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Elements and Performance Criteria

Required Skills

Required skills

communication skills including clear and direct communication to liaise with the media and provide information

literacy and numeracy skills to understand written documentation prepare and write information in appropriate format and record information provided to media

computer literacy skills to prepare information for the media

problemsolving skills to match information needs of media to workplace information limitations

planning and organisational skills to identify desired outcomes of media liaison

teamwork skills to work with workplace and media personnel

Required knowledge

role of the media in disseminating information

requirements of different media outlets regarding presentation of information

requirements of different media outlets regarding deadlines amenities briefing areas and media liaison personnel requirements

social religious and cultural differences and traditions

workplace policies and procedures relating to media liaison

broad working knowledge of relevant federal state or territory legislation relating to privacy and consumer protection

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential

ability to select appropriate media outlets and personnel according to the purpose for liaison aims and desired outcomes and to develop a successful ongoing relationship with media personnel

preparation and presentation of information in a format to suit the requirements of the media outlet

liaising with the media on multiple occasions to ensure consistency of performance and ability to respond to different situations

Context of and specific resources for assessment

Assessment must ensure access to

appropriate computers communication technology and software programs to liaise with the media

interaction with media representatives

organisation information and promotional materials

Methods of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

observation of candidate selecting appropriate media outlets and personnel for liaison preparing information to meet media outlets information needs and providing information to media personnel through range of different means

written or verbal questioning to assess knowledge and understanding of relevant legislation and workplace policies and procedures with regard to performing media liaison

review of workplace documents completed by candidate

thirdparty reports from supervisor or manager detailing work performance

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended

Employability skills embedded in this unit should be assessed holistically with other relevant units that make up the skill set or qualification and in the context of the job role

Range Statement


The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Purpose may include:	public relations placement of public notices coverage of public or celebrity funeral.

Media may include:	print television radio.

Workplace policies and procedures may include:	standard operating policies and procedures, such as: public promotion privacy and confidentiality information limitations communication protocols record keeping standards and certification requirements quality assurance procedures personal dress standards.

Relevant legislation may include:	Privacy Acts Trade Practices Act.

Needs of each media outlet may include:	deadlines visual and verbal requirements amenities medium of presentation briefing area access to media liaison person bilingual personnel and bilingual information.

Appropriate medium may include:	electronically by computer disk or email paper-based by mail or by fax verbally over the phone verbally through a live or pre-recorded television interview verbally through a live or pre-recorded radio interview.