Assessment Brief Details

Module Title:               PR Theory and Context

This Assessment accounts for 30% of the overall assessment for the module.

  Assessment Title   Practitioner Profile

The practitioner profile requires you to research and engage with a public relations practitioner to explain and critically analyse their role and responsibilities, and the boundary-spanning nature of their work. The understandings of the work environment gained by this engagement will enhance your employability and help you build a reflective plan for personal and professional development.

The Profile must be based on an interview. You are NOT required to visit the practitioner’s place of work. The submission should include:

·         Relevant biographical detail

·         Description of the organisational context and structures

·         Explanation of roles and responsibilities

·         Subject’s reflections on what constitutes “success’ in their working practice

·         Profile must include references to academic sources, and is likely to include references to stakeholders, the dominant coalition, etc

If you have already completed a work placement choose a practitioner from a different organisation. Ideally, if the work placement was an agency, choose an inhouse person or vice versa.

Your report must be 1,500 words (plus or minus 10%), excluding Bibliography, appendices etc. Be concise in your delivery - you can use bullet points, etc.

Further details will be explained in class. Previous examples are available on Moodle. Please read the How to Succeed in this Assignment document.

09/11/2023

Your practitioner profile must be submitted on Moodle before 3pm on the submission date.

07/12/2023

2

Marking Criteria

Learning Outcome: Demonstrate an understanding of how PR practitioners operate in a range of working environments

Criterion 1 (100%):

Re-submission Assessment Brief (ONLY required if you fail the Assessment Brief above)

You should contact your Module Tutor before attempting this re-submission Assessment Brief

Practitoner Profile

You must submit a profile to an acceptable standard following the original brief. Decide in consultation with your module tutor whether you need to re-interview the original subject or find another person to interview.

The practitioner profile invites you to research and engage with a public relations practitioner to explore and critically analyse their role and responsibilities, and the boundary-spanning nature of their work. The understandings of the work environment gained by this engagement will enhance your employability and help you build a reflective plan for personal and professional development.

The Profile must be based on an interview. You are NOT required to visit the practitioner’s place of work. The submission should include:

·         Relevant biographical detail

·         Description of the organisational context and structures

·         Explanation of roles and responsibilities

·         Subject’s reflections on what constitutes “success’ in their working practice

·         Profile must include references to academic sources, and is likely to include references to boundary spanning, the dominant coalition, etc

If you have already competed a work placement choose a practitioner from a different organisation. Ideally, if the work placement was an agency, choose an inhouse person or vice versa.

Your report must be 1,500 words (plus or minus 10%), excluding Bibliography, appendices etc. Be concise in your delivery - you can use bullet points, etc.