5X6Z0016 Public Relations Specialisms Assignment

Key task and word count (or equivalent):

This is an individual assessment. For this assignment, you need to create an Individual Portfolio (maximum 2,500 words) examining a specialist Area sector of Public Relations of your choice (UK or international) which you would like to target for career entry. It should include:

1. Initial sector context and analysis of career prospects
2. Mini Literature Review of key theory for the sector

A short piece of creative Public Relations work demonstrating communication skills which are specific to the sector.

Unit Learning Outcomes:

1. Critically analyse and evaluate public relations practice from a range of perspectives, in the UK or International, eg the arts, public sector, business-to-business, financial and investor relations, consumer communication for example
2. Understand the importance of effective communications and employability skills in a range of specialist contexts. (LO)

This assessment will contribute to the achievement of the following Programme Learning Outcomes:

1. apply critical thinking to practical and theoretical problems
2. be effective communicators using a range of media
3. demonstrate an awareness of ethical, corporate social responsibility and sustainability issues appropriate to the level of study and the discipline context
4. demonstrate professional and commercial/corporate awareness
5. Develop and apply management knowledge and skills.

Assignment Details and Instructions

This is an individual assessment. For this assignment, you need to create an Individual Portfolio (maximum 2,500 words) examining a specialist Public Relations sector of your choice which you would like to target for career entry. It should include:

1. Initial Public Relations sector context and analysis of career prospects
2. Literature review of key theory for the sector
3. A short piece of creative Public Relations work demonstrating communication skills which are specific to the sector.

Choose ONE Area Sector of Public Relations, e.g. Fashion, Luxury Consumer Goods, Health and Nutrition, Sport, Retail, Fast-Moving Consumer Goods, Music and entertainment, Arts and Leisure.

A: Initial Public Relations sector context and analysis (much of this section can be displayed in diagram or table format – approx. 1000 words)

Use a brief report format for these sections:

1. In a table identify your chosen sector and give a brief context for the sector, its size and value, key sector brands and organisations (i.e. who are the key clients or employers?) and sector geo-demographics (where are they?). How is PR normally provided for the sector eg, in-house or external agencies?
2. Provide a macro-analysis (using PESTLE / SWOT or a similar method), concluding with current and future issues for the sector and its growth potential. (table and free text for analysis)
3. Identify the key publics/stakeholders for the sector, their likely concerns and the messages which organisations normally need to communicate to them to address these (using a theoretically-based model of analysis or stakeholder mapping such as Mitchell et al (1997)
4. Identify and briefly summarise up to three benchmark PR campaigns relevant to the sector – eg CIPR PRide awards, industry accolades etc (If you cannot find award winning campaigns, identify ones that you believe are good and explain why).
5. Sector skills matrix – identify key sources for advertising PR vacancies and analyse these and other PR careers information sources to identify the skills which a new graduate will need to demonstrate for entry to this sector (table)

B: Mini Literature Review (1,000 words maximum)

Use an academic essay format for this section. You may include tables to summarise key theories or debates:

Write a short literature review for the sector. You should:

• Briefly summarise any specific areas of PR theory which are relevant to the sector, identifying any key academic theorists and/or practitioners. You may wish to focus on specialist types of PR activity (e.g. Media Relations, Public Affairs, Crisis PR, Internal communication) which are used within the sector.
• Critically analyse and evaluate any current academic or industry debates.
• Examine any ethical and sustainability issues which affect the sector and how they are or might be addressed now and in the future.

Note: Not all PR sectors have been established long enough to have specific theory of their own. If you cannot find theory which is specific to your chosen sector, you should instead identify which general theories of PR and strategic communication are most relevant to the sector and apply these to it.

C: Example of sector-specific communication skills (500 words maximum)

A realistic mock-up of your chosen item, plus a brief Rationale.

Provide ONE piece (500 words maximum or equivalent) of creative communications work of your own choice demonstrating skills which are specific to this sector and which might form part of an interview process for an entry-level job.

In a table, include a brief Rationale explaining your choice of item, the target audience and the desired message and outcomes.

Example options are:

• Brief campaign plan
• Brief case study critique
• Press release
• Blog post
• Website content

You can choose alternative items but you are recommended to check these with Unit teaching staff in advance. The key guideline is whether they are relevant to your sector and achievable for you in the time available.

Assessment support

• Please see the information on Moodle which details how your tutor can offer support for the assignment resit.

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