Policy Statement

Skill Insight Ltd (Skills Insight) aims to respond to media queries promptly and professionally. Skills Insight seeks to maintain good relationships with journalists and work proactively to communicate its work to stakeholders and where required the general public.

As a leading Jobs and Skills Council funded by the Commonwealth Government, the media may have a legitimate interest in its activities. The media are also a channel for Skills Insight to communicate to its stakeholders. Skills Insight’s media related activities must therefore centre on having a constructive relationship with the media; responding appropriately to media inquiries; working competently with the media to promote the VET sector and skills in industries in which it works with; and responding to media enquiries in a professional manner.

Skills Insight aims to be a transparent, responsive and a responsible source of information for the media when appropriate. Skills Insight deals with a large number of stakeholders with different objectives, and whose conflicting interests may need to be considered when interacting with media.

The purpose of this policy statement is to ensure that:

  • There is consistency and coordination of media enquiries, and that all media enquiries are responded to in a timely manner.
  • If a decision is made to comment, that the most appropriate, media experience/trained spokesperson is provided.
  • Skills Insight key messages are carried in media coverage.
  • Skills Insight provides a single point of contact to deal with media in the first instance (for example, the Communications Manager).

Media Spokespeople

One of the aims of this policy is to empower staff and the relevant members of the Skills Insight Board to talk to the media within their areas of expertise. A major motivation for adopting this approach is to help us become more proactive in identifying and creating opportunities for positive media coverage for the VET sector, skills, and jobs in the industries that Skills Insight works with.

The CEO is fully authorised to speak on behalf of Skills Insight. When contacted by the media, it is recommended that the CEO informs the Communication Manager of the media query and how it was addressed.

Board members allocated to specific issues may talk to the media under specific circumstances. When contacted by the media, Directors must first contact the Communications Manager, advising of the query and if necessary, request specific guidance on how to deal with the issue and arrange a debrief with the Communications Manager.

From time to time, other members of staff may speak with the media but only with the express permission of the CEO or the Communication Manager.

Contractors undertaking projects on behalf of Skills Insight should discuss any media contacts they receive with the CEO, who will provide advice regarding the appropriateness of any contractor speaking on their own behalf as an industry leader. The Communication Manager should be informed of this as soon as it is practical so that they can advise on the appropriate media engagement sought.

Media Competencies and Training

Spokespeople dealing with the media must have the confidence and skills to manage the issues raised. The spokesperson must know enough to give the media the full picture; be fully aware of Skills Insight’s position and be accountable.

All designated spokespeople should consider a course of media training before engaging with the media, provided by Skills Insight if appropriate.

Media Releases

All media releases must be provided to the Communication Manager for review before distribution.

Speeches, Presentations, Submissions and Contributed Articles

All staff need to be aware that speeches, presentations, submissions and contributed articles disseminated to a public audience may come to the attention of the media. A public audience could include, for example, a community meeting or an industry conference.

Inter-organisation Protocols

There are connections and links between the work Skills Insight does and the work performed by government agencies and industry organisations that it has relationships with.

It is important to understand and acknowledge these links when dealing with the news media so that staff:

  • comment on matters that are relative to the work Skills Insight does;
  • maximise the media opportunities for Skills Insight and the industries it works with;
  • appropriately manage issues that are relevant to Skills Inisght or provide its partners with a “heads up” on issues that are emerging.

If there is any doubt as to whether a query may involve the interests of another organisation, please contact the Communication Manager / CEO for guidance.