PRN101A – Understanding Public Relations
| ASSESSMENT BRIEF | |
| Subject Code and Title | PRN101A – Understanding Public Relations |
| Assessment | Assessment 3 – Public Relations Recommendation report |
| Individual/Group | Individual |
| Length | (800 words +/-10%) |
| Learning Outcomes | b) Research a communication problem and develop an appropriate strategy in response, within a suitable professional and ethical framework. c) Apply knowledge and theoretical principles to different contexts and subfields in the Public Relations industry. d) Identify and discuss how new media channels portray news from different angles. |
| Submission | Due by 11:55pm AEST/AEDT Sunday of module 6.1 (Week 11) |
| Weighting | 30% |
| Total Marks | 100 marks |
| ASSESSMENT BRIEF | |
| Subject Code and Title | PRN101A – Understanding Public Relations |
| Assessment | Assessment 3 – Public Relations Recommendation report |
| Individual/Group | Individual |
| Length | (800 words +/-10%) |
| Learning Outcomes | b) Research a communication problem and develop an appropriate strategy in response, within a suitable professional and ethical framework. c) Apply knowledge and theoretical principles to different contexts and subfields in the Public Relations industry. d) Identify and discuss how new media channels portray news from different angles. |
| Submission | Due by 11:55pm AEST/AEDT Sunday of module 6.1 (Week 11) |
| Weighting | 30% |
| Total Marks | 100 marks |
PRN101A_Assessment 3 Brief Page 1 of 4
| ASSESSMENT BRIEF | |
| Subject Code and Title | PRN101A – Understanding Public Relations |
| Assessment | Assessment 3 – Public Relations Recommendation report |
| Individual/Group | Individual |
| Length | (800 words +/-10%) |
| Learning Outcomes | b) Research a communication problem and develop an appropriate strategy in response, within a suitable professional and ethical framework. c) Apply knowledge and theoretical principles to different contexts and subfields in the Public Relations industry. d) Identify and discuss how new media channels portray news from different angles. |
| Submission | Due by 11:55pm AEST/AEDT Sunday of module 6.1 (Week 11) |
| Weighting | 30% |
| Total Marks | 100 marks |
Context
This assessment is designed to strengthen creative strategy skills in the planning of a public
relations campaign for an organisation and will include research, objective-setting and
implementation.
You will create a PR plan for a client/situation based on research results in Assessment 2.
This will prepare you for professional application in the industry.
Planning, researching and evaluating a public relations campaign will support your learning
and deepen your understanding of how to manage diverse stakeholder groups to achieve
communication goals.
Instructions:
In Assessment 2 you were provided with a Client Brief, and responded to the brief with a
situation analysis, and a description of the communications and reputation problem as well as the
consequences for the client.
PRN101A_Assessment 3 Brief Page 2 of 4
In this Assessment, you will use the provided Client brief , and make a report recommending
goals, objectives, and strategies in order to address the communication and reputation problem
identified in Assessment 2.
This will need to include the following subheadings:
1. Executive Summary
2. Objectives
3. Target Audience
4. Key Messages
5. Suggested Tactics
6. In Conclusion
Please ensure to include appropriate academic referencing and a reference list following
APA 6th edition style of referencing. Please see the Academic Skills page on Blackboard for
information on referencing in APA 6th: https://laureateau.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&co
ntent_id=_2498849_1
The Learning Rubric below is your guide to how your assessment will be marked. Please be
sure to check this rubric very carefully before submission.
Submission Instructions:
Submit via the Assessment link in the main navigation menu in PRN101A. The learning
facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be
viewed in My Grades.
PRN101A_Assessment 3 Brief Page 3 of 4
Learning Rubric: PRN101A Assessment 3
| Recommended objectives/tactics address the communication problem 50% |
Limited understanding of required concepts and knowledge around PR strategy, without addressing communication problem. |
Shows a basic understanding of PR strategy and starts to address the communication problem with tactics to realise strategy.. |
Shows a proficient understanding of PR strategy with a good approach to the communication problem and tactics to realise strategy.. |
Shows an advanced understanding of PR strategy which addresses the communication problem and shows a high level of creativity. |
Shows a sophisticated and professional level understanding of PR strategy which addresses the communication problem and shows a high level of creativity. |
| Audience identification and key messages 40% |
Limited understanding of key messages and audiences |
Basic understanding of key messages and audiences |
Good understanding of key messages and audiences |
Excellent understanding of key messages and audiences |
Highly sophisticated understanding of key messages and audiences |
| Appropriate evaluation of objectives 10% |
No understanding of relevant measurement techniques to evaluate PR strategy. |
Some understanding of relevant measurement techniques to evaluate PR strategy. |
Demonstrates understanding of credible and relevant measurement techniques to evaluate PR strategy. . |
Demonstrates good understanding of measurement techniques to evaluate PR strategy. |
Demonstrates sophisticated understanding of measurement techniques to evaluate PR strategy. |
PRN101A_Assessment 3 Brief Page 4 of 4
