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    Assignment

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    King Everest
    This document provides instructions for Assignment 1, which asks students to research a potential client organization and summarize their findings. The summary must: 1) Define and describe the research methods used to understand the organization, citing sources. 2) Summarize key research findings about the organization's situation, internal/external environments, and publics in a concise table or bullet points. 3) Present 1-2 problem or opportunity statements informed by the research to underpin a future PR campaign proposal. Students are evaluated based on thoroughly describing their research methods, providing a comprehensive summary of findings, and developing well-formulated problem/opportunity statements. The research will also inform students' situation analysis for Assignment

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    Assignment

    Uploaded by

    King Everest
    69 views2 pages
    This document provides instructions for Assignment 1, which asks students to research a potential client organization and summarize their findings. The summary must: 1) Define and describe the research methods used to understand the organization, citing sources. 2) Summarize key research findings about the organization's situation, internal/external environments, and publics in a concise table or bullet points. 3) Present 1-2 problem or opportunity statements informed by the research to underpin a future PR campaign proposal. Students are evaluated based on thoroughly describing their research methods, providing a comprehensive summary of findings, and developing well-formulated problem/opportunity statements. The research will also inform students' situation analysis for Assignment

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    Assignment 1

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    This document provides instructions for Assignment 1, which asks students to research a potential client organization and summarize their findings. The summary must: 1) Define and describe the research methods used to understand the organization, citing sources. 2) Summarize key research findings about the organization's situation, internal/external environments, and publics in a concise table or bullet points. 3) Present 1-2 problem or opportunity statements informed by the research to underpin a future PR campaign proposal. Students are evaluated based on thoroughly describing their research methods, providing a comprehensive summary of findings, and developing well-formulated problem/opportunity statements. The research will also inform students' situation analysis for Assignment

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    69 views2 pages

    Assignment

    Uploaded by

    King Everest
    This document provides instructions for Assignment 1, which asks students to research a potential client organization and summarize their findings. The summary must: 1) Define and describe the research methods used to understand the organization, citing sources. 2) Summarize key research findings about the organization's situation, internal/external environments, and publics in a concise table or bullet points. 3) Present 1-2 problem or opportunity statements informed by the research to underpin a future PR campaign proposal. Students are evaluated based on thoroughly describing their research methods, providing a comprehensive summary of findings, and developing well-formulated problem/opportunity statements. The research will also inform students' situation analysis for Assignment

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    © All Rights Reserved
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    of 2

    31/07/2019 Page Title

    Due date: Friday 2 August 2019

    Weighting: 20%

    Submission: Via CloudDeakin (as a Word or PDF file)

    Word count: 1600

    Assignment Instructions
    Research that underpins public relations campaigns is crucial to success and cannot be achieved without it.

    Pre-campaign research must be undertaken in order to:

    determine the organisation's background, current position and future direction aspirations
    understand the environment in which the organisation operates
    establish the organisation's past and current public relations efforts
    identify and understand the organisation's target publics, both potential and existing.

    The individual assessment task asks you to research the potential client organisation that will be the subject of Assignment 2 and 3. Research widely, going beyond
    client interviews and 'googling' to gain the required information.

    Now:

    1. Define and describe the research you have undertaken in order to understand the organisation using the correct research terminology (see Class 2). Ensure you
    cite your sources using the Harvard referencing system.
    2. Summarise the findings of your research - you may use a table format or bullet points to present your findings in a concise manner if you so choose. Conclude
    this section by presenting correctly formatted Problem and/or Opportunity statements that will underpin the forthcoming public relations campaign proposal.
    Avoid identifying too many statements.

    Review Smith's steps 1, 2 and 3 from your text to guide your approach your formative research by analysing the situation, organisation and publics:

    a) Research the public relations situation:

    What is the situation facing the organisation?


    What is the background of the situation?
    What is the significance or importance of the situation?

    b) Research the organisation:

    Internal environment, public perception and external environment.

    c) Research the publics for the organisation:

    Who are the publics? Who are the key publics? How can you categorise them?

    The findings of your research will form the basis of your Situation Analysis section of Assessment Task 3, the Public Relations Campaign Proposal. The process of
    the research approach will form the basis of the Research section of Assessment Task 3, the Public Relations Campaign Proposal.

