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Evidence Guide: PSPPA603A - Manage media relationships

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

PSPPA603A - Manage media relationships

What evidence can you provide to prove your understanding of each of the following citeria?

Liaise with media personnel

  1. Information on local, regional and national media contacts is obtained and kept up to date.
  2. Processes and procedures for dealing with the media are confirmed, and requirements are established for format, presentation and deadlines for information.
  3. Communication processes are established to develop mutual trust and cooperation, and to foster awareness of public affairs events and activities.
  4. Information that is reliable and represents the current position of the organisation or situation is provided to the media in accordance with organisational policy and procedures.
  5. Situations where serious errors or misquoting occurs are handled in accordance with organisational policy and procedures.
Information on local, regional and national media contacts is obtained and kept up to date.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Processes and procedures for dealing with the media are confirmed, and requirements are established for format, presentation and deadlines for information.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Communication processes are established to develop mutual trust and cooperation, and to foster awareness of public affairs events and activities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Information that is reliable and represents the current position of the organisation or situation is provided to the media in accordance with organisational policy and procedures.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Situations where serious errors or misquoting occurs are handled in accordance with organisational policy and procedures.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Negotiate media coverage

  1. Assessment is made of the potential level of interest in particular events, activities and communications, and media selections are made to maximise coverage and achieve public affairs objectives.
  2. The form of information and preferred message positions are identified to maximise media coverage.
  3. Notice is given to the media of the timing of events and activities, and contact information is provided to enable confirmation of details.
  4. Media coverage is negotiated in accordance with legislation, organisational policy and procedures.
Assessment is made of the potential level of interest in particular events, activities and communications, and media selections are made to maximise coverage and achieve public affairs objectives.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

The form of information and preferred message positions are identified to maximise media coverage.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Notice is given to the media of the timing of events and activities, and contact information is provided to enable confirmation of details.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Media coverage is negotiated in accordance with legislation, organisational policy and procedures.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor media coverage

  1. Options for monitoring media coverage are assessed and selected based on organisational requirements and value for money.
  2. Procedures for monitoring media performance are developed and implemented, and actions that address variations from expected performance are recommended.
  3. Media coverage is evaluated in terms of effectiveness in achieving message placement objectives, anticipated impact and public affairs objectives.
Options for monitoring media coverage are assessed and selected based on organisational requirements and value for money.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Procedures for monitoring media performance are developed and implemented, and actions that address variations from expected performance are recommended.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Media coverage is evaluated in terms of effectiveness in achieving message placement objectives, anticipated impact and public affairs objectives.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare spokespersons for media interaction

  1. Spokespersons are briefed on the characteristics, communication techniques and potential impact of media interviews for newspapers, radio and television.
  2. Spokespersons are briefed on interview approaches and the techniques of specific interviewers.
  3. Objectives are established with spokespersons for interview outcomes in planned situations in order to communicate specific information.
  4. Responses and techniques are provided for achieving positive communication outcomes in unplanned media interactions.
  5. Spokespersons are prepared for crisis situations in accordance with crisis communication plans and responsibilities.
Spokespersons are briefed on the characteristics, communication techniques and potential impact of media interviews for newspapers, radio and television.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Spokespersons are briefed on interview approaches and the techniques of specific interviewers.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Objectives are established with spokespersons for interview outcomes in planned situations in order to communicate specific information.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Responses and techniques are provided for achieving positive communication outcomes in unplanned media interactions.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Spokespersons are prepared for crisis situations in accordance with crisis communication plans and responsibilities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

The Evidence Guide specifies the evidence required to demonstrate achievement in the unit of competency as a whole. It must be read in conjunction with the Unit descriptor, Performance Criteria, the Range Statement and the Assessment Guidelines for the Public Sector Training Package.

Units to be assessed together

Pre-requisite units that must be achieved prior to this unit:Nil

Co-requisite units that must be assessed with this unit:Nil

Co-assessed units that may be assessed with this unit to increase the efficiency and realism of the assessment process include, but are not limited to:

PSPETHC601B Maintain and enhance confidence in public service

PSPGOV601B Apply government systems

PSPGOV605A Persuade and influence opinion

PSPGOV606A Prepare high-level/sensitive written materials

PSPMNGT605B Manage diversity

PSPMNGT608B Manage risk

PSPMNGT609B Formulate business strategies

PSPLEGN601B Manage compliance with legislation in the public sector

PSPOHS602A Manage workplace safety

PSPPOL602A Provide policy advice

Overview of evidence requirements

In addition to integrated demonstration of the elements and their related performance criteria, look for evidence that confirms:

the knowledge requirements of this unit

the skill requirements of this unit

application of the Employability Skills as they relate to this unit (see Employability Summaries in Qualifications Framework)

management of media relationships in a range of (3 or more) contexts (or occasions, over time)

Resources required to carry out assessment

These resources include:

legislation, policy, procedures and protocols relating to public affairs

case studies and workplace scenarios to capture the range of situations likely to be encountered when managing media relationships

Where and how to assess evidence

Valid assessment of this unit requires:

a workplace environment or one that closely resembles normal work practice and replicates the range of conditions likely to be encountered when managing media relationships, including coping with difficulties, irregularities and breakdowns in routine

management of media relationships in a range of (3 or more) contexts (or occasions, over time)

Assessment methods should reflect workplace demands, such as literacy, and the needs of particular groups, such as:

people with disabilities

people from culturally and linguistically diverse backgrounds

Aboriginal and Torres Strait Islander people

women

young people

older people

people in rural and remote locations

Assessment methods suitable for valid and reliable assessment of this competency may include, but are not limited to, a combination of 2 or more of:

case studies

portfolios

projects

questioning

scenarios

authenticated evidence from the workplace and/or training courses

For consistency of assessment

Evidence must be gathered over time in a range of contexts to ensure the person can achieve the unit outcome and apply the competency in different situations or environments

Required Skills and Knowledge

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

Skill requirements

Look for evidence that confirms skills in:

applying legislation, regulations and policies relating to public affairs

using a range of communication methods and strategies, including consultation, liaison, advice, negotiation with diverse groups

assessing and providing newsworthy information

responding to diversity, including gender and disability

applying procedures relating to occupational health and safety and environment in the context of public affairs

Knowledge requirements

Look for evidence that confirms knowledge and understanding of:

legislation, regulations, policies, procedures and guidelines relating to public affairs

the importance of relationships with key media contacts

the range of media and the usefulness of each for particular information or messages

organisational procedures for dealing with the media

equal employment opportunity, equity and diversity principles

public sector legislation such as occupational health and safety and the environment in the context of public affairs

Range Statement

The Range Statement provides information about the context in which the unit of competency is carried out. The variables cater for differences between States and Territories and the Commonwealth, and between organisations and workplaces. They allow for different work requirements, work practices and knowledge. The Range Statement also provides a focus for assessment. It relates to the unit as a whole. Text in bold italics in the Performance Criteria is explained here.

Media may include:

press

radio

television

film

magazines

print

graphic

electronic

computer

telecommunications

Processes and procedures for dealing with the media may include:

who has access to the media

organisational spokespersons for particular information or situations

responsibility for dealing with serious errors or misquoting by the media

approval processes for release of information

Legislation, organisational policies and procedures may include:

State/Territory and Commonwealth legislation, regulations, policies, guidelines and standards relating to public affairs, such as:

public sector management/public service acts

ethics and accountability guidelines/codes of practice

information security standards

equity and diversity principles

confidentiality

freedom of information

privacy

intellectual property

copyright

risk management

fraud control

Options for monitoring media coverage may include:

media monitoring service

internal systems to record media coverage

combination of internal and external monitoring