Unit of competency details

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PUA12 V2.1

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PUA12 V2

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PUA00 V8.1

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Elements describe the essential outcomes of a Unit of Competency.

Performance Criteria describe the required performance needed to demonstrate achievement of the element. Where bold italicised  text is used, further information is detailed in the Range Statement. Assessment of performance is to be consistent with the Evidence Guide.

ELEMENT 

PERFORMANCE CRITERIA 

1. Determine media requirements 

1.1 Organisational protocols  are followed when liaising with the media. 

1.2 The media's potential interest is assessed and arrangements are made to meet needs where appropriate.

1.3 Operational responsibilities  are balanced against the provision of information to the media. 

2. Provide information to the media 

2.1 A positive image of the organisation  is maintained when liaising with the media.

2.2 Every opportunity is used to promote the organisation, its services and personnel.

2.3 Relevant and succinct information  is supplied to media when operational responsibilities are under control and when organisational representative is available to talk to the media.

3. Publicise an event 

3.1 Relationship is established with media contacts.

3.2 Event  details and support materials are gathered and presented in a logical, relevant and concise manner to the media.

3.3 Information provided to media is recorded and maintained.

This describes the essential skills and knowledge and their level, required for this unit.

Required Skills 

• attention to detail
• communicating facts in a fluent, clear and interesting manner
• empathy with victims and operational personnel
• liaison with media and other organisation personnel
• media presentation
• prioritisation between operational responsibilities and provision of information to media
• public speaking
• retaining professionalism under duress

Required Knowledge 

• organisational protocols relating to media liaison, for example legal and organisation requirements relating to:

• confidentiality
• libel
• accuracy
• discrimination

• role of media in disseminating information
• requirements of media to present information in a newsworthy/informative manner
• requirements of different media:

• newspapers
• magazines
• radio
• television (local, regional, national media)

• communication skills
• establishing media relationship

Critical aspects for assessment and evidence required to demonstrate competency in this unit 

It is essential for this unit that competence be demonstrated in providing information to media whilst managing operational responsibilities.

Consistency in performance 

Evidence should be gathered over a period of time in a range of actual or simulated workplace environments.

Context of and specific resources for assessment 

Context of assessment 

On the job or in a simulated work environment.

Specific resources for assessment 

No special requirements.

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 in the Performance Criteria is detailed below.

Organisation  may include

• Fire
• Police
• State Emergency Service
• Emergency Management

Organisational protocols  may include

• organisational policies and procedures
• personal presentation being as neat as possible considering the operational circumstances
• ensuring media liaison person is fully briefed and prepared
• acknowledge support of other organisations
• seeking advice from headquarters where appropriate
• limiting comments on role of own service
• relevant Federal and State legislation and regulations

Liaising with the media  may include

• print (local, community, daily newspapers, magazines)
• television (live or pre-recorded)
• radio (live or pre-recorded)

Operational responsibilities  may include

• preservation of life and property, which is the principal concern to all public safety personnel
• presenting information relevant to the public

Event  may include

• long service to organisation
• medal presentation
• awarding of certificates
• donations/sponsorships/fundraising
• recruiting
• new equipment
• VIP visit
• open day
• training
• unusual rescues
• self help information

Media's potential interest  may include:

• enormous media event
• standard report
• human interest
• in the public's interest

Media's requirements  may include:

• deadlines
• capabilities
• visual and verbal requirements
• types of medium
• variation
• journalists
• amenities
• briefing area
• access to media liaison person
• bilingual personnel and bilingual information

Media  may include:

• representatives from mainstream, community and ethnic television
• print and broadcast media

Organisational positive image  may include:

• promote the relevance and efficiency of the service
• report the facts
• heroism of personnel
• organisational personnel are co-operative and responsive
• organisational personnel well presented
• handling media in most positive manner in even the most adverse conditions/circumstances

Media opportunity  may include:

• opportunity to promote the services
• provide educational information to the public
• airplay

Relevant and succinct information  may include:

• information that according to protocol is available for public release
• report facts and avoid speculation
• do not supply classified information
• use language that can be readily understood by all to avoid misinterpretation