PUB20001: Global Public Relations Practice Assessments 2b: Global PR plan Assessment 2b – Final PR plan (1500 words, 25%) Your final plan is to be presented as a professional business report in a Word document. Research and resources (including academic texts, such as PR texts and journal articles) will be required to support your analysis and choices. You must reference the resources you cite in accordance with the Harvard style. Your report should include the following: • Cover page. • Contents page. • Executive summary. • Introduction. • Situational analysis – current situation, identification of issues or opportunities. • Specific measurable objectives – of the communication plan. • Key stakeholders and messages – cultural considerations. • Communication strategy – the overall framework/approach that guides the selection of tactics. • Specific tactics, channels, content, linked to cultural considerations and plan objectives. • Timelines – when specific events/tactics will be carried out. • Evaluation/measurement and indicators of success. Your cover page, contents page and reference list will not be included in the word count. ________________________________________ Assessment criteria 1. Identification and scoping of opportunities related to the problem or opportunity. 2. Demonstration of ethical and cultural considerations pertinent to international PR practices. 3. Explanation and justification of a range of communication tactics and their associated goals. 4. Evidence of incorporation of feedback from original statement of intent 5. Presentation and referencing adhering to Harvard style. Your work will be assessed using the following marking guide: Criteria No Pass Pass 50-59% Credit 60-69% Distinction 70-79% High Distinction 80-100% Identification and scoping of opportunities related to the problem or opportunity (15%) Did not meet criterion. The name, location and major products of the selected company are present within the plan. A problem/ opportunity is identified but lacks specificity in description. Indicates knowledge of key publics but these are not clearly defined. As per Pass, but includes services, customers and competitors. Problem/opportunity is clearly described but is presented as an entirety without detail of facets. Key publics are identified and defined. As per Credit, but includes a description of the operating environment. Problem/opportunity is broken down into facets or contributing components. Key publics are defined and described with regard to their interaction with the company. As per Distinction, but operating environment includes concepts of change, pressure points and positioning. Component factors are assessed and distinguished according to specific, clearly explained criteria. Key publics are defined and described with regard to reputation management and opportunities for expansion or relationship building are clearly identified and appraised. Demonstration of ethical and cultural considerations pertinent to international PR practices (40%) Did not meet criterion. Culture of target publics and operating environment are described but in broad strokes that lack detail or nuance. Issues like possible socio-political and ethical influences have been identified. As per Pass but details of cultural nuances, at least three of Hofstede's index indicators have been considered. Socio-political factors have been described in relation to their effect upon likelihood of success and explanation of decisions regarding key publics and channels. As per Credit but four or more of Hofstede's index have been used as a beginning reference point and used to determine details concerning relevant business- related social nuances. Socio-political factors account for decisions related to publics and channels. Possible ethical considerations regarding processes, methods and dealings have been explained. As for Distinction but Hofstede's index is really only a basis for justifying selecting relevant business and socio-cultural details. Socio-political factors have clearly and justifiably influenced choices concerning publics & channels and to predict possible reactions etc. Ethical considerations have been given clear consideration regarding processes, methods, dealing as well as reputation/brand management into the future. Explanation and justification of a range of communication tactics and their associated goals (25%) Did not meet criterion. Goals and objectives of the communication task are identified. Some communication tactics have been defined, but clarity regarding channels and specifics is somewhat lacking. Outcomes/success relate to one or two of the goals/objectives. Measurement of success is more qualitative than quantitative. Relationships between goals, tactics and measuring success are not entirely clear. As per Pass but objectives and goals are grouped/ categorised. Tactics are comprehensive, have been defined and explained and channels have been identified. Outcomes/ success relate to the majority of the goals/objectives. Measurements of success is quantitative and relates to the majority of goals & objectives. Relationships between goals, tactics and measurement are clearly explained As per Credit but categories of objectives and goals have been clearly weighted according to importance ('weightiness' referring to the capability for affecting change). Tactics and channels have been clearly and extensively explained and related to all objectives as well as identified publics. Outcomes/ success are defined and allocated according to the goals/objectives. Successes are clearly defined and quantifiable. Relationships between goals, tactics and measurement are clearly explained such that each tactic seems justified and purposeful. As per Distinction but in addition to justification and weighting, opportunities for growth or movement (over time), between objectives/goals have been identified. Tactics and channels are extensive, have been explained and justified. In some cases there is also a futures orientation in identifying how such channels may change over time. Outcomes/ success are defined and allocated according to the goals/ objectives. Successes are clearly defined and quantifiable. Processes and tools for measurement of success are identified and/or described. Relationships between factors are justified and extrapolated upon for future growth. Evidence of incorporation of feedback from statement of intent (10%) Did not meet criterion. Only evidence of minimal incorporation of feedback, with problems that were noted in statement of intent carried through to final plan. Evidence of incorporation of feedback, with some problems persisting, but attempts made to address them. Evidence of incorporation of feedback, with most problem areas addressed, demonstrating a solid understanding of the feedback. Evidence of incorporation of feedback, and a sophisticated understanding of how this could improve final PR plan. All problem areas addressed and plan considerably improved as a result. Presentation and referencing (10%) Did not meet criterion. Generally the document looks and feels like a business document in that it uses appropriate formatting and order. Document lacks in three or more of the content/page specifications. Citation and referencing style is inconsistent. The document looks and feels like a business documents and contains all essential content/page specifications. Citations and references are present. The document looks and feels like a business document and uses layout elements (tables, graphs etc) that support presentation. All sources are cited and referenced accurately. The document looks and feels like a business document and uses 'white space' as well as layout elements (tables, graphs etc.) that enhance and support written material. All sources are cited and referenced accurately. ________________________________________