Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

SIFMPR003A Mapping and Delivery Guide
Liaise with the media

Version 1.0
Issue Date: April 2024


Qualification -
Unit of Competency SIFMPR003A - Liaise with the media
Description This unit describes the performance outcomes, skills and knowledge required to liaise with the media for public relations purposes, arrange the placement of public notices, and negotiate the coverage of a public funeral. It involves selecting appropriate media outlets, preparing information for those outlets, and developing and maintaining an ongoing relationship with media personnel.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application This unit applies to funeral home and cemetery and crematorium staff required to liaise with the media.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites Nil
Competency Field Marketing and Public Relations
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Prepare for media liaison.
  • Identify purpose for contacting and liaising with the media.
  • Identify aims and desired outcomes of media liaison.
  • Identify limitations on information to be provided to the media according to workplace policies and procedures, and relevant legislation.
  • Select appropriate media outlets to liaise with according to purpose for liaison and aims and desired outcomes.
  • Identify and select appropriate personnel for contact within chosen media outlets.
  • Contact selected media personnel according to workplace policies and procedures.
       
Element: Provide information to the media.
  • Identify needs of each media outlet and balance against workplace limitations.
  • Prepare information according to media outlet's information needs and workplace policies and procedures.
  • Supply prepared information to media personnel through appropriate medium.
  • Conduct media liaison according to workplace policies and procedures.
  • Establish and maintain ongoing relationships with media personnel.
  • Record and maintain information provided to media according to workplace policies and procedures.
       


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

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 outlet's 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

third-party 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.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

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

problem-solving 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.

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.

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Identify purpose for contacting and liaising with the media. 
Identify aims and desired outcomes of media liaison. 
Identify limitations on information to be provided to the media according to workplace policies and procedures, and relevant legislation. 
Select appropriate media outlets to liaise with according to purpose for liaison and aims and desired outcomes. 
Identify and select appropriate personnel for contact within chosen media outlets. 
Contact selected media personnel according to workplace policies and procedures. 
Identify needs of each media outlet and balance against workplace limitations. 
Prepare information according to media outlet's information needs and workplace policies and procedures. 
Supply prepared information to media personnel through appropriate medium. 
Conduct media liaison according to workplace policies and procedures. 
Establish and maintain ongoing relationships with media personnel. 
Record and maintain information provided to media according to workplace policies and procedures. 

Forms

Assessment Cover Sheet

SIFMPR003A - Liaise with the media
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:

Assessment Record Sheet

SIFMPR003A - Liaise with the media

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: