Supplementary Assignment Remit: Assessment 3
Programme Title
BSc Business Management suite (year 2)
Module Title
LI Public Relations and Reputation Management
Module Code
07 32263
Assignment Title
Essay – PR challenges
Level
I
Weighting
50%
Lecturers
Emma Croom
Hand Out Date
15/07/2021
Due Date & Time
12/08/2021
12pm
Feedback Post Date
TBC
Assignment Format
Written
Assignment Length
2000 words
Submission Format
Online
Individual
Assignment:
You should undertake this assignment if you previously failed the online exam that took place on 26th May 2021.
Discuss Public Relations and Reputation Management in the context of modern organisations and the challenges PR practitioners face today. Your discussion can draw upon any aspects of modern-day PR challenges from lectures and your wider reading, but you may want to include any of the following topics:-
How PR and Marketing work together and organise themselves.
How PR has a broader role in the organisation than merely supporting proactive marketing campaigns – such as managing the organisation’s broader reputation, minimising crises and dealing with them when they happen.
How crises are more prevalent than they used to be within organisations and how PR and Reputation Management practitioners prepare and manage these.
How PR practitioners need to consider the ethical matters relating to how they conduct themselves within their profession.
You can discuss other PR challenges instead of these topics above, as you wish, or write about one or two of them only, as you wish. Apply theory and examples to substantiate your arguments to illustrate your understanding of the subject and appreciation of modern-day issues relating to the profession.
Wordcount:
The maximum wordcount is 2000 words. There is no allowance over the wordcount. Tables, diagrams and title page are excluded. Do not try to get around this by writing full sentences and discussion within a table/frame/image – this will count towards the wordcount.
Module Contribution, Student Support and Key Dates:
This essay is worth 50% of your module mark, with the remaining 50% coming from other assessments.
Your essay submission needs to be uploaded onto Canvas by 12 noon on 12th August 2021.
Please note that there are penalties for the late submission of coursework as outlined on Canvas.
Module Learning Outcomes:
In this assessment the following learning outcomes will be covered:-
LO 1. Identify and critically appraise the relationship and key differences between public relations and marketing, and analyse the use of PR as a part of an integrated marketing campaign.
LO 2. Apply crisis communications and reputation management models and theories to deliver appropriate responses to a range of threats to reputation.
LO 3. Understand and analyse the ethical challenges and practices as experienced by PR professionals and the impact and influence of organisations’ decisions on reputation.
Grading Criteria:
Please see grading criteria on Canvas. The following areas will be considered in applying the marking scheme:-
Thorough understanding and application of theory, insight into PR issues, critical analysis discussion and scholarly insight, wider reading, well referenced theory.
Understanding and application of appropriate theories (and selecting the right theories).
Demonstration of insight into contemporary PR (current issues/challenges).
In-depth, balanced arguments, with analysis and discussion.
Thorough grasp of the subject area.
Mature, well-substantiated, scholarly arguments.
Original thinking and scholarly insight.
Critical thought which draws widely from the module including additional/further reading.
Well-written, well-constructed arguments.
Well-referenced models, theories and quotes.
Appropriate use of course content and additional reading in application to the assignment set.
Plagiarism:
It is your responsibility to ensure that you understand correct referencing practices. You are expected to use appropriate references and keep carefully detailed notes of all your information sources, including any material downloaded from the Internet. It is your responsibility to ensure that you are not vulnerable to any alleged breaches of the assessment regulations. More information is available at https://intranet.birmingham.ac.uk/as/studentservices/conduct/misconduct/plagiarism/index.aspx.
The University plagiarism software will pick up on any press releases that have been copied from the internet – please be original and be proud of your own work.
Contact Details:
E-mail me at e.croom@bham.ac.uk
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