Students will work together, in teams, to complete a public relations campaign for a real client. As these are real clients, there are real consequences attached to the campaign. Full details of the campaign will be provided in Week 2, and students will be expected to commence implementation of the campaign immediately. The due date is dependent on the campaign, but will generally be within the final few weeks of term. Generally, the campaign will be budget neutral (no budget will be allocated for strategies). Students will need to consider types of strategies that can be implemented with no budget.
At the beginning of Week 2, the campaign choices will be posted. Team allocations will occur in Week 3. Details of this process are available on Moodle. By the end of Week 3 it is expected that the team will have arranged meeting times and provide a client contact person. Team members are likely to consist of Distance students, so meetings will need to be organised through a virtual platform (examples will be provided on Moodle), and students will need to communicate regularly as part of the process. How students communicate with team members, and when, will be up to the team, but all students are expected to maintain regular contact. The Moodle site will be updated regularly and students are expected to to maintain regular contact with teaching staff.
Students' ability to complete the campaign and evaluate it will be assessed in Assessment 2, which will be a group submission. This assessment, Assessment 1, is a draft public relations plan about the proposed campaign and requires students to consider their own contribution, and that of other team members. This is a pass/fail assessment. The team must pass this assessment in order to continue with the campaign.
There are three parts to this assessment:
A pass grade means that the group has been given permission to implement the campaign, and the team can commence implementation immediately.
A word document using the same headings as set out in Assessment 2, with dot points outlining the proposed way forward for the team. This is a planning document to help the team think through the required elements of the campaign. Some aspects of the campaign may change during implementation. (Don't forget to consider how the campaign will be evaluated once completed.) There is no word count as it will depend on the nature of the campaign - but aim for about 2000 words. This document may then form the draft of the final written document in Assessment 2.
A timeline of tasks (in the form of a GANTT chart). This must set out tasks of individual team members AS WELL AS a proposed timeline for implementation of the strategies and tactics in the campaign.
An oral presentation provided to the Course Coordinator or tutor, where the document and timeline will be presented. Students will discuss the project with the Course Coordinator or tutor during this meeting. The presentation can take place at any time after the allocation of the project, but must be completed prior to the end of Week 5. Groups are responsible for arranging the meeting time with the Course Coordinator or tutor. On campus students may use tutorial times. Distance students are encouraged to schedule the meeting during the Course Coordinator's set contact hours.
A fail grade means that the Course Coordinator or tutor deems the project unsuitable or unachievable. Teams will have one opportunity to resubmit the plan. A pass grade must be achieved in Assessment 1 to pass the course overall.
Once approval to proceed is given, the written document may be provided to the client, if the client requests it.