Product Overview

Summary: This Media Relations Standard Operating Procedure provides a clear, step‑by‑step framework for managing all media interactions on behalf of your organisation. It helps Australian businesses respond confidently to media enquiries, protect their reputation, and ensure consistent, compliant messaging across all channels.

In an Australian operating environment where news cycles move quickly and regulatory scrutiny is high, unmanaged media contact can expose your organisation to reputational damage, misinformation, and legal risk. The Media Relations Standard Operating Procedure establishes a clear, practical framework for how staff should handle media enquiries, proactively pitch stories, and coordinate interviews and statements on behalf of the business. It defines who is authorised to speak, how approvals work, and what checks must be completed before anything is said on the record or published.

This SOP is designed specifically for Australian organisations that must balance transparency with compliance obligations under WHS, privacy, and fair trading laws. It helps you respond effectively to both positive opportunities (such as announcements, awards, and community initiatives) and high‑pressure situations (such as safety incidents, complaints, or regulatory investigations). By standardising your media engagement processes, you reduce the risk of inconsistent messaging, off‑the‑cuff comments, and information being released that could breach confidentiality, prejudice investigations, or undermine your duty of care. The result is a professional, disciplined approach to media relations that supports trust with workers, regulators, customers, and the broader community.

Key Benefits

• Ensure only authorised and prepared spokespeople represent the organisation in the media.
• Reduce reputational and legal risk by applying consistent approval, fact‑checking, and sign‑off processes.
• Streamline responses to media enquiries, particularly during incidents, investigations, or crises.
• Support WHS and legal compliance by aligning media statements with internal reporting and regulatory requirements.
• Improve the quality and impact of proactive media coverage through planned, coordinated messaging.

Who is this for?

• Chief Executive Officers (CEOs)
• General Managers
• Corporate Communications Managers
• Marketing and Communications Officers
• Public Relations (PR) Managers
• Media and Stakeholder Engagement Advisors
• WHS and Risk Managers
• HR Managers
• Emergency and Crisis Management Coordinators
• Local Government Communications Officers

Included Sections

• 1.0 Purpose and Scope
• 2.0 Definitions and Key Terms (including 'on the record', 'off the record', embargoes)
• 3.0 Roles and Responsibilities (Executives, Communications Team, Subject Matter Experts, All Staff)
• 4.0 Media Contact Protocols for All Employees
• 5.0 Authorised Spokespeople and Approval Hierarchy
• 6.0 Handling Inbound Media Enquiries (business hours and after hours)
• 7.0 Proactive Media Engagement and Story Pitching
• 8.0 Messaging Development and Key Message Frameworks
• 9.0 Fact‑Checking, Legal and WHS Review Requirements
• 10.0 Managing Media in Relation to Incidents, Complaints and Investigations
• 11.0 Crisis and Emergency Media Response Procedures
• 12.0 Social Media and Digital Channel Alignment with Media Statements
• 13.0 Working with External PR Agencies and Consultants
• 14.0 Recordkeeping, Approvals, and Media Coverage Tracking
• 15.0 Training, Induction and Refresher Requirements
• 16.0 Review, Audit and Continuous Improvement of Media Relations SOP

Legislation & References

• Privacy Act 1988 (Cth)
• Fair Work Act 2009 (Cth) – in relation to employment and workplace matters discussed publicly
• Model Work Health and Safety Act and Regulations as implemented in each state and territory
• Safe Work Australia guidance on incident notification and communication with regulators
• Australian Press Council Standards of Practice (for understanding media context)
• AS ISO 19600:2015 Compliance management systems (superseded but still widely referenced for governance)
• AS ISO 22301:2020 Security and resilience – Business continuity management systems (for alignment with crisis communication)