PUBLIC RELATIONS
REVIEW SCOPING
7 September 2015
IBSA wishes to acknowledge the work of Dennis Trevarthen of Ability Associates
Australia who has prepared this discussion paper.
Members of the project team are:
- Rosalie Staggard, General Manager Industry Projects, IBSA
- Steven Deer, Industry Manager Business Services, IBSA
- Dennis Trevarthen, Principal Consultant Ability Associates Australia Pty Ltd
For further information about this report or any other work being undertaken by
Innovation & Business Skills Australia Ltd, please visit www.ibsa.org.au.
Innovation & Business Skills Australia Ltd
Level 11, 176 Wellington Parade
East Melbourne, Victoria 3002
Tel: 03 9815 7000, Fax: 03 9815 7001
Email: reception@ibsa.org.au
This work has been produced with the assistance of funding provided by the Commonwealth
Government through the Department of Education and Training (DET). The views expressed
in this work do not necessarily represent the views of DET. In addition, DET does not give
warranty or accept any legal liability in relation to the content of this work.
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 2 of 26
PUBLIC RELATIONS REVIEW SCOPING
2015
• DISCUSSION PAPER •
TABLE OF CONTENTS
1
OVERVIEW
5
2
BACKGROUND
6
2.1 Innovation and Business Skills Australia
6
2.2 Public Relations within the Business Services Training Package
6
2.3 Ability Associates Australia
7
SNAPSHOT OF PUBLIC RELATIONS IN AUSTRALIA
8
3.1 Industry & Occupational Overview
8
3
3.2 Professional Associations and Institutes
Public Relations
11
Advertising
11
Marketing
12
Cross Sector
12
Other Associations / Institutes / Organisations
14
3.3 Industry and Employment Demand
14
Government Data
14
Marketplace Demand
15
3.4 Provision of Training
16
Private Stream
17
Higher Education
18
3.5 Existing related VET Training Participation
Enrolment Data
4
11
19
19
DRAFT FUNCTIONAL FRAMEWORK
20
4.1 Public Relations Functions
20
4.2 Implications for Scoping Review
20
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 3 of 26
5
6
LOG OF REVIEW SCOPING ISSUES
21
5.1 Occupational Structure
21
5.2 Qualifications and Skill Sets
21
5.3 Recognition & Articulation
22
5.4 Credential Demand
22
5.5 Units of Competency / Standards
22
CONSULTATION AND FEEDBACK
23
Contact Details
23
ATTACHMENTS
24
A Draft Public Relations Functional Model
24
B FAQ’s - Training Packages and Australian Qualifications Framework
(AQF)
25
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 4 of 26
1
OVERVIEW
This discussion paper has been prepared to stimulate discussion, and assist
consultation with stakeholders regarding vocational education and training
(VET) public relations training. It concerns the way forward for standards and
qualifications.
The scoping review will provide advice to Government and industry on the most
suitable competency units, skill sets and qualifications required to support the
skill needs within the sector. These will be scheduled for development in the
early part of 2016.
The current VET level national competency units in this area include:
BSBPUB401 - Develop and apply knowledge of public relations industry
BSBPUB402 - Develop public relations campaigns
BSBPUB403 - Develop public relations documents
BSBPUB501 - Manage the public relations publication process
BSBPUB502 - Develop and manage complex public relations campaigns
BSBPUB503 - Manage fundraising and sponsorship activities
BSBPUB504 - Develop and implement crisis management plans
There are no national level qualifications within VET, however there are two
accredited Victorian courses on the national register:
22283VIC - Advanced Diploma of Business (Public Relations)
22284VIC - Diploma of Business (Public Relations)
The paper presents background information to the current project, and the
methodology and timeline being implemented. An analysis of existing public
relations training and participation rates is followed by an assessment of the
existing standards and qualifications.
The paper concludes with a draft "Log of Review Scoping Issues" that may need
to be resolved as part of the scoping process, and details of the opportunities for
consultation.
The discussion paper is not a comprehensive review of public relations training
within Australia, and stakeholders may be able to provide new and additional
information during the consultation process that will enhance the material
presented here. This process is encouraged and welcome.
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 5 of 26
2
BACKGROUND
2.1 Innovation and Business Skills Australia
Innovation and Business Skills Australia (IBSA) works in partnership with
industry and key stakeholders in the VET sector to develop the business and
innovation skills that are critical to the success of Australian industries,
enterprises and their workforce.
