This unit specifies the skills and knowledge required to identify material that is suitable for publication in all forms of media.

It includes identifying sources for potential stories and relevant public affairs objectives, and establishing story points or themes.

This unit applies to Defence public affairs personnel but it could apply to any personnel who work in this field.

The skills and knowledge described in this unit must be applied within the legislative, regulatory and policy environment in which they are carried out. Organisational policies and procedures must be consulted and adhered to.

Persons undertaking this unit work under indirect supervision or as part of a team, and perform specific tasks in familiar contexts.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1

Identify and/or locate sources for potential stories

1.1

Obtain and analyse material about organisational issues and current affairs in accordance with operational procedures

1.2

Maintain and engage with a network of relevant stakeholders

1.3

Maintain a professional resource collection

1.4

Assess information for newsworthiness and audience appeal

2

Identify relevant public affairs objectives

2.1

Identify public affairs objectives and constraints

2.2

Identify client needs and factor into planning

2.3

Identify and involve key relevant stakeholders to achieve outcomes

3

Establish likely story ‘angle’

3.1

Identify potential story approach that will be of interest to target audience

3.2

Identify relevant factors affecting research for stories

3.3

Consult with or obtain clearance from appropriate stakeholders to ensure story angle is consistent with organisational mission, in accordance with operational procedures

Evidence required to demonstrate competence in this unit must be relevant to and satisfy all of the requirements of the elements and performance criteria on at least one occasion and include:

applying communication ethics relevant to the audience and organisation

applying organisational policies and procedures

establishing useful networks

identifying material suitable for media publication

making notes from spoken and written sources

researching using a range of sources

revising own writing and speaking to enhance meaning and effectiveness

sourcing, reading and critically evaluating background information

transcribing material accurately from oral to written text

using a range of language structures, registers, vocabulary and idiom required in conversational exchanges.

Evidence required to demonstrate competence in this unit must be relevant to and satisfy all of the requirements of the elements and performance criteria and include knowledge of:

audience and organisational interests

constraints on using information including security requirements, conditions on reporting sensitive issues, privacy principles

current affairs and organisational issues

media’s definition of news

public affairs objectives and the characteristics of public affairs organisations including:

organisation’s internal communications objectives

internal client objectives including commanders, headquarters or policy areas

publication objectives for communicating information

relevant legislation, organisational policies and procedures

types of stories used in organisation’s publications

variety of writing genres.

As a minimum, assessors must satisfy applicable regulatory requirements, which include requirements in the Standards for Registered Training Organisations current at the time of assessment.

As a minimum, assessment must satisfy applicable regulatory requirements, which include requirements in the Standards for Registered Training Organisations current at the time of assessment.

Assessment processes and techniques must be appropriate to the language, literacy and numeracy requirements of the work being performed and the needs of the candidate.

Assessment must occur in workplace operational situations, where it is appropriate to do so; where this is not appropriate, assessment must occur in simulated workplace operational situations that replicate workplace conditions.

Resources for assessment must include access to:

a range of relevant exercises, case studies and/or other simulations

relevant and appropriate materials, tools, equipment and personal protective equipment currently used in industry

relevant standards, policy and instructions related to public affairs

applicable documentation including operational procedures, regulations, codes of practice and operation manuals.

Foundation skills essential to performance are explicit in the performance criteria of this unit of competency.

Range is restricted to essential operating conditions and any other variables essential to the work environment.

Non-essential conditions may be found in the Companion Volume Implementation Guide.

Not applicable.

Defence Public Affairs