National Occupational Standards in
Archaeological Practice

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AJ3 Develop public relations strategies and monitoring arrangements

AJ3.2 Determine public relations strategy

Performance Required

This will involve:

1. Ensuring that alternative approaches have been fully investigated with appropriate specialists being consulted during the preparation
2. Ensuring that the strategy determined is consistent with the identified requirements and matches the organisation's corporate objectives and ethics and communications needs
3. Ensuring that the selected strategy is fully detailed, within given costings and timescale and approved by the customer
4. Ensuring that the relevant regulatory requirements are met

Occupational Context

1. Appropriate specialists
   • in publicity / in advertising
   • in planning / delivery
   • in organisation / management
2. Identified requirements
   • in terms of numbers
   • in terms of medium
   • in terms of target group
   • in terms of cost
   • in terms of the contribution to the development of the profession

Knowledge Requirements

You need to know and understand how to:

• Cost, prepare budgets and maintain budgetary control

You need to know about:

Design

• Communications theory as a background to strategy decisions and the public relations techniques available for implementing the chosen strategy

Sources/ knowledge items

• Public's aims, objectives and ethics and communication needs, sources of information, communications media and agencies, editorial sources and overseas controls and European legislation

Delivery

• Different types of public relations strategy: corporate, marketing communications, internal communications, business to business, political, financial, community, products and services
• The 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
• Research methods
• The effects of communications mix

Required Skills

You should demonstrate:

• Promotion of ideas

Evidence Required

You should provide evidence that you can determine Public Relations strategy

The candidate should be questioned, based upon the documentation provided, to explore how they:

• determine public relations strategies

They will need to demonstrate that they have independently contributed to and influenced the strategic process of relating to the public.

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: 31/7/2010
This page last updated: 6/8/2007 11:58