IBSA is one of eleven Industry Skills Councils recognised and funded by the
Australian Government to provide advice regarding the training needs of
Australians and Australian industry. IBSA covers the industry sectors of
Business Services; Cultural and Creative industries; Education; Financial
Services; Information and Communications Technology; and Printing and
Graphic Arts.
Further information:
http://www.ibsa.org.au/ (IBSA)
2.2 Public Relations within the Business Services Training Package
The BSB Business Services Training Package Release 1 was developed by
IBSA and endorsed in March 2015. Current version 1.2 was upgraded on 19th
June 2015. This Training Package replaced BSB07, and brought the unit and
qualification structure into line with new Standards for Training Packages.
Proposed new marketing and advertising qualifications and standards will be
submitted for endorsement to the new Australian Industry and Skills Committee
(AISC) in October 2015. These were developed during 2014 and early 2015.
Replacing existing marketing and advertising qualifications, these will become
available late in 2015:
BSB42415 Certificate IV in Marketing and Communication
BSB52415 Diploma of Marketing and Communication
BSB61315 Advanced Diploma of Marketing and Communication
Proposed Skill Sets are:
Creative Communication Skill Set
Digital Applications Skill Set
Marketing and Communication Foundations Skill Set
Media Engagement Skill Set
Public Relations Skill Set
New competency standard units with a focus on digital skills to be endorsed are:
Analyse consumer behaviour
Apply marketing communications across a convergent industry
Create digital media user experiences
Create distributed multiplatform digital advertisements
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 6 of 26
Design effective user experiences
Design effective web search responses
Develop and apply knowledge of marketing communications industry
Develop strategies to monitise digital engagement
Mine data to identify industry directions
Optimise digital media impact
Plan social media engagement
The existing public relations units are electives in the proposed new “marketing
and communications” qualifications, and are also found in qualifications from
other industries, including Diplomas in: Community Service, Customer
Engagement, and Business.
The current Business Services Training Package does not provide for
recognition of Public Relations as a discreet industry sector, and to date has
only provided a selection of units to incorporate in broader marketing and
communications qualifications.
IBSA is now seeking closer alignment with current and proposed competency
frameworks developed by key industry associations, in particular the Public
Relations Institute of Australia (PRIA).
At the same time, IBSA is seeking to ensure that its qualifications are compliant
with the standards for training packages, and are suitably attractive to a wide
range of training providers and users.
Further information:
http://training.gov.au/Training/Details/BSB
http://industry.gov.au/skills/TrainingPackages/
2.3 Ability Associates Australia
Dennis Trevarthen, Principal Consultant with Ability Associates Australia, has
been contracted by IBSA to undertake the scoping review of public relations in
consultation with industry and other stakeholders. Dennis has an extensive
background in both management consulting and national standards
development.
He brings to the project key benefits including:
•
extensive and recent experience in the development and review of
national training packages
•
proven and highly regarded industry consultation skills
•
industry experience as a senior manager in both the private and public
sectors
•
independent and objective approach
•
qualified and accredited project and VET practitioner
Further information:
https://www.linkedin.com/pub/dennis-trevarthen
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 7 of 26
3
SNAPSHOT OF PUBLIC RELATIONS IN AUSTRALIA
What follows is a brief overview, or 'snapshot' of the current status of public
relations and associated training in Australia. It is presented in this discussion
format so as to stimulate ideas and thinking about PR training.
The information is not complete, and many in industry may have new, revised or
amendments that can be added during the project consultation stages. Most of
the information has been obtained from public sources, and as such the validity
and reliability cannot be guaranteed.
3.1 Industry & Occupational Overview
The IBSA Environmental Scan (E-Scan) conducted annually, has addressed the
industry in it’s 2014 & 2015 releases.
The publically available data used in E-Scan and other reports has
acknowledged shortcomings, and tends to establish a restrictive definition of the
industry/sector.
The formal industry nomenclature used aligns with the Australian and New
Zealand Standard Classification of Occupations (ANZSCO) in these areas;
•
•
•
Advertising services
Public relations
Market research and statistical services
and whilst this provides broad statistical data, it does not always align with the
broader understanding of the industry in the business community. For example,
the industry is also made up of support capability and roles to these services,
that are not included under these classifications. In addition, public relations
functions are performed in a range of organisations and occupations that don’t
necessarily align themselves with the sector specifically.
Based on the IBSA Business Services E-Scan 2014 (quoting IBISWorld data):
•
•
Quoted an increase of 2.2% persons engaged in public relations over the
2008-13 period, and a 1.8% decline in advertising.
