This unit applies to individuals with a sound theoretical knowledge base in unionism and industrial relations who provide leadership to members and staff in the union workplace. They carry high levels of responsibility and are authorised to speak on behalf of the union.

ELEMENT

PERFORMANCE CRITERIA

1. Represent the union

1.1. Confirm authority to speak on behalf of the union

1.2. Source advice and opinions from key stakeholders and experts if and when required

1.3. Accurately cite relevant policies and positions in public communications

1.4. Utilise opportunities to promote a positive image of the union

2. Positively influence attitudes and opinions

2.1. Express issues clearly and succinctly

2.2. Ensure communication style is appropriate to audience interests and concerns

2.3. Use techniques to gain interest of audience

2.4. Ensure written and audio-visual information is accurate, well structured, easy-to-follow and engaging

2.5. Select communication channels and utilise to reach intended audience

3. Build networks to promote the union

3.1. Identify key individuals and organisations as useful to the union's objectives

3.2. Establish and maintain effective formal and informal networks for the mutual benefit of the union and other parties

Required skills

high level communication, presentation and negotiation skills to present to audiences, to deal with the media, to generate interest and enthusiasm from an audience and to relate union issues to wider public issues

innovation skills to find new and interesting ways to create interest in key messages

leadership skills to inspire others and to persuade people with convincing arguments.

Required knowledge

current affairs and politics, including:

broad-scale knowledge of current political issues and topics

awareness of the political and judicial systems

defamation and other relevant laws

the media, including:

processes for obtaining media coverage, including media protocols

individualswithin the media and their areas of expertise and responsibility

the union and its policies and procedures, including:

structure, staffing profile, etc.

processes for determining policies and positions

content of policies

unions, including:

coverage of workforce

history

principles.

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 and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

demonstration of the ability to represent the union and to put across convincing messages and arguments that are of key importance to the union in a range of forums

detailed knowledge of current industrial issues that relate to the given union, and union policies and procedures.

Context of and specific resources for assessment

Assessment must ensure:

access to an actual workplace or simulated environment

examples of scenarios in key forums that require effective union representation.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

demonstration of techniques

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of demonstrated techniques in public speaking

review of public communications

review of written and audio-visual information

evaluation of communication channels used to reach intended audience.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

other workplace relations units.

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.

Opportunities to promote the union may include:

adding items to meeting agendas

appearing on television

calling in to talkback radio or being interviewed on radio

including text in journals and newsletters

speaking at forums, conferences and meetings, including peak bodies

utilising technology, links to websites, etc.

writing letters to the editor, getting articles in newspapers and using paid print advertisements

Networks may include:

community groups

journalists and other media personnel

other unionists/unions

politicians/political parties

researchers and academics

specialist groups which have relevance to the union's industry

Unit sector

Workforce Development - Workplace Relations

This unit contains employability skills.