MED7363 PR Campaign Proposal and Pitch Presentation
| Question # 49409 | Writing | 1 year ago |
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| $100 |
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Assessment Brief Details
Module Title: Communication Planning and Action
Module Leader: Kelly O’Hanlon Credit Value: 20
Module Code: MED7363 Occurrence: A
Academic Year: 2023/4 Semester: S2
Assessment No.: 1
This Assessment accounts for 70% of the overall assessment for the module.
Assessment Title
PR Campaign Proposal and Pitch Presentation
Core Task
There are two elements to this assessment:
· A PR campaign proposal (15 A4 pages)
· Supportive pitch presentation (10 minutes duration, +/- 10% margin)
You will select an organisation to prepare a professional PR campaign proposal and supportive pitch presentation for, based on your assessment of their PR needs and demonstrating your research, planning, and recommendations to address them. Both elements are client-facing and should be presented in a professional manner, with the aim of winning the organisation’s approval.
The campaign proposal should follow a recognised PR planning structure and must provide full details on all aspects of communication planning. This should begin with a clear brief, outlining what your proposal focuses on and what its PR activities seek to achieve for the organisation. You should then provide research and insights, including market/sector, competitor, and audience information, before defining objectives, strategy, and messages for your PR approach. You should then outline the creative yet effective PR tactics your campaign will employ, before providing guidance on timings, budget, and evaluation methodology.
The pitch presentation is then your opportunity to explain the key insights and recommendations of your campaign, in a visually engaging manner. This should be a PowerPoint document with accompanying recorded audio of yourself pitching the campaign directly to the organisation, lasting approx. 10 minutes.
Where to find additional guidance for this task
Your module tutor will provide an additional guidance document to accompany this assessment brief, outlining how to successfully complete the work, and including guidance on recording audio in PowerPoint. All assessment-related documents can be located on the module’s Moodle page, underneath the ‘Assessment’ section.
Your module tutor will launch the assessment during class in week 1 and there will be regular reminders and guidance provided as the module progresses. The module itself follows the process of PR planning, so you will learn and be able to apply these principles to structure your campaign proposal. Week 11’s class will be a dedicated module wrap-up and assessment workshop, during which past student examples will be shared and discussed.
In addition, you will offered a short, individual tutorial, outside of class time, to discuss the suitability of your chosen organisation and PR focus, and the approach you plan to take for the assessment.
Submission date
02/05/2024
Submission details
The submission time is 3pm on the submission date.
Your PR Campaign Proposal and supportive Pitch Presentation documents should be uploaded at the same time to the module’s Moodle page, via the submission point located under the ‘Assessment’ section. More than one document can be uploaded at the submission point.
Work submitted late is subject to late penalties which are set out in the Late Submission of Assessment Policy available on the BCU website: https://www.bcu.ac.uk/student-info/student-contract.
Feedback date
03/06/2024
Marking Criteria
Learning Outcome: Apply strategic thinking in the identification and achievement of an organization’s public relations objectives through creative strategies and tactics.
Criterion 1 (weighting 25%): Campaign Proposal: Adopts a suitable planning structure and is based on a clear PR brief and thorough research and analysis of the organisation, the content, and the intended audience
0%-29%
30%-39%
40%-49%
50%-59%
60%-69%
70%-79%
80%-89%
90%-100%
No structure applied. Unsuitable PR brief. No evidence of any research or analysis of the organisation, context, or audience.
Limited application of planning/structure. Unclear PR brief. No evidence of relevant research or analysis of the organisation, context, or audience.
Some application of planning/structure but with further development needed. Basic PR brief. Some evidence of relevant research and analysis of the organisation, context, and audience.
Satisfactory application of planning/structure but with some further detail needed. Adequate PR brief. Adequate evidence of relevant research and analysis of the organisation, context, and audience.
Effective application of planning/structure with minimal gaps. Good PR brief. Good evidence of relevant research and analysis of the organisation, context, and audience.
Highly effective application of planning/structure. Very clear PR brief. Very good evidence of relevant research and analysis of the organisation, context, and audience.
Excellent application of planning/structure. Very clear PR brief. Impressive evidence of relevant research and analysis of the organisation, context, and audience.
Thoroughly professional application of planning/structure. Sophisticated PR brief and evidence of relevant research and analysis of the organisation, context, and audience exceeds client expectations.
