NEW MEDIA SCOPING REPORT

The report must contain the following sections but is not limited to:
1. The State of Play of New Media in Australia
– Broad overview of what’s relevant to your report Internet take-up, mobile take-up, social media take-up within Australia
– ACMA reports, Sensis Reports, AIMIA Mobile Lifestyle Index etc
– Don’t forget the repository content
– Don’t forget to discuss other people’s work and reference it

2. Potential platforms for engagement
– Here again provide a broad overview of the platforms you are considering for your organisation
– E.g. photo applications such as Flickr, Instagram and Pinterest
– Things to consider including could be (and you are not limited to
these): what the platform does, statistics for uptake for your platform and other organisation’s use of the platform

3. Analysis of suitability for the task
– Why you are choosing the platforms you are
– If your boss says to you why that platform you need to be able to answer – so here’s your chance!
– Don’t forget to reference other people’s material as part of your discussion about why! And reference it!
– Use the repository for sources or find some others
– Use the ACMA and/or Sensis reports here if relevant

4. Identification of possible tactics
– Consider discussing here your oganisation’s current tactics and how you plan to overhaul this and what your new tactics are
– The ‘how’ area – so your boss is thinking about your idea of using Instagram and asks you how are you going to implement it? What are your ideas?
• Draw on any relevant examples
• Draw on any relevant reports and articles
• Don’t forget to reference other people’s material and ideas

5. Managing Media relations in New Media
– Another how and why
– Things that you may consider (and you are not limited to these)
– What aspects of their current media relations could be improved?
– Do they need to remove the password access only for their Media Centre? Do they need an online Media Centre?
– How might you approach the notification of a new campaign to the media?
• Draw on any relevant reports and articles
• Don’t forget to reference other people’s material and ideas

6. Ethics, privacy and social governance
– Another how and why
– Things to consider including (and you are not limited to these)
– What type/s of ethical approach should be used?
– What type/s of privacy initiatives should be used?
– What type/s of social governance should be used?
• Draw on any relevant reports and articles
• Don’t forget to reference other people’s material and ideas

7. Use other people’s work to argue for and against
• Ie Tilley used Bowen to argue against in order to make her point about consequentialism
• So you don’t always have to find people to support your argument, you can use their opposing view to argue against as long as you state why. It’s even better if you can find someone to support you to leverage against the negative perspective.

Format & Presentation:
The document must include:
• An original title and section headings. Please be creative.
• The corporate logos of any organizations
Referencing:
Endnote referencing following APA conventions. No in-text citations. No reference list. All references should be contained in the endnotes. Also no hyperlinks.

this Assignment is NOT a best practice assignment. So I do not want you to simply search for an organisation that you think is the best at what it does and argue for it.

This assignment is about choosing a single organisation and applying your own stamp.

So this may take the form of:

* revamping an organisation’s existing use of new media (or new media in a single campaign) to demonstrate your understanding and knowledge of new media as per the assessment criteria. (You may have identified a flaw in their approach in two of your previous assignments and want to rectify this in this assigment for example.)

* scoping a new media approach for a new organisation (less likely as most orgs now use new media but you may find one!) and again demonstrating your understanding and knowledge of new media as per the assessment criteria

* choosing a particular technology ie photography and demonstrating how the photography platforms are integral to PR, and your organisation and again demonstrating your understanding and knowledge of new media as per the assessment criteria
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