Application
This unit of competency describes the skills and knowledge required to participate in a media interview or presentation. It includes the ability to prepare and issue media releases and arrange and conduct media interviews.
The unit applies to individuals who are responsible for representing an organisation or industry group in a range of situations, including product recall, emergency situation or a need for the organisation or group to promote wider interest or a positive image to a target audience or community.
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. Prepare and issue media releases | 1.1 Ensure the content of proposed media release is consistent with the intent of the message or information 1.2 Prepare media release using specific details that have been researched and confirmed and language appropriate to the target audience 1.3 Confirm media sources and timing for the media release to ensure contact with target audience 1.4 Seek appropriate authority to proceed according to the intent of the media release 1.5 Issue media release with relevant contact detail and provide clarification of content as appropriate |
2. Arrange media interviews | 2.1 Select appropriate interview medium to reach target audience 2.2 Establish mutually convenient time or place for interview 2.3 Prepare material and information prior to interview, confirming specific data with specialists |
3. Conduct media interviews | 3.1 Conduct media interview to advance the preferred position or perspective 3.2 Use verbal and non-verbal communication skills to present a positive image to the audience 3.3 Capture opportunities to advance a preferred position or point of view |
4. Prepare action plans for impromptu interviews | 4.1 Prepare action plans to identify situations where an impromptu interview may be required or sought 4.2 Develop checklists to address questions or key points that may be raised during an impromptu interview |
5. Deliver presentations in a public forum | 5.1 Gather information and assess for relevance to the topic and audience 5.2 Use appropriate language to deliver message clearly and authoritatively 5.3 Develop ideas or concepts logically and articulate them clearly 5.4 Respond to questions effectively 5.5 Use appropriate verbal and non-verbal forms of communication to engage the audience |
6. Develop personal image and presentation skills | 6.1 Identify professional and social situations for work-related communication 6.2 Determine and clarify expectations of presenters 6.3 Seek advice and guidance on techniques for presentation, image or grooming |
Foundation Skills
This section describes those language, literacy, numeracy and employment skills that are essential for performance in this unit of competency but are not explicit in the performance criteria.
Skill | Description |
Reading | Interprets complex information in a range of internal and external source documents to plan presentations and interactions with the media |
Writing | Prepares information for presentations in different formats to suit audience, including use of diagrams and other graphics |
Numeracy | Sources, collects and organises a range of data to inform external audiences |
Navigate the world of work | Identifies innovative ways of developing and sharing information and knowledge with others Monitors adherence to legal and regulatory rights and responsibilities for self and others |
Interact with others | Draws on a diverse range of communication practices to disseminate information via the media |
Get the work done | Uses a mix of intuitive and formal processes to identify key information and issues to be communicated in the media, evaluate alternative strategies and anticipate consequences Monitors outcomes of communications, considering results from a range of perspectives, and identifies key concepts and principles that may be adaptable to future situations Uses technology for information management and communication |
Sectors
Cross Sector (XSI)