting
·· Use and management of social media
platforms
·· Software applications
·· Client management
·· Event planning and management
Basic skills in:
·· Project management
·· Business processes and planning
·· Financial management
·· Integrated reporting
Developed interpersonal and generic skills
– with particular attention to:
·· Team work and independence
·· Personal time management
·· Problem solving
Basic skills in:
·· Leadership
·· Critical analysis and critical thinking
·· Strategic thinking
·· Self-reflexivity
·· Resilience
·· Career development skills
Public Relations Institute of Australia Educational Framework
p 10
EMERGING PROFESSIONAL STAGE
AQF Level 7 Undergraduate Degree
Performance Measures (Application of knowledge and skills)
Program Outcome 1
Program Outcome 4
Integrate and evaluate comprehensive theoretical and technical
knowledge of public relations:
Manage self-directed work and learning with autonomy,
judgment and responsibility in changing contexts:
of sources to complete a range of activities
»»Analyse, generate and transmit solutions to unpredictable
and increasingly complex problems
»»Apply theoretical knowledge, demonstrate adaptability and sound
»»Analyse and evaluate knowledge and information from a variety
»»Demonstrate ability to work independently and manage
competing priorities
judgment in unpredictable or inconsistent environments
»»Manage projects
Program Outcome 2
Communicate effectively at both a personal and organisational
level to a variety of stakeholders:
»»Understand and use clear writing and demonstrate an
appropriate command of grammar, punctuation and spelling
»»Write and produce a wide range of written communication
material including media kits, promotional documents
and online publications
»»Write speeches to persuade, influence and inform
»»Monitor and implement strategies using social media
»»Develop material that is graphically and visually appealing for
print and online
Program Outcome 5
Complete all work in accordance with public relations codes of
professional ethics, standards and practices, and relevant law:
»»Recall and understand the PRIA code of ethics for PR
professionals and apply to real business situations and cases
»»Identify corporate values
Program Outcome 3
Apply creative approaches to communication planning,
execution and problem solving:
»»Conduct formative research
»»Ensure that communication planning objectives are aligned
with organisational goals
»»Differentiate between goals and objectives, and the different
types within each category
»»Devise a campaign strategy
»»Create communication tactics
»» Formulate evaluation strategies reflective of the measurable
objectives and conduct evaluative research
»»Apply knowledge and build skills by planning and proposing
a public relations campaign
»»Analyse and communicate research findings using independent
critical thinking
Public Relations Institute of Australia Educational Framework
p 11
MANAGERIAL STAGE
AQF Level 8/9 Postgraduate Degree (Honours, Post-graduate Diploma, Masters)
Knowledge and Skills
KNOWLEDGE
CULTURE AND SOCIETY
COMMUNICATION AND MEDIA
ORGANISATION AND RELATIONSHIPS
An advanced knowledge of a range of ethical,
legal, cultural and societal issues – with
particular attention to:
·· Ethics
·· Regulations and laws
·· Diversity
·· Political and social structures
A developed knowledge of:
·· Culture
·· Global contexts
·· Pressure groups and activists
·· Persuasion and propaganda
·· Theoretical worldviews
A specialised, advanced knowledge of
concepts within the communication, media
and public relations fields – with particular
attention to:
·· Communication and public relations
theories and principles
·· Social media/digital engagement
·· Media literacies
·· Media strategies and principles
A developed knowledge of:
·· Public relations history
·· Cross-cultural and global communication
·· Integrated communication principles
A specialised, advanced knowledge of
organisational and relationship concepts
– with particular attention to:
·· Formative research
·· Measurement and evaluation
·· Stakeholder relations
·· Media relations
·· Community relations
·· Motivation and leadership
·· Managing change
A developed knowledge of:
·· Issues, crisis and risk management
·· Corporate social responsibility
·· Lobbying
·· Corporate governance
·· Reputation management
·· Organisatonal behaviour
SKILLS
PROFESSIONAL SKILLS
PERSONAL COMPETENCIES
Advanced technical skills in a range of
communication and design areas – with
particular attention to:
·· Written and oral communication
·· Print and web publishing
·· Campaign and program management
·· Use and management of social media
platforms
·· Client management
·· Event management
Developed skills in:
·· Project management
·· Business processes and planning
·· Financial management
·· Integrated reporting
Advanced interpersonal and generic skills
– with particular attention to:
·· Team work and independence
·· Personal time management
·· Problem solving
Developed skills in:
·· Leadership
·· Critical analysis and critical thinking
·· Strategic thinking
·· Self-reflexivity
·· Resilience
·· Career development skills
Public Relations Institute of Australia Educational Framework
