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1. Research public relations campaigns 1.1 Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign

01 / 10 / 2021 Essays & Coursework 1

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Unit Sector

Business Development – Public Relations

Elements and Performance Criteria

ELEMENT 

PERFORMANCE CRITERIA 

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Research public relations campaigns

1.1 Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign

1.2 Conduct research into current practice and recent developments in relation to the campaign planning

1.3 Identify the campaign’s audience and their attributes

1.4 Develop and present options to other members of the public relations team and relevant stakeholders for consideration

2. Prepare to implement public relations campaigns

2.1 Define and agree upon campaign objectives and campaign plan with client and other key stakeholders

2.2 Schedule and cost campaign accurately and include in plans

2.3 Comply with legal and ethical constraints

2.4 Confirm roles and responsibilities with other members of the public relations team

3. Implement public relations campaigns

3.1 Implement public relations campaign in accordance with the plan

3.2 Evaluate the potential effectiveness and use of appropriate media to improve campaign publicity

3.3 Implement campaign in accordance with legal and ethical constraints and organisational requirements

3.4 Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures

3.5 Gain agreement from stakeholders to any changes that need to be made to campaign

4. Review and evaluate public relations programs

4.1 Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness

4.2 Report on the outcomes of the campaign to relevant internal and/or external stakeholders

4.3 Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements




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