Introduction to Public Relations Course Assessment

 

Assignment 3

 

Task: Campaign Plan Pitch Presentation, Documentation, Peer Group Evaluation
Weighting: 25%
Length: Pitch Presentation – 15 minutes + 5 minute Q&A
  Supporting Documents – 2,000 words maximum
Due: Pitch Presentation – Week 12
  Supporting Documents – 26 October 2020 @ 4:00pm
  Peer Group Evaluation – 26 October 2020 @ 4:00pm
Submission: Pitch Presentation – to be completed in the tutorial time – schedule to be advised
  Supporting Documents – to be lodged via course Blackboard
  Peer Group Evaluation – to be completed via course Blackboard

 

This assignment task is designed to enable students to demonstrate their understanding of effective, strategic, engaging, best-practice, public relations campaign design – particularly how to develop a campaign plan, and present a pitch for this campaign plan.

 

During the tutorials, peer groups for this assignment task will be formed.  Each peer group will research and develop a public relations campaign plan for a client organisation, and present an oral pitch of this campaign plan.  (Groups will be formed by the end of Week 5.)

 

Details on the client organisation will be provided in the lecture and tutorials.  The client organisation will provide a briefing in the workshop in Week 4, and there will be a further Q&A with the client in the lecture in Week 11.

 

For the purpose of this assignment, the peer group should take on the role of a PR consultancy – so you should ‘create’ a consultancy for the peer groups.  The public relations campaign being developed for the client organisation is NOT hypothetical, and will not be treated as such.

 

It is expected that each member of the peer group will sustain a strong level of engagement with the work of the team, will show a degree of respect for the opinions/input of others into decision-making, will demonstrate a willingness to take on responsibilities and complete these on time, and will adopt a collaborative approach (working well with all team members – avoiding passivity, submissiveness or domination).

Each member of the peer group is required to share equally in the development of the PR campaign plan, in presenting the pitch, and in preparing the supporting documentation to be submitted.

Information from academic sources should be used in the preparation of this assignment.   Sources used should be acknowledged following appropriate academic referencing process.  A reference list should be provided in the campaign pitch Powerpoint/Prezi slide presentation.

 

There are three components to be completed:

 

 

  1. Supporting Documents for Campaign Pitch Presentation

 

You are to prepare the following documents –

 

  1. A consultancy credentials document;
  2. A document which contains the Powerpoint/Prezi slides used for the pitch presentation (and any other supporting materials used);
  3. A campaign schedule (Gantt Chart) document; and
  4. A campaign budget document.

 

You are to bring to the pitch presentation a printed copy of these documents for each member of the panel that will be assessing the pitch.  Your tutor will inform you of the number of panel members that will be present.

 

You are also to lodge these documents via the course Blackboard.  You should nominate one person for the peer team to act in the role of Convenor, and this person is to lodge the documents on behalf of all group members.  (There is to be one assignment submission per peer group).  Ensure that you clearly include the full names and student numbers of all members of the peer group on a title page/cover page.  The report should be prepared in Microsoft Word format.

 

 

The pitch presentation should be 15 minutes, with a further 5 minutes at the end allocated for a question time.  (As a team, you should develop a strategy for addressing questions – prepare potential questions and answers, and nominate who should respond to which types of questions.)

 

The pitch presentation should provide an intelligible and clear account of the PR campaign plan.  You should address the following:

 

Introduction A brief introduction about your PR consultancy/team, your credentials, and any relevant information about your PR consultancy.
Where are we now? A clear, and concise, account of:

•       The current situation that the client is facing;

•       The situation analysis (including, for example, an assessment of major competitors, supporters, opponents, public perceptions of the organisation, and key publics for this current situation);

•       The problem/opportunity to be addressed through the campaign;

Where do we want to be? A clear, and concise, account of:

•        The purpose for the campaign (this should be visionary, but realistic for the organisation);

•        The design of the campaign (eg. how it positions the organisations);

•        The goal of the campaign (eg. why the campaign is needed and the predicted outcome/s).

•        The objectives (and how these will shape the development of the campaign).

How will we get there? A clear, and concise, account of:

•                The messaging strategy (the key messages for the specific target publics);

•                The communication tactics (i.e. how the messaging strategy for the target publicss will be executed; •       The campaign schedule;

•                The campaign budget.

How will we know we’ve achieved good outcomes? A clear, and concise, account of:

•       The plan for monitoring and evaluating the effectiveness of the campaign (this should link to the campaign objectives);

•       How successful outcome/s of the campaign will be determined

Conclusion and question time Provide a clear summary statement of the campaign purpose, key

strengths/uniqueness in the campaign design, and the end outcome/s that will be achieved.  (Include the Powerpoint/Prezi slide with the reference list here.)  Then, open up a Q&A time.

