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Elements and Performance Criteria

1. Maintain relationships and networks with the media.
   • Relationships and networks with media are established and maintained in a positive and professional manner.
   • Organisational social, ethical and business standards are complied with to maintain positive relationships.
   • Systems to encourage communication flow and ongoing feedback are established and maintained to ensure accurate and relevant exchange of information.
   • Communication and interpersonal techniques are used to develop professional relationships with media that reflect sensitivity to individual differences and client requirements.
   • Media networks are accessed to ensure that information on unplanned events is communicated in an accurate and timely manner.
2. Prepare media release.
   • Media release is drafted using clear, concise and appropriately targeted language.
   • Media release is drafted in a manner that presents a positive image of the property and client and conforms to organisational requirements.
   • Professional service providers are engaged where required to support relationships with media.
   • Media release is distributed using established communication channels.
   • Information is securely maintained with due regard to client confidentiality and organisational requirements.
3. Conduct media interviews.
   • Media interviews are conducted in a professional manner that represents preferred position of property organisation and its clients.
   • Information is provided in a manner that is clear, accurate and protects the interests of the property organisation and its clients.
   • Suitable aids are used to ensure message is relevant and of interest to selected media.
   • Feedback is used to develop and implement strategies to maintain and improve the profile of the property organisation and its clients.
   • Communication and interpersonal techniques are used to deal with difficult situations in media interviews and effectively represent the views of the property organisation and its clients.

Range Statement

This section specifies work environments and conditions that may affect performance. Essential operating conditions that may be present (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) are included. Bold italicised wording, if used in the performance criteria, is detailed below.
Media must include:	online print radio social television.

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Performance Evidence

A person demonstrating competency in this unit must satisfy all of the elements, performance criteria, foundation skills and range of conditions of this unit.

The person must also promote and maintain positive public relations for an organisation in the property industry by:

preparing one media release

conducting one media interview

demonstrating how to manage relationships and networks with the media in a positive and professional manner in response to both of the following situations:

undertaking a promotional activity for the property industry

responding to adverse media coverage.

In doing the above, the person must:

conduct media interviews that provide clear and accurate information in a professional manner and are appropriate and sensitive to the audience

maintain positive relationships and networks with the media and industry personnel through effective communication and interpersonal techniques

promote and maintain positive public relations for the organisation and property industry

apply knowledge of organisation’s practices, ethical standards and legislative requirements associated with preparing and distributing media releases that present a positive image for the property organisation and its clients

review work processes to include feedback from colleagues and clients on strategies to further improve and maintain media relationships and networks.

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Knowledge Evidence

A person demonstrating competency in this unit must demonstrate knowledge of:

forms of media

types of media organisations in the property industry, including electronic and print

media processes and protocols

processes for conducting media interviews

processes for preparing and distributing media releases

social networking techniques

sources of advice for dealing with the media

techniques for dealing with adverse media coverage

techniques for managing relationships with media and media networks

trends in media use

ways of using the media to convey key organisational messages.

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