Modification History
Release |
TP Version |
Comments |
3 |
PSP12V1 |
Unit descriptor edited. |
2 |
PSP04V4.2. |
Layout adjusted. No changes to content. |
1 |
PSP04V4.1 |
Primary release. |
Unit Descriptor
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
Application of the Unit
Not applicable.
Licensing/Regulatory Information
Not applicable.
Pre-Requisites
Not applicable.
Employability Skills Information
This unit contains employability skills..
Elements and Performance Criteria Pre-Content
Elements are the essential outcomes of the unit of competency. |
Together, performance criteria specify the requirements for competent performance. Text in bold italics is explained in the Range Statement following. |
Elements and Performance Criteria
ELEMENT |
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. |
Required Skills and Knowledge
This section describes the essential skills and knowledge and their level, required for this unit. |
Skill requirements Look for evidence that confirms skills in:
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Knowledge requirements Look for evidence that confirms knowledge and understanding of:
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Evidence Guide
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. |
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Units to be assessed together |
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Overview of evidence requirements |
In addition to integrated demonstration of the elements and their related performance criteria, look for evidence that confirms:
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Resources required to carry out assessment |
These resources include:
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Where and how to assess evidence |
Valid assessment of this unit requires:
Assessment methods should reflect workplace demands, such as literacy, and the needs of particular groups, such as:
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:
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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 |
Range Statement
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. |
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Environmental scan may include: |
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Resourcing may include: |
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Specialist knowledge and guidance may include: |
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Individuals and groups may include: |
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Post-crisis communication strategies may include: |
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High-profile events may include |
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Unit Sector(s)
Not applicable.
Competency field
Public Affairs.