Corporate Communication and Public Relation Campaign Report

Corporate Communication and Public Relation

Campaign Report

Task description:

Due date: Week 12

This is an individual project designed to strengthen the student's knowledge and understanding of public relations in the context of crisis management.

This task requires you to undertake some preliminary research and choose an existing brand, product, cause, event or organization that satisfy the following criteria:

· This is a brand relevant either in the Australian marketplace or internationally

· In the past 2 years (2018-2019) it has experienced a PR crisis/a loss in reputation

· you believe it would benefit from a new or refreshed PR campaign

Assessment criteria: See Rubric

In this assessment, you will undertake research to gain an understanding of the PR problem they are currently facing in the organization. This background information will further support your rationale for a new PR campaign.

Continuation of the second assessment but in the written form.

1,500 words long. The presentation follows RACE format and briefly presents sample PR materials.

Marston’s R-A-C-E: Research-Action-Communication-Evaluation

· Situation analysis (500 words)

· Strategic action plan (500 words)

· Communication tools and tasks (250 words)

· Evaluation tools. (250 words)

Address the PR campaign using following sections (borrowed from Chapter 9 of "Mastering Public Relations" v.10) available at: https://saylordotorg.github.io/text_mastering-public-relations/s10-the-public-relations-process-r.html (RACE; pdf uploaded in L&G Report Assessment section).