The group presentations are based on the readings for weeks 4 to 11. Your group should discuss critically the value of the concepts explored in the readings. Note that this task is not simply a summary of what they say, but will highlight the group’s ability to pull out key  points for the class. You should link ideas in the readings with other ideas from sources your group has identified. Each group is responsible for providing an outline of the presentation and a joint 300 word abstract highlighting the most important insights gained in  the set readings and submitted through turnitin. References will not be counted in the 300 words.

Grading: Individual 10-15 minute presentation is worth 50% of the grade. The joint essay and group use of technology (powerpoint, slides, videos) is worth 40%. Peer reviw of individual participation in the group is worth 10%. 

Late Assessment Submission: Unless a Special Consideration request has been submitted and approved, (a) a penalty for lateness will apply – two (2) marks out of 100 will be deducted per day for assignments submitted after the due date – and (b) no assignment will be accepted more than seven (7) days (incl. weekends) after the original submission deadline. No late submissions will be accepted for timed assessments – e.g. quizzes, online tests 

Grading Criteria are:

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

2. Application of text and visuals to explain concepts 

3. Concise and efficient presentation 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 750 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. Submit your proposal through turnitin.

Late Assessment Submission: Unless a Special Consideration request has been submitted and approved, (a) a penalty for lateness will apply – two (2) marks out of 100 will be deducted per day for assignments submitted after the due date – and (b) no assignment will be accepted more than seven (7) days (incl. weekends) after the original submission deadline. No late submissions will be accepted for timed assessments – e.g. quizzes, online tests 

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

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. Submit your analysis through turnitin.

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 issues that we have discussed in class. In other words, what wider lessons can we learn from this 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.

Late Assessment Submission: Unless a Special Consideration request has been submitted and approved, (a) a penalty for lateness will apply – two (2) marks out of 100 will be deducted per day for assignments submitted after the due date – and (b) no assignment will be accepted more than seven (7) days (incl. weekends) after the original submission deadline. No late submissions will be accepted for timed assessments – e.g. quizzes, online tests 

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.

Please note that in this unit:

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

The concrete requirements and the weight of each criteria are:

Participation in the discussion in tutorial classes

Peer review of group research