Coursework Two:
August Submission Instructions
For the August submission of Coursework Two, there are no changes from the original brief. Your client is still Police Scotland, and you will still be working on the hate crime campaign.
The submission date is 1PM on Monday 2nd August 2021. Please submit as one file (word document or PDF) to the same Moodle Dropbox.
The template for the submission is still available on Moodle and there is a useful walkthrough taking you through each stage of the document included as a tutorial part of Week 8: Effective Communication.
Included below are the coursework Aim, Objectives and Marking Grid for your use and reference:
Coursework Aim
The coursework will demonstrate appraisal of current digital PR management theory and organisational behaviour, analysis of public relations concepts and the role of public relations then provide evidence of understanding through the formation of a digital public relations strategy and additional assets.
Coursework Objectives
To produce a strategic digital public relations plan for a live client, evidencing knowledge of public relations and content-marketing concepts.
To create example public relations outputs for the live client based on public relations and content marketing theory.
Presentation Format / Instructions
Individually, you should complete the Strategic Digital PR Plan (template on Moodle), clearly demonstrating your analytical, critical and evaluative skills. The report should consider the allocated live client’s potential audience and provide appropriate suggestions and recommendations.
The emphasis should be on digital PR options including online media partnerships, social media, blog content, video content and visual content. Report sections include competitor analysis, persona creation, content plan and measurement, partner analysis, cost breakdown, etc.
The report should not exceed 3,500 words and should be in the style of a professional business report.
Additionally, the following example assets should be included within the PR report (not included in report word count):
1 digitally focussed Press Release appropriately presented and structured (300 words)
1 sharable blog post (400 words)
1 sharable infographic OR digital video (max 1 minute)
Facebook copy in relation to own blog, infographic or video
Tweet in relation to blog, infographic or video.
Where you can lose marks:
If you deviate substantially from the specified word count (+ or – 10%), up to 1 grade point may be deducted.
Presentation and professionalism is important in this assessment – the penalty for poor spelling and grammar is the deduction of up to 1 grade point. Check your work carefully before submission.
Coursework received late, without valid reason, will be regarded as a non-submission (NS) and one of your assessment opportunities will be lost.
The University operates a Fit to Sit Policy which means that if you undertake an assessment then you are declaring yourself well enough to do so.
The Robert Gordon University ASSESSMENT GRID – (BSM716) Digital PUBLIC RELATIONS Component 2 – 70% weighting
Criteria
Grade A
Excellent:
Outstanding Performance
Grade B
Commendable:
Meritorious Performance
Grade C
Good:
Highly
Competent
Performance
Grade D
Satisfactory:
Competent
Performance
Grade E
Borderline Fail: Open to compensation
Grade F
Fail: Unsatisfactory
N/S
Knowledge
(25%)
Excellent demonstration of knowledge of underlying digital PR theories and concepts.
Very good demonstration of knowledge of underlying digital PR theories and concepts.
Good demonstration of knowledge of underlying digital PR theories and concepts.
Satisfactory demonstration of knowledge of underlying digital PR theories and concepts.
Weak demonstration of knowledge of underlying digital PR theories and concepts.
Unsatisfactory demonstration of knowledge of underlying digital PR theories and concepts.
Analysis and Strategy
(35%)
Excellent situational analysis and a clear, highly suitable digital PR plan and recommendations.
Very good situational analysis and a clear, suitable digital PR plan and recommendations.
Good situational analysis and a mostly suitable digital PR plan and recommendations.
Satisfactory situational analysis and a partly suitable digital PR plan and recommendations.
Weak situational analysis and a mostly unsuitable digital PR plan and recommendations.
Unsatisfactory situational analysis and an unsuitable digital PR plan and recommendations.
Apply
(30%)
Excellent application of digital PR techniques to create strong practical outputs.
Very good application of digital PR techniques to create very good practical outputs.
Good application of digital PR techniques to create good practical outputs.
Satisfactory application of digital PR techniques to create satisfactory practical outputs.
Weak application of digital PR techniques to create poor practical outputs.
Unsatisfactory application of digital PR techniques to create unsatisfactory practical outputs.
Presentation (10%)
Excellent professional tone and standard of presentation is consistently adopted throughout.
Professional tone and standard of presentation is adopted throughout.
Generally, a professional tone and standard of presentation is adopted throughout.
Has some presentation weaknesses however a professional tone and standard of presentation is generally adopted throughout.
Weak professional tone and standard of presentation throughout.
Unsatisfactory tone and standard of presentation throughout.
Overall Grade
Feedback:
1st Marker: ………………………………. 2nd Marker: ……………………………………