Unit of competency Outline

Date retreived
23/07/2026 1:17 AM AWST

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Manage media relationships

Manage media relationships

Unit of competency
National Code
PSPGEN085
State Code
AWV17
TGA Status
Deleted
DTWD Status
Deleted
Current Release Number
1.00
Current Release Date
07/03/2016
View on TGA
State Implementation and Classification
Approved Date
21/07/2016
Field of Education
080509 - Public Relations
Original Release Date
21/07/2016
Nominal Hours
50
Description
This unit describes the skills required to manage media relationships 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.This unit applies to those working in public affairs, managing relationships with the media.The skills and knowledge described in this unit must be applied within the legislative, regulatory and policy environment in which they are carried out. Organisational policies and procedures must be consulted and adhered to.Those undertaking this unit would work independently in consultation with others, performing complex tasks in a range of familiar contexts.No licensing, legislative or certification requirements apply to unit at the time of publication.
Notes
Elements and Performance Criteria
1. Liaise with media personnel
  • 1.1 Obtain information on local, regional and national media contacts and keep up to date.
  • 1.2 Confirm processes and procedures for dealing with the media, and establish requirements for format, presentation and deadlines for information.
  • 1.3 Establish communication processes to develop mutual trust and cooperation, and to foster awareness of public affairs events and activities.
  • 1.4 Provide information that is reliable and represents the current position of the organisation or situation to the media.
  • 1.5 Handle situations where serious errors or misquoting occurs.
2. Negotiate media coverage
  • 2.1 Assess the potential level of interest in particular events, and make activities and communications, and media selections to maximise coverage and achieve public affairs objectives.
  • 2.2 Identify the form of information and preferred message positions to maximise media coverage.
  • 2.3 Give notice to the media of the timing of events and activities, and provide contact information to enable confirmation of details.
  • 2.4 Negotiate media coverage.
3. Monitor media coverage
  • 3.1 Assess options for monitoring media coverage and select based on organisational requirements and value for money.
  • 3.2 Develop and implement procedures for monitoring media performance, and recommend actions that address variations from expected performance.
  • 3.3 Evaluate media coverage in terms of effectiveness in achieving message placement objectives, anticipated impact and public affairs objectives.
4. Prepare spokespersons for media interaction
  • 4.1 Brief spokespersons on the characteristics, communication techniques and potential impact of media interviews for newspapers, radio and television.
  • 4.2 Brief spokespersons on interview approaches and the techniques of specific interviewers.
  • 4.3 Establish objectives with spokespersons for interview outcomes in planned situations in order to communicate specific information.
  • 4.4 Provide responses and techniques for achieving positive communication outcomes in unplanned media interactions.
  • 4.5 Prepare spokespersons for crisis situations in accordance with crisis communication plans and responsibilities.
No information
No information
Replaces
State Code National Code Title Type
C8227 PSPPA603A Manage media relationships Unit of competency