    Important: Whilst Assessment Task 1 is an individual task, please conduct any 'client contact' with your participating organisation as a group, respecting the
    organisation's time, whether in-person, by phone or email.  Any organisation contact should be fully prepared prior in order to minimise imposing on the
    organisational contact. Professionalism and normal business protocols must be adhered to at all times when dealing with the organisation. You are reminded to Deakin
    University's Student Code of Conduct.

    Marking criteria

    In this assessment marking will be based on the following criteria:

    Describing and defining the research undertaken by your group in preparation for your Public Relations Campaign Proposal (30%)
    Summary of research findings - Organisation; Situation; Publics (30%)
    Identifying research-driven Problem and/or Opportunity statements (20%)
    Professionalism in approach and presentation (20%)

    file:///Users/anoossadayo/Desktop/Bachelor /Year 3/T2/ALR300 Public Relation Campaign /Assignments /Assignment 1/Assessment Task 1 Instructions.html/Assess… 1/2
    31/07/2019 Page Title
    Rubric

    Criteria Excellent Very good Good Satisfactory Unsatisfactory

    30 points 22.5 points 19.5 points 16.5 points 12 points


    Define and describe the
    research undertaken by (24 - 30 points) (21 - 23.5 points) (18 - 20.5 points) (15 - 17.5 points) (0 - 14.5 points)
    your group in preparation
    for your Public Relations Reflects a very strong Reflects a good Reflects an adequate Reflects some Reflects little
    Campaign Proposal. (30 understanding of the task understanding of the task understanding of the task understanding of the task understanding of the task
    points) at hand, key research at hand, key research at hand, key research at hand, key research at hand, key research
    methods and terminology. methods and terminology. methods and terminology. methods and terminology. methods and terminology.

    30 points 22.5 points


    19.5 points 16.5 points
    (24 - 30 points) (21 - 23.5 points) 12 points
    (18 - 20.5 points) (15 - 17.5 points)
    A highly logical approach. A well-addressed (0 - 14.5 points)
    A solid response in terms Some attention to key
    Excellent presentation of response. Good
    of attention to key information, necessary Lacks a logical approach.
    key information in order to presentation of key
    Summary of research information, included detail and clarity of Inadequate attention to key
    provide context for the information in order to
    findings - Organisation; detail and clarity of thought. information. Lack of detail
    public relations function provide context for the
    Situation; Publics. (30 thought. and clarity of thought.
    and direction. public relations function Shows some
    points)
    and direction. Shows adequate understanding of the Shows little understanding
    Shows superior
    understanding of the issues, key problems and of the issues, key problems
    understanding of the Shows good understanding
    issues, key problems and the organisation’s present and the organisation’s
    issues, key problems and of the issues, key problems
    the organisation’s present situation and strategic present situation and
    the organisation’s present and the organisation’s
    situation and strategic issues. But would benefit strategic issues.
    situation and strategic present situation and
    issues. from refinement.
    issues. strategic issues.

    13 points 11 points
    20 points 7 points
    15 points
    (12 - 13 points) (10 - 11 points)
    Problem and/or (16 - 20 points) (0 - 9 points)
    (14 - 15 points)
    Opportunity statements. P/O statements are P/O statements are
    (20 points) P/O statements are highly P/O statements are poorly
    P/O statements are well generally approached in a acceptable but would
    logical, strategic and very posed and inappropriately
    posed and formatted. logical fashion and are benefit from further
    well formatted. formatted.
    appropriately formatted. refinement.

    20 points

    (16 - 20 points) 15 points 13 points 11 points 7 points

    Excellent approach to (14 - 15 points) (12 - 13 points) (10 - 11 points) (0 - 9 points)


    Professional presentation. grammar, spelling, Good approach to Adequate approach to Grammar, spelling, Grammar, spelling,
    (20 points) punctuation, professional
    grammar, spelling, grammar, spelling, punctuation, professional punctuation, professional
    writing and syntax.
    punctuation, professional punctuation, professional writing, syntax and writing, syntax and
    Response reflects an
    writing, syntax and writing, syntax and referencing needs some referencing needs
    excellent understanding of
    referencing. referencing. improvement. significant improvement.
    required referencing
    protocols.

    HD D C P N
    Overall Score
    80 or more 70 or more 60 or more 50 or more 0 or more

    file:///Users/anoossadayo/Desktop/Bachelor /Year 3/T2/ALR300 Public Relation Campaign /Assignments /Assignment 1/Assessment Task 1 Instructions.html/Assess… 2/2

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