p 12
MANAGERIAL STAGE
AQF Level 8/9 Postgraduate Degree (Honours, Post-graduate Diploma, Masters)
Performance Measures (Application of knowledge and skills)
Program Outcome 1
Program Outcome 5
Apply knowledge of public relations, corporate communication,
and organisational theories and practices that support a
strategic role for the function:
Display mindful awareness of events, trends and cultural shifts
that impact the organisation and can be used in proactive ways
in communication management activities:
»»Apply knowledge of contemporary organisational theories
»»Use strategic thinking to develop and execute communication
plans, incorporating research, analysis, communication and
evaluation
»»Execute a complex communication plan using appropriate
strategies and tactics
»»Examine the influence of organisational and community dynamics
on the communication planning process
»»Develop and define communication objectives based on needs
and criteria for projects and plans, in consultation with stakeholders
»»Develop communication plans to support the needs of internal
and external stakeholders
»»Examine the impact of corporate culture on communication
»»Develop a budget for communication plans
Program Outcome 2
Apply creative approaches to complex communication and
organisational issues using a range of communication planning
processes that define appropriate strategy, implementation
and problem solving:
»»Choose and apply critical thinking skills and strategies
»»Analyse ideas, concepts and programs to determine
influencing factors
»»Generate creative ideas for strategies and solutions considering
»»Examine current trends and issues and their potential impact on
the organisation
»»Translate issues from the particular to broader implications
»»Identify how events, trends and cultural shifts might be used in
communication activities
Program Outcome 6
Function in a responsible, professional, trustworthy and
accountable manner respecting the legal, moral and ethical
practice:
»»Examine ethical, legal and moral issues facing organisations
»»Conduct oneself within professional and organisational codes
of conduct
»»Recognise the significance and implications of relevant laws
(such as privacy, defamation, intellectual property, investor
relations) on the communication function or plans
»»Recognise the importance of corporate social responsibility
frameworks on organisational reputation
Program Outcome 7
Conduct and coordinate research and evaluation processes to
support communication and public relations strategies:
»»Conduct strategies to effectively implement and monitor the
outcomes of plans, issues and activities
organisational dynamics, concepts, themes and opportunities
»»Critique problems and recognize opportunities
»»Monitor and evaluate methods of output, process and outcomes
»»Report on project status
Program Outcome 3
Program Outcome 8
Display a commitment to lifelong learning, both within and
outside the work environment:
Function as an effective member of a team:
»»Debate public relations and organisational communication issues
and trends
»»Compare and assess own skills and knowledge
»»Adapt own skills, knowledge and values to new situations
»»Display enthusiasm for continued learning and personal growth
»»Demonstrate an interest and a plan for professional accreditation
Program Outcome 4
Apply principles of advocacy and ethics and be able to make
decisions or recommendations for action based on sound
principles of each:
»»Work within established organisational culture and acknowledge
its impact on an organisation’s changing needs
»»Follow correct organisational process when preparing and
»»Prepare plans in teams
»»Work on events in groups
»»Collaborate/ brainstorm ideas with partners for group projects
in-class
»»Prepare and present group presentations
»»Provide counsel and advice in a persuasive and tactful manner
Program Outcome 9
Provide leadership in implementation of PR and CM objectives:
»»Advises and counsels managers and team leaders
»»Executes organisational public relations plans
»»Aligns PR and CM function with organisational business objectives
»»Supports the development of communication procedures
and policies
submitting work
»»Compare and contrast organisational behaviour theories used
to influence corporate/ organisational culture
Public Relations Institute of Australia Educational Framework
p 13
EXECUTIVE LEADERSHIP STAGE
AQF Level 9/10 Masters and Doctoral Degrees
Knowledge and Skills
KNOWLEDGE
CULTURE AND SOCIETY
COMMUNICATION AND MEDIA
ORGANISATION AND RELATIONSHIPS
An advanced knowledge of a range of ethical,
legal, cultural and societal issues – with
particular attention to:
·· Ethics
·· Regulations and laws
·· Diversity
·· Political and social structures
·· Culture
·· Global contexts
·· Pressure groups and activists
·· Persuasion and propaganda
·· Theoretical worldviews
A specialised, advanced knowledge of
concepts within the communication, media
and public relations fields – with particular
attention to:
·· Communication and public relations
theories and principles
·· Social media/digital engagement
·· Media literacies
·· Media strategies and principles.