Identified 4,253 persons employed in public relations in 2012-13, with 9%
projected increase to 2018
This is a small segment, even in the broader marketing and advertising sector,
with over 15,000 and 9,000 persons identified in those areas respectively.
The geographic spread of employment is not specified, however anecdotal
evidence suggests the major cities of Sydney, Canberra and Melbourne are the
hubs for PR agencies and employment, and for major organisations with internal
PR functions.
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 8 of 26
Functions
Common public relations functions have been proposed, from various sources,
as involving:
1. Planning and writing texts
2. Planning and making presentations
3. Handling negotiations
4. Managing client engagement
5. Creating concepts, ideas and innovation
6. Leading crisis management
7. Undertaking media relations
8. Analysing audience insights
9. Developing communication plans
10. Measuring and evaluating communications
11. Managing the PR agency or business
12. Engaging with stakeholders
There is a focus on communications, and is represented in the ANZSCO
descriptor for ‘Public Relations Professionals’ as:
“Plans, develops, implements and evaluates information and communication
strategies that create an understanding and a favourable view of an
organisation, its goods and services, and its role in the community”
A trend to convergence within the industries aligned to public relations exists,
especially given the impact of digital disruption. The recent IBSA review of
marketing and advertising concluded with merged qualifications, that may be
relevant to the current review.
Whether these functions are performed differently in the public relations context,
at different levels, and the extent of difference, will be canvased during
consultation and feedback.
The 2014 E-Scan presented a summation and projection for the public relations
sector as follows::
“In recent years, an increasing proportion of marketing budgets are being
allocated away from traditional advertising towards public relations (PR). This is
because audiences have become harder to reach. More targeted, ‘below the
line’ methods of communication are seen to be more effective in gaining
audience attention. Social media, such as blogs, discussion forums, videosharing and social networking websites, has become a key avenue for PR
communications. The PR segment has benefited from political party expenditure
in campaigns leading up to the 2013 election. Sports and special events
marketing and promotions also provide strong sources of revenue. Increasing
communication about environmental issues, including carbon reduction
strategies is expected to be a major new area of work for the industry in coming
years. PR companies may also need to continue to develop new approaches as
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 9 of 26
consumers change their media habits, including increasing use of YouTube,
Facebook, interactive television (TV) and Short Message Service. Measuring
success is becoming more important to clients. Monitoring and accountability
may need to be built into all PR approaches.”
That said, the available E-Scan data suggests the following for the “industry”:
•
The marketing and advertising industry is primarily a niche services
industry, with comparatively small turnover (under $5b in 2012-13
compared with $20+b for legal services).
•
Of these, advertising is the largest in turnover, followed by market
research.
•
Each of advertising, marketing and public relations consists of 400-500
service specific businesses each, and concentrated significantly in
Victoria and NSW.
•
There has been relatively static employment growth over the period
2008-13, although following the stagnant period after the GFC, moderate
employment growth is expected at 2%+ p.a to 2017.
•
According to recent ABS and IBIS Research reports 52,000 persons
nominated as employed as ‘Advertising and Marketing Professionals’
within Australia, with 90% based in Victoria, NSW or Queensland.
However, other E-Scan data lists employment in 2012-13 as half that
(public relations 4K+, marketing 15K+, advertising 9K+) with forecast
growth to 2018 averaging around 6.5%.
Some interesting insights suggest that:
•
The distinctions between advertising, marketing and public relations are
becoming increasingly blurred. New green fields in the digital space are
becoming increasingly important without traditional industry boundaries
or high cost of entry.
•
Media and consumer fragmentation has highlighted the need for
strategic and agile thinking that can overrun traditional business models.
•
Overall demand for services is predicted to increase over the period to
2017-18.
•
The role of ‘big data’, ‘data warehousing’ and ‘data mining’ is rapidly
becoming a key capability for the industry, especially in marketing
services and public relations.
These trends will raise issues for consideration during the review.
More information: https://www.ibsa.org.au/environment-scan-escan
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 10 of 26
3.2 Professional Associations and Institutes
There are a number of institutes and associations active within Australia; some
with significant membership, and some offer professional certification against
proprietary performance standards. Whilst the PRIA is the peak body for public
relations professionals, the convergence nature of the industry suggests those
persons performing PR functions may be found across the broader industry.
Profiles taken from public web sources.
Public Relations
PRIA - The Public Relations Institute of Australia
http://www.pria.com.au/
The Public Relations Institute of Australia (PRIA) is the national industry
body for public relations and communication professionals in Australia.
