AMN465 Public Relations Management Criteria Sheet – Academic essay Higher order thinking (HO) Grade 7 6 5 4 3-1 Range of marks allocated to each criterion 25.5 – 30 22.5 – 25 19.5 – 22 15 – 19 0 – 14.5 Analysis of response made by your organisation  You analyse in depth your organisation’s choice of public relations tactic and target public and the connections between the two.  You use an appropriate public relations theory or model to evaluate your organisation’s choice of tactic.  You analyse your organisation’s choice of public relations tactic and its target public, and make some links between the two.  You closely apply an appropriate public relations theory or model to the tactic your organisation used.  You analyse in some depth a public relations tactic your organisation has used in response to this issue and its intended target public, and suggest reasons for both choices.  You apply an appropriate public relations theory or model to this tactic.  You describe a public relations tactic your organisation has used in response to this issue and identify the public at whom it was primarily aimed.  You apply one of Grunig and Hunt’s models to this tactic in a limited way or with significant omissions.  You do not specify an appropriate public relations response and/or target public. AND/OR  You do not apply a public relations model or theory to your chosen response. Marks 34 – 40 30 – 33.5 26 – 29.5 20 – 25.5 0 – 19.5 Recommendations of alternative response (proposal)  You recommend an appropriate alternative tactic and specify a target public, and clearly demonstrate how this combination would have been helpful in the resolution of the issue.  You comprehensively discuss this response in relation to one dimension of your organisation’s OPRs with your choice of target public with strong justification.  You use academic sources and contemporary real world examples to clearly support your arguments.  You recommend an appropriate alternative tactic and specify a target public, and demonstrate how this combination would have been helpful in the resolution of the issue.  You discuss this response in some depth in relation to one dimension of your organisation’s OPRs with your choice of target public with justification  You use academic sources and contemporary real world examples to support your arguments.  You recommend an appropriate alternative tactic and specify a target public, and provide some demonstration of how this combination would have been helpful in the resolution of the issue.  You acknowledge the impact of this response in relation to one dimension of your organisation’s relationship (OPRs) with your choice of target public although it could have been better justified.  You use references to support your arguments though at times there are some gaps,  You recommend an alternative tactic from those covered in Weeks 8, 9, and 10 in this unit and specify a target public although there may be some issues of relevance. You provide a basic idea of how this combination would have been helpful in the resolution of the issue.  You make some attempt to acknowledge the impact of this response in relation to one dimension of your organisation’s relationship (OPRs) with its target public although your discussion lacks justification  You make limited use of academic sources and contemporary real world examples to support your arguments.  You do not provide a discussion of an alternative public relations response; or your discussion is limited, is not justified or is inaccurate; or you do not use a tactic from those covered in Weeks 8, 9, and 10 in this unit. Your Name: _____________________________________________ Tutor: ________________________________ Tutorial time: ______________ Social and ethical understanding (SE) Grade 7 6 5 4 2-1 Marks 8.5 – 10 7.5 – 8 6.5 – 7 5 – 6 0 – 4.5 Understanding of ethical issues and ethical justification of alternatives  You analyse in depth the ethical considerations relevant to your recommended choices of alternative tactic and public.  You clearly demonstrate the significance of these considerations to your organisation.  Using an appropriate framework from this unit you demonstrate how your recommendations are ethical, and evaluate the importance of this to your organisation and its relationships with its stakeholders.  You analyse the ethical considerations of your recommended choices of alternative tactic and public  You demonstrate why these considerations are important to your organisation.  You closely apply an appropriate framework from this unit to show how your recommendations are ethical, and how they help your organisation address the issue ethically.  You discuss the ethical consideration/s involved in making your recommended choices of alternative tactic and public.  You briefly demonstrate why these considerations are important to your organisation  You apply one of the appropriate frameworks to demonstrate how your recommendations help your organisation address the issue ethically.  You describe in a limited way one or more ethical considerations involved in making your recommended choices of alternative tactic and public.  You make an attempt to show why these considerations are important to your organisation  Using one of the three frameworks covered in this unit, you broadly describe how your alternative recommendations are ethical.  You do not consider the ethical aspects of your choice of alternative tactic and public, or your discussion is limited, or you do not use one of the three frameworks covered in this unit (deontology, teleology, utilitarianism) to show how your alternative recommendations are ethical. Team and self-reflection (TS) Grade 7 6 5 4 2-1 Marks 8.5 – 10 7.5 – 8 6.5 – 7 5 – 6 0 – 4.5 Self-reflection  A very high degree of development as a self-reflective practitioner.  Shows deep insight into thought processes and substantially justifies own responses to the challenges in choosing an alternative tactic.  Clear and insightful connections to your own personal values, beliefs and experiences.  Convincing and insightful links to public relations discipline knowledge.  Clearly identifies areas for self-development in public relations and/or other discipline areas.  High level critical reflection on your thought processes in choosing an alternative tactic, demonstrating very good knowledge of own relevant skills and experience, supported by the integration of various sources of knowledge (e.g. theory, self-knowledge).  Good links to public relations discipline knowledge.  Identifies key areas for self-development.  Strong discussion of the relevance of this reflection to future work/study.  Responses to all prompt questions show some insight into your thought processes in choosing an alternative tactic.  Good attempts to justify your own responses to the challenges of choosing this tactic.  Makes links to PR discipline knowledge including some references.  Attempts to identify key areas for self-development.  Some consideration of the usefulness of this reflection in future work/study.  Responses to all prompt questions but mostly at the descriptive level.  Occasional links to public relations discipline knowledge are made.  Some attempt to use referenced sources of knowledge.  Attempt to describe the significance of this reflection to future work/study.  Not all prompt questions are answered.  Limited evidence of reflection and insights.  Little to no use of referenced sources of knowledge. Continued…  Professional communication in an intercultural context (PC) Grade 7 6 5 4 2-1 Marks 8.5 – 10 7.5 – 8 6.5 – 7 5 – 6 0 – 4.5 Technical elements (punctuation, grammar, referencing, structure)  Assignment contains no more than two errors on any one page, including deviations from the essay format requirements specified for this unit.  Assignment contains no more than three technical errors on any one page, including deviations from the essay format requirements specified for this unit.  Assignment contains no more than four technical errors on any one page, including deviations from the essay format requirements specified for this unit.  Assignment contains more than four technical errors on any one page, including deviations from the essay format requirements specified for this unit.  Assignment contains frequent technical errors throughout paper. AND/OR • You do not demonstrate academic integrity (including adhering to the word limit). Marker’s comments Final total out of 100 = _______________