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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. Liaise with media personnel
  2. Negotiate media coverage
  3. Monitor media coverage
  4. Prepare spokespersons for media interaction

Required Skills

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

Skill requirements

Look for evidence that confirms skills in

applying legislation regulations and policies relating to public affairs

using a range of communication methods and strategies including consultation liaison advice negotiation with diverse groups

assessing and providing newsworthy information

responding to diversity including gender and disability

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

Knowledge requirements

Look for evidence that confirms knowledge and understanding of

legislation 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

equal employment opportunity equity and diversity principles

public sector legislation such as occupational health and safety and the environment in the context of public affairs

Evidence Required

The Evidence Guide specifies the evidence required to demonstrate achievement in the unit of competency as a whole It must be read in conjunction with the Unit descriptor Performance Criteria the Range Statement and the Assessment Guidelines for the Public Sector Training Package

Units to be assessed together

Prerequisite units that must be achieved prior to this unitNil

Corequisite units that must be assessed with this unitNil

Coassessed units that may be assessed with this unit to increase the efficiency and realism of the assessment process include but are not limited to

PSPETHCB Maintain and enhance confidence in public service

PSPETHC601B Maintain and enhance confidence in public service

PSPGOVB Apply government systems

PSPGOV601B Apply government systems

PSPGOVA Persuade and influence opinion

PSPGOV605A Persuade and influence opinion

PSPGOVA Prepare highlevelsensitive written materials

PSPGOV606A Prepare high-level/sensitive written materials

PSPMNGTB Manage diversity

PSPMNGT605B Manage diversity

PSPMNGTB Manage risk

PSPMNGT608B Manage risk

PSPMNGTB Formulate business strategies

PSPMNGT609B Formulate business strategies

PSPLEGNB Manage compliance with legislation in the public sector

PSPLEGN601B Manage compliance with legislation in the public sector

PSPOHSA Manage workplace safety

PSPOHS602A Manage workplace safety

PSPPOLA Provide policy advice

PSPPOL602A Provide policy advice

Overview of evidence requirements

In addition to integrated demonstration of the elements and their related performance criteria look for evidence that confirms

the knowledge requirements of this unit

the skill requirements of this unit

application of the Employability Skills as they relate to this unit see Employability Summaries in Qualifications Framework

management of media relationships in a range of or more contexts or occasions over time

Resources required to carry out assessment

These resources include

legislation policy procedures and protocols relating to public affairs

case studies and workplace scenarios to capture the range of situations likely to be encountered when managing media relationships

Where and how to assess evidence

Valid assessment of this unit requires

a workplace environment or one that closely resembles normal work practice and replicates the range of conditions likely to be encountered when managing media relationships including coping with difficulties irregularities and breakdowns in routine

management of media relationships in a range of or more contexts or occasions over time

Assessment methods should reflect workplace demands such as literacy and the needs of particular groups such as

people with disabilities

people from culturally and linguistically diverse backgrounds

Aboriginal and Torres Strait Islander people

women

young people

older people

people in rural and remote locations

Assessment methods suitable for valid and reliable assessment of this competency may include but are not limited to a combination of or more of

case studies

portfolios

projects

questioning

scenarios

authenticated evidence from the workplace andor training courses

For consistency of assessment

Evidence must be gathered over time in a range of contexts to ensure the person can achieve the unit outcome and apply the competency in different situations or environments


Range Statement

The Range Statement provides information about the context in which the unit of competency is carried out. The variables cater for differences between States and Territories and the Commonwealth, and between organisations and workplaces. They allow for different work requirements, work practices and knowledge. The Range Statement also provides a focus for assessment. It relates to the unit as a whole. Text in bold italics in the Performance Criteria is explained here.

Media may include:

press

radio

television

film

magazines

print

graphic

electronic

computer

telecommunications

Processes and procedures for dealing with the media may include:

who has access to the media

organisational spokespersons for particular information or situations

responsibility for dealing with serious errors or misquoting by the media

approval processes for release of information

Legislation, organisational policies and procedures may include:

State/Territory and Commonwealth legislation, regulations, policies, guidelines and standards relating to public affairs, such as:

public sector management/public service acts

ethics and accountability guidelines/codes of practice

information security standards

equity and diversity principles

confidentiality

freedom of information

privacy

intellectual property

copyright

risk management

fraud control

Options for monitoring media coverage may include:

media monitoring service

internal systems to record media coverage

combination of internal and external monitoring