PRIA represents and provides professional support and recognition to
over 3,000 individual practitioners and more than 175 consultancies
nationwide. Since 1949, it’s been PRIA’s role to promote and enhance
the profession and its status to the broader community. PRIA enforces
the highest standards of ethical practice and represent public relations
practitioners in the best interests of the profession.
PRC – Public Relations Council
http://www.communicationscouncil.org.au
A recently new organisation representing consumer PR agencies to
clients, industry and the public, the Public Relations Council (PRC) was
formed in 2012, introducing to The Communications Council a program
of PR-focused training and activity to help raise professional standards,
as well as tackling some of the key issues facing today's consumer PR
agencies.
Advertising
IAB - Interactive Advertising Bureau
http://www.iabaustralia.com.au/
The Interactive Advertising Bureau (IAB) Limited is the peak trade
association for online advertising in Australia and was incorporated in
July 2010. As one of over 40 IAB offices globally, and with a rapidly
growing membership, IAB Australia’s principal objective is to support and
enable the media and marketing industry to ensure that they thrive in the
digital economy. The role of the IAB is to work with its members and the
broader advertising and marketing industry to assist marketers to identify
how best to employ online as part of their marketing strategy, to better
target and engage their customers and build their brands.
AIA – Advertising Institute of Australia
http://www.advertisinginstitute.org.au/
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 11 of 26
Formed in 1920, The Advertising Institute of Australasia is the only body
devoted to the recognition and advancement of individual advertising
professionals in Australia. The Institute's primary objective has always
been to raise the level of professionalism in the industry through setting
and maintaining standards for advertising education by close
involvement with government and other institutions who offer AIA
approved courses.
AANA - The Australian Association of National Advertisers
http://aana.com.au/
For over 85 years the AANA has represented Australia’s largest and
well-known brands across FMCG, automotive, finance and insurance,
travel, health and beauty, media and communications. The AANA works
to protect the interests of these businesses who contribute to an
estimated advertising spend of more than $14 billion a year. On behalf of
our members the AANA’s mandate is to maintain and evolve the
advertising codes which underpin the system of self-regulation in
Australia.
Marketing
AMI - Australian Marketing Institute
http://www.ami.org.au/
The Australian Marketing Institute is the leading organisation for
marketing professionals in Australia with over 7500 individual members
and 150 large and medium-sized corporate member organisations.
Individual members can advance through grades of membership and
also seek qualification as a Certified Practising Marketer. AMI’s record
of service to the marketing profession commenced in 1933 and has
evolved to meet the changing needs of marketers, delivering services to
assist members to maximise their professional growth. Today, AMI
represents professional marketers throughout Australia, including
practitioners from all marketing functions, industries and public and
private sector organisations. Through its unified voice, AMI has
established strong links with business, government and academia to
become the voice of the marketing profession. AMI conducts foundation
and advanced training courses, webinars, regional and national
seminars, master classes and national and regional conferences. As
well, AMI provides recognition of achievement and marketing excellence
through the prestigious annual Awards for Marketing Excellence and the
assessment and accreditation of higher education and VET sector
marketing courses.
MAANZ - The Marketing Association of Australia and New Zealand
http://www.marketing.org.au/
A leading international professional marketing institute focused on
marketing education and training, marketing information and practical
tools and resources for marketing business development.
Cross Sector
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 12 of 26
ADMA - Australian Data-driven Marketing and Advertising
http://www.adma.com.au/
ADMA is Australia’s leading association for data-driven marketers and
advertisers. As well as representing their views and supporting their
aims, they also provide Members with a Code of Practice.
For consumers, they manage the Do Not Mail Register and provide an
Australian Group Buying Code of Conduct.
The Communications Council
http://www.communicationscouncil.org.au/
The Communications Council is the peak body representing agencies in
the marketing communications industry to media, government and the
public.
The organisation was formed in 2010, bringing together the Advertising
Federation Australia (AFA), the Australasian Writers and Art Directors
Association (AWARD), the Account Planning Group (APG) and the
Australasian Promotional Marketing Association (APMA).
They create a footprint across the increasingly integrated world of
creative, digital, healthcare, design, direct marketing, promotion, public
relations, and creative production companies and strategic planning
consultancies.
As the marketing communications industry’s not-for-profit peak body,
The Communications Council encompasses more than 230 member
agencies and has more than 1000 individual memberships.
Providing professional development services, industry awards, advocacy
and support.