·· Public relations history
·· Cross-cultural and global communication
·· Integrated communication principles
A specialised, advanced knowledge of
organisational and relationship concepts –
with particular attention to:
·· Formative research
·· Measurement and evaluation
·· Stakeholder relations
·· Media relations
·· Community relations
·· Motivation and leadership
·· Managing change
·· Issues, crisis and risk management
·· Corporate social responsibility
·· Lobbying
·· Corporate governance
·· Reputation management
·· Organisatonal behaviour
SKILLS
PROFESSIONAL SKILLS
PERSONAL COMPETENCIES
Advanced technical skills in a range of
communication and design areas – with
particular attention to:
·· Writing
·· Design and creativity
·· Print and web publishing
·· Campaign and program planning
·· Presenting and pitching
·· Budgeting
·· Use and management of social media
platforms
·· Software applications
·· Client management
·· Event planning and management
·· Project management
·· Business processes and planning
·· Financial management
·· Integrated reporting
Advanced interpersonal and generic skills
– with particular attention to:
·· Team work and independence
·· Personal time management
·· Problem solving
·· Leadership
·· Critical analysis and critical thinking
·· Strategic thinking
·· Self-reflexivity
·· Resilience
·· Career development skills
Public Relations Institute of Australia Educational Framework
p 14
EXECUTIVE LEADERSHIP STAGE
AQF Level 9/10 Masters and Doctoral Degrees
Performance Measures (Application of knowledge and skills)
Program Outcome 1
Program Outcome 6
Apply theory models and concepts of PR and CM based upon
a critical analysis of their relevance to individual practice and to
the profession as a whole:
Display mindfulness of the role of the organisational leader:
»»Compare and contrast current models of PR and CM and explain
the application of each to the work place
»»Summarise the role of PR and CM in society
Program Outcome 2
»»Discuss current management theory
»»Appraise the impact of global, national and local events on the
organisation and its operations
»»Understand fundamental elements of business, including financial,
organisational and human resources
»»Exhibit high levels of trustworthiness and professionalism
Use research to develop and expand on a body of knowledge:
»»Deliver original quantitative and qualitative research to support
projects
»»Create original work that supports areas of PR and CM
AQF Level 10 Doctoral Degree
»»Identify the appropriate use of qualitative and quantitative methods
The purpose of a Doctoral Degree in the public relations
field is to qualify individuals who apply a substantial body
of knowledge to research, investigate and develop new
knowledge. Doctoral Degree qualifications are located at
level 10 of the Australian Qualifications Framework (Australian
Qualifications Framework Council, 2013).
