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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Develop media strategies
   • Identify potential value of media involvement for policing purposes.
   • Communicate with stakeholders to identify objectives of and options for media involvement.
   • Evaluate potential risk to policing outcomes from media interest and involvement.
   • Identify actions required to achieve objectives through media involvement.
   • Assess timelines, resource requirements and security considerations for information release.
   • Document media strategies to ensure accountability and responsibility for activities undertaken.
2. Implement media strategies
   • Establish media relationships to facilitate planned release of information.
   • Provide information in accordance with objectives of media strategies.
   • Control and document information released to prevent unauthorised use of information.
   • Engage with media to foster partnerships.
   • Manage potential risks of media interest and involvement.
3. Review media strategies
   • Record and assess media coverage resulting from media strategies to identify potential impact on policing and judicial processes.
   • Evaluate outcomes of media strategies to determine effectiveness.
   • Identify further avenues of enquiry from outcomes of media strategies.
   • Evaluate implementation of media strategies for continuous improvement purposes.
   • Adjust media strategies in accordance with changing circumstances and requirements.
4. Develop media strategies
   • Identify potential value of media involvement for policing purposes.
   • Communicate with stakeholders to identify objectives of and options for media involvement.
   • Evaluate potential risk to policing outcomes from media interest and involvement.
   • Identify actions required to achieve objectives through media involvement.
   • Assess timelines, resource requirements and security considerations for information release.
   • Document media strategies to ensure accountability and responsibility for activities undertaken.
5. Implement media strategies
   • Establish media relationships to facilitate planned release of information.
   • Provide information in accordance with objectives of media strategies.
   • Control and document information released to prevent unauthorised use of information.
   • Engage with media to foster partnerships.
   • Manage potential risks of media interest and involvement.
6. Review media strategies
   • Record and assess media coverage resulting from media strategies to identify potential impact on policing and judicial processes.
   • Evaluate outcomes of media strategies to determine effectiveness.
   • Identify further avenues of enquiry from outcomes of media strategies.
   • Evaluate implementation of media strategies for continuous improvement purposes.
   • Adjust media strategies in accordance with changing circumstances and requirements.

Performance Evidence

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.

evaluating legal, operational and jurisdictional responsibilities against value of media involvement

identifying, selecting and implementing media strategy appropriate to purpose

liaising and negotiating with stakeholders regarding aims and objectives of media strategy

conducting risk assessments and risk mitigation activities related to potential outcomes of media liaison

identifying and selecting options for media involvement, including timeframes, resources and security requirements

recording media strategies, coverage and information releases

planning and controlling authorised release of relevant information

assessing and evaluating content and implementation of media strategy to determine future actions

demonstrating flexibility when engaging and interacting with media

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Knowledge Evidence

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.

communication techniques

jurisdictional policies and procedures related to media liaison, information security, authorisation processes

jurisdictional media relations strategies

legislative requirements related to confidentiality, disclosure, libel, accuracy, and discrimination

role of media in disseminating information, including raising public awareness, identifying further avenues of enquiry, and collecting information

traditional and emerging media formats

media practices and organisations

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