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Elements and Performance Criteria

1. Confirm organisational vision and mission
   • Currency of and support for organisational vision and mission are is checked with stakeholders.
   • Changes or refinements to vision or mission statement are made as required.
   • Support for strategic planning process is gained from all relevant stakeholders.
2. Analyse the internal and external environment
   • Information requirements are identified and research undertaken to deliver relevant information.
   • Political, economic, social and technological developments are analysed.
   • Advice is sought from appropriate experts wherever necessary
   • Strengths and weaknesses of existing stakeholders are identified and considered.
   • Organisation’s strengths, weaknesses, opportunities and threats are analysed.
   • Consistency of the analysis of internal and external environment and the perspectives of other informed people is assessed.
3. Write strategic plan
   • Relevant research and background is documented for inclusion in the strategic plan.
   • Strategic objectives and strategies needed for the future are formulated.
   • Strategies are assigned a priority, timeframe, responsible parties and measurable performance indicators.
   • Strategic plan is circulated for comment, support and endorsement
4. Implement strategic plan
   • Strategic plan is communicated to all relevant parties.
   • People with a specific role in relation to strategies are briefed.
   • Performance indicators are used to monitor progress in implementing plan.
   • Necessary refinements are made to plan.
   • Achievement of objectives are evaluated at agreed milestones.
   • Effectiveness of plan is reviewed and methods for improving strategic planning processes considered.

Required Skills

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

Required Skills

undertake analysis to review strengths and weaknesses and to collate and interpret statistical data including trend analysis utilise financial skills to consider resource implications of proposed strategies research to ensure accurate uptodate information is available to plan and undertake appropriate due diligence by applying risk management strategies

Required Knowledge

Relevant legislation from all levels of government that affects business operation especially in regard to work health and safety and environmental issues equal opportunity industrial relations and antidiscrimination Strategic planning methodologies including political economic social and technological PEST analysis and strengths weaknesses opportunities and threats analysis SWOT Codes and bylaws relevant to the organisations operations

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 produce a public affairs strategic plan which includes objectives strategies timeframes performance indicators methods for monitoring the implementation of the plan 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 develop public affairs strategic plan The application of communication ethics that are relevant to the audience and organisation are to be observed Specific resources for assessment There are no special resource requirements for this unit

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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.
Stakeholders may include	Management Issue motivated groups Employees Government agencies Media Technical advisers
Research may include	Demographics Economics Internal research Market segmentation Political Product Social Technical

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