ASSESSMENT BRIEF
Subject Code and Title PRN101A – Understanding Public Relations
Assessment Assessment 3 – Public Relations Plan
Individual/Group Individual
Length (1800 words +/-10%)
Learning Outcomes b) Research a communication problem and develop an appropriate strategy in response, within a suitable professional and ethical framework.
c) Apply knowledge and theoretical principles to different contexts and subfields in the Public Relations industry.
d) Identify and discuss how new media channels portray news from different angles.
Submission Due by 11:55pm AEST/AEDT Sunday of module 6 (Week 12)
Weighting 45%
Total Marks 100 marks
Context
This assessment is designed to strengthen creative strategy skills in the planning of a public relations campaign for organisations and will include research, objective-setting and implementation.
You will be required to create a PR plan for a client/situation chosen by your learning facilitator, which will prepare you for professional application in the industry.
Planning, researching and evaluating a public relations campaign will support your learning and deepen your understanding of how to manage diverse stakeholder groups to achieve communication goals.
Instructions
Design a creative public relations plan for a client and situation, provided by the learning facilitator, that is based on the course content and case studies presented in class. A template and examples will also be provided to guide your thinking.
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The public relations plan must include the following appropriate subheadings:
1. Executive summary ?
2. Situation analysis ?
3. Communication problem and consequences ?
4. Campaign goal ?
5. Audience identification and key messages ?
6. Audience objectives ?
7. Strategies ?
8. Communication tactics
9. Schedule & budget
10. Evaluation plans ?
11. Communication samples ?
Please ensure to include appropriate academic referencing and a reference list following APA 6th edition style of referencing. Please see the Academic Skills page on Blackboard for information on referencing in APA 6th: https://laureate-
au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&co ntent_id=_2498849_1
The Learning Rubric below is your guide to how your assessment will be marked. Please be sure to check this rubric very carefully before submission.
Submission Instructions:
Submit via the Assessment link in the main navigation menu in PRN101A. The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.

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Learning Rubric: PRN101A Assessment 3
Assessment Attributes Fail (Unacceptable) 0-49% Pass
(Functional)
50-64% Credit
(Proficient) 65-74% Distinction
(Advanced)
75 -84% High Distinction
(Exceptional)
85-100%
Research: Critical situation analysis. Identification of communication problem and
consequences ?
20%
The plan demonstrates limited research or understanding of the problem presented. The plan demonstrates functional research and a basic understanding of the problem presented. The plan demonstrates proficient research and a proficient understanding of the problem presented. The plan demonstrates an advanced level of research and an acute understanding of the problem presented. The plan demonstrates an exceptional level of research and a professional understanding of the problem presented.
Campaign goal and strategy addresses the communication
problem
10% Limited understanding of required concepts and knowledge around PR strategy, without addressing communication problem.
Shows a basic understanding of PR strategy and starts to address the communication problem.
Shows a proficient understanding of PR strategy with a good approach to the communication problem.
Shows an advanced understanding of PR strategy which addresses the communication problem and shows a high level of creativity.
Shows a sophisticated and
professional level understanding of PR strategy which addresses the communication problem and shows a high level of creativity.
Audience identification, and
audience objectives
20% Demonstrates no/limited awareness of audience or objectives to reach audience in strategy.
Demonstrates basic awareness of audience or objectives to reach audience in strategy.
Demonstrates consistent awareness of audience and strategies to reach them.
Demonstrates an advanced and integrated awareness of audience and strategies to reach them. Consistently demonstrates a systematic and critical understanding of audience and strategies to reach them.
Key Messages and
tactics
20% Limited understanding of key messages and tactics and not evident in strategy or not presented.
Basic understanding of key messages and tactics evident in strategy.
Good understanding of key messages and tactics evident in strategy.
Excellent understanding of key messages and tactics in evident in strategy.
Highly sophisticated understanding of key messages and tactics evident in strategy.
Effective
Communication: Clarity
of information, Information follows no logical or clear structure There is a poor flow of Information, arguments and evidence are presented basically, however, requires Information, arguments and evidence are well-presented, Information, arguments and evidence are very well presented; the plan is Expertly presented; the plan is logical, persuasive, and well-supported by
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arguments and evidence of logic.
10%
ideas and a lack of supporting evidence for argument.
more clarity and logical structure.
with a mostly clear flow of ideas and arguments.
logical, clear and wellsupported by evidence.
evidence, demonstrating a clear flow of ideas and arguments.
Creativity in the tools and tactics used to
realise the strategy
15% Work shows a limited level of creativity in the application of creative tactics or tools in the PR strategy or idea.
Work shows a moderate
level of originality/innovation in the application of creative tactics or tools to the PR strategy or idea. Work shows a good level of originality/innovation in the application of creative tactics or tools to the PR strategy or idea. Work shows an advanced
level of originality/innovation in the application of creative tactics or tools to the PR strategy or idea. Work shows an expert level of originality/innovation in the application of creative tactics or tools to the PR strategy or idea.
Appropriate citation and references.
5%
Demonstrates inconsistent use of good quality, credible and relevant resources to support and develop ideas.
Does not include correct references or in-text citations; does not use APA 6th style.
Demonstrates use of credible and relevant resources to support and develop ideas, however, these are not always explicit or well-developed.
Attempt made to include references or in-text citations, however these are sometimes insufficient for research purposes, or incorrect; uses APA 6th style, however may contain some citation or referencing errors. Demonstrates use of credible and relevant resources to support and develop ideas. Shows good evidence of attempts to source information.
Incorporates in-text and citations references from suitable sources; uses APA 6th style, however may contain minor citation or referencing errors.
Demonstrates use of good quality, credible and relevant resources to support and develop arguments and statements. Shows evidence of wide scope for sourcing evidence.
Incorporates in-text and citations references from suitable sources; uses APA 6th style, containing minimal and or no errors.
Demonstrates use of highquality, credible and relevant resources to support and develop arguments and position statements. Shows evidence of wide scope for sourcing evidence.
Incorporates in-text and citations references from suitable sources; uses APA 6th style, containing no errors.
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