AIMIA - Australian Interactive Media Industry Association (The
Digital Industry Association for Australia)
http://www.aimia.com.au/
Founded in 1992, AIMIA is the peak industry body for Digital Content,
Services & Applications in Australia. AIMIA’s membership represents the
full spectrum of the digital media industry in Australia. Members range
from Australia’s top digital media powerhouses, including the ABC,
Sensis, Yahoo!, Google, BigPond, Foxtel, Disney, ninemsn and Fairfax
Digital, to the country’s best known interactive advertising, mobile
content, web development, games design, and special effects
companies. Members include developers, creators, producers, investors,
service providers, educational institutions and students. AIMIA is an
organisation which brings together digital media professionals, holding
many digital media industry knowledge-sharing events.
IABC - International Association of Business Communicators
http://www.iabc.com/
A not-for-profit international network of professionals committed to
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 13 of 26
improving the effectiveness of organizations through strategic interactive
and integrated business communication management. Founded in 1970,
The International Association of Business Communicators provides a
professional network of about 15,000 business communication
professionals in over 80 countries. There are chapters in NSW and VIC.
Other Associations / Institutes / Organisations
There are numerous other organisations representing business, creative and
technology services that either support, or act as clients of, the public
relations sector. For example graphic arts, customer relationship marketers,
call centres, IT.
These are also relevant to the current review, and IBSA welcomes input
from organisations and institutes representing these industries.
3.3 Industry and Employment Demand
Government Data
The Australian Bureau of Statistics collates data at each Census (latest
available is 2011) for occupations within industry. Unfortunately the general
occupational classifications for public relations (and advertising and
marketing) are quite broad, and data is self nominated by persons completing
Census forms.
In addition, those in public relations may work within industry sectors eg
government, retail; and a range of persons may describe their occupations as
industry based, rather than functionally related (eg public or corporate affairs).
Some relevant classifications* in the ANZSCO that impact on public relations
are:
Job Family
Function
Job Role
ANZSCO
Code
ANZSCO
Name
Campaigns &
Marketing
Campaign
225111
Advertising Specialist
Marketing
225113
Marketing Specialist
Market
Research
225112
Market Research Analyst
Graphic
Design
232411
Graphic Design
Illustration
232412
Illustrator
Change
Management
225311
Public Relations
Professionals
Community
Liaison
224912
Liaison Officer
Graphic Design /
Illustration
Public Relations
& Stakeholder
Management
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 14 of 26
Writers &
Editors
Event
Organisation
149311
Conference & Event
Organisers
Messaging
225311
Public Relations
Professionals
Public
Relations
225311
Public Relations
Professionals
Relationship /
Stakeholder
Management
224912
Liaison Officer
Editing
212412
Newspaper or
Periodical Editor
Journalism /
Authoring /
Writing
212499
Journalists & Other
Writers
Technical
Writing
212415
Technical Writer
* Based on the APS Commission’s Job Family Model 2011
The Department of Employment’s "Australian Jobs" 2015 provides some more
detailed information on the category for " Public Relations Professionals"
which is a high level aggregation. The data and projections for this category
show reasonable demand.
Employed at Nov 2014 17,800
Change last 5 years + 0.6%
Gender Females 67%
Median Age 35
Source: http://docs.employment.gov.au/
Based on the available data, the profession can be characterised as:
•
•
•
•
Comparatively small numbers
Stable
Predominantly female
Significant number in the late 20’s to early 40’s age range.
From public data, there is no breakdown available between those employed in
agencies compared to government or corporate enterprises.
Marketplace Demand
Based on a search on seek.com.au , 'Australia's #1 jobs site', in August 2015,
Australia wide (keeping in mind the high industry concentration in Vic/NSW)
vacancies were identified for these searches.
Seek classification: All industry classifications
Account Director related…
1298
Campaign Manager
2189
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 15 of 26
Communications Manager related…
23620
Digital Media Manager
1458
External Relations
954
Marketing and Public Relations related…
341
Media Manager related…
5347
Media Relations
683
Public Affairs
245
Public Policy Adviser
10
Public Relations & Events Manager
138
Public Relations & Marketing Executive
63
Public Relations & Media Executive
87
Public Relations Account Manager
84
Public Relations Executive
169
Public Relations Manager
404
Public Relations related…
955
Publicist
13
Social Media Manager
1436
Seek principally advertises vacancies in the remuneration range up to
$200k/year, so whilst anecdotal and a ‘snapshot’ only, it still has relevance for
VET sector provision.
What is significant is the disproportionately high return for the search on
‘Communications Manager’ which appears as a catch all employment title in
the marketplace. It may also indicate that public relations is often seen as a
sub-set of the broader communications field.
