Elements and Performance Criteria
- Research publication requirements and segment target audience
- Prepare a public relations research brief that specifies the research objectives, methodology, time schedule and budget
- Consider the internal and external factors that may impact on the effectiveness of a public relations publication
- Assess primary and secondary research methods for their capacity to provide information on publications requirements and market segments
- Evaluate and choose criteria to use in segmenting the audience in accordance with the public relations brief
- Define the target audience in terms of prospective readers of the publications
- Ensure the target audience profile meets organisational requirements in terms of level and style of language usage, format, content and level of detail
- Plan public relations publications
- Ensure publication purpose is consistent with the organisation’s mission, vision and corporate values
- Identify, obtain agreement on and document publication objectives and central message consistent with messages in other organisational publications
- Select team members according to skill and knowledge requirements
- Develop and obtain agreement on budgets and schedules with relevant stakeholders
- Identify appropriate suppliers of goods and services and obtain quotations as required
- Develop criteria to test and evaluate the success of the publication
- Develop and evaluate public relations publications
- Design and write publication text in accordance with communication objectives and house style
- Check readability of material to ensure it is aligned to the target audience’s reading levels
- Test document with relevant stakeholders and incorporate findings in the final publication
- Ensure publications, including any changes, comply with legal and ethical requirements
- Select and contract suppliers to complete publication production processes
- Distribute publication according to public relations plan
- Evaluate aspects of the publication in line with stakeholder feedback and against evaluation criteria