1 HEP: NSW5028/CRICOS Provider Code NSW00246M © Laureate International Universities 2016 Assessment Brief Program Bachelor of Business Subject code PRN201A Subject name Public Relations Strategy Assessment title Assessment 1 – Assignment Group or individual assessment Individual Length Maximum 1000 words (+/- 10%) Learning outcome addressed a) Analyse an organisation to identify its current communication practices and future communication needs and apply appropriate, effective public relations strategies and tactics (that align to the overall organisational goals) to solve these communication issues. Submission date Communication Audit is due by the end of week 4 Total marks 100 Weighting 20% Assessment Brief: [Communication Audit] Write a Communication Audit. This audit is performed in order to create the basis of assessment 2 (Proposal) in week 6 and assessment 3 (Public Relations Plan and Presentation) in week 11. Choose a client/organisation who/which will be suitable for all 3 assessments. The aim of the communication audit is to research and evaluate an organisation's ability to send, receive and share information with internal and external publics and stakeholders. The audit identifies the major current communication issues and establishes recommendations to implement change where necessary. The Communication audit needs to research (real world examples): a) How does organisation communicate (Identifying strategy, tactics and channels of communication to stakeholders) b) Network analysis (observes frequency) c) Content analysis of resources found on the internet d) Readability studies e) Communication climate (public perception of communication) f) Organisational reputation evaluation Please refer to the marking criteria to understand the further content of the communication audit.2 HEP: NSW5028/CRICOS Provider Code NSW00246M © Laureate International Universities 2016 Marking criteria Choice of client/organisation. Description of what the audit is trying to achieve. Excellent 10 marks Very Good good 8 - 9 marks Good 6 - 7 marks Fair 5 marks Poor 0 - 4 marks Research: Identifies of organisation's current internal/external communication patterns to key stakeholders and relevant publics Identifies key audiences, their knowledge about the organisation, Identifies target audience perceptions and motivations. (supported and informed by research) Compares organisations communication vs competitors Identifies strategy, tactics and channels of communication to stakeholders) Analyses and interprets results: areas of strength and weakness in current communication tactics. Identifies communication issues. Evaluates organisation's ability to send, receive and share information with internal and external publics and stakeholders. Identifies untapped opportunities for future communication needs with each audience and formulates recommendations for communication strategy Analyses organisational reputation Overall: Appropriate structure for type of assignment, mature understanding of material, language is clear and concise. Total /100 marks