Unit of competency Outline

Date retreived
22/07/2026 1:52 PM AWST

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Manage media relationships

Manage media relationships

Unit of competency
National Code
PSPPA603A
State Code
C8227
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
50
Description
This unit covers the management of media relationships by those in public affairs to enable the organisation's services and achievements to be recognised and to deal with sensitive issues as they arise. It includes liaising with media personnel, negotiating media coverage, monitoring media coverage and preparing spokespersons for media interaction.In practice, managing media relationships 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.This unit has drawn upon NZQA unit standard 11595 Establish, develop, and manage public relations media relationships.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication
Notes
Elements and Performance Criteria
1. Liaise with media personnel
  • 1.1 Information on local, regional and national media contacts is obtained and kept up to date.
  • 1.2 Processes and procedures for dealing with the media are confirmed, and requirements are established for format, presentation and deadlines for information.
  • 1.3 Communication processes are established to develop mutual trust and cooperation, and to foster awareness of public affairs events and activities.
  • 1.4 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.
  • 1.5 Situations where serious errors or misquoting occurs are handled in accordance with organisational policy and procedures.
2. Negotiate media coverage
  • 2.1 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.
  • 2.2 The form of information and preferred message positions are identified to maximise media coverage.
  • 2.3 Notice is given to the media of the timing of events and activities, and contact information is provided to enable confirmation of details.
  • 2.4 Media coverage is negotiated in accordance with legislation, organisational policy and procedures.
3. Monitor media coverage
  • 3.1 Options for monitoring media coverage are assessed and selected based on organisational requirements and value for money.
  • 3.2 Procedures for monitoring media performance are developed and implemented, and actions that address variations from expected performance are recommended.
  • 3.3 Media coverage is evaluated in terms of effectiveness in achieving message placement objectives, anticipated impact and public affairs objectives.
4. Prepare spokespersons for media interaction
  • 4.1 Spokespersons are briefed on the characteristics, communication techniques and potential impact of media interviews for newspapers, radio and television.
  • 4.2 Spokespersons are briefed on interview approaches and the techniques of specific interviewers.
  • 4.3 Objectives are established with spokespersons for interview outcomes in planned situations in order to communicate specific information.
  • 4.4 Responses and techniques are provided for achieving positive communication outcomes in unplanned media interactions.
  • 4.5 Spokespersons are prepared for crisis situations in accordance with crisis communication plans and responsibilities.
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
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
Replaced By
State Code National Code Title Type
AWV17 PSPGEN085 Manage media relationships Unit of competency