National Occupational Standards in
Archaeological Practice

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AJ3 Develop public relations strategies and monitoring arrangements

AJ3.4 Brief staff on requirements of public relations strategy

Performance Required

This will involve:

1. Ensuring that the appropriate people are selected to meet the requirements of the proposal
2. Ensuring that a detailed clear brief is provided to team members
3. Ensuring that progress of the work is accurately monitored, additional information and clarification provided
4. Ensuring that acceptance and agreement of selected approach and supporting resources is confirmed prior to submission for presentation and approval
5. Ensuring that continuing contact is maintained with the customer during the development of materials

Occupational Context

1. Team members:
   • account executives
   • editorial writers
   • public relations specialists
   • creative teams
   • researchers and support staff

Knowledge Requirements

You need to know and understand how to:

Customer requirements

Organisational limitations and restrictions

Staff

• Account executives, editorial writers, public relations specialists, creative teams, researchers and support staff

Public relations

• Strategy: corporate, marketing communications, internal communications, business to business, political, financial, community, products and services
• Communications theory as a background to strategy decisions and the public relations techniques available for implementing the chosen strategy
• Issues of confidentiality

Required Skills

You should demonstrate:

• Organisation and control of teamwork

Evidence Required

You should provide evidence that you can brief staff on requirements of Public Relations strategy

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

• brief staff on requirements of a 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: 31/7/2010
This page last updated: 6/8/2007 11:58