This unit describes the skills required to manage media relationships to enable the organisation’s services and achievements to be recognised and to deal with sensitive issues as they arise. It includes liaising with media personnel, negotiating media coverage, monitoring media coverage and preparing spokespersons for media interaction.
This unit applies to those working in public affairs, managing relationships with the media.
The skills and knowledge described in this unit must be applied within the legislative, regulatory and policy environment in which they are carried out. Organisational policies and procedures must be consulted and adhered to.
Those undertaking this unit would work independently in consultation with others, performing complex tasks in a range of familiar contexts.
No licensing, legislative or certification requirements apply to unit at the time of publication.
You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)
Evidence Required
List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
ELEMENTS
PERFORMANCE CRITERIA
Elements describe the essential outcomes
Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the range of conditions section.
1. Liaise with media personnel
1.1 Obtain information on local, regional and national media contacts and keep up to date.
1.2 Confirm processes and procedures for dealing with the media, and establish requirements for format, presentation and deadlines for information.
1.3 Establish communication processes to develop mutual trust and cooperation, and to foster awareness of public affairs events and activities.
1.4 Provide information that is reliable and represents the current position of the organisation or situation to the media.
1.5 Handle situations where serious errors or misquoting occurs.
2. Negotiate media coverage
2.1 Assess the potential level of interest in particular events, and make activities and communications, and media selections to maximise coverage and achieve public affairs objectives.
2.2 Identify the form of information and preferred message positions to maximise media coverage.
2.3 Give notice to the media of the timing of events and activities, and provide contact information to enable confirmation of details.
2.4 Negotiate media coverage.
3. Monitor media coverage
3.1 Assess options for monitoring media coverage and select based on organisational requirements and value for money.
3.2 Develop and implement procedures for monitoring media performance, and recommend actions that address variations from expected performance.
3.3 Evaluate media coverage in terms of effectiveness in achieving message placement objectives, anticipated impact and public affairs objectives.
4. Prepare spokespersons for media interaction
4.1 Brief spokespersons on the characteristics, communication techniques and potential impact of media interviews for newspapers, radio and television.
4.2 Brief spokespersons on interview approaches and the techniques of specific interviewers.
4.3 Establish objectives with spokespersons for interview outcomes in planned situations in order to communicate specific information.
4.4 Provide responses and techniques for achieving positive communication outcomes in unplanned media interactions.
4.5 Prepare spokespersons for crisis situations in accordance with crisis communication plans and responsibilities.
Evidence required to demonstrate competence must satisfy all of the requirements of the elements and performance criteria. If not otherwise specified, the candidate must demonstrate evidence of performance of the following on at least one occasion.
applying legislation, regulations and policies relating to public affairs
using communication methods and strategies with diverse groups, including consultation, liaison, advice, negotiation
assessing and providing newsworthy information
applying procedures relating to work health and safety and environment in the context of public affairs
Evidence required to demonstrate competence must satisfy all of the requirements of the elements and performance criteria. If not otherwise specified the depth of knowledge demonstrated must be appropriate to the job context of the candidate.
public sector legislation, including work health and safety and the environment, regulations, policies, procedures and guidelines relating to public affairs
the importance of relationships with key media contacts
the range of media and the usefulness of each for particular information or messages
organisational procedures for dealing with the media
This unit contains no specific industry-mandated assessment conditions. Guidance on suggested and recommended conditions and methods can be found in the Implementation Guide.
Assessors must satisfy the NVR/AQTF mandatory competency requirements for assessors.
Submission Requirements
List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here
Assessment task 1: [title] Due date:
(add new lines for each of the assessment tasks)
Assessment Tasks
Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.
ELEMENTS
PERFORMANCE CRITERIA
Elements describe the essential outcomes
Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the range of conditions section.
1. Liaise with media personnel
1.1 Obtain information on local, regional and national media contacts and keep up to date.
1.2 Confirm processes and procedures for dealing with the media, and establish requirements for format, presentation and deadlines for information.
1.3 Establish communication processes to develop mutual trust and cooperation, and to foster awareness of public affairs events and activities.
1.4 Provide information that is reliable and represents the current position of the organisation or situation to the media.
1.5 Handle situations where serious errors or misquoting occurs.
2. Negotiate media coverage
2.1 Assess the potential level of interest in particular events, and make activities and communications, and media selections to maximise coverage and achieve public affairs objectives.
2.2 Identify the form of information and preferred message positions to maximise media coverage.
2.3 Give notice to the media of the timing of events and activities, and provide contact information to enable confirmation of details.
2.4 Negotiate media coverage.
3. Monitor media coverage
3.1 Assess options for monitoring media coverage and select based on organisational requirements and value for money.
3.2 Develop and implement procedures for monitoring media performance, and recommend actions that address variations from expected performance.
