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Elements and Performance Criteria

1. Assess event and organisation requirement
   • Restricted and/or special access areas are clearly defined to media.
   • Operational responsibilities and provision of information to media is assessed.
2. Develop media strategy
   • Media plan is used to form the media strategy.
   • Arrangements are made to meet media requirements according to event characteristics.
   • Media representatives are briefed according to availability, knowledge of event and media presence.
   • Media briefing area is allocated with required resources where possible.
   • Media cooperation is gained in order to coordinate information flow and to provide information to the public.
   • Media strategy is changed at any time to suit operational demands and level.
   • Approval is gained for information releases where appropriate.
   • Information briefing sessions and tours are scheduled at appropriate times in line with operational responsibilities and media requirements.
   • Media personnel are provided with Work health and safety clothing where appropriate.
3. Provide information to media
   • Organisational protocols are followed when liaising with the media.
   • Media representative provides current development of event where appropriate
   • Interview and photo opportunities are scheduled and conducted to provide information where appropriate.
   • Other organisations at the incident are consulted with to ensure a consistent presentation of information to the media.
   • Accurate records of media enquiries and interviews are maintained.
   • A two-way communication process between organisation and media is maintained.
4. Promote the organisation via the media
   • Work and achievements of organisation is promoted throughout the event to assist in maintaining morale and public profile.
   • Own demeanour and presentation meets the professional standards of the organisation.

Required Skills

This describes the essential skills and knowledge and their level required for this unit

Required Skills

show attention to detail communicate facts in a fluent clear and interesting manner conduct press conferences and group interviews liaise with media and other organisation personnel present information via media channels speak publicly retain professionalism

Required Knowledge

knowledge of current practices for media liaison legal and organisation requirements relating to confidentiality libel accuracy discrimination newsworthiness of information requirements of different media newspaper magazines radio television social media requirements of local vs regional vs national media role of media in disseminating information

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the Performance Criteria Required Skills and Knowledge the Range Statement and the Assessment Guidelines for this Training Package
Critical aspects for assessment and evidence required to demonstrate competency in this unit	Assessment must confirm the ability to manage the media to ensure integrity of information being disseminated apply communication ethics that are relevant to the audience and organisation demonstrate an awareness of the organisations issues Consistency in performance Competency should be demonstrated over time and should be observed in a range of actual or simulated work contexts
Context of and specific resources for assessment	Context of assessment Competency should be assessed in the workplace or under conditions that accurately simulate a realistic workplace in accordance with all relevant legislation and organisation requirements Evidence should be gathered while observing the individual manage the media requirements at major events The application of communication ethics that are relevant to the audience and organisation are to be observed Specific resources for assessment Access to relevant standards policy and instructions related to public affairs

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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 in the Performance Criteria is detailed below.
Media requirement may include	Technical eg lighting/sound Access for crew and equipment Photographic/film opportunities On-site interviews Interviews with particular personnel Newsworthiness News angles Human interest interviews and stories Technical and other requirements of local vs. regional vs. national media Of print vs. radio vs. television vs. social media Individual requests from media personnel Food Shelter Personal protective equipment Telephones IT Power outlets Bilingual briefing
Information may include	Road closure notifications Facility closure information Warnings Danger zone identification Public information/assurance Evacuation details

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