Element 1: An individual 2000 word analysis of
a prescribed campaign within the planning
framework in report style (Weighting 50%)
SUBMISSION REQUIREMENTS
Hand-in/Deadline date and time: Friday 6 November 2015 by 1600 GMT (4pm)
Hand-in method: Electronic submission to Moodle (via Turnitin)
File Size/Type to be submitted: One document (max 20 MB) should be
submitted in either .DOC (word) or .PDF format
Turnitin or Moodle:
If you are submitting work
online via Turnitin and/or
Moodle:
The CLTAD e-learning blog
includes step-by-step guides to
uploading assignments to both
Moodle and Turnitin:
http://elearningsupport.myblog.
arts.ac.uk/student-help/student-help/assessment-how-to/
Turnitin – This assignment will be submitted via
an online submission platform called Turnitin
UK. As part of the submission process, the
University will utilise Turnitin UK to check the
authenticity and originality of your work.
FAO Disabled/Dyslexic Students:
Disabled and dyslexic students who have an ISA (Individual Support
Agreement) in place may be eligible to request an Accommodated Assessment
submission deadline for written elements of this assignment. Students are
advised to follow the guidance as provided on their ISA and to contact their
disability advisor if they have any queries. Guidance can also be sought from
the Disability Service by emailing disability@arts.ac.uk or Tel: 020 7514 6156.
Further guidance on Accommodated Assessment can be found here:
https://myintranet.arts.ac.uk/staffandstudents/student-services/disability–dyslexia/accommodated-assessment/
Please note: it is your responsibility to submit your work on time and by the
required method, otherwise there may be an impact on your achievement and
progression.
Further information about your responsibility to submit your work is available
on the website:
http://www.arts.ac.uk/assessment/assets/doc/StudentGuideAssessmentSubmi
ssions1415.pdf
If you have any queries about submitting your work or are experiencing any
difficulties in submitting work, please contact you Programme team well in
advance of the submission deadline, via email:
communications.media.staff@lcc.arts.ac.uk
Date you can expect feedback on your work by: 27/11/2015
How you will receive your feedback on your work: Via Moodle and the Online-Assessment Tool (OAT)
Please note all feedback is indicative until formally received and confirmed at
an Exam Board. You will be informed of your results and when these will be
published via email and/or Moodle announcements.
Aims / Context:
This unit aims to highlight the importance of the planning process in Public Relations.
It will assist you to understand research, strategy, tactics and measurements from
both a campaign and a wider organisational perspective. Furthermore it will enable
you to determine how to select and apply the right strategy for each element of the
planning framework by researching and analysing current and potential effects of
communications permutations. You will critically examine different planning
frameworks and models and learn how to apply PR strategy in support of business
outcomes.
Assignment Brief:
You are required to review and analyse a PR campaign provided to you in class at
the start of term 1. For this element of the assessment for this unit, students will
focus on the research components of the campaign.
You should seek to understand what and how research activities were adopted as
part of the campaign planning and discuss what research methods worked; what
didn’t; and finally suggest how you might improve the research phase for the
campaign if it were to be implemented again. If no research is evident in the case
study you could discuss this and suggest what research could have been deployed.
In your discussion, you could address the following questions:
What research activities or tactics were used (if any)?
How could the research activities conducted have been improved?
How might these improvements have benefited the implementation of tactics?
What benefits to the campaign strategy (e.g. objectives, target publics, target
messages, etc) might be achieved through your recommendations?
Assignment criteria / format:
An individual 2000 word analysis of a prescribed campaign within the planning
framework in report style (50% weighting of unit mark).
Ensure that you proof read your work, paying particular attention to spelling and
grammar. Your grade can be adversely affected by poor presentation.
Learning outcomes:
Understand how to develop strategic, creative and practical communications
plans across all publics (Research) (Analysis) (Personal and Professional
Development);
Apply different qualitative and quantitative research techniques to inform, monitor
and measure PR plans (Research) (Analysis) (Subject Knowledge) (Technical
Competence);
Understand how to develop a risk radar, monitor, avert and prepare for potential
crises within an organisation (Research) (Analysis) (Subject Knowledge);
Address company issues and determine the best, if any, communication solution.
Evaluate and apply the most impactful tools and techniques to address a
communications issue or scenario (Research) (Analysis) (Experimentation)
(Communication and Presentation);
Demonstrate an understanding of the elements within the planning framework,
their interdependency and how to determine the right mix of these elements
(Analysis) (Subject Knowledge) (Communication and Presentation)
(Collaborative and/or Independent Professional working).
Reading list:
A full reading list is provided in the handbook that has been produced to accompany
this unit, and your tutors will also highlight relevant sources of materials that will
assist your completion of this assessment.
Details of the University’s online referencing system for practical and written work:
http://www.citethemrightonline.com/Home
Marking criteria:
If you are an undergraduate student, you can access the UG marking criteria via
your course Moodle page and also at the link below:
http://www.arts.ac.uk/assessment/assets/doc/UG-Marking-Criteria-Matrix-with-Letter-Grades.pdf
Other key information:
The UAL Assessment Web pages
http://www.arts.ac.uk/assessment/courseregulations/index.html include useful
information on:
The course requirements
What happens if you fail a piece of work or miss a deadline
What to do if you are ill or have other extenuating Circumstances
What to do if you want to take time out from your studies
The adjustments that can be made to assessments if you have a disability
How to avoid plagiarism in your work
What to do if you want to appeal an exam board decision.
