This unit describes the performance outcomes, skills and knowledge required to design, produce and edit public relations documents for various target audiences, and to evaluate their effectiveness in the marketplace.

Unit details

Study level:
Vocational and further education (TAFE)
Unit code:


Assessment tasks will be designed to reinforce and extend knowledge and skill competence within set and controlled parameters in accordance with each unit's learning outcomes and performance criteria requirements, including the setting of work based practical application tasks designed to provide evidence of competence outcomes, within periodic and scheduled timelines. Students will be expected to demonstrate the following required skills: - culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities; - information management skills to retrieve, record and store public relations documents; - literacy skills sufficient to write public relations documents in a range of styles and tones for a range of target publics and audiences; - organisational and time-management skills to sequence tasks and meet timelines; - research and data collection skills to analyse previous communication documents and to identify relevant information relating to the client, target public, audience and organisation, and; - technology skills to use a range of office equipment such as computers and software such as word processing.Students will also be expected to demonstrate the following knowledge: - current issues or trends which affect the public relations industry; - overview knowledge of key provisions of relevant legislation from all levels of government, codes of practice and national standards that affect business operations; - industry structures, networks within the public relations industry; - organisational and client operating environments, structures and business and marketing plans, and; - principles and practices of marketing communications and media strategies.

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