Public Relations 'Occupations'
As can be deduced from the above analysis, there is a wide divergence in
occupation titles in practice, and across industry sectors. In one case a role
might be ‘Campaign Manager’, in other ‘Social Media Analyst’, and yet
another a ‘Public Affairs Manager’.
These job titles don’t indicate whether there is a hierarchy within the industry
that may indicate levels of skill / knowledge and competency.
This indicates that reviewing for industry occupations will present difficulties,
and that a functional approach to industry outcomes will be required.
Further industry input will be required as to whether the existing qualifications
and standards service these groups adequately, or whether new standards
and qualifications are required.
3.4 Provision of Training
This review is focused on the provision of the nationally recognised standards and
qualifications, and the scope for new provision in the public relations field.
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 16 of 26
Public provision is through the network of Registered Training Organisations
(RTO's) who have been endorsed by relevant agencies to offer the
qualifications. RTO's may be either a public organisation (eg a TAFE College)
or a private provider (Business, Association or Institute etc).
There are no nationally endorsed qualifications in public relations at present,
however the latest unit level enrolment for the seven existing units follows:
Code
Name
Enrolments
2014
BSBPUB401
269
BSBPUB402
Develop and apply knowledge of public relations
industry
Develop public relations campaigns
BSBPUB403
Develop public relations documents
293
BSBPUB501
Manage the public relations publication process
135
BSBPUB502
178
BSBPUB503
Develop and manage complex public relations
campaigns
Manage fundraising and sponsorship activities
245
BSBPUB504
Develop and implement crisis management plans
102
286
Students may undertake these units as electives in a range of business,
marketing communications and other similar qualifications. Whilst the
numbers are relatively small, they indicate a broad scope of interest across
the areas of campaigns, preparing documents, publication and
fundraising/sponsorship.
Feedback on the effectiveness of these units in meeting the requirements for
any proposed public relations qualifications is being sought in this review.
Of interest, the Federal Government's training information site
(training.gov.au) also lists these public relations related qualifications:
Code
Name
Status Aug 2015
Advanced Diploma of Business
(Public Relations)
Current
145*
Diploma of Business (Public
Current
Relations)
* RMIT sole provider ** RMIT and Swinburne University
124**
22283VIC
22284VIC
Enrolments
2014
These two courses use existing BSB units, plus three VU units developed at
Advanced Diploma level:
VU21661 - Apply corporate social responsibility to public relations
VU21660 - Research and apply the public relations role in an industry context
VU21662 - Use digital media for public relations
Accreditation for these courses is current until end of 2019.
Private Stream
At the time of writing, there was no consolidated data on private (non
Government endorsed) public relations training. Industry stakeholders are
most welcome to provide participation information to assist the review.
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 17 of 26
The following organisations/associations/institutes offer specialised training
and/or certification in the sector:
The Public Relations Institute of
Australia
The PRIA accredit diplomas and degrees
upon application (higher education).
Fitzwilliam Institute Group - Public
Relations Courses
International Diplomas in Journalism, Event
Management, Digital Marketing
There has also been anecdotal evidence of an apparent recent increase in the
non-university provision of degrees and post degrees in the sector, and a
strong take-up in short course provision, especially in the digital space.
In addition, as with many professions, there is a growing alignment with global
standards across industry and political/economic boundaries.
Higher Education
The PRIA maintain an accreditation process for organisations offering
degrees and above . In August 2015, these courses and organisations offered
the following:
State
Organisation
Course
NSW
University of Technology
Sydney
Bachelor of Arts in Communication
(Public Communication)
Master of Arts in Communication
Management
Graduate Diploma in Communication
Management
Graduate Diploma in Public Relations
Graduate Diploma in Integrated
Communication
NSW
University of Western Sydney
Bachelor of Communication - Public
Relations
NSW
University of Newcastle
Bachelor of Communication with a Major
in Public Relations
QLD
Queensland Institute of
Technology
Bachelor of Business (Public Relations)
University of the Sunshine
Coast
Bachelor of Public Relations
University of South Australia
Bachelor of Public Relations
QLD
SA
Master of Business (Public Relations)
Graduate Diploma in Communication
(Public Relations)
VIC
Deakin University
Bachelor of Arts (Public Relations)
Graduate Diploma of Public Relations
Master of Communication
VIC
La Trobe University
Bachelor of Strategic Communication
VIC
Monash University
Bachelor of Professional Communication
VIC
RMIT University
Bachelor of Communication (Public
Relations)
VIC
Swinburne University
Bachelor of Business - Public Relations
Bachelor of Communication - Public
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 18 of 26
Relations
VIC
Victoria University
Bachelor of Communication (Public
Relations)
Master of Communication
Graduate Diploma in Public Relations
WA
Curtin University
Bachelor of Commerce (Public Relations)
Bachelor of Arts (Public Relations)
WA
Edith Cowan University
Bachelor of Communications
WA
Murdoch University
Bachelor of Arts (Public Relations)
There are twenty-seven higher education offerings in the list, the majority at
the AQF 7 (Degree) level, showing a strong emphasis on higher education in
the sector to date.
