PR practitioners are change catalysts, helping transform societal values and norms, and organisations in an ethical manner. They must be both thinkers and doers. This assignment will expose students to societal issues and move them out of their comfort zo
Paper details:
Brief: ‘Creative Leadership’ in action Total: 40 % of total assessment. You must pass this.
PR practitioners are change catalysts, helping transform societal values and norms, and organisations in an ethical manner. They must be both thinkers and doers. This assignment will expose students to societal issues and move them out of their comfort zone, and to serve the community through the chosen cause of the NGO or chosen organisation they represent. As a group, they can use their skills and knowledge to develop Public Relations tactical tools much needed by poorly funded NGOs and organisations who generally lack financial and creative resources, and require recruitment of volunteers.
The PR Process
A. Identify an NGO with a worthy cause that deserves support. Causes championed must be on a Needs Analysis: NGOs for single mothers programmes, the urban poor, environmental degradation (eg polluted rivers) in Selangor, orang asli- marginalised communities, OKUs, etc.
B. Your group’s choice of cause and NGO/organisation must be approved first, so as to avoid duplication or collusion among groups, on similar causes or organisations. A letter will be written to them.
C. NGOs favoured are those who are poor in funds, public visibility and volunteers. They need PR help in promoting and championing their cause to a wider audience of publics, corporations and sponsors. Volunteers are also needed to run and manage their activities, and promotional resources so as to widen their public appeal in a competitive NGO marketplace.
D. Develop a full blown communication plan for the NGO/organisation which must be discussed with the client NGO/organisation. Develop a minimum of 3 PR tactics eg: a You Tube documentary, a Facebook campaign for fund raising, e-brochures for public dissemination, a poster/Public service announcement to garner volunteers, review of website/content, etc, and submit with e-essay.
E. Document your proposal in case study format as below: Graphics/Infographic/Pix permitted.
Situation analysis
PR objectives (SMART preferred)
Programmes/Activities/tactics
Evaluation – PR measurement
Key summary
F. Assessment criteria is as follows Max
* Use of research, on the ground, desktop, environmental ____/ 20%
* Application of PR theories/concepts – literature review ____/ 20%
* Programme/activities recommendation (pragmatic/feasible) ____/ 30%
* Production of 3 PR tactical/promotional materials ____/ 30%
Total marks ___/100 then scaled to 40%
PR practitioners are change catalysts, helping transform societal values and norms, and organisations in an ethical manner.