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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.

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Description

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.

 

 

 

 

Note that academic support for this assignment will end at 5p.m. on the Friday before your assignment is due. Your report must be submitted online before 11.59p.m. on the due date as advised.

 

 

AMN465 Public Relations Management                                                                                                           Criteria Sheet – Analytical report

 

Your name: _____________________________________________          Tutor: ________________________________                              Tutorial time: ______________

Knowledge and skills (KS)
Grade 7 6 5 4 3-1
Marks 25.5 – 30 22.5 – 25 19.5 – 22 15 – 19 0 – 14.5
Knowledge of the tactical response ·       You analyse in depth your organisation’s choice of public relations tactic and target public and the connections between the two.

·   You strongly justify your conclusions with references from sources beyond the set readings in this unit.

 

·   You analyse your organisation’s choice of public relations tactic and its target public, and make some links between the two.

·   You support your conclusions to a limited extent with references from sources beyond the set readings in this unit.

You analyse in some depth a public relations tactic your organisation has used in response to this issue and its intended target public, and suggest reasons for both choices. You describe a public relations tactic your organisation has used in response to this issue and identify the public at whom it was primarily aimed. ·        You do not use one of the specified cases.

AND/OR

§  You do not specify an appropriate public relations response and/or target public.

 

Higher order thinking (HO)
Grade 7 6 5 4 3-1
Marks 17 – 20 15 – 16.5 13 – 14.5 10 – 12.5 0 – 9.5
Application of theory to practice

 

 

You closely apply one of Grunig and Hunt’s models to the tactic your organisation used and use it to evaluate and critique your organisation’s choice of tactic. You closely apply one of Grunig and Hunt’s models to the tactic your organisation used. You apply one of Grunig and Hunt’s models to this tactic. You apply one of Grunig and Hunt’s models to this tactic in a limited way or with significant omissions. §  You do not apply one of Grunig and Hunt’s four historical models to your chosen tactic.

OR

·    You attempt to apply one of Grunig and Hunt’s models to this tactic with significant errors.

34 – 40 30 – 33.5 26 – 29.5 20 – 25.5 0 – 19.5
·    You closely apply either systems theory, public opinion, co-orientation, or organisational reputation (see Module 2) into your analysis of the tactic your organisation used in response to the specified issue; and use it to evaluate and critique your organisation’s choice of tactic.

·   You strongly justify your conclusions with references from sources beyond the set readings in this unit.

·  You closely apply either systems theory, public opinion, co-orientation, or organisational reputation (see Module 2) into your analysis of the tactic your organisation used in response to the specified issue.

·   You support your conclusions to a limited extent with references from sources beyond the set readings in this unit.

You apply either systems theory, public opinion, co-orientation, or organisational reputation (see Module 2) into your analysis of the tactic your organisation used in response to the specified issue. You apply either systems theory, public opinion, co-orientation, or organisational reputation (see Module 2) into your analysis of the tactic your organisation used in response to the specified issue in a limited way or with significant omissions.

 

You do not incorporate either systems theory, public opinion, co-orientation, or organisational reputation (see Module 2) into your analysis of the tactic your organisation used in response to the specified issue.

 

Continued…

Professional communication in an intercultural context (PC)
Grade 7 6 5 4 3-1
Marks 8.5 – 10 7.5 – 8 6.5 – 7 5 – 6 0-4.5
Technical elements (punctuation, grammar, referencing, structure) § Assignment contains no more than two errors on any one page, including deviations from the report format specified for this unit. §  Assignment contains no more than three technical errors on any one page, including deviations from the report format specified for this unit. §  Assignment contains no more than four technical errors on any one page, including deviations from the report format specified for this unit. §  Assignment contains more than four technical errors on any one page, including deviations from the report format specified for this unit. §  Assignment contains frequent technical errors throughout paper.

AND/OR

§  You do not demonstrate academic integrity (including adhering to the word limit).

 

 

 

 

Marker’s feedback                                                                                                                                                                                                                                           Total out of 100 = _______________

 

 

Analytical report checklist

 

You will be marked on your ability to demonstrate the following, so please use this checklist to make sure you have addressed these requirements:

 

Knowledge of the tactical response will be evaluated (out of 30 marks) by how well you discuss: Have you done this?
§  What tactic was used in this response.

 

 
§  Who the response was made to.  
§  Why the response was made to them.  
§  Why this response was made to them.  
Your application of theory to practice will be evaluated (out of 60 marks in total) by how well you:  
§  Apply one of Grunig and Hunt’s historical models of public relations from Topic 2.1 in your analysis.  
§  Use either systems theory, public opinion, co-orientation, or organisational reputation (see Module 2) in your analysis.  
§  Support your conclusions with references from sources beyond the set readings in this unit.  
Technical elements (punctuation, grammar, referencing, structure) will be evaluated (out of 10 marks) by the following:

 

 
§  The number of technical errors on any one page including deviations from the report format specified for this unit, and the incorrect use of APA referencing.