National Occupational Standards in
Archaeological Practice

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AJ3 Develop public relations strategies and monitoring arrangements

AJ3.5 Confirm strategy and monitoring arrangements

Performance Required

This will involve:

1. Ensuring that action is taken to confirm strategy and monitoring arrangements with appropriate parties
2. Ensuring that the relevant regulatory requirements are met
3. Ensuring that progress is accurately monitored and variances are resolved promptly and relevant parties informed of required changes
4. Ensuring that appropriate arrangements are made with suppliers to minimise conflict of interest and maintain confidentiality
5. Ensuring that the information required to evaluate the strategy is obtained and required changes are identified and implemented

Occupational Context

1. Conflict of interest
   • between agencies and organisations
   • across disciplines and fields
   • amongst partners and stakeholders
   • between senior management and middle management
   • between client and agent

Knowledge Requirements

You need to know about:

Risk

• Variances: timing, budget, impact, contracted suppliers, range and depth of publics and frequency
• Confidentiality and Data Protection
• Conflict of interest

Strategy

• Corporate, marketing communications, internal communications, business to business, political, financial, community, products and services

Information

• Customer objectives and market needs
• Legislation (nationally, in Europe and overseas)
• Communications theory as a background to strategy decisions and the public relations techniques available for implementing the chosen strategy

Required Skills

You should demonstrate:

• Contingency planning skills
• Monitoring and evaluation technique and skills

Evidence Required

You should provide evidence that you can confirm strategy and monitoring arrangements

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

• confirm strategy and monitoring arrangements.

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