Assessment Item 2
Assessment Name: Analytical report
Length: 1500 words
Links to unit objectives: 1, 2, & 4. Relates to AOLs: KS (1.1); HO (2.1 and 2.2); and PC (3.1)
Due date: TBA
Percentage of final grade: 30%
Brief description: Using the same organisation and issue as you used in the first assignment, present a report that analyses and critiques a response your organisation has made to the issue. Your analysis should include the use of one of Grunig and Hunt’s four historical models, plus either systems theory, public opinion, co-orientation, or organisational reputation.
Step-by-step guide to preparing Assignment 2: Analytical report
In the Report (Assessment Item 1), you identified your organisation’s publics in relation to a given issue. In the analytical report, you should identify, analyse, and critique a response your organisation has made to one of these publics in relation to the issue.
Identify and analyse ONE specific public relations tactic that your organisation has used in reality to respond to this issue. As a guide to structuring your analytical report, consider answering the following questions in relation to that tactic:
What was the tactic used in this response?
Who was the response made to?
Why was the response made to them?
Why was this response made to them?
Apply one of Grunig and Hunt’s historical models of public relations from Topic 2.1 in your analysis.
Incorporate either systems theory, public opinion, co-orientation, or organisational reputation (see Module 2) in your analysis.
Assessment Item 2 – Analytical Report
Case: Johnson & Johnson Cancer Suit
When faced with a crisis situation, organisations respond in different ways depending on the forecasted impact of the issues. In public relations body of knowledge, an organisation has to take an action to any public relations crisis it faces (Brunk, 2010). An organisation can decide to ignore the issue or respond to it altogether. It is always advisable that an organisation should use the most appropriate tactic to achieve its public relations objectives.