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Title / Analyse and evaluate communications strategies for international public relations programmes and activities
Level / 6 / Credits / 15
Purpose / This unit standard is for people who need or seek to participate in public relations activities in an international environment.
People credited with this unit standard are able to: explain the role and spheres of operation of the international public relations industry; analyse the impact of language, cultural, legal, and political factors on public relations strategies around the world; interpret briefs, research communication needs, and formulate strategies for specific international public relations programmes and activities; identify special communication considerations for specific international public relations programmes and activities; and evaluate communication strategies.
Classification / Business Operations and Development > Public Relations
Available grade / Achieved
Entry information
Recommended skills and knowledge / Unit 11588, Establish social, ethical, legal, and regulatory parameters for public relations activities, or demonstrate equivalent knowledge and skills.
Explanatory notes
1Definitions
Channels include – meetings, forums, hui, mainstream or digital media, or other generated print or digital collateral.
Issues management refers to a programme of identifying and addressing concerns and trends that may impact upon an organisation.
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.
2Strategies developed for specific international public relations programmes and activities must be scrutinised by personnel with experience in the specific international situation, to identify issues and problems to be resolved.
3Industry 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,
4Legislation 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 evidence requirements
Outcome 1
Explain the role and spheres of operation of the international public relations industry.
Evidence requirements
1.1The role of international public relations is explained in relation to the aspirations and needs of corporations, institutions, governments, and individuals to establish and maintain relations with publics of other nations.
1.2The spheres of operation of international public relations are explained in relation to government relations and diplomacy, transnational corporations, international institutions and agencies, sports, and entertainment.
1.3The role of international public relations is explained in relation to maintaining national reputation.
1.4The role of international public relations is explained in relation to issues management and crisis communications.
1.5Influences of global marketing communication and emerging technologies are explained in relation to the role and spheres of operation of the international public relations industry.
1.6The role of public relations professional bodies and agencies is explained in relation to international public relations practice.
Outcome 2
Analyse the impact of socio-cultural factors on public relations strategies around the world.
Evidence requirements
2.1Legal, political, and economic factors relevant to international public relations programmes and activities are analysed to identify and assess implications for public relations strategies.
2.2Cultural, social, and religious factors relevant to international public relations programmes and activities are assessed to identify implications for public relations strategies.
2.3Language, customs, education, and life-style factors relevant to international public relations programmes and activities are analysed to identify influences for public relations strategies.
2.4Recommendations are made for variations to the strategies where required, to reflect awareness and responsiveness to individual cultures in the international programmes and activities.
Outcome 3
Interpret briefs, research communication needs, and formulate strategies for specific international public relations programmes and activities.
Evidence requirements
3.1The specifications of the brief are analysed to identify the public relations issue or situation, to determine the scope and parameters of the public relations programmes and activities, and to identify variations in objectives for individual countries or situations.
3.2The brief is interpreted to assess client objectives and expectations, to identify implications and options for strategies and plans, and to identify responsibilities, criteria, standards, and measures for the public relations programmes and activities.
3.3The extent and adequacy of existing background information are assessed to determine the need for research into issues and activities.
3.4The objectives of the international programme are assessed, and the need for research into international publics is evaluated in relation to their communication needs and preferences.
3.5Key publics are defined, and objectives are established in terms of the desired response(s) to the messages communicated.
3.6Strategies are developed to coordinate activities and communications to achieve objectives, and plans are produced that specify tactics and schedule activities.
3.7A budget for planning and implementing the programmes and activities is produced in accordance with organisational requirements for public relations programmes and activities.
Outcome 4
Identify special communication considerations for specific international public relations programmes and activities.
Evidence requirements
4.1Language issues are identified and addressed, and barriers to communication are considered in relation to the publics.
4.2Channels, technologies, and access are evaluated for specific countries, and implications are identified for communication strategies.
4.3Channels are evaluated in relation to the communication needs and preferences of the designated publics, and strategic implications are identified.
4.4Issues are identified in relation to the source, context, language, and structure of the message(s) to maximise communication with the publics.
4.5Issues are identified in relation to the selection and balance of channels to achieve communication objectives of public relations programmes and activities.
Outcome 5
Evaluate communication strategies.
Evidence requirements
5.1Communication strategies are evaluated in terms of their effectiveness in reaching the key publics, and in achieving the desired publics’ response in the specific international context.
5.2Communication strategies are evaluated in terms of their awareness of and responsiveness to the needs of individual groups, and their effectiveness in achieving the international communication objectives.
5.3Communication strategies are evaluated in terms of achieving international programme objectives and meeting criteria and standards for quality, quantity, cost, and time.
5.4Communication strategies are evaluated in terms of their effectiveness in addressing the issue or situation in a manner that achieves a positive outcome for the client, and meets client expectations for the international programme as specified in the public relations brief.
Planned review date / 31 December 2019Status 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 / N/A
Consent and Moderation Requirements (CMR) reference / 0113
This CMR can be accessed at
Please note
Providers must be granted consent to assess against standards (accredited) by NZQA, before they can report credits from assessment against unit standards or deliver courses of study leading to that assessment.
Industry Training Organisations must be granted consent to assess against standards by NZQA before they can register credits from assessment against unit standards.
Providers and Industry Training Organisations, which have been granted consent and which are assessing against unit standards must engage with the moderation system that applies to those standards.
Requirements for consent to assess and an outline of the moderation system that applies to this standard are outlined in the Consent and Moderation Requirements (CMR). The CMR also includes useful information about special requirements for organisations wishing to develop education and training programmes, such as minimum qualifications for tutors and assessors, and special resource requirements.
Comments on this unit standard
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NZQA National Qualifications Services.SSB Code 130301 / New Zealand Qualifications Authority 2018