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Title / Demonstrate knowledge of public relations service provision
Level / 4 / Credits / 10
Purpose / This unit standard is for people who need or seek to contribute to public relations service provision.
People credited with this unit standard are able to: identify the organisational structure and distinguish public relations services provided; identify and interpret organisational policy for provision of public relations services; and demonstrate an understanding of the financial implications for the public relations provision.
Classification / Business Operations and Development > Public Relations
Available grade / Achieved
Guidance Information
1Definitions
Organisation can be the candidate’s own workplace, a researchable New Zealand organisation, or be based on a given case study.
Policies set parameters for making decisions and offer a general guide to action.
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.
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
Identify the organisational structure and distinguish public relations services provided.
Performance criteria
1.1The type of organisation is identified in terms of its core activities, method of operation, organisational structures, processes, and personnel.
1.2The nature and extent of the public relations role are identified in relation to the core activities of the organisation.
1.3The public relations operation is examined to distinguish existing and potential services, and to define the impact of key relationships upon the operation.
1.4The organisational structure is examined to identify the position and inter-relationships of public relations services with other organisational functions.
1.5The public relations operation is examined to determine roles and expertise of the public relations service provider.
1.6Local, regional, national, and international associates are identified to assess the extent and scope of the public relations service provision.
Outcome 2
Identify and interpret organisational policy for provision of public relations services.
Performance criteria
2.1Organisational policies are examined to identify and interpret the impact of organisational objectives upon public relations practice.
2.2Organisational policies are identified to assess implications and expectations for the extent and quality of public relations services.
2.3Organisational policies are examined to identify and interpret expectations for the establishment, development, and maintenance of internal and external communications and relations.
Outcome 3
Demonstrate an understanding of the financial implications for the public relations provision.
Performance criteria
3.1The range and extent of public relations services provided are examined to identify financial and economic aspects of the public relations service provision operation.
3.2The financial information relevant in the context of public relations is described in accordance with organisational policies and procedures for financial management.
3.3Financial aspects of individual public relations activities and programmes is explained in relation to the overall performance of the service provision operation.
3.4Processes and systems for ensuring cost-effective service provision are identified and their operation is explained.
3.5Individual roles and responsibilities are identified in relation to achieving cost-effective service provision.
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 athttp://www.nzqa.govt.nz/framework/search/index.do.
NZQA National Qualifications Services.SSB Code 130301 / New Zealand Qualifications Authority 2019