There are two parts to this assignment.
Part one: Two case summaries (approximately 500 words each)
In the first part of this assignment, you will critically analyse two similar (recent!) PR campaigns to share with your client. For each of the examples you choose, consider:
Campaign context – Outline the relevance of the organisation (or individual) to your client, and describe their PR challenges; how are these comparable scenarios to the situation facing your client?
Stakeholder analysis – Identify the relevant stakeholders in each case, and consider how these are relevant or comparable to the scenario facing your client
The PR/communications strategy employed – Outline the strategic approach employed in each case, and PR channels used to execute this
Campaign evaluation/key learnings – What worked, what didn’t and how might your client adapt their own campaign in response to these learnings?
You should share approximately 500 words on each case. These case studies are designed to give your client comfort that your advice takes into account similar cases from the past, and the learnings gained from these (ie: your advice is backed by awareness and know-how!).
Your case summaries must be based on real, comparable cases from the (recent) past – ideally, within the past five years. You may include cases from within the past 10 years if required.
Part two: Campaign plan (approximately 1000 words)
In the second part of the assignment, you will design a PR campaign for an individual or organisation in response to a specific scenario. Your campaign plan should take into account the learnings of the cases you have studied (above). When designing your PR campaign, include:
Campaign context – Briefly introduce the challenge your proposal sets out to address
Three SMART objectives – These must be Specific, Measurable, Achievable, Relevant and Time-bound!
Stakeholder analysis – Who are the key audiences to consider in this campaign?
Three key messages – What are the most important messages to communicate to your stakeholders via this campaign?
Campaign plan – Detail the PR response you suggest your client pursues to best manage this challenge (and achieve your stated objectives!). What is the “big idea” that ensures this campaign will cut through to reach your target stakeholders? How will you generate earned media coverage? How will you phase the campaign?
Communications channels – What PR platforms will you rely on to execute this plan? Consider earned, shared and owned media (NO paid media!). For earned media, include your “Tier 1” (top) target media outlets
Measurement – How will you evaluate the success of your campaign throughout its duration? How will you keep your client informed of its success and/or issues to address?
Assignment scenarios
You may choose one of the following scenarios – note, there are both proactive and reactive options. Your proposal should be developed for a real-world client.
Proactive campaign scenarios:
A major FMCG company is launching a new product into the market and needs to generate maximum awareness and engagement ahead of the launch
A government organisation is announcing a new policy, program or item of legislation, and needs to ensure the community is informed and engaged in the decision (eg: the COVID-19 vaccination program, mental health reform)
A corporate organisation wishes to promote its newly established CSR program, aiming to generate awareness and maximise positive consumer sentiment about the strategy.
Reactive campaign scenarios:
A celebrity requires an image restoration strategy following a recent scandal
A business is in hot water following a recent cultural or environmental disaster attracting widespread media attention and public outrage (eg: an oil spill, a gas or chemical explosion, destruction of a sacred cultural site)
A prominent business has been exposed to a data privacy breach, impacting thousands of customers.
Assignment submission
You should present this assignment in the form of a campaign proposal, complete with subheadings. Your proposal should include desk-based research via company websites, media releases, social media content, podcasts and more, and/or (reputable!) news media coverage and industry content from publications such as PR Week, B&T and Mumbrella. You may also include academic research but keep in mind this is a client proposal, not an academic essay. This assignment is designed for you to apply your learning!
This assignment should be approached as a real-life campaign proposal, not a university assignment. YOU are the PR expert! Prepare your proposal as though you were submitting this to your client, not to your tutor.
Assessment criteria
Your assignment will be assessed on:
The relevance and suitability of the case studies you have chosen, and the critical insight and analysis applied to each
The rigour and suitability of your suggested PR campaign, with consideration given to all seven areas set out above
Your demonstrated understanding and application of course content
The clarity of your writing and cohesive structure/presentation of your proposal (make it client-ready!).
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