(Adapted from:  https://mariamlund.wordpress.com/2013/05/24/pr-campaign-planning-how-to-put-together-a-pitch-document/)

 

 

The presentation should be professional in approach.  Aim to enliven the material and present it in an engaging, persuasive manner rather than reading information from a script.  Ensure that the presentation incorporates Powerpoint or Prezi slides (or similar) – and that these are of a professional standard.

 

You should rehearse the pitch presentation to ensure it is well-paced, and keeps within the allocated time.  Rehearing will also ensure that there is a smooth flow between presenters.

 

Following the presentation and question-time, the peer team will then participate in a brief feedback process on their plan and pitch.

 

 

 

Each student is to provide an evaluation of each member of the peer group (including self) on areas including the individual contributions to the group work and the outcomes the group achieved, the contributions of each member of the group, the group’s performance in presenting work as an integrated whole, the way in which the team members interacted and worked together.

Detailed instructions will be provided on the course Blackboard.

 

COMU1052 Introduction to Public Relations

Assignment 3 Marking Rubric – Campaign Plan Pitch Presentation, Documentation, Peer Group Evaluation

 

Criteria High Distinction (7) Distinction (6) Credit (5) Pass (4) Fail (3) Fail (1-2)
Understanding of client needs and campaign purpose 10% Deep understanding of client organisation and campaign purpose.  Advanced-level research skills used to secure key data to guide campaign plan development. Strong understanding of the client organisation.  Very good use of research skills to obtain data to guide campaign plan development.

Only minor gaps evident.

Very sound understanding of the client organisation – which could be extended.  More data from research could be used to guide campaign plan development. A basic understanding of the client organisation is demonstrated.  A good attempt at obtaining relevant data from research to guide campaign plan development. An unclear understanding of the client organisation, and limited use of research to guide campaign plan development. Not included/ not a satisfactory standard of work.
Development of an effective and detailed campaign plan

15%

All required elements in an effective campaign plan have been exceptionally well developed to a professional standard. All elements in an effective campaign plan have been incorporated, and developed to a high standard.  There is scope for some elements to be refined and/or developed a little further. A very strong attempt at incorporating all elements required in an effective campaign plan.  Some elements require more development and/or more specific detail. A sound attempt at incorporating all elements required.  More specific detail is required.   The elements need more development to incorporate best practice approaches. The required elements in an effective campaign plan have not been adequately covered.  Insufficient detail is provided. Not included/ not a satisfactory standard of work.
Use of theoretical perspectives and best practice approaches

10%

 

 

The campaign plan reflects advanced level application of a range of appropriate theoretical perspectives and best practices approaches. Good use of a select number of appropriate theoretical perspectives.  There is strong use of best practice approaches, with minor gaps only. Accurately draws on one or two relevant theoretical perspectives.  A thoughtful plan, which could incorporate even stronger use of best practice approaches. Much stronger use of relevant theoretical perspectives needed.  Some best practice approaches have been incorporated.

Needs further development.

Theoretical perspectives have not satisfactorily applied.  Best practices approaches have not been effectively incorporated.

 

Not included/ not a satisfactory standard of work.
Pitch presentation and

Q&A

25%

A professional, creative, persuasive pitch.  All team members contribute.  Questions are answered authoritatively. An

impressive level of detail and explanation is provided.

A very strong pitch, which could be more creative.  Team members equally contribute.  A clear treatment of questions, though more informative and/or concise responses could be given. A very sound pitch, which could more creatively and persuasively presented. More even contribution of team members is needed.   Responses could be clearer and more detailed. An adequate pitch.  More energy, creativity and persuasive appeal needed. Some students give greater contribution than others.  Responses to questions need more specific detail. Not all team members contributed.  Responses are general, and lacking in detail.  There is no justification for decisions made. Not included/ not a satisfactory standard of work.
Supporting documents for pitch presentation

25%

Exceptionally well-developed documents, which are highly detailed, and are of a professional standard. The documents are of a high standard.  There are minor weaknesses/gaps only. Very good work.  The documents are generally well detailed and wellpresented.  Some essential details are unclear and/or not included. Sound supporting documents. A much higher

level of specific detail is needed.  A more

professional standard could be achieved.

Not all required documents have been provided and/or the documents are incomplete,  A professional standard of work is required. Not included/ unacceptable quality.
Peer team evaluation 15% Each member contributed in valuable way to the team.  A high level of mutual respect and collaboration was evident. Work was Each team member

participated at a very high level. Strong mutual respect was evident.  Some further work needed to present the

There was some inequity in team member contributions.   Members were mostly respectful of each other. More work needed to The team mostly worked well together.  Some members contributed significantly more than others.  More work needed to bring together the Members predominately worked independently, without regard to team contribution and outcomes. A Not included/ not a satisfactory standard of work.
  presented as an integrated whole, team’s work as an integrated whole. develop contributions into an integrated whole. work of members into an integrated whole. lack of respect and regard was noted.