National Occupational Standards in
Archaeological Practice
AJ3 Develop public relations strategies and monitoring arrangements
AJ3.1 Determine requirements of public relations strategy
Performance Required
This will involve:
- Ensuring that business and communications plan objectives are correctly and fully identified
- Ensuring that the public relations needs of the internal and external publics are accurately identified and confirmed
- Ensuring that the objectives of the public relations strategy are clearly identified and agreed
- Ensuring that previous relevant performance history is accurately identified and taken into account during strategy formulation
- Ensuring that regulatory requirements are correctly and fully determined
- Ensuring that research information regarding business context and competitive activities is obtained and taken into account
- Ensuring that publics and messages are accurately and clearly identified
- Ensuring that the requirements of the strategy are fully identified, recorded and agreed prior to briefing staff
- Ensuring that budgets and timescales are accurately determined and agreed with the customer
- Ensuring that evaluation measures are identified and agreed
Occupational Context
- Public relations strategies
- Corporate
- Marketing
- Communications
- Internal communications
- Business to business
- Political
- Financial
- Community
- Products
- Services
- Internal and external communications
- Research information
- Public issues
- Attitudes
- Perceived values
- Legislative and regulatory plans
- Financial market trends
- Requirements of the strategy
- Sources of information
- Communications
- Media agencies
- Editorial sources
- Overseas controls and European legislation
- public relations Code of Conduct.
Knowledge Requirements
You need to know and understand how to:
- Cost, prepare budgets and maintain budgetary control
- Carry out tracking surveys
You need to know about:
Information Requirements
- Public issues, attitudes, perceived values, legislative and regulatory plans and financial
Market trends
- Sources of information, communications media and agencies, editorial sources, overseas controls and European
- Legislation and public relations Code of Conduct
Public relations Strategy
- Corporate, marketing communications, internal communications
Business to business, political, financial, community, products and services, including internal and external
Communications
- The effect that target public's objectives, ethics and market background will have on strategy
- Communications theory as a background to strategy decisions and the public relations techniques available for implementing the chosen strategy
- Implications of statutory and non-statutory regulation, industry guidelines and professional codes on public relations strategies and action to be taken
- The effect of media controls
- The effects of communications mix
- The effect of business context on public relations strategy
Required Skills
You should demonstrate:
- Communications and marketing skills
- Needs assessment skills
- Impact assessment skills
Evidence Required
You should provide evidence that you can determine requirements of Public Relations strategy
The candidate should be questioned, based upon the documentation provided, to explore how they:
- determine requirements of Public Relations Strategy
Evidence Rules
The candidate should have been involved in developing a public relations strategy for a cultural heritage organisation
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Today's date: 21/11/2008
This page last updated:
6/8/2007 10:58
