Assignment 1: Project – CEO Brief (Graded)
Aims:
• Demonstrate an understanding of the key aspects of public relations practice
• Develop skills in critical analysis
• Develop ability to write concise prose in a professional context
Task (700 words):
Write a brief for your Chief Executive Officer (CEO) recommending the establishment of a public relations function within
your organisation. The report could include, but not be limited to the following:
• a rationale for such a department
• the role of PR in the organisation (including how it is distinct from the marketing department),
• the stakeholders it should address,
• the tasks that it should undertake,
• whether it should also engage the expertise of other specialists on a needs basis, and
• what difference the PR team could make to the organisation.
Your organisation is to be one of the following:
• A new not-for-profit organisation that addresses the issue of South Australian families, through awareness campaigns,
special events and fundraising;
• A small chain of bakeries around Adelaide, but headquarted in the city;
• The District Council of the Fleurieu Peninsula, promoting a recruitment drive to new business graduates for local
tourism and hospitality companies.
Format:
The written report component should use the professional report style as explained and discussed during the course.
Referencing Style:
Harvard Referencing Style – a reference list and bibliography are required.
Marking criteria:
Students will be assessed on:
• Demonstrated understanding of the strengths and limitations of PR practice by applying critical analysis to the
topic;
• Appropriateformatwhichissupportedbyconclusionsandrecommendations;
• Quality of written expression, including appropriate use of grammar, spelling,
punctuation,argumentation and
originality; and
• Evidence of broad and skillful research and the correct use of Harvard style referencing
Re-marking and re-submission of assignments may be permitted providing it is the first assignment in a course and it is a
written assignment. See “Submissions and Return of assignments” below.