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Title / Demonstrate knowledge of communication theory for public relations programmes
Level / 4 / Credits / 3
Purpose / This unit standard is for people who need, or seek to understand, communication processes and to assess the effects of communication for public relations programmes.
People credited with this unit standard are able to: identify and explain communication theory relevant to public relations; use theory to analyse and critique communication processes; propose public relations activities to achieve communication outcomes for given scenarios.
Classification / Business Operations and Development > Public Relations
Available grade / Achieved
Explanatory notes
1Definitions
Communication theory refers to any theory of communications from the published body of knowledge including material from textbooks and professional and academic journals.
Public relations is defined by the Public Relations Institute of New Zealand as ‘the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics. It is about building and managing relationships and communication processes.
Publics are the diverse groups with an interest in the activities of an organisation or individual or with whom the organisation needs to engage.
2Industry guidelines relevant to this unit standard are available from: the Public Relations Institute of New Zealand, The Global Alliance for Public Relations and Communication Management, and the International Association of Business Communicators,
3Range
Communication theory models may include but are not limited to – mechanistic, critical, social construction, systemic, symbolic convergence, action assembly, co-ordinated management of meaning. A minimum of three models is required.
4Texts relevant to this unit standard include but are not limited to:
Cornelissen, J. (2008) Corporate Communication: A Guide to Theory and Practice. 2nd ed. London: Sage.
Dainton, M. and Zelley, E. (2011) Applying Communication Theory for Professional Life: A Practical Introduction. 2nd ed. London: Sage.
Griffin, E. (2009) A First Look at Communication Theory. 7th ed. London: McGraw-Hill.
McQuail, D. (2010) McQuail’s Mass Communication Theory. 6th ed. London: Sage.
Outcomes and evidence requirements
Outcome 1
Identify and explain communication theory relevant to public relations.
Evidence requirements
1.1Communication theory models are identified and their relevance for public relations is explained.
1.2Factors that contribute to achieving communication outcomes are identified in relation to public relations situations and their impact is explained.
Rangeparticipation and feedback, perspective of publics.
Outcome 2
Use theory to analyse and critique communication processes.
Rangeinternal public relations communications within an organisation, external public relations communications with specific publics.
Evidence requirements
2.1Communication processes are analysed and critiqued in relation to the factors that contribute to achieving communication outcomes in accordance with applied communication theory.
Outcome 3
Propose public relations activities to achieve communication outcomes for given scenarios.
Rangea minimum of three given scenarios.
Evidence requirements
3.1Proposed public relations activities are described in terms of the nature and range of communication effects used to achieve communication outcomes for the given scenarios.
Rangecommunication effects may include but are not limited to – relationship building and maintenance, reputation management, behaviour, awareness, understanding.
Planned review date / 31 December 2019Status information and last date for assessment for superseded versions
Process / Version / Date / Last Date for AssessmentRegistration / 1 / 24 October 1997 / 31 December 2016
Revision / 2 / 16 January 2001 / 31 December 2016
Review / 3 / 19 November 2010 / 31 December 2016
Rollover / 4 / 16 April 2015 / N/A
Consent and Moderation Requirements (CMR) reference / 0113
This CMR can be accessed at
Please note
Providers must be granted consent to assess against standards (accredited) by NZQA, before they can report credits from assessment against unit standards or deliver courses of study leading to that assessment.
Industry Training Organisations must be granted consent to assess against standards by NZQA before they can register credits from assessment against unit standards.
Providers and Industry Training Organisations, which have been granted consent and which are assessing against unit standards must engage with the moderation system that applies to those standards.
Requirements for consent to assess and an outline of the moderation system that applies to this standard are outlined in the Consent and Moderation Requirements (CMR). The CMR also includes useful information about special requirements for organisations wishing to develop education and training programmes, such as minimum qualifications for tutors and assessors, and special resource requirements.
Comments on this unit standard
Please contact NZQA National Qualifications Services if you wish to suggest changes to the content of this unit standard.
NZQA National Qualifications Services.SSB Code 130301 / New Zealand Qualifications Authority 2018