specialisation, based on industry or area
Program Outcome 3
Provide leadership to the organisation on reputation,
relationships and positioning:
»»Plan and implement organisational communication priorities
»»Develop high-level reputation management strategies
»»Provides counsel and strategies in support of the reputation
management of the organisation
»»Generate planning processes aligned with organisational strategy
»»Evaluate issues, opportunities and challenges facing the
organisation and develop strategies to address these factors
»»Relate leadership theories and identify and exhibit personal
leadership traits
Program Outcome 4
Articulate the status of PR and CM within a broad social context
and apply this to the immediate organisational one:
»»Appraise current thinking on PR and CM and determine its
applicability to the work place
»»Compare the historical context of PR and CM to the present
»»Describe the evolution of PR and CM based on a theoretical
There are two forms of Doctoral Degree - Doctoral Degree
(Research) and the Doctoral Degree (Professional), with
research as the defining characteristic of all Doctoral Degree
qualifications. The research Doctoral Degree (typically referred
to as a Doctor of Philosophy) makes a significant and original
contribution to knowledge; the professional Doctoral Degree
(e.g. Doctor of Communication) makes a significant and
original contribution to knowledge in the context of professional
practice (Australian Qualifications Framework Council, 2013).
Due to the specific academic research focus of these
degrees, this AQF Level generally sits outside the practitioner
framework listed in this document. The possession of
a doctoral degree is not a pre-requisite or standard for
performance at the Executive Leadership Stage.
framework
Program Outcome 5
Engage in professional opportunities that support a deeper
understanding of the self and of the profession:
»»Self reflect on the application of work to career planning and
personal objectives
»»Engage in professional and personal activities that highlight an
ongoing plan for learning
»»Develop personal learning plans
»»Interpret current content and knowledge to assess best practices
»»Construct theory about professional practice
»»Engage in professional opportunities that support the search
of excellence
Public Relations Institute of Australia Educational Framework
p 15
References
Australian Government, 2013, Job Outlook, viewed at http://
joboutlook.gov.au/occupation.aspx?search=alpha&tab=prospects
&cluster=&code=2253, 11 September 2013
Australian Qualifications Framework Council 2013, Australian
Qualifications Framework, 2nd edn, retrieved from
http://www.aqf.edu.au/wp-content/uploads/2013/05/AQF-2ndEdition-January-2013.pdf, 11 September, 2013
Canadian Public Relations Society 2011, Pathways to the profession:
An outcomes based approach towards excellence in Canadian public
relations and communications management education, retrieved from
http://www.cprs.ca/uploads/education/PathwaytoProfessionEng_
Final_11-07-2011.pdf, 11 September 2013
Global Alliance for Public Relations and Communication
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11 September, 2013
Global Alliance for Public Relations and Communication
Management 2010, The Stockholm Accords: A call to action for
public relations and communication in a global society, retrieved
from http://www.wprf2010.se/wp-content/uploads/2010/05/
Stockholm-Accords-final-version.pdf 11 September, 2013
Global Alliance for Public Relations and Communication
Management 2012, The Melbourne Mandate: A call to action
for new areas of value in public relations and communication
management, retrieved from http://melbournemandate.
globalalliancepr.org/wp-content/uploads/2012/11/MelbourneMandate-Text-final.pdf,
11 September, 2013
Public Relations Institute of Australia 2012, Maintaining high ethical
standards, viewed at http://www.pria.com.au/membercentre/
code-of-ethics, 11 September, 2013
Salt & Shein, 2013 Trends and issues in Australian corporate
affairs, retrieved from http://www.saltshein.com.au/media/
salarys/1/Trends_&_Issues_Survey_2013.pdf 11 September, 2013
Tench, R. and Deflagbe, D. 2008, ‘Towards a Global Curriculum:
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Contact PRIA
Suite 506, Level 5, 83 York Street
Sydney NSW 2000
Phone: 02 9331 3346 Fax: 02 9279 3888
Email: info@pria.com.au Website: www.pria.com.au
© 2013 Public Relations Institute of Australia ABN 85 066 451 732
Public Relations Institute of Australia Educational Framework
p 16