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Elements and Performance Criteria

Required Skills

Required skills

photo imaging skills to

create meaningful images in private and public spaces in a respectful manner

optimise and create files and film including FTP to photo imaging industry standards

research skills to

compare contemporary styles and conceptual or aesthetic approaches to media press and public relations photo imaging

maintain professional practice arrangements for media press and public relations photo imaging

critical thinking skills to

recognise and address barriers to effective photo imaging workflow

reflect on and analyse own performance

literacy skills to write basic captions to accompany media photo images

numeracy skills to maintain records of travelling and outofpocket expenses for reimbursement purposes

communication skills to

clarify access and release issues relevant to street photography property releases and photographing in public spaces

deal empathetically and clearly direct subjects

negotiate access with subjects and media product developers

negotiate prices and fair exchange of services with clients and project stakeholders

recognise and overcome tension and nervousness in subjects

resolve complaints and disputes

seek feedback from clients on shoot progress and image selection

speak at editorial team meetings and maximise networking opportunities

work effectively with diversity

learning skills to review personal performance within shoot context

planning and organising skills to

interpret and respond to photo imaging briefs

organise shoots on location or in studio and prepare shoot management timelines

problemsolving skills to identify and rectify equipment malfunction and failure

teamwork skills to work with an editorialPR team

technology skills to check and reinstate equipment

Required knowledge

business practice including partnerships contracts intellectual property copyright legal moral insurance financial budget political OHS licences and permits

media press and PR photo imaging environment including practices and products

moral and ethical issues relevant to media photo imaging

relationship between photo imaging practitioner and employers the community professional bodies and associations

procedures for selecting testing and evaluating technology to determine its suitability for media photo imaging purposes

traditions and contemporary issues that inform media photo imaging practice

protocols for working with government institutions and regulations relating to media environment

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to

apply a typical workflow in media photo imaging professional practice

apply coordination and negotiation skills to own photo imaging work practices

apply technical and imaging skills including capturing and optimising media images

interact and liaise with clients members of the public community services personnel and associated professionals

participate as an image provider within the media industry

Context of and specific resources for assessment

Assessment must ensure

a range of photo imaging production equipment employed in a media context such as cameras computers software printers darkrooms lighting and accessories

a range of locations and studios for media photo imaging shoots

sources of information to research contemporary styles and conceptual or aesthetic approaches to media photo imaging

appropriate learning and assessment support when required

opportunity for collaboration with or in allied industries such as journalistsfeature writers graphic artists fashion and food stylists makeup artists and hairdressers

the use of culturally appropriate processes and techniques appropriate to the oracy language and literacy capacity of the candidate and the work being performed

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

direct questioning combined with review of portfolios of evidence

review of thirdparty reports from experienced practitioners

direct observation of candidate applying a typical workflow in media photo imaging professional practice

case studies to assess candidates ability to research contemporary styles and conceptual or aesthetic approaches to media photo imaging

participation in and observation of professional media photo imaging awards

review of photo imaging products against media industry standards and service specifications

Assessment methods should closely reflect workplace demands eg literacy and the needs of particular groups eg people with disabilities and people who may have literacy or numeracy difficulties such as speakers of languages other than English remote communities and those with interrupted schooling

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended for example

CUVPHIA Research the role and use of the photo image in visual communication

CUVPHI516A Research the role and use of the photo image in visual communication

CUVPHIA Research and exploit photo imaging trends

CUVPHI517A Research and exploit photo imaging trends

CUVPHIA Explore the descriptive and emotive nature of photo lighting

CUVPHI518A Explore the descriptive and emotive nature of photo lighting

CUVPHIA Investigate and exploit innovative imaging options

CUVPHI519A Investigate and exploit innovative imaging options

CUVPHIA Produce an innovative presentation of professional work

CUVPHI520A Produce an innovative presentation of professional work

CUVPHIA Produce commercial photo images

CUVPHI521A Produce commercial photo images.

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Sources of information may include:	contemporary media, such as newspapers, television and magazines internet and social media sites interviews personal experiences professional awards professional libraries workshops, seminars and conferences.
Shoot requirements may include:	analog or digital capture technologies and supporting accessories hire or loan options for equipment media product: how it is to be used what the client specifies models, props and backgrounds photo imaging lighting: ambient mixed lighting supplementary, including electronic flash, tungsten and fluorescent processing requirements for image work created production team studio or internal/external location timelines for stages of media workflow transportation of equipment.
Destination publication usage may include:	advertorials corporate portraiture cover or lead image for article fashion features food general news glamour illustrative photo essay photomontage soft news sport spot news.
Appropriate people may include:	editors, pictorial editors and journalists members of professional associations mentors and peers practising domestic photographers, photo imagists and members of allied fields.
Professional practice arrangements may include:	archive/digital asset management and storage codes of practice applicable to content and truthfulness of images captured or optimised for publication copyright and licensing insurance, including personal, public risk, accident and sickness, and equipment licences and permits media product transportation moral rights and legal issues for media work OHS respect for individuals.
Shoot preparations may include:	assemble and check all equipment conceptualise involvement in creative process confirm time, place and requirements for all aspects of the shoot that will be supplied by others undertake weather check for location shoots.
Shoot context may include:	application of teamwork and management skills conducive to a media environment meetings with individuals, such as: entertainers or public figures members of the public politicians meetings with groups: ‘grip ’n grin’ presentation public rally or street march shoot locations, including: architectural and urban farm industrial or commercial premises motor vehicle, train or aeroplane crash sites parks and gardens performing arts theatre rural scene of a crime sports fields wilderness technical requirements for image to be optimised and transmitted direct from the site timelines.
Optimise images may include:	digital files as specified: bit depth colour space (RGB/CMYK) digital asset management file dimensions/size in pixels file format, such as: encapsulated postscript (EPS) joint photographic experts group (JPEG) portable document format (PDF) Photoshop Data (PSD) tagged image file format (TIFF) file naming, captions and inclusion of file information data multiple file formats transfer media, such as CD, DVD, intranet and internet uncompressed and compressed files maintain quality and integrity of the digital data process and scan film or download digital files review and edit images.
Media product may include:	analog images as prints and transparencies digital photo images.