The role of VET qualifications needs to be clearly identified so as not to
stimulate an over supply of graduates into a relatively small employment
market.
3.5 Existing related VET Training Participation
The National Centre for Vocational Education Research (NCVER) collates
statistics on enrolments and qualifications for publicly funded programs in public
institutions. The trend data for the relevant public relations related qualifications
follow, however NCVER warn that data collection processes can result in 'overreporting of enrolments’ in some cases.
Enrolment Data
Course
Number of
RTO’s on
scope
Enrolments
Enrolments
2013
2014
BSB40115 Certificate IV in Advertising
15
338
230
BSB41315 Certificate IV in Marketing
146
1993
1922
BSB50115 Diploma of Advertising
16
152
103
BSB51215 Diploma of Marketing
135
2071
2517
BSB60115 Advanced Diploma of Advertising
6
3
1
BSB60515 Advanced Diploma of Marketing
98
491
530
Student enrolment in marketing predominates at all levels, and new convergent
qualifications in ‘marketing and communication’ will reinforce this.
The potential demand for public relations VET qualifications will remain small,
given the size of the industry and existing strength of the higher education sector
in the field.
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 19 of 26
4
Draft Functional Framework
4.1 Public Relations Functions
Functions are identifiable outcomes that profile work in the sector. They should
answer the question, ‘Why do we need public relations?’.
In the competency model adopted in the VET sector, the functions become the
basis for the development of units of competency, or standards. Skills,
knowledge and other factors are inputs that support the functional outcomes.
Based on initial consulting and research, the following functional model is
designed to stimulate feedback and comment. It is presented for discussion only
at this stage.
* The model is also produced as Attachment A.
The functions are drawn within the business processes from strategy to support.
4.2 Implications for Scoping Review
This presents a number of questions in terms of the VET sector response
including:
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 20 of 26
•
Are there public relations specific functions, given increasing
convergence?
•
Are these functions correct? Are some missing?
•
Are their levels of performance and competency across the functions
in public relations? If so, what are these levels as defined within the
AQF Framework?
•
Are these functions the same as incorporated in higher-education
courses? If so, what is the role of the VET sector?
Further information on Training Packages and AQF levels can be found in
Attachment B.
Whether this model is helpful and relevant, and if it aligns with other
industry perspectives will need to be determined during stakeholder
discussions and feedback.
5
LOG OF REVIEW SCOPING ISSUES
This is a draft list of issues that have been identified in part through looking at
the implications of the foregoing data and commentary, with some additional
ideas based on the consultant's work to date with the current research.
These review issues will be subject to stakeholder discussion, comment and
advice during industry consultation, and other ideas / issues will be welcome.
5.1 Occupational Structure
5.1.1
What are the commonly understood factors that demarcate public relations from
marketing communications, advertising and other similar areas?
5.1.2
What business functions are performed within, or by, the public relations sector?
Is there a recognised functional structure for the industry? Has one been
developed?
5.1.3
Is occupational movement between marketing, public relations and other similar
areas common place? If so, what skills, knowledge and competency are easily
adaptable in the different contexts?
5.2 Qualifications and Skill Sets
A Skill Set is a formally recognised unit / group of units of competency that
delivers competency in 'small chunks of skills'. They may lead to a qualification,
but are most useful where the full breadth of a qualification is not required, or
training time is limited.
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 21 of 26
5.2.1
Given the current courses available in higher education, what VET qualifications
would best serve the industry? Is there a case for VET courses at the Certificate
IV, Diploma and/or Advanced Diploma level? What should be the occupational
outcome for graduates?
5.2.2
If VET qualifications are to be developed for the public relations sector, what is
your preferred nomenclature? e.g. Diploma of Public Relations? etc.
5.2.3
Is there scope for Skill Sets within the public relations field, and what areas
should they cover? How would they be aligned with more general qualifications?
5.3 Recognition & Articulation
5.3.1
Should there be formal articulation arrangements between VET qualifications /
units of competency, and relevant courses in the higher education sector? What
is the preferred model to achieve this?
