ELEMENT

PERFORMANCE CRITERIA

1. Assess scene and organisation requirements

1.1 Restricted and/or special access areas are clearly defined to media personnel to safeguard the operation and prevent contamination of evidence.

1.2 Media access to personnel/volunteers/victims/casualties is controlled.

1.3 Operational responsibilities and provision of information to media is assessed.

2. Develop media strategy

2.1 Media plan is used to form the media strategy

2.2 Arrangements are made to meet media requirements according to incident characteristics and current developments.

2.3 Organisational media representative is selected and briefed according to availability, knowledge of incident, media presence and role played in the incident.

2.4 Media briefing area is allocated with required resources where possible.

2.5 Media co-operation is gained in order to co-ordinate information flow and to provide information to the public on matters of safety and public interest.

2.6 Media strategy is changed at any time to suit operational demands and level of incident.

2.7 Approval is gained for information releases where appropriate.

2.8 Information briefing sessions and tours are scheduled at appropriate times in line with operational responsibilities and media requirements.

2.9 Media personnel and VIP are provided with Occupational Health and Safety clothing where appropriate.

3. Provide information to media

3.1 Organisational protocols are followed when liaising with the media.

3.2 Organisational media representative provides current developments of incident where appropriate.

3.3 Interview and photo opportunities are scheduled and conducted to provide information where appropriate.

3.4 Other organisations are consulted with at the incident to ensure a consistent presentation of information to the media.

3.5 Accurate records of media enquiries and interviews are maintained.

3.6 A two-way communication process between organisation and media is maintained.

4. Promote the organisation via the media

4.1 Work and achievements of organisation, volunteer and other organisation personnel at incident is promoted throughout the incident to assist in maintaining morale and public profile.

4.2 Own demeanour and presentation reflects the professional standards of the organisation and support for victims and others affected by the incident.

This describes the essential skills and knowledge and their level, required for this unit.

Required Skills

attention to detail

communicating facts in a fluent, clear and interesting manner

conducting press conferences and group interviews

empathy with victims and operational personnel

liaison with media and other organisation personnel

media presentation

public speaking

retaining professionalism under duress

Required Knowledge

knowledge of current practices for media liaison

legal and organisation requirements relating to confidentiality, libel, accuracy, discrimination

newsworthiness of information

requirements of different media newspapers, magazines, radio, television

requirements of local v's regional v's national media

requirements of media to present information in a newsworthy/entertaining manner

role of media in disseminating information

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

Manage media to ensure integrity of information being disseminated.

Consistency in performance

Evidence should be gathered over a period of time in a range of actual or simulated workplace environments

Context of and specific resources for assessment

Context of assessment

On the job or in a simulated work environment.

Specific resources for assessment

No special requirements.

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 in the Performance Criteria is detailed below.

Media requirements may include:

technical e.g. lighting/sound

access for crew and equipment

photographic/film opportunities

on-site interviews

interviews with particular personnel

newsworthiness

news angles

human interest interviews and stories

technical and other requirements of local vs regional vs national media

of print vs radio vs television

and of community vs commercial vs government-owned media

individual requests from media personnel

food

shelter

personal protective equipment

telephones

facsimiles

power outlets

bilingual briefing

Information which needs to be disseminated to the public may include:

emergency hotlines

road closures

facility closures

warnings

danger zones

persons police are seeking to interview

public information/assurance

evacuation details

Organisation and legal requirements may include:

relating to occupational health and safety

public safety

operational priorities

confidentiality

Organisational requirements for press conferences etc may include:

operational requirements

policies and procedures

currency of information

need for public assistance

Sources of information may include:

other organisations

eyewitnesses

weather forecasters

own organisation personnel

volunteer workers