5.2.2 summary notes per scoping question
5.2.2 If VET qualifications are to be developed for the public relations sector, what is5.2.2 If VET qualifications are to be developed for the public relations sector, what is your preferred nomenclature? eg Diploma of Public Relations? etcyour preferred nomenclature? eg Diploma of Public Relations? etc
Diploma of Public Relations Diploma of Public Communications Diploma of Media and Public Relations Diploma of Communications
Certificate IV in Public Relations Diploma of Strategic Communication
Associate Diploma in Reputation Management Certificate IV in Stakeholder Relations
Diploma of Communications Management
Diploma of Public Relations Communications Management Diploma of Public Relations Practice
Existing in Victoria: Diploma of Business (Public Relations), Advanced Diploma of Business (Public Relations)
5.2.3 summary notes per scoping question
..5.2.3 Is there scope for Skill Sets within the public relations field, and what areas should5.2.3 Is there scope for Skill Sets within the public relations field, and what areas should they cover? How would they be aligned with more general qualifications?they cover? How would they be aligned with more general qualifications?
IT writing strategy stakeholder crisis issues HR Media liaison speech writing
spokesperson support (ie writing TPs and coaching spokespeople) delivering media training
reactive issues management proactive campaign development.
greater focus on basic skills such as grammar / spelling/ editing and general attention to detail. problem solving
adapting to change identify stakeholders
mapping a strategy to achieve business goals Writing for internal and external audiences Current and political events knowledge Government/community relations
Media (mainstream and social) management Basic (at least) software applications Event management
Basic financial management (budgeting etc.) Alignment with political studies, marketing, finance, English
Communication Skills Media Relations
Government Relations
Writing - English (spelling and grammar) Media studies and media training Social media
Community engagement
Government relations and lobbying Market research
Crisis and issues management Strategic communication planning Marketing
Client account management (budgets etc) Psychology
Organisations Society
Interpersonal Communication Management Skills Group Work Skills
campaign skills
organisation management skills media management
Communications Management Technology public speaking
Liaison lobbying
reflect upon professional development
basic graphic and web design, including HTML/CSS shooting and editing video for web
Journalism economics communication politics sociology psychology
Agency Skill Sets should cover these occupation groups: graduate
account executive Senior account executive account manager senior account manager account director
senior account director group account director
5.3.1 summary notes per scoping question
5.3.1 Should there be formal articulation arrangements between VET qualifications /5.3.1 Should there be formal articulation arrangements between VET qualifications / competency units, and relevant courses in the higher education sector? What is thecompetency units, and relevant courses in the higher education sector? What is the preferred model to achieve this?preferred model to achieve this?
Yes, formal and collaborative delivered through the PRIA. Yes, but not clear on process.
No, they should be separate. VET based on practical skills, degrees focus on professional issues Yes, pathways should be available and developed on a 1 to 1 basis between providers
Yes, and the pathways can also go from University to VET for practical skills training.
Yes, this type of articulation already exists in some areas between VET and entry to degree level Yes, provided Diploma graduates have real world experience before moving to degree level
5.3.2 summary notes per scoping question
5.3.2 Should any VET qualifications developed have predetermined entry requirements?5.3.2 Should any VET qualifications developed have predetermined entry requirements? Should there be a mandated pathway for persons seeking access to higher-levelShould there be a mandated pathway for persons seeking access to higher-level
qualifications? e.g. should a Certificate IV be completed before one can attempt aqualifications? e.g. should a Certificate IV be completed before one can attempt a Diploma, and if so, what would be the justifications for this?Diploma, and if so, what would be the justifications for this?
Yes, there should be mandated qualifications based on qualifications, not years in industry No, only requirement should be year 12 secondary English
Yes, with Certificate IV as a minimum level.
Yes, with mandated progression from certificate IV to Diploma as so on Yes, with admission interview and writing tests
Yes, a formal mandated development pathway Short cuts lead to dead ends.
Yes, when integrated with internships in PR organisations Yes, provided Diploma entry is based on ATAR
Yes, and provide for RPL at all levels to support multiple entry points to the industry No, there should not be predetermined entry nor mandated pathways
Yes, should be mandated progression from Diploma onwards, plus allowing for industry experience Yes, but there is no case for a Certificate IV in the industry, only Diploma and mandated pathway should apply
5.4.1 summary notes per scoping question
5.4.1 There is relatively low demand from both RTO's, industry and students for the5.4.1 There is relatively low demand from both RTO's, industry and students for the current Public relations accredited courses. What is the reason for this? How can thecurrent Public relations accredited courses. What is the reason for this? How can the review provide for greater demand and interest?review provide for greater demand and interest?
Current programs are not promoted, although there is a strong demand for continuous education. There needs to be more on social media to attract students, given the changes in the industry. More needs to be done to promote the relevance and opportunities in a PR career
PR is a small sector, and sometimes recruits come from other business fields.
Many people assume you need a degree to enter public relations, not this narrows the field of interest. University public relations programs are over subscribed. Perhaps the current VET programs do not attract as preparing job ready graduates.
"I think the demand is for university Bachelor courses - this is because PR is a profession where RTO courses are generally regarded as relating to trade type professions."
"These courses have been poorly marketed. Copy was badly written, emotional appeals were absent, they were not promoted through broad channels. And many more marketing sins. How they are promoted, and to whom, makes all the difference."
RTO’s do not understand public relations education, would need advisory panels to gain industry takeup VET courses are not considered relevant when compared to higher education degree programs
Existing VET programs should focus on coordinator and administration roles, not pretend to produce PR professionals.
The Victorian experience through RMIT and Swinbure has seen strong demand, and have been operating for over 16 years.
"Both of the VIC state accredited Diploma of Business (Public Relations) and the Advanced Diploma of Business (Public Relations) are valid until 2019 and can be taught in any state in Australia. We believe that these courses cater for the current demand and negate the need for any Training package developed product – until their expiry in 2019. "
"The content of the exisiting UOCs does not reflect current practice in the field. There is also little visibility of the PR units when they sit under marketing within Business Studies. A broader, more future-focused range of units in a stand-alone qualification would attract more interest. "
5.5.1 summary notes per scoping question
5.5.1 Are the existing Public Relations ‘BSBPUB’ units suitable for inclusion in any public5.5.1 Are the existing Public Relations ‘BSBPUB’ units suitable for inclusion in any public
relations qualifications? What changes would need to be made, if any?relations qualifications? What changes would need to be made, if any?
All seem ok. Not sure 403 & 501 encompass but they should align to final functional framework Yes, I think they are
Fundraising and sponsorship are fine at VET level.
Complex campaigns are only suitable for bachelor level programs
Crisis management is only suitable for post graduate and with years of experience All units are suitable
The BSBPUB units will need a thorough review gaping forward
"I would replace "Develop and manage complex public relations campaigns" with "Stakeholder analysis and engagement in practice" and I'd replace "Develop public relations documents" with "Writing effective public relations documents"
5.5.2 summary notes per scoping question
5.5.2 Based on material presented in the discussion5.5.2 Based on material presented in the discussion paper, what units of competency paper, what units of competency should be developed?should be developed?
digital / social media proficiency
The 2015 PRIA Five Stages of Practice outlines these exactly. Communication Skills
Media Relations Government Relations English spelling and grammar Negotiation
Stakeholder profiling sponsorship (existing) fundraising (existing)
Use of the PRIA competency matrix community consultation and engagement using new technologies
reputational management research methodology
"The public relations functions in the discussion paper would form a good basis for units of competency" Existing Victorian accredited course currently meets industry needs.