Assessment Brief
Program
Bachelor of Business
Subject code
PRN201A
Subject name
Public Relations Strategy
Assessment title
Assessment 1 – Assignment
Group or individual assessment
Individual
Length
Maximum 1000 words (+/- 10%)
Learning outcome addressed a) Analyse an organisation to identify its current communication practices and future communication needs and apply appropriate, effective public relations strategies and tactics (that align to the overall organisational goals) to solve these communication issues.
Submission date Communication Audit is due by the end of week 4
Total marks 100
Weighting 20%
Assessment Brief: [Communication Audit]
Write a Communication Audit. This audit is performed in order to create the basis of assessment 2 (Proposal) in week 6 and assessment 3 (Public Relations Plan and Presentation) in week 11.
Choose a client/organisation who/which will be suitable for all 3 assessments. The aim of the communication audit is to research and evaluate an organisation’s ability to send, receive and share information with internal and external publics and stakeholders. The audit identifies the major current communication issues and establishes recommendations to implement change where necessary.
The Communication audit needs to research (real world examples):
a) How does organisation communicate (Identifying strategy, tactics and channels of communication to stakeholders)
b) Network analysis (observes frequency)
c) Content analysis of resources found on the internet
d) Readability studies
e) Communication climate (public perception of communication)
f) Organisational reputation evaluation
Please refer to the marking criteria to understand the further content of the communication audit.
1 HEP: N SW 5028/CRI COS Pro vider Code NSW 00246M
© Laureate International Universities 2016
Marking criteria
2 HEP: N SW 5028/CRI COS Pro vider Code NSW 00246M
© Laureate International Universities 2016