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Elements and Performance Criteria

1. Liaise with media personnel
   • Obtain information on local, regional and national media contacts and keep up to date.
   • Confirm processes and procedures for dealing with the media, and establish requirements for format, presentation and deadlines for information.
   • Establish communication processes to develop mutual trust and cooperation, and to foster awareness of public affairs events and activities.
   • Provide information that is reliable and represents the current position of the organisation or situation to the media.
   • Handle situations where serious errors or misquoting occurs.
2. Negotiate media coverage
   • Assess the potential level of interest in particular events, and make activities and communications, and media selections to maximise coverage and achieve public affairs objectives.
   • Identify the form of information and preferred message positions to maximise media coverage.
   • Give notice to the media of the timing of events and activities, and provide contact information to enable confirmation of details.
   • Negotiate media coverage.
3. Monitor media coverage
   • Assess options for monitoring media coverage and select based on organisational requirements and value for money.
   • Develop and implement procedures for monitoring media performance, and recommend actions that address variations from expected performance.
   • Evaluate media coverage in terms of effectiveness in achieving message placement objectives, anticipated impact and public affairs objectives.
4. Prepare spokespersons for media interaction
   • Brief spokespersons on the characteristics, communication techniques and potential impact of media interviews for newspapers, radio and television.
   • Brief spokespersons on interview approaches and the techniques of specific interviewers.
   • Establish objectives with spokespersons for interview outcomes in planned situations in order to communicate specific information.
   • Provide responses and techniques for achieving positive communication outcomes in unplanned media interactions.
   • Prepare spokespersons for crisis situations in accordance with crisis communication plans and responsibilities.
5. Liaise with media personnel
   • Obtain information on local, regional and national media contacts and keep up to date.
   • Confirm processes and procedures for dealing with the media, and establish requirements for format, presentation and deadlines for information.
   • Establish communication processes to develop mutual trust and cooperation, and to foster awareness of public affairs events and activities.
   • Provide information that is reliable and represents the current position of the organisation or situation to the media.
   • Handle situations where serious errors or misquoting occurs.
6. Negotiate media coverage
   • Assess the potential level of interest in particular events, and make activities and communications, and media selections to maximise coverage and achieve public affairs objectives.
   • Identify the form of information and preferred message positions to maximise media coverage.
   • Give notice to the media of the timing of events and activities, and provide contact information to enable confirmation of details.
   • Negotiate media coverage.
7. Monitor media coverage
   • Assess options for monitoring media coverage and select based on organisational requirements and value for money.
   • Develop and implement procedures for monitoring media performance, and recommend actions that address variations from expected performance.
   • Evaluate media coverage in terms of effectiveness in achieving message placement objectives, anticipated impact and public affairs objectives.
8. Prepare spokespersons for media interaction
   • Brief spokespersons on the characteristics, communication techniques and potential impact of media interviews for newspapers, radio and television.
   • Brief spokespersons on interview approaches and the techniques of specific interviewers.
   • Establish objectives with spokespersons for interview outcomes in planned situations in order to communicate specific information.
   • Provide responses and techniques for achieving positive communication outcomes in unplanned media interactions.
   • Prepare spokespersons for crisis situations in accordance with crisis communication plans and responsibilities.

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.

applying legislation, regulations and policies relating to public affairs

using communication methods and strategies with diverse groups, including consultation, liaison, advice, negotiation

assessing and providing newsworthy information

applying procedures relating to work health and safety and environment in the context of public affairs

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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.

public sector legislation, including work health and safety and the environment, regulations, policies, procedures and guidelines relating to public affairs

the importance of relationships with key media contacts

the range of media and the usefulness of each for particular information or messages

organisational procedures for dealing with the media

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