Assessment Item 3
Length:2000 words
Links to unit objectives: 1, 2, 3, &4Relates to AOLs: CTA 2.1; PC 3.1; SEU 5.1
Due date:Online via Turnitin before 11.59pm on Friday 29th May 2015(Week 13)
Percentage of final grade: 40%
Brief description: Using the same organisation and issue as you used in the first assignment, present an essay that
analyses a response your organisation has made to the issue, and propose an alternative response.
Step-by-step guide to preparing Assignment 3: Essay
In the Report (Assessment Item 2), you identified your organisation’s publics in relation to a given issue. In the final
assignment you should choose a response your organisation has made to one of these publics and analyse it as follows. You
should then recommend an alternative response that could or should have been made by your organisation to this issue.
Your essay should address the following topics:
1. Identify and analyseONE specific tactic that your organisation has used in reality to respond to this issue:
What was the tactic used in this response?
Who was the response made to?
Why was the response made to them?
Why wasthis response made?
Apply a public relations theory or model from the Week 4 lecture to explain this response.
2. What public relations tactic would you have recommended your organisation use in response to this issue and why?
You should consider the following:
What ONE tactic from the lecture content in Weeks 9, 10, 11, or 12 would you recommend?
Who would this response be made to?
Why would this response made to them?
Why would this tacticbe appropriate?
What ethical considerations are involved in making this response? How does this response help your organisation address
the issue ethically?
Support your ideas and decisions with references to case studies and scholarly literature.
In order to address these topics, you should use the same organisation and issue that you used in your Report (Assessment
Item 2). Here are some ideas to help you approach the preparation of this essay:
1. Identify and analyse ONE specific tactic that your organisation has used in reality to respond to this issue:
• You should use the research you have been conducting into the issue over the semester to identify an instance
where your organisation has done something in response to the issue. It could be a communication it has made, or some
behaviour it has undertaken.
• Think about who the target was for this response. Why would your organisation have focused on them?
• Now think about why your organisation did (or said) what it did.
• Finally, what public relations theory or model from those that we cover in the Week 4 lecture(I’ll attach week 4
lecture) can you apply to explain your organisation’s response?
2. What ONE public relations tactic would you have recommended your organisation use in response to this issue and
why?
• Consider what else your organisation could/should have done in response to this issue. NOTE: This means it should
be something your organisation has NOT actually done in reality, or something they could/should have done better.
SelectONE specific tactic from one of the public relations practice areas covered in Weeks 9, 10, 11, or 12 of this unit
that could have been useful in making a response to the issue.
• Who would you target with this alternative response? Why would you want to reach them?
• Why would this particular tactic be appropriate to reach them?
Justify your answers and support your recommendations with references to academic theory and examples from contemporary
practice.
• What ethical challenges does your recommended response pose for your organisation?
• Show how your recommended response provides an ethical way for your organisation to respond to the issue. You
need to discuss the significance of your recommendations to your organisation.
Hint: You MUST use one or more of the three ethical frameworks we cover in this unit. These will be covered in Week 7’s
lecture.
The standard referencing style for this assessment item is APA. Refer to the assessment guide and criteria sheet for more
information.
This assessment item should be presented using formal academic essay format. More information will be provided to help you
do this. You should prepare your work in Word or an equivalent program (not pdf please).
Once you are ready to submit your work, follow these steps:
1. Go to the BB site and click on the Assessment tab
2. In the assessment table, click on the relevant item name
3. This will take you through to another page with information about the assignment requirements. Below this you will
see a link called Assignment 3: Essay. When you are ready to upload, click on the View Assignment link and follow the
instructions. This counts as your submission. You may submit this assessment item more than once if you make a mistake.
However, submissions made after the due date/time without an approved extension will incur a penalty (see above).
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