Elite Education Institute PRS303 Public Relations Management and Tactics Trimester 1, 2017 Assessment 1 You are required to write a 1,500-word report; outlining the PR errors made by a company in a real case from the business world; and make recommendations as to how the company should have handled the issue from a PR perspective. Your answer should draw on your knowledge of PR theory, practical considerations, and your own creativity. Choose one of the three companies/issues listed below: • David Jones Ltd in the Kristy Fraser-Kirk legal case, where the CEO, Mark McInnes, resigned amid allegations of sexual misconduct • Malaysian Airlines in the loss of MH370 and its subsequent handling of its relationships with the families of the victims • BP’s handling of the oil spill in the Gulf of Mexico and the actions of the CEO in the wake of the disaster Your answer should be in report format: • Cover page • Contents • Executive summary • Introduction • Main report • Conclusions • Recommendations • References (Harvard or APA format) You should aim to include a minimum of 6 references (more is better), of which some should be peer-reviewed academic journals. However, this is a short assignment, with a real-world focus, so extensive referencing is not required. The following guidelines are to assist you with presentation and layout: • Cover page should include name, student number, unit number, unit name, assessment number, assessment name, and date • Use Arial, Calibri, or Tahoma, 12 pt font • Double spacing • Double justification of text • Headers and footers on all pages other than the cover page – headers and footers should contain your name and student number, the unit number and name, and a page number If you have any questions about the assignment, ask your lecturer, or email [email protected]