Write a public relations strategy

Students will write a strategy for a real organisation to which they will be randomly

assigned atthe

first Case Meeting in Week 2.

Organisations forthis assignment will be a public company, a Commonwealth, State or local

government agency, or a not-for-profit organisation,that won a Gold Award in the 2013 Australasian

Reporting Awards. That is, their

annual reports are regarded as best practice.

Each organisation publishes an online version of its annual report. In professional public

relations

practice, an organisation’s annual report isthe single most important primary source for information

about it. You should

therefore access your organisation’s annual report as a basic starting point for

examining the organisation, its environment, issues

with which it is concerned, and its communication

activities. Seek additional information from other sources about the organisation and

the social,

economic and political contexts in which it operates, including its field or industry.

NOTE: With the approval ofthe unit

convenor, students may write a strategy on an organisation of

their choice, butthose who want do this should be aware that they will need

to do additional research.

Choices for a strategy

For this assessment, students have a choice between two approaches. They will prepare

a full public

relations strategythat:

a) Proposes a campaign to deal with an issue facing the organisation; OR

b) Plansthe launch of

a new product (orthe re-launch of an existing product) produced bythe

organisation.

The lecture schedule and readings have been

designed to provide the information you need to deal

with when you write the required elements of a strategic public relations strategy

(see ‘How we will

do this’ on pp. 3-4 ofthis outline).

In the second part ofthe semester, you’ll be given a strategic plan

template, which you must use, to

help you to write your strategy.

Your marks forthis assignment will be based on the appropriate and

accurate aqplication ofthe

principles o researching and writing a relations strategy to demonstrate you achieved Learning

Outcome 2,

in association with PartAofthe assignment below.

i’m choose the organisation ” city of Kingston” and that’s there homepage

http:/A/vww.kingston.vic.gov.au/Home . you need to find their annual report ,cause organisation’s annual report isthe single most important
primary source for information about it. and i also will upload the assignment 1 which isthe mindmap of city of kingston ,but i only got
the score 16 out of 25

and i’ll also u load the unit outline and lecture note for u.

please note th”at’s v ery important .u must use

the “strategy assinment template” and i’ll upload for u.

that’s my phone number 0413593600 text me anytime. cheers

Please note

that the explanationsthat are required atthe end ofthe strategy are not included in the word count.

Two pointsto remember:

The

part ofthe strategythat should have the most number of words is your situation analysis (see separate post about writing this).

explanations required in the last section ofthe template are where you will justify the decisions you have taken in the strategy. That is,
here is where you argue, for example, that your target publics are important because…, orthatthe message delivery strategies and tactics
work with the target publics because… Write your explanations as crisply as you can, but make sure you don;t write so briefly that you do
your strategy decisions an injustice by not ful y explaining what you’ve done..

Rememberthat writing a strategy is a logical process once

you’ve identified the real issue or issues you need to address. That is, the work you do for a situation analysis should inform decisions
about goals and objectives, target publics, messages, message delivery strategies and tactics. They all flow from the situation analysis,
which is why you should mention messages and target publics in your situation analysis.

So, the word ‘limit’ means you have plenty of

room to write a situation analysis- more perhapsthan you would need in professional practice. But, we bare trying to get on top ofthe
concept of a situation analysis. Rememberthat situation analysis is a report, a narrative, an essay without the academic writing and
references (although if you directly quote someone, reference them). Bring all your best writing s ills into your analysis- and remember
the emphasis is on analysis: explaining what your research means.

You don‘t need to write anything ‘academic’to justify why a situation

analysis needsto be in a strategy. You just need to write the analysis ofthe issues/situation your organisation faces as though you were
doing it for a real client.

Thinkthrough every sentence to ensure it makes sense. Don’t use advertising – this is PR. Proofread. And

proofread again. C rents and tutors don‘t appreciate spelling and grammatica errors.

The readings and lectures and lecture notes in the

early part ofthe semester dealt with the concept of a situation analysis, as did a couple of lectures in PR Planning and Practice last
year, as well as readings in PR Writing.

This means all the information and advice needed to research and write a situation analysis has

been covered. If you are still unsure of what a situation analysis is, revise the readings and lectures forthis semester and make some dot
point notes as a checklist to help you when you startto write.

you need go to city of kingston Annual Report~~~

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