Unit of competency Outline
Date retreived
23/07/2026 3:12 AM AWST
23/07/2026 3:12 AM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Participate in a media interview or presentation
Participate in a media interview or presentation
Unit of competency
National Code
SFIPROC611C
SFIPROC611C
State Code
D9284
D9284
TGA Status
Replaced
Replaced
DTWD Status
Transition (Replaced)
Transition (Replaced)
State Implementation and Classification
Approved Date
25/02/2014
Field of Education
080509 - Public Relations
Original Release Date
25/02/2014
Nominal Hours
30
Description
This unit of competency involves representing a seafood enterprise or industry group in a range of situations. Needs might emerge from a product recall, a similar emergency situation or from a need for the seafood enterprise/group to promote a positive image to the target audience.The unit also addresses the needs of seafood enterprises in small or close knit communities where the significance of the enterprise to that community imposes a representative role on individuals to promote the wider interest.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Prepare and issue media releases
- 1.1. The content of proposed media release is consistent with the intent of the message/information.
- 1.2. Specific details are researched and confirmed, where appropriate.
- 1.3. Media release is prepared using language appropriate to the target audience.
- 1.4. The destination and timing of the media release is confirmed to ensure contact with target audience.
- 1.5. Authority to proceed is sought appropriate to the intent of the media release.
- 1.6. Media release, with relevant contact detail, is issued and clarification of content is provided, as appropriate.
2. Arrange media interviews
- 2.1. Medium for interview is selected to ensure reach to target audience.
- 2.2. Appropriate and mutually convenient time/place for interview is established.
- 2.3. Material and/or information are prepared in advance of interview with specific data/information confirmed by specialists.
3. Conduct media interviews
- 3.1. Media interview is conducted to advantage the preferred position or perspective.
- 3.2. Verbal and non-verbal skills are used to advantage the enterprise.
- 3.3. Opportunities to advance a preferred position or point of view are captured.
4. Prepare action plans for impromptu interviews
- 4.1. Action plans are prepared to identify situations where an impromptu interview may be required or sought.
- 4.2. Checklists are developed to address key points which may be raised or questions during an impromptu interview.
5. Deliver presentations in a public forum
- 5.1. Information is gathered and assessed for relevance to topic and audience.
- 5.2. Appropriate language is used to deliver message clearly and authoritatively.
- 5.3. Ideas or concepts are developed logically and articulated clearly.
- 5.4. Questions are dealt with effectively.
- 5.5. Appropriate verbal and non-verbal forms of communication are used.
6. Develop personal image and presentation skills
- 6.1. Professional and social situations likely to be encountered are identified.
- 6.2. Requirements of presenters are determined and expectations of presenter are clarified.
- 6.3. Advice and guidance is sought as to most appropriate techniques for presentation and image/grooming.
RANGE STATEMENT
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Relevant government regulations, licensing and other compliance requirements may include:
business or workplace operations, policies and practices:
commercial law, including fair trading and trade practices
consumer law
corporate law, including registration, licensing and financial reporting
disability policies and practices
equal opportunity, anti-discrimination and sexual harassment
industrial relations and awards, individual employment contracts and share of catch agreements
jurisdictional variations
superannuation
taxation
trade practices
warnings and dismissals
worker's compensation
ecologically sustainable development (ESD) principles, environmental hazard identification, risk assessment and control
food safety, Hazard Analysis Critical Control Point (HACCP), hygiene and temperature control along chain of custody
imports quarantine and inspection, and importing approved arrangements for Australian Quarantine Inspection Service (AQIS), Australian Customs Service (ACS) and Biosecurity Australia (BA)
land, buildings and vehicles:
buildings and structures design and appearance, constructions and additions
use of utilities, including water, natural gas, electricity and sewage
water or land lease, tenure or ownership and use
occupational health and safety (OHS) hazard identification, risk assessment and control
product quality assurance:
correct naming and labelling (e.g. country of origin, Australian Fish Names Standard and eco-labelling)
correct quantities, sizes and other customer requirements
third-party certification (e.g. Australian Grown and ISO 14001:2004 Environmental management systems).
Message/information may include:
food or product recall advice
generalised information
general information about products
seafood emergency information.
Target audience may include:
general public
interest groups
local community.
Authority to proceed may include:
the need to clarify issues of liability and/or legality
key stakeholders, such as:
health authorities
insurers
police.
Situations may include:
threats to domestic or export markets
emergency situations, such as storms, flood, fire and theft
impact of changed regulations
product recalls
skill shortages
threats to industry sustainability.
Appropriate language may include:
clarity
eliminating ambiguity
relevance and understanding of cultural sensitivities.
Verbal and non-verbal forms of communication may include:
active listening and engagement of the audience
aggressive posture, tone or language
passive posture, tone or language
relevance and understanding of jargon and acronyms.
Expectations of presenter may include:
attentiveness
grooming
promptness
relevance of information provided
sensitivity to issues
timing.