5.3.2
Should any VET qualifications developed have predetermined entry
requirements? Should there be a mandated pathway for persons seeking
access to higher level qualifications e.g. should a Certificate IV be completed
before one can attempt a Diploma, and if so, what would be the justifications for
this?
5.4 Credential Demand
5.4.1
There is relatively low demand from both RTO's, industry and students for the
current qualifications. What is the reason for this? How can the review provide
for greater demand and interest?
5.5 Units of Competency / Standards
5.5.1
Are the existing ‘BSBPUB’ units suitable for inclusion in any public relations
qualifications? What changes would need to be made, if any?
5.5.2
Based on material presented in this paper, what units of competency should be
developed?
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 22 of 26
6
CONSULTATION AND FEEDBACK
This discussion paper has been distributed to provide information and simulate
ideas for discussion that will assist the scoping review of public relations training
within the Business Service Training Package.
Further consultation will be undertaken with industry representatives during the
project, and information will be available on the IBSA Web site.
However, advice or input is welcome at any time from stakeholders by either:
•
•
•
contacting IBSA or the project consultant directly
commenting on existing course/units via the IBSA Feedback Hub
making comments using the online response form available here:
Public Relations Online Survey
Comments provided will be dealt with in accordance with the IBSA
Privacy Policy.
For additional information on how to become involved, contact Steven Deer.
Thank you for taking the time to read this Discussion Paper, and we look
forward to your further participation in the scoping review.
Contact Details
IBSA Innovation & Business Skills Australia
Level 11, 176 Wellington Parade
East Melbourne, VIC, 3002
Phone: (+61) 03 9815 7000
Fax:
(+61) 03 9815 7001
Industry Manager: Steven Deer
steven.deer@ibsa.org.au
Project Consultant Dennis Trevarthen
Principal Consultant
Ability Associates Australia Pty Ltd
PO Box 159
ELWOOD VIC 3184
Mobile: 0419 359 829
dtrev@ability.com.au
Online Project Information https://www.ibsa.org.au/projects/
Online Feedback Forum IBSA Feedback Hub
Online PR Survey Link Public Relations Online Survey
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 23 of 26
Attachments
A Draft Public Relations Functional Model
B FAQ’s - Training Packages and Australian Qualifications Framework (AQF)
How is a training package developed?
The development of training packages is managed by IBSA on behalf of industry.
To gain national endorsement, developers must provide evidence of extensive
consultation and support within the industry area or enterprise. On successful
completion of a quality assurance process, training packages are endorsed by the
Government and placed on the training.gov.au
website www.training.gov.au
The process looks like this:
What are training packages?
A training package is an integrated set of nationally endorsed units of competency,
AQF qualifications and assessment guidelines designed for a specific industry,
industry sector or enterprise.
Training packages are a key resource for registered training organisations (RTOs) in
the delivery of structured, accredited training. They describe the skills and
knowledge that individuals need to possess to be able to perform effectively in the
workplace.
Training packages consist of a set of endorsed components. Some training
packages also have an associated collection of support materials, called companion
volumes and implementation guides.
Training Packages consist of the following:
Endorsed components:
•
units of competency;
•
assessment requirements (associated with each unit of competency);
•
qualifications; and
•
credit arrangements.
Non Endorsed components:
•
Implementation Guide
•
One or more quality assured companion volumes.
What is the Australian Qualifications Framework?
The AQF is the national policy for regulated qualifications in the Australian education
and training system. It incorporates the quality assured qualifications from each
education and training sector into a single comprehensive national qualifications
framework.
It looks like this:
http://www.aqf.edu.au/aqf/in-detail/2nd-ed-jan-2013/
What are
packaging rules and elective units?
The packaging rules for a training package qualification set out the overall
requirements to achieve that qualification. The packaging rules clearly state what the
core and elective requirements are for that qualification.
Packaging rules specify:
•
•
•
•
the number and source of elective units that can be included in a qualification
the number of elective units that can be drawn from within the ‘host’ training package
the number of elective units that can be drawn from other training packages, and
the number of elective units that can be drawn from accredited courses.
Sometimes, units taken from other training packages or accredited courses are
referred to as ‘imported’ units.
In some cases, a stated number of elective units must be selected from a specific list
(or ‘bank’) of units identified in the packaging rules.
Elective units selected must be relevant to:
•
•
•
the work outcome
local industry requirements, and
the qualification level.
•
http://www.asqa.gov.au/faqs/frequently-asked-questions.html
IBSA Public Relations Review Scoping, Discussion Paper, September 2015 Page 26 of 26