PR Effectiveness and Application

PR Effectiveness and Application

i    The aim of this assessment is to enable students to enable students to execute effective PR plans, becoming familiar with, and using recognised planning frameworks. In order to successfully complete the brief, students are to assume they are operating as a freelance PR consultant or working for a well-known PR consultancy.

      As an individual your task is to select one of the following case studies and undertake a review of the campaign focusing on the research phase: 

•       iris PR and The FA: Women's Super League 
•       Gatwick Airport and Rabbit: Talk to Gatwick 
•       Lothian and Borders Police: Made From Crime?

     

     The aim of this review is to analyse and understand what and how research tactics were adopted in the campaign (if any). 

     

     Reflect on what research methods worked and what didn’t and finally suggest how you might improve the research phase for the campaign if it were to be implemented again.

     

     Students should address the following questions: 

     

•      What research activities or tactics were used (if any)? 
•      How could the research activities conducted have been improved? 
•      How might these improvements have benefited the implementation of tactics? 
•      How might these improvements have benefited the choice and use of metrics? 
•      What benefits to the campaign strategy (e.g. objectives, target publics, target messages, etc) might be achieved through your recommendations?

     On completion of this unit you will be able to:

• Understand how to develop strategic, creative and practical communications plans across all publics (Technical Competence) 
• Apply different qualitative and quantitative research techniques to inform, monitor and measure PR plans (Research) 
• Understand how to develop a risk radar, monitor, avert and prepare for potential crises within an organisation. (Experimentation) 
• Address company issues and determine the best, if any, communication solution.
• Evaluate and apply the most impactful tools and techniques to address a communications issue or scenario. (Communication and Presentation) 
• Demonstrate an understanding of the elements within the planning framework, their interdependency and how to determine the right mix of these elements (Subject Knowledge)

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