BAPR2 Planning PR Campaigns Assignment 1 Celebrations of the Sea
The Campaign Brief
The Shipwrecked Mariners’ Society provides financial support to retired or
permanently disabled seafarers and their widows/partners in cases of need.
With a volunteer network of over 200 Honorary Agents throughout the British Isles,
the Society handles several hundred new applications for assistance each year and
distributes over £1million in dealing with over 2,500 cases.
Its patron is The Princess Royal.
The charity is an existing retained client for Acceleris. The brief to Acceleris was to
create a piece of showcase activity to raise the charity’s profile in front of a new
mainstream audience.
Objectives
The charity’s PR activity traditionally targeted seafarers and people with a
connection to the sea, or living in port areas.
Celebrations of the Sea aimed to raise awareness of the charity with a new and
younger, mainstream audience through a series of creative and inspiring
photography exhibitions, celebrity involvement, national and regional media
coverage and social media engagement.
Budget
A project plan was drawn up including estimated costs and time and a budget of
£20,000 was allocated to devise and deliver the project.
Strategy and Tactics
Acceleris devised an initiative which brought together acclaimed underwater
photographer Kate Westaway to create an exhibition of photographs of people
whose lives are dominated by the sea to raise funds and awareness of the
Shipwrecked Mariners’ Society.
A unique feature of the project was that it would be entirely self-funded with Acceleris
generating sponsorship to support delivery.
Acceleris approached a number of related organisations and quickly secured canned
seafood manufacturer John West as headline sponsor of the initiative.
The Sea Life Centres were also secured as national event partner, with the
exhibition launching at the world’s oldest aquarium in Brighton before moving to
Weymouth, Birmingham, Blackpool, Scarborough and Loch Lomond.
To secure national media interest, Acceleris approached a number of celebrities to
support the project by taking part in an underwater photograph, or endorsing the
campaign itself.
Celebrities were sourced with connections to the sea, with TV presenter and
historian Dan Snow, celebrity fish chef Mitch Tonks, TV Wildlife presenter Ellie
Harrison and international yachtsman Mike Golding OBE all taking part in
underwater shoots. Other celebrities donated items for a charity auction and
endorsed the campaign, including Extreme Fishing’s Robson Green and Daniel
Craig, whose father served in the merchant navy and who donated two signed crew
jackets from the Quantum of Solace film.
A video news release (VNR) was filmed featuring Dan Snow’s involvement in the
project and endorsing the charity’s work.
Through research, it was identified that by displaying the images in Sea Life Centres’
living aquariums, Acceleris would create the world’s first photography exhibition
underwater.
Once a sponsor to cover the cost of the project was secured, Acceleris continued to
approach other partners to lend their support and donate services. John West
logistics partner CEVA Logistics offered to move the images around the various Sea
Life Centre sites and the Pier food emporium in Brighton donated small fish and chip
cone canapés to the launch event.
The organisation that produced the images offered to hold an e-commerce page on
their site for people to buy images from the exhibition.
Outputs
Initially, engaging with a sponsor meant that Acceleris could deliver a project, which
would otherwise have been unfeasible, at zero cost to the charity.
Aligning the charity with well-respected brand and household name John West
brought the charity in front of a new mainstream consumer audience. Involving high
profile celebrities such as Daniel Craig, Mike Golding, Dan Snow and Ellie Harrison
brought the project and the charity in front of a much larger audience.
The Sea Life Centres as an exhibition location were appropriate to the charity given
the desire to communicate to its customers about the importance of the sea and
those who work in the maritime industry opening up an important new family
audience for the charity.
Exhibiting the images in living aquariums across the UK gave the initiative a unique
and creative media hook which created a world first in underwater photography.
Acceleris devised a programme of press releases and media invites to cover
announcements about the project such as the John West sponsorship and celebrity
involvement as well as the launch release.
Broadcast and media coverage included: OK Magazine, ITV Meridian, BBC South,
ITV South West, Society Guardian, the Metro, BBC Online and London Standard.
Social media including Facebook, YouTube and Twitter were used to promote the
campaign with news and images from the activity drip fed out to generate interest.
Acceleris created the hashtag #CelebrationsoftheSea to allow people to tweet about
the activity and approached celebrities and other seafaring organisations
encouraging them to tweet about the activity.
The Shipwrecked Mariners’ Society website was updated with details of the project
and traffic was driven to the site via press releases and social media activity.
http://www.shipwreckedmariners.org.uk/Home/Events/CelebrationsOfTheSea.aspx
Through sponsorship generation Acceleris delivered:
• Event planning
• Media relations
• Celebrity engagement
• Marketing collateral
• Film production
• Event management
• Digital communications & social media engagement
Outcomes
Nearly 100 pieces of coverage have been generated from the project to date which
has resulted in over ten million opportunities to see or hear about the charity with
web coverage of over seven million unique visitors.
Broadcast and media coverage to date includes: OK Magazine, ITV Meridian, BBC
South, ITV South
West, Society Guardian, the Metro, BBC Online and London Evening Standard.
The charity website received a 41% uplift in visits over the three month period of
activity compared to the previous three months.
In the project, Acceleris secured the Charity’s first ever commercial sponsorship
package.
The social media strategy was particularly successful as can be seen in the below
Storify. The main highlights were:
• Dan Snow tweeted about his involvement in the exhibition to his 18,000 followers
• Chef Mitch Tonks retweeted to his 5,000 followers
• Society Guardian shared the VNR to its 17,500 followers on Twitter
http://storify.com/accelerismc/celebrations-of-the-sea