Module Title: Strategic
Communication for Social Change Module
Leader: Philip Young
This Assessment accounts for 30%
of the overall assessment for the module.
You must identify a specific communications challenge faced
by a named social change organisation. It is likely, but not obligatory, that
the same organisation will be the focus for both the case study and the
Examples of suitable challenges
might be difficulties in reaching a particular target audience, reputational
challenges that hinder effectiveness, unappealing messaging and terminology,
etc. Again, it is likely that the issue will have emerged from the critical
analysis included in assignment one, the case study report.
Acting as either an in-house PR
or an account executive for a PR Agency you must devise strategies and tactics
that will address the identified challenge. You will do this in a
professionally produced document that can be presented to the client or senior
management of your organisation. This document will briefly set the context,
identify the issue, summarise relevant research, and give a clear rationale for
the approach you are suggesting. Although you need to source any statistics or
sector information this document is not likely to include academic references.
There is no word
count for this assignment but the document should be between 10 and 12 pages
long, in A4 size and designed to be professional and persuasive.
will be discussed in class on several occasions and examples of previous
submissions will be made available on Moodle.
The submission deadline is 3pm on
the submission date.
Upload to Moodle
in PDF or Word format. You must also include a coversheet in your submission.