Application
This unit specifies the skills and knowledge required to manage media requirements at major events. It includes assessing organisational requirements, developing a media strategy, managing the media and providing information for major events. 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 independently 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 and Performance Criteria
ELEMENTS | PERFORMANCE CRITERIA | ||
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. | ||
1 | Assess event and organisation requirement | 1.1 | Define restricted and/or special access areas to the media |
1.2 | Assess operational responsibilities and provision of information to the media in accordance with operational procedures | ||
2 | Develop media strategy | 2.1 | Use the media plan to form the media strategy |
2.2 | Arrange media requirements in accordance with event characteristics | ||
2.3 | Brief media representatives in accordance with availability, knowledge of event and media presence | ||
2.4 | Allocate a media briefing area within required resources where possible | ||
2.5 | Gain media cooperation in order to coordinate information flow and to provide information to the public | ||
2.6 | Change media strategy to suit operational demands and level, as required | ||
2.7 | Gain approval for information releases in accordance with operational procedures | ||
2.8 | Schedule information briefing sessions and tours in accordance with operational responsibilities and media requirements | ||
2.9 | Provide media personnel with personal protective clothing and equipment in accordance with operational procedures | ||
3 | Provide information to media | 3.1 | Follow organisational protocols when liaising with the media |
3.2 | Provide media representatives with current developments of the event, as required | ||
3.3 | Schedule and conduct interview and photo opportunities to provide updated information, as required | ||
3.4 | Consult other organisations at the incident to ensure a consistent presentation of information to the media, in accordance with operational procedures | ||
3.5 | Maintain accurate records of media enquiries and interviews | ||
3.6 | Maintain open communication channels between organisations and the media | ||
4 | Promote the organisation via the media | 4.1 | Promote work and achievements of the organisation throughout the event in accordance with operational protocols |
4.2 | Ensure own demeanour and presentation meets organisational professional standards |
Evidence of Performance
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 operational policies and procedures communicating facts in a fluent, clear and interesting manner conducting press conferences and group interviews demonstrating an awareness of organisational issues liaising with the media and other organisational personnel managing the media to ensure integrity of information being disseminated presenting information via media channels retaining professionalism showing attention to detail speaking publicly using appropriate personal protective equipment and clothing. |
Evidence of Knowledge
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: current media liaison practices legal and organisational requirements relating to confidentiality, libel, accuracy, discrimination media requirements including: access for crew and equipment photographic/film opportunities onsite interviews interviews with particular personnel newsworthiness, news angles human interest interviews and stories technical aspects such as lighting and sound technical and other requirements of local, regional, national media and print, radio, television and social media individual requests from media personnel food, shelter, personal protective equipment telephones, information technology, power outlets bilingual briefing newsworthiness of information relevant operational policies and procedures role of media in disseminating information including information covering: road closure notifications facility closures warnings danger zone identification public information/assurance evacuation details. |
Assessment Conditions
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
Foundation skills essential to performance are explicit in the performance criteria of this unit of competency. |
Range Statement
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. |
Sectors
Not applicable. |
Competency Field
Defence Public Affairs |