For this assessment you are required to write a media release for an existing organisation based on a development or issue that could potentially affect the organization i.e. use a little creative license to make up a opportunity ​for this organisation to participate in broader public debate around something that could happen in 1-2 months time​. It may be in response to a crisis or a political, economic or social development that impacts on the organization. The development should be realistic, but should not have happened already.

Your media release should have a clear and well-considered message that is newsworthy and be presented in a way that aims to enhance the reputation of your organization as a responsible organization in light of this development.

Your release will target a specific journalist and media outlet, which may be an online/print newspaper or magazine, or radio or television program. The media choice should be carefully considered and researched to ensure its audiences match the target public you are trying to reach on behalf of your organization.

The release should also be carefully constructed to ensure it fits with the style, interests and news values of the specific media outlet you are targeting. It should also adhere to the more general requirements of the media release format (e.g. logo, date, headlines, contact details etc.) as discussed in lectures, tutorials and readings. Attention to detail in terms of length, structure, grammar, punctuation, and spelling is expected.

The media release should be a maximum of 2 pages, double-spaced.

On a cover page include the following information:

• Name of your organization
• Journalist this release will be sent to
• ​Journalist's contact details (e.g. email, telephone, Twitter handle)
• Name of media outlet
• ​Target audience/key public

The criteria for this assessment are:

*Principles/Theories: demonstrates understanding of the purpose of the media release, principles of newsworthiness, and ability to apply PR theories to practice

*Writing: follows prescribed style and length of a media release; articulates the key message in a style appropriate to the target audience/media; free from grammatical, punctuation, and spelling errors 

​*Synthesis: creatively integrates a realistic development for a real organisation with a current social/political issue in a newsworthy way; demonstrates effective alignment between the chosen media, key publics, and the organisation’s objectives; evidence of wide reading and background research into the organisation and its publics, the media outlet, and the issue through the selection of pertinent facts and appropriate wording 

Submission:

​Submit your cover page and media release as one document electronically to Turnitin via ilearn.

For this assessment you are required to make a presentation of 8 minutes (followed by 2 minutes of questions and answers). In the talk you will explain the background research and thinking that went into (or is going into) preparing your media release.

You are to imagine that you are currently facing the development that is affecting your organisation. You have done as much solid research on the issue as you can with the limited time available and are just about to send your media release to your chosen journalist. Before you do so, you need to get approval from your organization's top management and convince them of your approach. For this presentation, you will imagine that your audience consists of board members of your organization, while you are the public relations director who is informing the board on the best way to deal with communications on this issue at this point in time. 

In your presentation you will introduce your organisation, the development facing the organization, and why the organization needs to address the issue now. Then you will explain your solution to the communication problem by detailing your organization's key objective for this communication activity, as well as what its main message should be, who the target audience should be​, and which media outlet and journalist it should be sent to. You may also briefly explain key linguistic and structural features of your media release that will help you achieve your objectives. 

It is incumbent on you to present a persuasive rationale by highlighting how solid research has underpinned all your choices (e.g. media monitoring to see how the issue has been discussed in the past, research into audiences of media outlets as well as into the target public of your organization, research into journalists who report on your issue, research into how your organization or a similar organization has handled a similar situation in the past to see what has worked or not etc.).

You should also explain how at least one interesting theory, concept, principle or idea from a set reading helped inform your approach. Where possible, it will not be a repetition of theories already introduced by presenters in earlier weeks unless you bring a new angle to the understanding of that theory. 

​Your presentation will be followed by 2 minutes of questions and answers from 'the board' (i.e. from classmates and the tutor).

​You are required to stay strictly within the time limit. You will make an executive decision on what to focus on that would best draw out the strengths of your specific media release in the limited time available.

It is strongly recommended that you rehearse your presentation and practice making your presentation as persuasive as possible e.g. through effective use of eye contact, gestures, tone of voice, and audio-visual aids (as relevant). 

The criteria for this assessment are: 

*Presentation: Persuasive articulation of selected approach; engaging and effective use of eye contact, body language, tone of voice, and audio-visual aids (as relevant); message presented in an easily digestible way and well-tailored to the audience; well-rehearsed, within the time limit

*Content: Clear articulation of the background to the organisation and issue, and of links between the development, issue and solution; ability to select and highlight key points  

*Theory: Well-selected and articulated theory/concept/idea from at least one set reading, with clear explanation of how it was applied to the preparation of the strategy

This is a formal write-up of the rationale behind your media release, which was covered in your class presentation. It should include the same content as in your presentation. In addition, it should contain at least 5 references that informed your strategy (academic and media references), and a response to any pertinent oral feedback you received from your classmates or tutor after your presentation, including your reflection on what you might have done differently. Present your ideas clearly and succinctly. 

