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Title / Establish, develop, and manage public relations with active interest groups
Level / 6 / Credits / 10
Purpose / This unit standard is for people who have or seek responsibility for establishing and maintaining communication relationships with strategic individuals and groups.
People credited with this unit standard are able to: identify active internal and external interest groups and individuals, and define the nature of the relationships; identify public relations needs and develop communication strategies; establish and manage working relationships with active interest groups and individuals; and monitor, review, and evaluate relationships with, and needs of, active interest groups and individuals.
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
Active interest group is any group which arises with a specific interest, behaviour or attitude in support or opposition to an issue(s), organisation(s) or individual(s).
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.
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 evidence requirements
Outcome 1
Identify active internal and external interest groups and individuals, and define the nature of the relationships.
Evidence requirements
1.1The nature and inter-relationships of the public relations operating environment are examined to identify active interest groups and individuals, and to define the nature of their participation.
1.2The relationship is defined in the context of public, client, supplier, and organisational interaction.
Outcome 2
Identify public relations needs and develop communication strategies.
Evidence requirements
2.1Consultation and channels are established, and processes are initiated to clarify requirements, and to identify participants' needs and expectations.
2.2Communication objectives are defined in relation to the public relations situation, and strategies developed are consistent with the needs of the participants and the channels they are most receptive to.
2.3Communication strategies developed are consistent with the nature of the relationship, and the public relations context.
Outcome 3
Establish and manage working relationships with active interest groups and individuals.
Evidence requirements
3.1Methods of contact and communication used are consistent with the needs of the interest groups and individuals, and the public relations situation.
3.2Communication processes established between the public relations service provider and active interest groups and individuals are described in terms of their potential to develop mutual trust and cooperation.
3.3Opportunities are identified and managed to foster long term relationships, to project the organisation, client, or issue in a positive manner, and to influence active interest groups and individuals.
Outcome 4
Monitor, review, and evaluate relationships with, and needs of, active interest groups and individuals.
Evidence requirements
4.1Feedback from active interest groups and individuals is monitored to maintain an awareness of needs and to identify changes in their requirements.
4.2The review and evaluation of relationships are carried out on a planned basis, consistent with the nature of the relationship, and implementation of the public relations programme.
4.3The satisfaction of active interest groups and individuals with their relationships with the public relations service provider, is monitored, reviewed and evaluated to identify areas of concern, and to recommend actions to improve relationships.
4.4Progress towards the achievement of communication objectives for the public relations programme is evaluated and reviewed and recommendations towards variations to communication strategies are proposed if objectives and criteria are not being achieved.
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
Please contact NZQA National Qualifications Services if you wish to suggest changes to the content of this unit standard.
NZQA National Qualifications Services.SSB Code 130301 / New Zealand Qualifications Authority 2018