Application
This unit describes the skills required to engage with media to assist in achieving policing outcomes, including developing and implementing media strategies. It integrates an understanding of the full spectrum of media organisations and sources, including social media, print media, and other public information sources.
This unit applies to police officers with a responsibility to manage media involvement in a range of policing activities, from public awareness campaigns to investigations.
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, particularly those related to information security, media liaison, authorisation processes, and codes of conduct.
Those undertaking this unit would demonstrate strong autonomy, making independent decisions and accessing support from a broad range of services. They would be required to apply liaison, communication and interpersonal skills to perform complex tasks requiring strong adaptability across a broad range of unpredictable contexts.
No licensing, legislative or certification requirements apply to 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. Where bold italicised text is used, further information is detailed in the range of conditions section. |
1. Develop media strategies | 1.1 Identify potential value of media involvement for policing purposes. 1.2 Communicate with stakeholders to identify objectives of and options for media involvement. 1.3 Evaluate potential risk to policing outcomes from media interest and involvement. 1.4 Identify actions required to achieve objectives through media involvement. 1.5 Assess timelines, resource requirements and security considerations for information release. 1.6 Document media strategies to ensure accountability and responsibility for activities undertaken. |
2. Implement media strategies | 2.1 Establish media relationships to facilitate planned release of information. 2.2 Provide information in accordance with objectives of media strategies. 2.3 Control and document information released to prevent unauthorised use of information. 2.4 Engage with media to foster partnerships. 2.5 Manage potential risks of media interest and involvement. |
3. Review media strategies | 3.1 Record and assess media coverage resulting from media strategies to identify potential impact on policing and judicial processes. 3.2 Evaluate outcomes of media strategies to determine effectiveness. 3.3 Identify further avenues of enquiry from outcomes of media strategies. 3.4 Evaluate implementation of media strategies for continuous improvement purposes. 3.5 Adjust media strategies in accordance with changing circumstances and requirements. |
Evidence of Performance
Evidence required to demonstrate competence must satisfy all of the requirements of the elements and performance criteria. If not otherwise specified the candidate must demonstrate evidence of performance of the following on at least one occasion.
evaluating legal, operational and jurisdictional responsibilities against value of media involvement
identifying, selecting and implementing media strategy appropriate to purpose
liaising and negotiating with stakeholders regarding aims and objectives of media strategy
conducting risk assessments and risk mitigation activities related to potential outcomes of media liaison
identifying and selecting options for media involvement, including timeframes, resources and security requirements
recording media strategies, coverage and information releases
planning and controlling authorised release of relevant information
assessing and evaluating content and implementation of media strategy to determine future actions
demonstrating flexibility when engaging and interacting with media
Evidence of Knowledge
Evidence required to demonstrate competence must satisfy all of the requirements of the elements and performance criteria. If not otherwise specified the depth of knowledge demonstrated must be appropriate to the job context of the candidate.
communication techniques
jurisdictional policies and procedures related to media liaison, information security, authorisation processes
jurisdictional media relations strategies
legislative requirements related to confidentiality, disclosure, libel, accuracy, and discrimination
role of media in disseminating information, including raising public awareness, identifying further avenues of enquiry, and collecting information
traditional and emerging media formats
media practices and organisations
Assessment Conditions
This unit contains no specific industry-mandated assessment conditions. Guidance on suggested and recommended conditions and methods can be found in the Implementation Guide.
Consideration must be given to holistic assessment for this unit. Refer to advice in the companion volumes.
Assessors must satisfy the NVR/AQTF mandatory competency requirements for assessors.
Foundation Skills
The foundation skills demands of this unit have been mapped for alignment with the Australian Core Skills Framework (ACSF). The following tables outline the performance levels indicated for successful attainment of the unit.
Further information on ACSF and the foundation skills underpinning this unit can be found in the Foundation Skills Guide on the GSA website.
Competency Field
General