This mini essay will be based on the readings for the first 4 weeks. It should discuss critically the value of the concept of framing in (1) reading images of international actors as depicted in the media and (2) in the branding of international actors by public relations consultants, drawing on theoretical insights. References will not be counted in the 500 words.

Grading Criteria are:

1. Sophisticated analysis and evaluation of international public relations concepts (such as: framing, image, branding).

2. Application of PR concepts PR campaigns

3. Concise and efficient writing skills.

You are a PR consultant seeking a PR job from a client. Your client must be a real world international ‘actor’ such as a state (Country A), NGO or IGO. You need to write a 500 word proposal regarding an image problem faced by the actor in Country B. In your proposal you should briefly describe the actor (e.g. the Ministry of Foreign Affairs of the country A) based on web research, identify the international image problem that Country A or the NGO or IGO face in Country B in terms of issues, media, stakeholders, locations and the target audience. Your purpose is to interest the prospective client sufficiently in order to be called in to make an oral presentation. Due in Week 8 (9 May).

Grading Criteria are:

1. Appropriate identification of actors (PR agency & international actor)

2. Succinct description of the distinctive feature of the actor (PR agency and international actor)

3. Analysis of the actor's image problem

4. Application of Diffusion Theory to identify audience and opinion leaders

5. Concise and efficient writing skills

Option A

The objective of the assignment is to research, describe, analyse and evaluate an international public relations campaign. Analyse a specific international public relations/public diplomacy campaign by a state, a Non-Government Organisation or a large business operating internationally. This is essentially an exercise in analysis. What was the campaign and what did the actor hope to achieve? What did it do and why? What were the obstacles and the advantages it had? Was it successful? Why or why not? Could it have been improved? How? Make sure that your topic is relevant to the course; if you have any doubts, ask me.

Remember it must have the following features:

It must be an international campaign. i.e. the PR campaigner’s target audience should not be its own domestic audience. The audience should be outside the campaigning institution’s own national borders. Such audiences could include members of diasporas. The campaign must have been commissioned by a government, government agency, intergovernmental organisation, nongovernmental organization or large business; It must be a specific campaign conducted for a specific purpose at a specific time; It must be a public relations or soft public diplomacy exercise, not a hard diplomacy or behind-closed doors diplomatic one, the latter being more relevant to international relations.

Relate what you say about this specific case to some of the general theory that we have discussed in class. In other words, what wider lessons can we learn from this case study and/or how does theory illuminate your case study? Most people do what is, in effect, a case study, so make sure that your conclusion sets out what you think your case study tells us about international public relations and/or public diplomacy in general: What can we learn from this case study? Pay attention to structure, logical flow and conclusions which flow from what you have analysed. You will find that the use of headings helps your setting out because it forces you into some kind of structure. Make sure your conclusion follows from your argument. The most common mistakes students make are: poor structure; too much description and not enough analysis; the conclusion is too general and/or does not follow from the argument in the paper.

Grading Criteria are:

1. Research skills and application

2. Analyse and evaluate an existing campaign using theoretical models

3. Originality of, and rigorous argumentation about, their campaign recommendations

4. Style of writing and grammatical skills.

Due in Weeks 12 & 13 by arrangement (Week 13 if your presentation is in Week 12 and week 12 if your presentation is in Week 13).

Option B

The objective of the assignment is to write a review article for The Journal of International Communication.

You will need to select three or four articles (chapters) from the text book, read them carefully, summarise them (in terms of propositions, methods, findings, conclusions) and subject them to a critical (weaknesses), comparative discussion (commonalities, differences, resonances with other literature, innovativeness) and synthesise new knowledge. The highest quality review articles will produce new insights, begin to develop new frameworks, and point to new directions for further inquiry. Provide an introduction, summary of each article, critical comparative discussion and a conclusion.

Grading Criteria are:

1. Succinct summary of articles (in terms of propositions, methods, findings, conclusions)

2. Critical analyse of articles

3. Inclusion and discussion of appropriate literature in the field

4. Innovative and original arguments about the articles

5. Writing style and grammatical skills.

Due in Weeks 12 & 13 by arrangement (Week 13 if your presentation is in Week 12 and week 12 if your presentation is in Week 13).

The objective of this assignment is to develop and present a creative international public relations/public diplomacy campaign to promote an issue or image for an international client who might be an individual, corporation, NGO, government or IGO for whom international image is important. This differs from assignment 3A in that now you are presenting your own campaign instead of criticising that of someone else. It is a sales pitch, not an academic paper, but needs to be well researched. You present your campaign proposal to your prospective client. Remember that you must identify and describe who you are – that is your PR agency and who your prospective client is. For instance, if Australia is experiencing an image problem in Indonesia, your prospective client may be the Australian Department of Foreign Affairs and Trade. You need to analyse the client’s image problem and the specific audience in the country where the image problem exists. Saying ‘people of Indonesia’ will not suffice. Use Diffusion Theory to analyse the audience strategically and identify opinion leaders. Remember it must be an international campaign (e.g. Australian campaign in Indonesia), not a domestic one (e.g.Australian campaign in Australia). It can be public relations, public diplomacy or advertising but it must be a specific campaign.

If you are in Week 12 for your presentation, your due date for Assignment 3 will be in Week 13. If you are in Week 13 for your presentation, your due date for Assignment 3 will be in Week 12.

10 mts. plus 7 Powerpoint slides, one containing references.

Grading Criteria:

1. Demonstrate appropriate and independent research

2. Identify and describe actors

3. Contextualise the actor's image problem

4. Application of Diffusion Theory to analyse the target audience and opinion leaders

5. Design of a new campaign strategy

6. Effectiveness of PPT slides

7. Succinctness of the delivery of the campaign pitch

Please note that in this unit:

Students are required to sign the name sheet in each lecture and tutorial class.

Simulation in each tutorial class is assessed.

The concrete requirements and the weight of each criteria are:

Participation in the discussion in tutorial classes

Peer review of group research on simulation topics

Simulation performance in tutorial classes