PRS304 – Public Relations & Media Techniques Individual Report – Media Campaign Weighting – 25% Due - Week 10 – Friday 11.59pm Submissions – Online via Turnitin Assignment Task Select a client and a topic for your Campaign via website, major newspapers and magazines etc. (Your client can be chosen from retail, transportation, banking or telecommunication industry). For this assignment you need to create a campaign to attract media coverage for your client's products and services. The campaign should be presented as a written report, in a format suitable to provide directly to the client. The campaign report must include the following specific task requirements: Title page (including name of campaign and student details) 1. Background of campaign  General background  Aims and objective of the campaign  Statement of communication problems  Stakeholder Analysis & Target Market  Key messages  Campaign Strategies – NOTE: Each strategy should have an evaluation statement ( how is this strategy going to be evaluated) and justification statement (why and how this strategy will attract media coverage)  Campaign Tactics  Campaign limitations  Conclusions The focus of this assignment is on media coverage aspects of a campaign, because this is particularly challenging in today's media environment. The focus of your efforts in this assignment should be on appropriate strategies and ideas to attract media coverage. Assessment Criteria Students will be assessed on the following:-  Background  Communication Problem  Campaign Goal, Strategies, Tactics  Publics  Key Messages  Campaign Limitations/Issue  Media  Media Releases  Writing Standards  Report Structure  Referencing  Attention to requirement of tasks Marking Guide PRS304 – Public Relations & Media Techniques Individual Assignment (25%) Criterion Description Poor Excellent 2.2.1 Executive Summary: Concisely sums up report contents 1 2 3 4 5 2.2.2 Contents - Table of Contents 1 2 3 4 5 2.2.3 Introduction: Provides good introductory background of client and need for campaign 1 2 3 4 5 2.2.4 Research and Development: Extensive & credible research conducted and reported 1 2 3 4 5 2.2.5 Situational Analysis: Comprehensive analysis of SWOT (PESTLE: optional) 1 2 3 4 5 2.2.6 Goals and Objectives: Realistic goals and SMART objectives 1 2 3 4 5 2.2.7 Key Target Publics: Appropriate choice and full description of each audience group 1 2 3 4 5 2.2.8 Campaign Strategy: Suitable choice of themes/messages/broad channels of communication 1 2 3 4 10 Linked to achieve your goals and objectives 1 2 3 4 5  * This may or may not include message strategy 2.2.9 Campaign Tactics: Highlight the major PR tasks/activities 1 2 3 4 10 Demonstrated understanding of PR tactics, differentiated from marketing 1 2 3 4 5 Linked to each strategy 1 2 3 4 5 2.2.10 Timeline: Professional depiction of implementation schedule using GANNT or PERT 1 2 3 4 5 2.2.12 Evaluation: Excellent description of how SMART objectives are to be measured 1 2 3 4 5 Evidence of learning outcomes: Demonstrated application of PR theories and concepts throughout 1 2 3 4 5 Appropriate choice of PR strategy and tactics 1 2 3 4 5 Professionalism: Spelling and grammar exceptional 1 2 3 4