- Scenario
You have been appointed as a Public Relations (PR) Consultant for National Government (choose a
Country that you know well). As a professional commanding consultancy fees, the expectations of
what you can deliver is high and as such you need to fulfil a broad remit covering the whole
spectrum of PR. Your appointment needs to be justified to many parties who wish to scrutinize
your understanding of the benefit that PR can bring to Strategic Decision-making, Policy-making,
Reputation-management and Public Affairs. Your specialism is engagement with diverse audience
groups.
Marks
30% - Knowledge and understanding of public relations theory and practice
30% - Explanation of the role of a PR Practitioner via the creation of a well-researched,
practical PR Plan
30% - Creativity & Originality (provision of a bespoke and unique solution to an issue)
10% - Presentation (structure, referencing and use of language)
Part 1
1. Critically analyse the role of a PR Professional, comparing and contrasting between a
Department (in-house) and Agency/Firm (external) and including key principles within
morals, ethics and the values-system
2. Offer insight into how the organisations processes and procedures can be enhanced with
reference to theoretical PR models, current issues such as social mobility and current trends
such as digital media
3. Suggest different approaches to improve the organisations reputation with various
stakeholders. Identify a minimum of 3 groups to include employees, the wider general
public and one diverse audience group of your own choice. Detail why it is important to
engage with each group individually and also how you might consolidate your messages into
one tone of voice whilst maintaining individual message delivery
Part 2
4. Prepare a Research Strategy detailing how you can engage at a deeper level with the diverse
audience group of your own choice (question 3). Detail how new information will improve
managerial decision-making and who may be appointed as a Campaign Spokesperson
5. Write the overview of a PR Plan based on your Research Strategy. Clearly state the
objectives and the goals along with the PR solution that it provides and the length of the
campaigns execution (no financial budget is required)
6. Apply Campaign Planning principles to your PR Plan by creatively suggesting a possible
communication message. The message needs to resonate with your diverse audience group
and be communicated via the most appropriate medium (state why this medium is most
appropriate)
