Project - CEO Brief (Graded) Aims: • Demonstrate an understanding of the key aspects of public relations practice • Develop skills in critical analysis • Develop ability to write concise prose in a professional context Task (700 words): Write a brief for your Chief Executive Officer (CEO) recommending the establishment of a public relations function within your organisation. The report could include, but not be limited to the following: • a rationale for such a department • the role of PR in the organisation (including how it is distinct from the marketing department), • the stakeholders it should address, • the tasks that it should undertake, • whether it should also engage the expertise of other specialists on a needs basis, and • what difference the PR team could make to the organisation. Your organisation is to be one of the following: • A new not-for-profit organisation that addresses the issue of South Australian families, through awareness campaigns, special events and fundraising; • A small chain of bakeries around Adelaide, but headquarted in the city; • The District Council of the Fleurieu Peninsula, promoting a recruitment drive to new business graduates for local tourism and hospitality companies. Format: The written report component should use the professional report style as explained and discussed during the course. Referencing Style: Harvard Referencing Style - a reference list and bibliography are required. Marking criteria: Students will be assessed on: • Demonstrated understanding of the strengths and limitations of PR practice by applying critical analysis to the topic; • Appropriateformatwhichissupportedbyconclusionsandrecommendations; • Quality of written expression, including appropriate use of grammar, spelling, ?punctuation,argumentation and originality; and • Evidence of broad and skillful research and the correct use of Harvard style referencing Re-marking and re-submission of assignments may be permitted providing it is the first assignment in a course and it is a written assignment. See “Submissions and Return of assignments” below.

Project - CEO Brief (Graded) Aims: • Demonstrate an understanding of the key aspects of public relations practice • Develop skills in critical analysis • Develop ability to write concise prose in a professional context Task (700 words): Write a brief for your Chief Executive Officer (CEO) recommending the establishment of a public relations function within your organisation. The report could include, but not be limited to the following: • a rationale for such a department • the role of PR in the organisation (including how it is distinct from the marketing department), • the stakeholders it should address, • the tasks that it should undertake, • whether it should also engage the expertise of other specialists on a needs basis, and • what difference the PR team could make to the organisation. Your organisation is to be one of the following: • A new not-for-profit organisation that addresses the issue of South Australian families, through awareness campaigns, special events and fundraising; • A small chain of bakeries around Adelaide, but headquarted in the city; • The District Council of the Fleurieu Peninsula, promoting a recruitment drive to new business graduates for local tourism and hospitality companies. Format: The written report component should use the professional report style as explained and discussed during the course. Referencing Style: Harvard Referencing Style - a reference list and bibliography are required. Marking criteria: Students will be assessed on: • Demonstrated understanding of the strengths and limitations of PR practice by applying critical analysis to the topic; • Appropriateformatwhichissupportedbyconclusionsandrecommendations; • Quality of written expression, including appropriate use of grammar, spelling, ?punctuation,argumentation and originality; and • Evidence of broad and skillful research and the correct use of Harvard style referencing Re-marking and re-submission of assignments may be permitted providing it is the first assignment in a course and it is a written assignment. See “Submissions and Return of assignments” below.