The person applying the skills and knowledge outlined in this unit could be expected to write both original and re-purposed non-narrative content for a range of media.

The content could include such things as information for websites; community, news and promotional announcements for radio stations; organisation newsletters and audio or visual presentations.

In larger organisations or in the development of e-learning resources, the person would usually be re-purposing material written by other writers or content experts.

This work is usually undertaken with some supervision and guidance.

The writing of narrative content is covered in:

CUFWRT302A Write simple stories.

More complex skills associated with writing can be found in:

CUFWRT401A Edit texts

CUFWRT403A Write narration and current affairs material.

ELEMENT

PERFORMANCE CRITERIA

Prepare to write content

1. Identify production requirements for content with relevant personnel and according to organisational procedures

2. Identify purpose of content and other factors that have implications for the way content will be written

3. Identify text-based content that may be incorporated and referenced, and organise copyright clearances as required

4. Use a range of additional sources to find information where there are perceived gaps in text-based content

5. Identify needs and perspectives of target users and audience with reference to a range of user data

6. Generate a range of ideas relevant to purpose of the content to be written

7. In consultation with relevant personnel, evaluate and select most appropriate content ideas and writing styles

Draft content

8. Classify, structure and sequence content so that it is easy to read or navigate

9. Draft content using writing and communication principles

10. Draft content using writing techniques appropriate to purpose of the content

11. Provide captions or descriptions for media assets as required

12. Apply presentation techniques to enhance readability

13. Refine and redraft content until it meets creative requirements

14. Proofread content and conduct readability tests if appropriate

15. Submit final draft to relevant personnel for consideration and review

Finalise content

16. Incorporate feedback from relevant personnel into final content

17. Submit content by agreed deadline according to organisational procedures

18. Note areas for improvement in own area of responsibility and take action accordingly

Required skills

communication, teamwork and literacy skills sufficient to:

interpret and clarify written or verbal instructions

write content in a style appropriate to target users and audience

communicate information to specific audiences

structure text-based content effectively for target audiences and delivery format

work collaboratively in a team environment - both independently on assignment and under direction

respond positively to constructive feedback

conceptual skills sufficient to generate a range of text-based content ideas in response to a brief

technical skills sufficient to:

proficiently use word processing tools

check and proofread written content using manual and automated systems

self-management and planning skills sufficient to:

prioritise work tasks

source information and reference material in a timely fashion

meet deadlines

seek expert assistance when problems arise

Required knowledge

industry knowledge, including:

roles and responsibilities of project team members

issues and challenges that arise when writing content

understanding the way readers scan and read written material

writing and communication principles for the relevant medium

writing and presentation techniques for the relevant medium

sound knowledge of grammar and punctuation

media laws sufficient to identify defamation and obscenity and seek expert advice on issues that could lead to legal action

copyright clearance procedures

OHS as it relates to working for periods of time on computers

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.

Overview of assessment

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

Evidence of the following is essential:

application of the principles of writing and communication to content written for a range of purposes

content written in a way that engages the target audience

sound knowledge of grammar and punctuation

collaborative approach to work

ability to work under pressure and meet deadlines.

Context of and specific resources for assessment

Assessment must ensure:

practical demonstration of skills by writing a range of content within timeframes typical in an industry context

access to:

word processing software

variety of information sources

access to appropriate learning and assessment support when required

use of culturally appropriate processes and techniques appropriate to the language and literacy capacity of learners and the work being performed.

Method of assessment

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

direct questioning combined with review of portfolios of evidence and third-party workplace reports of on-the-job performance

evaluation of content written by the candidate in response to a range of briefs

written or oral questioning to test knowledge as listed in the required skills and knowledge section of this unit.

Guidance information for assessment

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

CUFPPM301A Plan and prepare programs

CUFRES201A Collect and organise content for broadcast or publication

CUFWRT302A Write simple stories.

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.

Production requirements may include:

availability of staff

budget

confidentiality

contractual

copyright

deadlines

duration of items for on-air presentation

editing process

intellectual property

location

number of content items

schedule

specified number of words

station procedures.

Content may include:

community service announcements

copy for interactive media products

copy for newsletters or other print media

intros, outros and back announcements

items for wikis

news and current affairs items for community broadcasting

on-air presentation material

sponsorship announcements

surveys:

online

print

telephone polling.

Relevant personnel may include:

asset creators

authors

broadcasters

clients

content experts

directors

editors

graphic designers

information architects

other writers

producers

program managers

programmers

volunteers' coordinators

other technical/specialist staff.

Purposes may include:

audio and visual presentations

educational

informational

marketing

networking:

social

corporate

promotional.

Factors may include:

delivery platform for interactive media content, including:

internet

CD

DVD

games console

kiosk

mobile telephone

personal digital assistant (PDA)

target audience characteristics

type of program or product:

lifestyle

chat and interview

talkback

news

current affairs

music

interactive game

website.

Text-based content may include:

actual events

articles

documents

dramatic material

education and training texts

interviews

manuals

news sources

press releases

publications.

Sources may include:

actual events

colleagues

commercial enterprises

federal, state and local government departments

fiction

imagination

industry associations and organisations

industry practitioners and technical experts

internet

life experience

media outlets

organisational policies and procedures

personal observations and experience

publications:

reference books

newsletters and magazines

specialist technical journals

bulletins, press releases and letters

manufacturer handbooks, manuals and promotional material.

User data may include:

audience research compiled by external bodies, such as the Australian Bureau of Statistics

focus groups

personas

profiles

site feedback

site metrics

surveys.

Writing styles may include:

conversational

dialogue

dramatic

formal

humorous

journalistic

plain English

whimsical.

Writing principles may include:

clear and meaningful

concise

consistent style

correct grammar, punctuation and spelling

factually accurate

logical order.

Communication principles may include:

communicates the message

conveys meaning

encourages feedback and interaction

meets audience requirements

promotes two-way conversation.

Writing techniques may include:

applying the inverted pyramid

avoiding clichés, jargon and slang

choosing appropriate words

crafting paragraphs

crafting sentences

creating relevant hyperlinks by using accessible wording to link internal and external content

cutting verbiage

employing active voice

using plain English

using the 5 Ws: who, what, when, where and why

writing visually for an auditory medium.

Media assets may include:

2D animations

3D animations

audio

graphics

photos

video.

Presentation techniques may include:

abstracts

blurbs

bullet and numbered lists

captions

formatting

headings and subheadings

hyperlinks

typography.

Readability tests include:

Flesch-Kinnaid index

Gunning Fog index

W3C Accessibility standards as they apply to text-based content for interactive media.

Unit sector

Communication - writing

This unit contains employability skills.