Unit of competency Outline

Date retreived
22/07/2026 4:40 AM AWST

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Manage public affairs

Manage public affairs

Unit of competency
National Code
PSPPA601A
State Code
C8225
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
3.00
Current Release Date
01/11/2012
View on TGA
State Implementation and Classification
Approved Date
08/07/2014
Field of Education
080509 - Public Relations
Original Release Date
08/07/2014
Nominal Hours
70
Description
This unit covers management of public affairs including crisis management and high-profile events. It includes contributing to public affairs scope and direction, planning and managing a public affairs program, developing crisis management communication strategies, and handling high-profile events.In practice, managing public affairs may overlap with other generalist or specialist public sector work activities such as acting ethically, complying with legislation, applying government systems, managing change, managing diversity, using complex communication strategies, providing leadership.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication
Notes
Elements and Performance Criteria
1. Contribute to public affairs scope and direction
  • 1.1 An environmental scan is conducted to identify public affairs issues and needs for the organisation.
  • 1.2 Target audiences for public affairs action are identified in accordance with organisational requirements.
  • 1.3 Public affairs objectives and programs are developed in line with the organisation's business and strategic plans.
  • 1.4 Criteria and measures are developed for assessing objectives.
  • 1.5 Resourcing requirements are identified and the scope of public affairs activities is negotiated in accordance with organisational priorities and resource constraints.
2. Plan and manage public affairs program
  • 2.1 An operational plan is developed for public affairs to integrate strategies and coordinate communications and activities.
  • 2.2 Schedules are developed for communications and activities that are flexible enough to provide for contingencies and emerging issues.
  • 2.3 Responsibilities and accountabilities are defined, and reporting requirements and benchmarks are identified for monitoring the program.
  • 2.4 Public affairs program is implemented and monitored to ensure progress or to make changes to achieve the program objectives.
  • 2.5 Results are evaluated in terms of media coverage, penetration and desired audience response, reasons for variations are identified and changes are made to improve results.
3. Develop crisis management communication strategies
  • 3.1 Organisational activities and operations are assessed to identify potential crisis factors and evaluate risk management strategies.
  • 3.2 The composition of a crisis communication team is explored and determined in terms of required specialist knowledge and guidance.
  • 3.3 Training needs for potential spokespersons are identified and media training is organised in accordance with organisational policy and procedures.
  • 3.4 Individuals and groups who must be contacted in crisis situations are identified, lines of communication are established and their involvement/role/responsibilities confirmed.
  • 3.5 Crisis management action plan is developed and submitted for approval to document crisis management communication strategies and protocols, including post-crisis communication.
4. Handle high-profile events
  • 4.1 Public affairs strategic planning is undertaken for high-profile events in accordance with organisational requirements.
  • 4.2 Outside groups, partners, the media and business are involved in sponsoring/supporting special events as required.
  • 4.3 Protocol standards are applied and explained to others as required to ensure a positive organisational outcome from high-profile events.
  • 4.4 The involvement of managers, staff and government representatives in high-profile events is overseen and supported in accordance with organisational policy and procedures.
  • 4.5 Speeches and statements for management and other officials are prepared for special events or in times of crisis.
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.
Environmental scan may include:
corporate strategy
strategic and operational objectives
range of products and services
operating environment
previous public affairs programs and their effectiveness
Resourcing may include:
human resources
financial resources
physical resources such as equipment
outsourced expertise
contingency provisions
Specialist knowledge and guidance may include:
legal aspects
technical aspects
security
industrial relations
management
occupational health and safety
emergency management
Individuals and groups may include:
Minister's office
police
emergency services
employees
clients
media
public
Post-crisis communication strategies may include:
cooperation with investigators
debriefing employees
thanking organisations and individuals who assisted in the crisis
information on changes to prevent or avoid the crisis recurring
strategies to re-build the organisation's image
High-profile events may include
special events
unforeseen incidents
disasters
times of crisis
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
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)
managing public affairs 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
examples of crisis situations and high-profile events
case studies and workplace scenarios to capture the range of situations likely to be encountered when managing public affairs
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 public affairs, including coping with difficulties, irregularities and breakdowns in routine
managing public affairs 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
Replaced By
State Code National Code Title Type
AWV19 PSPGEN083 Manage public affairs Unit of competency