Page 1 of 4
Title / Manage and implement a public relations programme
Level / 6 / Credits / 10
Purpose / This unit standard is for people who have, or seek responsibility for, managing and/or implementing, public relations programmes.
People credited with this unit standard are able to: interpret public relations and communication plans for a public relations programme; analyse and prioritise public relations programme objectives; negotiate, acquire, and allocate resources and implement operational plans for a public relations programme; and monitor and evaluate a public relations programme.
Classification / Business Operations and Development > Public Relations
Available grade / Achieved
Guidance Information
1Definitions
Channels include – meetings, forums, hui, mainstream or digital media, or other generated print or digital collateral.
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.
2Industry guidelines relevant to this unit standard are available from: the Public Relations Institute of New Zealand, The Global Alliance for Public Relations and Communication Management, and the International Association of Business Communicators,
3Legislation 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 performance criteria
Outcome 1
Interpret public relations and communication plans for a public relations programme.
Performance criteria
1.1The plans are analysed to identify the needs, problems, and potential opportunities.
1.2The nature of required resources is determined in accordance with the public relations brief.
Outcome 2
Analyse and prioritise public relations programme objectives.
Performance criteria
2.1Objectives are prioritised to address the situation or issue in accordance with the public relations brief.
2.2Plans are implemented in relation to the selection and balance of specified channels in accordance with the public relations brief.
2.3The selection and balance of channels, and the expectations for responses to specific channels are developed to meet programme objectives.
Outcome 3
Negotiate, acquire, and allocate resources for a public relations programme.
Performance criteria
3.1Negotiate, acquire and allocate human, physical, technical, and financial resources required to complete the programme.
3.2Resource levels are negotiated and agreed in relation to achievement of programme objectives.
Outcome 4
Implement operational plans for a public relations programme.
Performance criteria
4.1Tactics are implemented and monitored in accordance with the communications plan.
4.2Tactics are scheduled and coordinated to meet programme objectives.
4.3Alternative courses of action are identified in response to emerging issues.
4.4Responsibilities and accountabilities are defined for each phase of the programme, and plans specify reporting requirements and identify benchmarks for monitoring the programme.
4.5Relationships with internal and external providers are monitored and evaluated to coordinate implementation of the programme.
4.6Capability for fulfilment of commitments for critical activities is monitored and evaluated in accordance with public relations best practice and communication is maintained with internal and external suppliers throughout the programme.
Outcome 5
Monitor and evaluate a public relations programme.
Performance criteria
5.1Activities and communications throughout the programme are monitored and evaluated to identify areas of concern, and to make recommendations for changes to achieve the programme purpose.
5.2Responses to specific components of the programme are monitored and evaluated in terms of achievement of the desired publics’ responses, and to identify the need for changes to achieve programme objectives.
5.3Results achieved in relation to the selection and balance of channels are monitored and evaluated to identify reasons for differences from expected results, and to recommend variations if required.
This unit standard is expiring. Assessment against the standard must take place by the last date for assessment set out below.
Status information and last date for assessment for superseded versions
Process / Version / Date / Last Date for AssessmentRegistration / 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 / 31 December 2020
Review / 5 / 1 November 2018 / 31 December 2020
Consent and Moderation Requirements (CMR) reference / 0113
This CMR can be accessed at
NZQA National Qualifications Services.SSB Code 130301 / New Zealand Qualifications Authority 2018