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Manage public relations for a wildlife management area

URN: LANGWM8
Business Sectors (Suites): Game and Wildlife Management
Developed by: Lantra
Approved on: 30 Mar 2022

Overview

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This standard outlines the competencies required by individuals who are responsible for managing public relations for a wildlife management area. It has been developed so that it can be applied to a variety of situations.  

This standard is for those who work in game and wildlife conservation and who are responsible for establishing a public relations policy, managing public relations and supporting others in the maintenance of public relations.

For you to fully understand the content of the standard, and the activities it describes, it is important that you are able to understand the terms used within the standard. See the Glossary for some definitions that should help you with this.

Performance criteria

You must be able to:

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  1. establish a public relations policy to support activities in a wildlife management area 
  2. seek specialist advice when required
  3. communicate the requirements of the public relations policy to those involved in its implementation 
  4. advise on the production of public relations materials that promote good public relations, reflect the public relations policy and comply with the relevant legislation 
  5. manage public relations activities in line with the public relations policy 
  6. monitor and evaluate the effectiveness of public relations activities and adjust activities and plans accordingly
  7. maintain an awareness of relevant local and national issues that are likely to impact on wildlife management area activities 
  8. support others involved with the wildlife management area to maintain public relations
  9. communicate with the public in a manner that promotes the understanding of the activities in a wildlife management area and maintains public relations 
  10. manage any disputes that are likely to impact on public relations 
  11. provide feedback to support staff on the development of good public relations
  12. consult with users, neighbours and interest groups to obtain feedback on wildlife management area activities

Knowledge and Understanding

You need to know and understand:

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  1. the role of public relations in supporting wildlife management area activities
  2. the principles of managing and maintaining public relations for a wildlife management area
  3. the essential components of a public relations policy such as the promotion of activities, the roles and responsibilities, how incidents such as shoot disruption should be dealt with and communication with the media
  4. where to obtain specialist advice
  5. the relevant local and national issues that impact on the public’s perception and the management of public relations for a wildlife management area
  6. the features of the wildlife management area, including land designations, rights of access and areas of special interest
  7. national and local regulations relating to rights of way, access and the right to roam
  8. the effective methods for communicating the requirements of the public relations policy
  9. the role and impacts, positive and negative, of social media on the wildlife management area and how to manage these effectively
  10. the methods that can be applied to resolve disputes
  11. the role of the police and local authorities in supporting wildlife management area activities 
  12. the importance of developing good working relationships with other land users, neighbours and other groups
  13. the methods used for consulting with users, neighbours and interest groups
  14. how the press and media operate, and the methods for managing media relations

Scope/range

Scope Performance

Scope Knowledge

Values

Behaviours

Skills

Glossary

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Designations could include:
• National Park
• Sites of Special Scientific Interest (SSSI)
• Special Areas of Conservation (SACs)
• Special Protection Areas (SPAs)
• RAMSAR
• Area of Outstanding Natural Beauty (AONB)
• World Heritage Site (WHS)
• Archaeological site
• National Trust
• Nitrogen Vulnerable Zone (NVZ)
• Drinking Water Safeguard Zones
• Scheduled Monuments (SMs)
• Listed Buildings (LBs)
• Registered Parks and Gardens (RPGs)
• Registered Battlefields (RBs) 
• Sites identified on the Historic Environment Record (HER)

Sector guidance could include:
• The Code of Good Shooting Practice
• Deer Initiative Best Practice Guides 
• Scottish Wild Deer Best Practice Guides

Wildlife management area:
any area of land used for the provision of game-shooting activities

Links To Other NOS

External Links

Version Number

3

Indicative Review Date

30 Mar 2027

Validity

Current

Status

Original

Originating Organisation

Lantra

Original URN

LANGWM8

Relevant Occupations

Estates Manager, Game and Wildlife Manager

SOC Code

5119

Keywords

game; wildlife; public relations; shooting; estate