Assessment Brief Details
Module Title: Strategic Communication for Social Change
Module Leader: Philip Young Credit Value: 20
Module Code: MED7326 Occurrence: A
Academic Year: 2023/4 Semester: S2
Assessment No.: 2
This Assessment accounts for 30% of the overall assessment for the module.
Assessment Title
Communications Challenge
Core Task
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 challenge proposal.
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 is not an essay and should not be presented as
such. This client-facing 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 at least 10 pages
pages long, in A4 size and designed to be professional and persuasive.
Where to find additional guidance for this task
The assessment will be discussed in class on several occasions and examples of previous
submissions will be made available on Moodle.
2
Submission date
6 May 2024
Submission details
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.
Feedback date
07/06/2024
Marking Criteria
1. Learning Outcome: Devise and present a persuasive proposal for addressing a strategic communications challenge.
Criterion 1 (weighting 100%)
0%-29% 30%-39% 40%-49% 50%-59% 60%-69% 70%-79% 80%-89% 90%-100%
Proposal based
on inadequate
research, little
or no
identification of
key issues,
unimaginative
and unrealistic
recommendatio
ns. The client
organisation
would not adopt
these
recommendatio
ns
Proposal based
on inadequate
research,
flawed
identification of
key issues,
unimaginative
and unrealistic
recommendatio
ns, highly
unlikely to be
adopted by
client
organisation
Proposal based
on rudimentary
research, weak
identification of
key issues,
limited
recommendatio
ns, unlikely to
be adopted by
client
Proposal based
on adequate
research,
efficient
identification of
key issues,
effective
recommendatio
ns with
potential to be
adopted by
client
Proposal based
on thorough
research,
effective
identification of
key issues,
imaginative and
insightful
recommendatio
ns that would
meet
expectations of
the client
Proposal based
on meticulous
research,
highly effective
identification of
key issues,
imaginative and
creative,
insightful
recommendatio
ns that would
more than meet
expectations of
the client
Proposal based
on outstanding
research,
highly creative
and realistic
identification of
key issues,
leading to
creative
insightful and
implementable
recommendatio
ns that would
exceed the
expectations of
the client
Proposal based
on outstanding
and imaginative
research,
highly creative,
professional
and highly
realistic
identification of
key issues,
leading to
creative
insightful and
implementable
recommendatio
ns that would
exceed the
expectations of
the client