Length: maximum 750 words.

The criteria for this assessment are:

*Content: Clear articulation of the rationale behind your media release with well-selected and well-researched details on the background of your organization, the development in relation to a broader issue, choice of key publics, media outlet, journalist, and key message, written style and any other relevant aspect of the approach. Includes a considered reflection on feedback from the class/tutor where relevant.

*Writing: Clear expression, free from grammatical, punctuation and spelling errors, within the word limit.

*Referencing: Includes at least 5 references, including at least one academic reference from the set readings, as well as pertinent references from your background research that you used to inform your approach e.g. audience reports, media articles, company reports, websites etc. Only include references that you refer to in-text.

Submission:

Submit your write-up in hardcopy to your tutor in class one week after your presentation.

Write a 1500-word essay on one of the following questions:

Question 1: Social Media in a Crisis

Choose an organisation or an individual that has experienced a crisis in the past 12 months. Analyse and evaluate the crisis management approach employed by the organization, with a focus on its use of social media. Explain why you think the strategy was successful or not. In the development of your argument, explain the theory behind crisis management in relation to the organization you have chosen.

OR

Question 2: Social Media for Awareness and Action

Choose an organisation that aims to raise public awareness and/or encourage social action on a particular issue of interest (e.g. an environmental issue, poverty, homelessness, human rights, privacy, consumer rights etc.). Critically examine how the organisation employs public relations tools to communicate with and persuade its target publics, focusing on a particular social media campaign. Explain why you think the strategy was successful or not. In the development of your argument, explain the theory behind the formation of public opinion, and consider whether you think the public relations employed by this organization has helped to improve the democratic process.

Further details for both questions:

In answering your chosen question, you are expected to conduct independent research by examining and analysing the organisation’s communication strategies with a focus on messages on one or two social media platforms e.g. Facebook, Twitter. In developing your argument, provide relevant quotes from specific messages as well as details of the types of public engagement generated through these platforms (e.g. number of comments, type of comments etc.).

Explain the significance of social media in relation to traditional media and other communicative approaches that are used by the organization (and, if relevant, briefly compare to the media approach of another organization who has a stake in the same issue).

Support your argument with reference to theories and concepts covered in at least 2 set readings and draw on at least 2 highly pertinent academic references beyond the set readings. Also refer to public statements, newsletters, websites, media reports, annual reports, other social media platforms, etc. as appropriate.

The criteria for this assessment are: 

*Research: ability to select highly pertinent academic and media references in a way that provides evidence of thorough research 

*Synthesis and analysis: ability to synthesise theoretical concepts and readings with media/social media texts in a way that offers an insightful and critical analysis of an organisation's social media campaign or social media response to a crisis

*Writing: ability to present a logical and coherent argument through a well-structured piece that is free from grammatical, punctuation, and spelling errors

*Referencing: accurate and complete in-text referencing and reference list, including at least 4 academic articles (at least 2 from the set readings and 2 beyond) as well as media texts (Harvard or APA style) 

​Submission:

Submit your essay electronically on Turnitin via ilearn.

​Participation involves active, critical and supportive engagement with fellow learners, and contribution to class discussions and Q and A sessions with presenters. Contributions should be based on an informed reflection ​on set readings, lecture content, and other sources.

Each week come to class with a written note on the most interesting or useful 1-2 ideas from at least one set text for that week as well as from the lecture. You may use the weekly discussion questions as a guide (see 'Unit Schedule' below). Be able to explain why your selected point was interesting or useful. You may include a follow-up question relating to this point if relevant. In random weeks you may be asked to submit these notes to the tutor, while in other weeks you may be asked to share them orally. They can be handwritten and in dot form and only need to be very short - a few sentences is fine. Include your name, student number, and page number of key points from the set readings you are referencing. 

In the Q&A sessions you may respond to the presenter with what was good about their approach and/or how they might improve, or ask a relevant question relating to an important aspect that might not have been adequately explained in the presentation.

​Please note that attendance does not constitute participation (i.e. just turning will not guarantee any marks). Your tutor will note contributions made each week by each student based on the below marking criteria. At least in the early weeks as we get to know your names you may be required to keep a name tag visible to the tutor so the marks can be appropriately applied to you.

​The criteria for this assessment are:

​*Readings: Actively contributes informed ideas and reflects on key concepts based on the set readings

*Lecture: Actively contributes reflections on the lecture content

*Questions: Actively asks relevant and pertinent questions in Q & A sessions with presenters and in classroom discussions

​*Synthesis: Demonstrates an ability to verbally synthesize theory in set readings and beyond with practical examples from the media and/or other communication contexts

​*Attitude: Enhances the liveliness of class discussions in a friendly, constructive and supportive manner