This unit specifies the skills and knowledge required to develop and implement a public affairs strategic plan.

It includes confirming organisational vision and mission to support the strategic direction of the organisation by analysing the internal and external environment to write and implement a strategic plan.

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

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1

Confirm organisational vision and mission

1.1

Check the currency of and support for organisational vision and mission with key stakeholders

1.2

Propose changes or refinements to vision or mission statement, as required

1.3

Gain support for strategic planning process and mission refinements from relevant stakeholders

1.4

Undertake approval process for required refinements in accordance with organisational procedures

2

Analyse the internal and external environment

2.1

Identify required information and undertake research to deliver relevant information

2.2

Analyse political, economic, social and technological developments

2.3

Seek advice from identified subject matter experts as required

2.4

Consider identified strengths and weaknesses of existing stakeholders

2.5

Analyse organisation’s strengths, weaknesses, opportunities and threats

2.6

Identify organisational risk factors that will impact on the implementation of a strategic plan in accordance with operational procedures

3

Write strategic plan

3.1

Document relevant research and background for inclusion in the strategic plan

3.2

Formulate strategic objectives and strategies

3.3

Assign strategies a priority, timeframe, responsible parties and measurable performance indicators

3.4

Circulate strategic plan for comment, support and endorsement in accordance with operational guidelines

4

Implement strategic plan

4.1

Communicate strategic plan to relevant parties

4.2

Brief personnel who have a specific role in relation to strategies

4.3

Use performance indicators to monitor progress of the implementation of the plan

4.4

Make necessary refinements to the plan from feedback received

4.5

Evaluate achievement of objectives at agreed milestones

4.6

Review effectiveness of plan and consider methods for improving strategic planning processes

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 the organisation

applying organisational policies and procedures

applying risk management strategies to plan and undertaking appropriate due diligence

developing and implementing a public affairs strategic plan that includes:

objectives

strategies

timeframes

performance indicators

methods for monitoring the implementation of the plan

using research methods that ensure accurate, up-to-date information is available

undertaking analysis to review strengths and weaknesses, and to collate and interpret statistical data including trend analysis.

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:

relevant legislation and organisational policies and procedures

research including:

demographics

economics

internal research

market segmentation

political

product

social

technical

strategic planning methodologies including political, economic, social and technological (PEST) analysis, and strengths, weaknesses, opportunities and threats (SWOT) analysis.

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

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