Assessment Task:
Choose an Australian Not for Profit organization and analyse how different application fields of public relations (e.g. employee communication, investor relations, government or community relations) are influenced by new media technologies.
Outline and analyse, with reference to public relations theory if social and digital media is being used either effectively or poorly for image and reputational purposes. Discuss how the most important principles and theories of public relations apply.
Your essay should discuss examples of digital media application fields in your chosen organisation, as well as analysis about the use of digital media from academic research.
You will be required to present an essay outline in Week 6 including a research list of at least 7 academic articles and other resources you will use to complete the essay.
1. Part One: Essay Plan
The Question: Analyse and discuss how (AUSTRALIAN Not for Profit organisation) is managing their image and reputation, as well as relating with their publics through the use digital media for PR purposes?
Students are required to submit an essay plan in Week 6. Please upload an electronic copy to the learning portal by the end of Week 6. No drafts will be accepted via email. It must be approximately 750 words and comprise all elements below:
1. A tailored research question, based on the original assessment question.
2. Introduction: to your essay context, thesis statement, purpose, outline:
o A deconstruction (see academic writing guide) of the key terms of your question explaining which PR theories you will discuss based on the academic discourse around social and digital media.
o An overview of your individual/organisation, why and how they use social media to involve their publics and manage their corporate reputation.
3. Main body: Analyse and discuss how your chosen individual/organisation is using digital media for PR purposes. Provide evidence and examples, which impact and outcome the new media tactics have for the image and reputation of your chosen organisation. Analyse how they engage their audience and achieve the goals of their Public Relations strategy (bullet points) and show which theories and principles of PR (at least 3) can be applied. Explain the impacts of the new media tactics on the PR application fields (e.g. stakeholder communication, employee communication, crisis management, community relations...)
4. Conclusion