Release

Comments

1

This unit was released in PSP Public Sector Training Package release 1.0 and meets the Standards for Training Packages.

This unit supersedes and is equivalent to PSPPA601A Manage public affairs.

• Unit code updated
• Content and formatting updated to comply with new standards
• All PC transitioned from passive to active voice

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the range of conditions section.

1. Contribute to public affairs scope and direction 

1.1 Conduct an environmental scan to identify public affairs issues and needs for the organisation.

1.2 Identify target audiences for public affairs action.

1.3 Develop public affairs objectives and programs in line with the organisation’s business and strategic plans.

1.4 Develop criteria and measures for assessing objectives.

1.5 Identify resourcing requirements and negotiate the scope of public affairs activities in accordance with organisational priorities and resource constraints.

2. Plan and manage public affairs program 

2.1 Develop operational plan for public affairs to integrate strategies and coordinate communications and activities.

2.2 Develop schedules for communications and activities that are flexible enough to provide for contingencies and emerging issues.

2.3 Define responsibilities and accountabilities, and identify reporting requirements and benchmarks for monitoring the program.

2.4 Implement and monitor public affairs program to ensure progress or make changes to achieve the program objectives.

2.5 Evaluate results in terms of media coverage, penetration and desired audience response, identify reasons for variations and make changes to improve results.

3. Develop crisis management communication strategies 

3.1 Assess organisational activities and operations to identify potential crisis factors and evaluate risk management strategies.

3.2 Explore and determine the composition of a crisis communication team in terms of required specialist knowledge and guidance.

3.3 Identify training needs for potential spokespersons and organise media training.

3.4 Identify individuals and groups who must be contacted in crisis situations, establish lines of communication and confirm their roles and responsibilities.

3.5 Develop crisis management action plan and submit for approval.

4. Handle high-profile events 

4.1 Undertake public affairs strategic planning for high-profile events.

4.2 Involve outside groups, partners, the media and business in sponsoring/supporting special events as required.

4.3 Apply and explain protocol standards to others as required to ensure a positive organisational outcome from high-profile events.

4.4 Oversee and support the involvement of managers, staff and government representatives in high-profile events.

4.5 Prepare speeches and statements for management and other officials for special events or in times of crisis.

Release

Comments

1

These Assessment Requirements were released in PSP Public Sector Training Package release 1.0 and meet the Standards for Training Packages.

• Assessment Requirements created drawing upon specified assessment information from superseded unit