Description

This unit covers the liaison with media at a low level incident and providing information about local events.

Pre/Co-Requisites

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

Key Competencies

Communicating ideas and information

• Communicate ideas and information to reporting procedures (verbal and written) 

Collecting analysing and organising information

• Collect, organise and understand information related to recognising and reporting situations

 Planning and organising activities 

• Plan and organise activities which implement and follow standard procedures 

Working with others and in teams

• Work with others and in a team by assisting and cooperating with team members 

Using mathematical ideas and techniques 

• Use mathematical ideas and techniques to document and report numbers for emergency procedures

Solving problems 

• Establish diagnostic processes which recommend improvements for OH&S issues

Using technology 

• Use workplace technology related to the use of technology to assist with safe work practices

Range Statement

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

Evidence Guide

Critical Aspects of Evidence

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

Underpinning 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

Underpinning 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

Resource implications

• No special requirements

Consistency in performance

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

Context of assessment

• On the job or in a simulated work environment