Page 1 of 5 Title Formulate event management strategies and coordinate event management services for a public relations event Level 6 Credits 10 Purpose This unit standard is for people who have, or seek responsibility for, organising and managing public relations events. People credited with this unit standard are able to: describe the nature and purpose of the public relations event and identify planning and coordination considerations; formulate a tactical communication plan for a public relations event; initiate and confirm planning arrangements for a public relations event; coordinate management of the public relations event; and review and evaluate public relations event management services. 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; and Unit 11596, Establish, develop, and manage public relations with active interest groups; or demonstrate equivalent knowledge and skills. Explanatory notes 1 Definitions Media encompasses both the traditional media of press, radio, television, film, magazines and print, and new telecommunication and digital-based media. Objectives are the measurable outcomes for publics in terms of knowledge, attitudes and behaviour. 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.
Page 2 of 5 2 Industry guidelines relevant to this unit standard are available from: the Public Relations Institute of New Zealand, http://www.prinz.org.nz/; The Global Alliance for Public Relations and Communication Management, http://www.globalalliancepr.org/; and the International Association of Business Communicators, http://www.iabc.com/. 3 Assessment Evidence is required of competent performance of outcomes and evidence requirements in a public relations context where an actual event is managed. Examples of actual events may include but are not limited to community fundraiser, sporting or cultural event, commercial event, membership drive, entertainment event. The primary purpose of the event must be to communicate a public relations message and it is assumed that an event has been determined as the appropriate channel within a communication strategy. 4 Acts, regulations, and bylaws regarding the promotion and production of specific events must be complied with. Legislation relevant to this unit standard includes but is not limited to: Copyright Act 1994 Health and Safety in Employment Act 1992 Trade Marks Act 2002 Unsolicited Electronics Messages Act 2007 Depending on the specific nature of the event, legislation relevant to this unit standard may also include, but is not limited to: Food Act 1981 Food Hygiene Regulations 1974 Major Events Management Act 2007 Resource Management Act 1991 Sale and Supply of Alcohol Act 2012. Outcomes and evidence requirements Outcome 1 Describe the nature and purpose of the public relations event and identify planning and coordination considerations. 1.1 The nature and purpose of the public relations event is described in terms of the type of activity and the proposed publics. 1.2 Public relations event objectives are described in relation to organisational objectives, communication, planning, and implementation. 1.3 Specific public relations event characteristics are described, and implications are identified, in relation to planning and coordination.
Page 3 of 5 Outcome 2 Formulate a tactical communication plan for a public relations event. 2.1 Publics are researched to determine relevant communication methods. 2.2 Communication objectives are set that support public relations event goals. 2.3 Communication plan is coherent within overarching public relations event and/or organisational strategy. 2.4 Communication plan includes tactics appropriate to the public relations event. Range may include pre-publicity, post-publicity, at-event communication, feedback mechanisms. 2.5 Communication plan includes appropriate evaluation mechanisms that are linked to public relations event objectives. Outcome 3 Initiate and confirm planning arrangements for a public relations event. 3.1 A public relations event budget is produced, sources and uses of funds are specified, and responsibilities for financial management are defined in relation to the specific event. 3.2 Plans are produced to define the nature and timing of the public relations event, and to schedule pre-event, event, and post-event activities, and logistical requirements and responsibilities. 3.3 The nature and form of participation in the public relations event by support services, volunteers, suppliers, sponsors, entertainers, or presenters are negotiated, and details of services to be provided are formally confirmed. 3.4 The nature and form of participation in the public relations event by participants is detailed and logistical and cultural implications are addressed. 3.5 Location and venue requirements for the public relations event are determined that are consistent with its characteristics, and the expectations and size of the projected audience.
Page 4 of 5 3.6 Public relations event facilities required are identified and arrangements are made to ensure that specified facilities are available. Range event facilities may include but are not limited to audio-visual, telecommunications, media, entertainment, transportation, security, accommodation, catering, retail, sale of liquor, cash withdrawal services, sanitation, crèche; evidence of identification of facilities relevant to a specific event is required. 3.7 Risk factors and contingencies are provided for in accordance with legislative and organisational requirements. Outcome 4 Coordinate and monitor the public relations event activities. 4.1 Public relations event plan is implemented and at-event monitoring processes are applied throughout the event to contribute to event objectives. Outcome 5 Review and evaluate public relations event management services. 5.1 The extent to which public relations event and communication objectives have been achieved is measured using review and evaluation processes on feedback from participants. 5.2 The need for changes to services is assessed in relation to the extent to which public relations event and communication objectives were achieved. Planned review date 31 December 2019 Status information and last date for assessment for superseded versions Process Version Date Last Date for Assessment Registration 1 24 October 1997 31 December 2016 Revision 2 16 January 2001 31 December 2016 Review 3 19 November 2010 31 December 2016 Rollover and Revision 4 16 April 2015 N/A
Page 5 of 5 Consent and Moderation Requirements (CMR) reference 0113 This CMR can be accessed at http://www.nzqa.govt.nz/framework/search/index.do. 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 nqs@nzqa.govt.nz if you wish to suggest changes to the content of this unit standard.