Elements and Performance Criteria

The range of variables places the competency in context and allows for differences between enterprises and workplaces, including practices, knowledge and requirements. The range of variables also provides a focus for assessment and relates to the unit as a whole. The following variables may be present:

Message/information may include:
· generalised information
· seafood emergency information
· food product recall advice
· general information about product/s.

Target audience:
· interest groups
· general public
· local community.

Authority to proceed:
· may include the need to clarify issues of liability and/or legality
· may involve key stakeholders, for example:
· insurers
· health authorities
· police.

Impromptu interviews:
May include:
· emergency situations
· freak events.

Appropriate language:
· clarity
· relevance and understanding of cultural sensitivities
· eliminating ambiguity.

Verbal and non-verbal forms of communication:
· relevance and understanding of jargon and acronyms
· aggressive posture, tone or language
· passive posture, tone or language
· active listening and engagement of the audience.

Expectations of presenter:
· sensitivity to issues
· grooming
· timing
· promptness
· attentiveness
· relevance of information provided.

Each unit of competency has an evidence guide that relates directly to the performance criteria and the range of variables. Its purpose is to guide assessment of the unit in the workplace and/or training program. The following components provide information to assist this purpose.

Underpinning knowledge
The essential knowledge and understanding a person needs to perform work to the required standards include:
· statutory, legislative or legal requirements and/or obligations with regard to public announcements.
· media options and opportunities.
· information systems.
· issues affecting the enterprise or the operational environment.
· presentation techniques.
· writing for maximum impact.

Practical skills
The essential skills a person needs to perform work to the required standards include:
· prioritising tasks and giving appropriate attention to detail
· identifying issues affecting the enterprise
· developing cogent arguments
· demonstrating active listening techniques
· presenting information and expressing point of view in public forums.
· optimising presentation opportunities.

Oral and written workplace communication skills used for:
· reading and writing complex reports.
· developing cogent arguments.
· communicating with diverse audiences.
· communicating verbally.
· presenting specific maritime related information in an form understandable by a non maritime orientated audience.

Numeracy skills used for:
· meeting and/or setting deadlines.
· calculating time and/or space.
· preparing financial documents.
· confirming financial and/or costing data.

Critical aspects of competence
Assessment must confirm the ability to:
· capitalise on opportunities to represent the enterprise or industry group by utilising or capturing media attention and other possibilities such as public speaking opportunities, and the preparation of accurate and cogent materials.

Assessment must confirm knowledge of:
· opportunities for seeking feedback and acting on constructive advice.
· selection and use of available learning methods to maintain currency of knowledge regarding issues affecting the enterprise or industry group.
· selecting and using appropriate technology.
· assessing own performance.
· delivering messages with conviction.
· managing work to achieve goals and results.
· seeking out and acting on opportunities to the benefit of the enterprise.
· day-to-day workings of the media and media contact points.
· legal and liability issues affecting enterprise contact with the media.

Interdependent assessment of units
This unit may be assessed after/with:
· No recommendations.

Context of assessment
Assessment will need to address an appropriate cycle of events in the range experienced by the enterprise.

Method of assessment
Practical demonstration in the workplace combined with a case-study and/or third-party or collaborative assessment.

Resources required for assessment
· regulations, codes-of-practice relevant to the enterprise
· documentation relating to any formalising of media relationships
· access to candidates peers and/or managers
· access to key stakeholders
· audio and/or video facilities to simulate presentations or review historical material
· examples of past media releases, interviews, video and/or audio tapes.