3.3 Evaluate media coverage in terms of effectiveness in achieving message placement objectives, anticipated impact and public affairs objectives.
4. Prepare spokespersons for media interaction
4.1 Brief spokespersons on the characteristics, communication techniques and potential impact of media interviews for newspapers, radio and television.
4.2 Brief spokespersons on interview approaches and the techniques of specific interviewers.
4.3 Establish objectives with spokespersons for interview outcomes in planned situations in order to communicate specific information.
4.4 Provide responses and techniques for achieving positive communication outcomes in unplanned media interactions.
4.5 Prepare spokespersons for crisis situations in accordance with crisis communication plans and responsibilities.
Evidence required to demonstrate competence must satisfy all of the requirements of the elements and performance criteria. If not otherwise specified, the candidate must demonstrate evidence of performance of the following on at least one occasion.
applying legislation, regulations and policies relating to public affairs
using communication methods and strategies with diverse groups, including consultation, liaison, advice, negotiation
assessing and providing newsworthy information
applying procedures relating to work health and safety and environment in the context of public affairs
Evidence required to demonstrate competence must satisfy all of the requirements of the elements and performance criteria. If not otherwise specified the depth of knowledge demonstrated must be appropriate to the job context of the candidate.
public sector legislation, including work health and safety and the environment, regulations, policies, procedures and guidelines relating to public affairs
the importance of relationships with key media contacts
the range of media and the usefulness of each for particular information or messages
organisational procedures for dealing with the media
This unit contains no specific industry-mandated assessment conditions. Guidance on suggested and recommended conditions and methods can be found in the Implementation Guide.
Assessors must satisfy the NVR/AQTF mandatory competency requirements for assessors.
Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.
Observation Checklist
Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice
Yes
No
Comments/feedback
Obtain information on local, regional and national media contacts and keep up to date.
Confirm processes and procedures for dealing with the media, and establish requirements for format, presentation and deadlines for information.
Establish communication processes to develop mutual trust and cooperation, and to foster awareness of public affairs events and activities.
Provide information that is reliable and represents the current position of the organisation or situation to the media.
Handle situations where serious errors or misquoting occurs.
Assess the potential level of interest in particular events, and make activities and communications, and media selections to maximise coverage and achieve public affairs objectives.
Identify the form of information and preferred message positions to maximise media coverage.
Give notice to the media of the timing of events and activities, and provide contact information to enable confirmation of details.
Negotiate media coverage.
Assess options for monitoring media coverage and select based on organisational requirements and value for money.
Develop and implement procedures for monitoring media performance, and recommend actions that address variations from expected performance.
Evaluate media coverage in terms of effectiveness in achieving message placement objectives, anticipated impact and public affairs objectives.
Brief spokespersons on the characteristics, communication techniques and potential impact of media interviews for newspapers, radio and television.
Brief spokespersons on interview approaches and the techniques of specific interviewers.
Establish objectives with spokespersons for interview outcomes in planned situations in order to communicate specific information.
Provide responses and techniques for achieving positive communication outcomes in unplanned media interactions.
Prepare spokespersons for crisis situations in accordance with crisis communication plans and responsibilities.
Obtain information on local, regional and national media contacts and keep up to date.
Confirm processes and procedures for dealing with the media, and establish requirements for format, presentation and deadlines for information.
Establish communication processes to develop mutual trust and cooperation, and to foster awareness of public affairs events and activities.
Provide information that is reliable and represents the current position of the organisation or situation to the media.
Handle situations where serious errors or misquoting occurs.
Assess the potential level of interest in particular events, and make activities and communications, and media selections to maximise coverage and achieve public affairs objectives.
Identify the form of information and preferred message positions to maximise media coverage.
Give notice to the media of the timing of events and activities, and provide contact information to enable confirmation of details.
Negotiate media coverage.
Assess options for monitoring media coverage and select based on organisational requirements and value for money.
Develop and implement procedures for monitoring media performance, and recommend actions that address variations from expected performance.
Evaluate media coverage in terms of effectiveness in achieving message placement objectives, anticipated impact and public affairs objectives.
Brief spokespersons on the characteristics, communication techniques and potential impact of media interviews for newspapers, radio and television.
Brief spokespersons on interview approaches and the techniques of specific interviewers.
Establish objectives with spokespersons for interview outcomes in planned situations in order to communicate specific information.
Provide responses and techniques for achieving positive communication outcomes in unplanned media interactions.
Prepare spokespersons for crisis situations in accordance with crisis communication plans and responsibilities.
Forms
Assessment Cover Sheet
PSPGEN085 - Manage media relationships
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Assessment Record Sheet
PSPGEN085 - Manage media relationships
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