2312THS: Sport Information
Organisation Media Strategy Analysis Assessment One
Due date: 4:30pm, Monday 20th August, 2018 (Week 6)
Submission: To be submitted via SafeAssign on your course website
Delivery: Individual assignment – Written Report
Weight: 35% of course grade and will be marked out of 35
Length: 1500 words (not including references)
This individual written report assessment piece requires you to identify and look at a local sport organisation (you may look at an interstate-based local sport organisation if you wish). You will specifically be investigating any issues that are currently being dealt with or any issues that have arisen in the past, in this organisation. Your analysis will look at how the organisation is currently or did deal with the issue in the immediate aftermath of the incident in the media. You will do this through your analysis of the organisation’s website presence. Specifically looking at:
- Media Presence: How has the sport organisation addressed the issue through their social media platforms (You should consider all media platforms that the organisation uses), for example: Facebook, Instagram, Snapchat on their website. If they did not address the issue on their social media platforms, is there a local or national news item that addresses the issue? This may contain statements from the organisation or its representative. You are advised to check the history of posts on the various platforms to look for activity around the immediate time of the incident or times where ongoing ramifications of the incident are being addressed e.g. judiciary/legal proceedings etc. In your opinion and supported by academic literature, has the organisation effectively used their social media platforms to address the issue? If not, why not?
- Engagement on websites: How has the organisation engaged with the players, fans and stakeholders on their websites about the issue? For example, has the CEO/Chairman of the Board/Sport Manager/Coach made an announcement on the website and social media platforms on how the organisation is dealing with the issue? If the issue is not addressed on their websites, what policies or procedure information or services (e.g. counselling or ‘play by the rules’) is provided for stakeholder (players/parents/referees/fans) access though the website that relates to this issue. In your opinion and supported by academic literature, has the organisation effectively used their website to address the issue? If not, why not?
- Cultural Diversity and Inclusion: How has the organisation ensured that the issue has been addressed to ensure cultural diversity and inclusion in the community? For example, would people perceive the organisation as inclusive and culturally accepting? How does the organisation address cultural diversity and inclusion across their website and social media platforms generally? Did they take any specific steps to address this area of their community directly regarding the issue (e.g. if the issue was referee abuse, did the organisation move to set up any opportunities to more inclusively involve referees and players/fans/members in other club activities to promote understanding and build relationships in the aftermath of the incident?) In your opinion and supported by academic literature, has the organisation effectively addressed cultural diversity and inclusion generally and also in relation to this issue on their website and/or through their social media platforms? If not, why not?
- Website Data: How well (or not) is the organisation’s website and social media engagement reaching players, fans and stakeholders? For example, you are to visit the Facebook page, Twitter account, or Instagram account of your sport organisation and calculate the amount of engagement their posts elicit when addressing the crisis. If the sport organisation has not placed the issue on their social media platforms, is there any evidence of a change in traffic on the social media platforms around the time of the incident (e.g. did the organisation post more or less general advertising of events around the time of the incident possibly to distract from the issue)? What types of posts elicit the most traffic on the social media platforms generally? In your opinion and supported by academic literature, does the organisation’s posts effectively engage stakeholders generally through their social media accounts? If not, why not?
- Target Markets: How has the organisation ensured that their target market/s have been fully informed about the issue? Who are the target markets for this organisation generally? (Justify this with examples from the website.) How is the organisation dealing with the issue whilst taking into account the importance of their target market/s? In your opinion and supported by academic literature, has your organisation handled the issue well in relation to their target market/s? If not, why not? Remember – in this instance, target markets are not current stakeholders (members/players/fans/parents etc) they are community members not already affiliated with the club but who may choose to be directly or indirectly affiliated in the future and who may be affected adversely by reputational change.
Structure of Report:
You should include the following:
- a brief introduction and description of your sport organisation and overview of your report structure (150 words) you must include a link to your organisation’s website;
- an overview of the issue associated with your sport organisation with reference to the various impacts on all organisational and community-based stakeholders (200 words) if the issue is not clearly addressed on the organisation’s website, you must include a link to any corresponding media artefact (news article etc) that describes the issue;
- an analysis of your organisation’s website presence specifically addressing the five points in the assessment description of media presence; engagement on websites; cultural diversity and inclusion; website data and target markets (600 words);
- identification of key social media platforms used on the sport organisations website (100 words);
- a discussion on how the organisation is currently or did deal with the issue in the immediate aftermath of the incident in the media or if they did not do this, a discussion on the implications of not doing so in relation to the impact on player retention, participation, reputation, members, fans, sponsors, stakeholders etc. (300 words);
- A conclusion that summarises the key content of the report and your key arguments (150 words).
Use headings in the body of your report to guide the reader
Examples of Issues
The following list provides sample issues that may have arisen in your organisation. If you have questions regarding your issue, please speak to your lecturer or tutor for advice:
- Drug usage in sport
- Poor sideline behaviour by parents at junior sport fixtures
- Resignation of key players and the issues this has created in the organisation
- Resignation of a coach and the issues this has created in the organisation
- Player misconduct (end of season celebrations; sexual assault issues; drink driving issues; social media use; social behaviour in public spaces)
- Spectator/ fans misconduct
These are just ideas to help guide you in your assessment.
- COMPULSORY electronic coversheet. When submitting an assignmentto the Learning@Griffith course site, you are required by University Policy to also fully complete the electronic cover sheet for each assessment piece. This requires you to respond to two questions regarding academic integrity and permission to use your assignment for moderation purposes.
- Maximum word limit is 1500 words, excluding references.
- Include a title page with your name, student number
- Include a contents page.
- Include a reference list in APA style with a minimum of 5 peer-reviewed academic journal articles (which must also be cited in-text).
- Use 11 point font, 1.5 line spacing.
- Presentation should be professional