Elements and Performance Criteria
- Liaise with media personnel
- Information on local, regional and national media contacts is obtained and kept up to date.
- Processes and procedures for dealing with the media are confirmed, and requirements are established for format, presentation and deadlines for information.
- Communication processes are established to develop mutual trust and cooperation, and to foster awareness of public affairs events and activities.
- Information that is reliable and represents the current position of the organisation or situation is provided to the media in accordance with organisational policy and procedures.
- Situations where serious errors or misquoting occurs are handled in accordance with organisational policy and procedures.
- Negotiate media coverage
- Assessment is made of the potential level of interest in particular events, activities and communications, and media selections are made to maximise coverage and achieve public affairs objectives.
- The form of information and preferred message positions are identified to maximise media coverage.
- Notice is given to the media of the timing of events and activities, and contact information is provided to enable confirmation of details.
- Media coverage is negotiated in accordance with legislation, organisational policy and procedures.
- Monitor media coverage
- Options for monitoring media coverage are assessed and selected based on organisational requirements and value for money.
- Procedures for monitoring media performance are developed and implemented, and actions that address variations from expected performance are recommended.
- Media coverage is evaluated in terms of effectiveness in achieving message placement objectives, anticipated impact and public affairs objectives.
- Prepare spokespersons for media interaction
- Spokespersons are briefed on the characteristics, communication techniques and potential impact of media interviews for newspapers, radio and television.
- Spokespersons are briefed on interview approaches and the techniques of specific interviewers.
- Objectives are established with spokespersons for interview outcomes in planned situations in order to communicate specific information.
- Responses and techniques are provided for achieving positive communication outcomes in unplanned media interactions.
- Spokespersons are prepared for crisis situations in accordance with crisis communication plans and responsibilities.