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Relevant government regulations, licensing and other compliance requirements may include:
business or workplace operations, policies and practices:
commercial law, including fair trading and trade practices
consumer law
corporate law, including registration, licensing and financial reporting
disability policies and practices
equal opportunity, anti-discrimination and sexual harassment
industrial relations and awards, individual employment contracts and share of catch agreements
jurisdictional variations
superannuation
taxation
trade practices
warnings and dismissals
worker's compensation
ecologically sustainable development (ESD) principles, environmental hazard identification, risk assessment and control
food safety, Hazard Analysis Critical Control Point (HACCP), hygiene and temperature control along chain of custody
imports quarantine and inspection, and importing approved arrangements for Australian Quarantine Inspection Service (AQIS), Australian Customs Service (ACS) and Biosecurity Australia (BA)
land, buildings and vehicles:
buildings and structures design and appearance, constructions and additions
use of utilities, including water, natural gas, electricity and sewage
water or land lease, tenure or ownership and use
occupational health and safety (OHS) hazard identification, risk assessment and control
product quality assurance:
correct naming and labelling (e.g. country of origin, Australian Fish Names Standard and eco-labelling)
correct quantities, sizes and other customer requirements
third-party certification (e.g. Australian Grown and ISO 14001:2004 Environmental management systems).
Message/information may include:
food or product recall advice
generalised information
general information about products
seafood emergency information.
Target audience may include:
general public
interest groups
local community.
Authority to proceed may include:
the need to clarify issues of liability and/or legality
key stakeholders, such as:
health authorities
insurers
police.
Situations may include:
threats to domestic or export markets
emergency situations, such as storms, flood, fire and theft
impact of changed regulations
product recalls
skill shortages
threats to industry sustainability.
Appropriate language may include:
clarity
eliminating ambiguity
relevance and understanding of cultural sensitivities.
Verbal and non-verbal forms of communication may include:
active listening and engagement of the audience
aggressive posture, tone or language
passive posture, tone or language
relevance and understanding of jargon and acronyms.
Expectations of presenter may include:
attentiveness
grooming
promptness
relevance of information provided
sensitivity to issues
timing.
EVIDENCE GUIDE
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment
Critical aspects for assessment evidence required to demonstrate competence in this unit
Assessment must confirm the ability to:
assess own performance, seek feedback and act on constructive advice
capitalise on opportunities to represent the enterprise or industry group by utilising or capturing media attention and other possibilities, such as public speaking opportunities
deliver messages with conviction
manage work to achieve goals and results
prepare accurate and cogent materials
seek out and act on opportunities to the benefit of the enterprise
use technology for information management and communication.
Assessment must confirm knowledge of:
available learning methods to maintain currency of knowledge regarding issues affecting the enterprise or industry group
day-to-day workings of the media and media contact points
knowledge related to seafood enterprise or industry group
legal and liability issues affecting enterprise contact with the media.
Context of and specific resources for assessment
Assessment of this unit may occur in either a real or simulated workplace.
Resource may include:
access to candidates peers and/or managers
access to key stakeholders
audio and/or video facilities to simulate presentations or review historical material
documentation relating to any formalising of media relationships
regulations and codes of practice relevant to the enterprise.
Method of assessment
The following assessment methods are suggested:
case studies
demonstration in the workplace
third-party reports.
Guidance information for assessment
This unit may be assessed holistically with other units within a qualification.
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment
Critical aspects for assessment evidence required to demonstrate competence in this unit
Assessment must confirm the ability to:
assess own performance, seek feedback and act on constructive advice
capitalise on opportunities to represent the enterprise or industry group by utilising or capturing media attention and other possibilities, such as public speaking opportunities
deliver messages with conviction
manage work to achieve goals and results
prepare accurate and cogent materials
seek out and act on opportunities to the benefit of the enterprise
use technology for information management and communication.
Assessment must confirm knowledge of:
available learning methods to maintain currency of knowledge regarding issues affecting the enterprise or industry group
day-to-day workings of the media and media contact points
knowledge related to seafood enterprise or industry group
legal and liability issues affecting enterprise contact with the media.
Context of and specific resources for assessment
Assessment of this unit may occur in either a real or simulated workplace.
Resource may include:
access to candidates peers and/or managers
access to key stakeholders
audio and/or video facilities to simulate presentations or review historical material
documentation relating to any formalising of media relationships
regulations and codes of practice relevant to the enterprise.
Method of assessment
The following assessment methods are suggested:
case studies
demonstration in the workplace
third-party reports.
Guidance information for assessment
This unit may be assessed holistically with other units within a qualification.
Replaces
| State Code | National Code | Title | Type |
|---|---|---|---|
| S4293 | SFIPROC611B | Participate in a media interview or presentation | Unit of competency |
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| OAR10 | SFIXSI401 | Participate in a media interview or presentation | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| W990 | SFI50111 | Diploma of Aquaculture | Qualification |
| D629 | SFI50211 | Diploma of Fishing Operations | Qualification |
| BDT7 | RGR50218 | Diploma of Racing Integrity Management | Qualification |
| D631 | SFI50511 | Diploma of Seafood Processing | Qualification |