Elements and Performance Criteria
- Contribute to public affairs scope and direction
- An environmental scan is conducted to identify public affairs issues and needs for the organisation.
- Target audiences for public affairs action are identified in accordance with organisational requirements.
- Public affairs objectives and programs are developed in line with the organisation's business and strategic plans.
- Criteria and measures are developed for assessing objectives.
- Resourcing requirements are identified and the scope of public affairs activities is negotiated in accordance with organisational priorities and resource constraints.
- Plan and manage public affairs program
- An operational plan is developed for public affairs to integrate strategies and coordinate communications and activities.
- Schedules are developed for communications and activities that are flexible enough to provide for contingencies and emerging issues.
- Responsibilities and accountabilities are defined, and reporting requirements and benchmarks are identified for monitoring the program.
- Public affairs program is implemented and monitored to ensure progress or to make changes to achieve the program objectives.
- Results are evaluated in terms of media coverage, penetration and desired audience response, reasons for variations are identified and changes are made to improve results.
- Develop crisis management communication strategies
- Organisational activities and operations are assessed to identify potential crisis factors and evaluate risk management strategies.
- The composition of a crisis communication team is explored and determined in terms of required specialist knowledge and guidance.
- Training needs for potential spokespersons are identified and media training is organised in accordance with organisational policy and procedures.
- Individuals and groups who must be contacted in crisis situations are identified, lines of communication are established and their involvement/role/responsibilities confirmed.
- Crisis management action plan is developed and submitted for approval to document crisis management communication strategies and protocols, including post-crisis communication.
- Handle high-profile events
- Public affairs strategic planning is undertaken for high-profile events in accordance with organisational requirements.
- Outside groups, partners, the media and business are involved in sponsoring/supporting special events as required.
- Protocol standards are applied and explained to others as required to ensure a positive organisational outcome from high-profile events.
- The involvement of managers, staff and government representatives in high-profile events is overseen and supported in accordance with organisational policy and procedures.
- Speeches and statements for management and other officials are prepared for special events or in times of crisis.