Criterion 2 (weighting 25%): Campaign Proposal: Effectively establishes realistic objectives, an effective strategy, and suitable key messages
0%-29%
30%-39%
40%-49%
50%-59%
60%-69%
70%-79%
80%-89%
90%-100%
Little or no objective, strategy, or key message setting.
Unsatisfactory setting of objectives, strategy, or key messages.
Limited application of key principles.
The objectives, strategy, or key messages set have several limitations and require further development to be effective.
Limited application of key principles.
The objectives, strategy, or key messages set are satisfactory. Likely to be useful but more detail is required to be fully effective in practice.
The objectives, strategy, or key messages set are effective. Key principles have been applied to good effect.
The objectives, strategy, or key messages set are highly effective. Key principles are very well understood and would provide a solid basis for the campaign.
The objectives, strategy, or key messages set are excellent. Key principles are understood to a high degree and would prove successful.
The objectives, strategy, or key messages set are of professional standard.
Criterion 3 (weighting 25%): Campaign Proposal: Outlines a selection of creative PR tactics, supported with a workable time plan and budget, and with an efficient method of evaluation identified
0%-29%
30%-39%
40%-49%
50%-59%
60%-69%
70%-79%
80%-89%
90%-100%
No PR tactics included. No creativity applied.
Lack of evidence of time or budget planning.
No consideration of evaluation methodologies.
Would not be considered by the client in any way.
Unsatisfactory selection of PR tactics. Little or no creativity applied.
Little or no time or budget planning evidenced.
Little or no evaluation methodology outlined.
Would not win client confidence, and as a result, their approval would not be given.
Limited selection of PR tactics. Some creativity applied.
Basic time or budget planning evidenced.
Basic evaluation methodology outlined.
Further development required to inspire client confidence and approval.
Satisfactory selection of PR tactics. Reasonable creativity applied.
Adequate time and budget planning evidenced.
Adequate evaluation methodology outlined.
Sufficient response for the client to consider the proposal, but with room for more convincing.
Effective combination of PR tactics selected. A good level of creativity applied.
Good time and budget planning evidenced.
Good evaluation methodology outlined.
The client is likely to agree to the proposal.
Highly effective combination of PR tactics selected. A very good level of creativity applied.
Highly practical time and budget planning evidenced.
Efficient evaluation methodology explained.
The client would agree to the proposal.
Excellent combination of carefully considered PR tactics. A high standard of creativity.
Specific and applicable time and budget planning.
Thorough and efficient evaluation methodology detailed.
The client would agree to the proposal with confidence.
A professional combination of carefully considered PR tactics. Creative response that exceeds client expectations.
A professional outline of time, budget, and evaluation planning.
The client would agree to the proposal without hesitation.
Learning Outcome: Make a persuasive case for a realistic PR campaign proposal to a potential client through a pitch and appropriate supporting documentation.
Criterion 1 (weighting 25%): Pitch Presentation: Professional and effective delivery with effective slides and convincing narration that successfully presents the insights and ideas of the proposal to convince the client
0%-29%
30%-39%
40%-49%
50%-59%
60%-69%
70%-79%
80%-89%
90%-100%
Very poor standard of presentation.
No level of professionalism in delivery.
Very poor explanation of insights and ideas.
Unconvincing – this would make a poor impression on the client.
Weak standard of presentation.
Little or no level of professionalism in delivery.
Little or no explanation of insights and ideas.
Disappointing – this would fail to make a good impression on the client.
Limited standard of presentation.
Limited level of professionalism in delivery.
Little or no explanation of insights and ideas.
Greater development needed to make a good impression on the client.
Adequate standard of presentation, with room for further development to address errors/flaws.
Adequate level of professionalism in delivery.
Suitable explanation of insights and ideas.
Some development needed to ensure a good impression on the client.
Visually attractive level of presentation, with minimal errors/flaws.
A good level of professionalism in delivery.
Effective explanation of insights and ideas.
This would make a good impression on the client.
Very engaging level of presentation.
Very confident delivery and explanation of insights and ideas.
This would make a strong impression on the client.
Professional level of presentation.
Very convincing delivery and explanation of insights and ideas.
The client would be left with little doubt.
Sophisticated level of presentation.
Delivery and explanation of insights and ideas exceed client expectations.
The contract is certainly yours!
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