Reference no: EM132209343
Assessment 1-
You are required to write a 1,500-word report; outlining the PR errors made by a company in a real case from the business world; and make recommendations as to how the company should have handled the issue from a PR perspective. Your answer should draw on your knowledge of PR theory, practical considerations, and your own creativity.
Choose one of the three companies/issues listed below:
• Starbucks: The world's largest chain of coffee houses got mixed reviews for its response to the incidents in the Philadelphia store in April when two black men were asked to leave the premises and the police called - and social media lit up pointing out how differently white people were treated in similar circumstances
• KFC: In February KFC suffered the most embarrassing calamity of all for a fried chicken chain - its 900 UK stores ran out of chicken, thanks to a supply-chain problem.
• Cathay Pacific- The Hong Kong-based airline has set up helplines for worried passengers. The airline said it launched an investigation and notified police after an IT operation, which began in March, revealed unauthorised access to systems containing passenger data of up to 9.4 million people.
Your answer should be in report format:
• Cover page
• Contents
• Executive summary
• Introduction
• Main report
• Conclusions
• Recommendations
• References (Harvard or APA format)
You should aim to include a minimum of 6 references (more is better), of which some should be peer-reviewed academic journals. However, this is a short assignment, with a real-world focus, so extensive referencing is not required.
The following guidelines are to assist you with presentation and layout:
• Cover page should include name, student number, unit number, unit name, assessment number, assessment name, and date
• Use Arial, Calibri, or Tahoma, 12 pt font
• Double spacing
• Double justification of text
• Headers and footers on all pages other than the cover page - headers and footers should contain your name and student number, the unit number and name, and a page number
Assessment 2 - Group simulation assignment
Group / Individual Simulation Assignment (3,000 words)
Students are required to develop a PR strategy for either:
a) a hypothetical client and prepare a public relations and public communication campaign for this client. Students need to show the purposes and reasons of the selected PR strategy and campaign; or,
b) Students may, if they wish, choose a real company and a real PR issue (but not one of the companies or issues in Assessment 1 - David Jones, Malaysia Airlines, BP), undertaking the same analysis as outlined in a).
Your report should be structured as follows:
• EEI cover page
• Cover page
• Contents
• Introduction
• Central section
• Conclusions
• Recommendations
• References
Word count should be 3,000 words (+/-10%). The sections in red are not part of the word count. Format:
• 11 pt Calibri font, black
• Double-justified
• Main headings in capitals and underlined
• Subheadings in bold
• A line between a subheading and the following paragraph
• A line between paragraphs
• Harvard style referencing - in text and at the end
• Minimum of 12 references
• Pictures, graphs etc. are permitted (but sources must be referenced)
• All group member names and student numbers to appear on cover page
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