Campaign Plan

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Marking Criteria Feedback comments: Your grade: 24
Max grade: 100
Situation Analysis and Problem Statement
• Focused situation analysis and clear problem or opportunity statement for an appropriate organisation You supposed to choose a non-for-profit organization and prepare a communication plan which tackles a challenge or opportunity for a chosen charity, government or not for profit organisation. Your chosen organization, Funding Cycle is rather a public company / online marketplace (peer-to-peer lending marketplace).

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You supposed to use the four-step campaign planning process (Cutlip et. al., 2009) to structure your work.

Where is your problem statement? While you are talking about defining the problem and opportunities you are presenting a SWOT analysis? Much more work on situation analysis is required.
5/25%
Analysis and Critical Evaluation
• Evidence of analysis and critical evaluation of the situation facing the chosen organisation to produce clear objectives, strategy and identify target publics. Some attempts in defining the campaign aim and strategy but quite hard to understand them as a clear problem statement is missing. 10/25%

Linking Theory and Practice
• Linking theory and practice through the use of PR concepts to devise appropriate tactics and campaign evaluation. No use of PR concepts or linkage between theory and application.

For the campaign evaluation you supposed to use some PR models such as Pyramid Model of PR research (Macnamara, 1992) 0/25%
Presentation of a workable plan
• Evidence of creativity in the overall campaign approach
• Evidence of research through the presentation:
o Number of referenced texts
o Correct use of Harvard Style
o Theory referenced correctly
o Full bibliography Lack of creativity and overall campaign approach.
You supposed to submit your work as a 15-minute presentation using PowerPoint or poster with audio or similar.

No in text citations, no theory included. Please make sure you consult and use in-text citations which are related with PR. For example, you did not include the core source – Cutip et al., (2009), why? 5/25%
Total: 20/100
Marker name: Meda Burghelea
Date: 24th May

ORIGINAL
Your presentation script should either be included as notes in the appropriate field in power point or you can upload a separate word document.

Please see the assessment marking criteria below

Marking Criteria

Max grade

Your grade

Situation Analysis and Problem Statement

Focused situation analysis and clear problem or opportunity statement for an appropriate organisation

25%

Analysis and Critical Evaluation

Evidence of analysis and critical evaluation of the situation facing the chosen organisation to produce clear objectives, strategy and identify target publics.

25%

Linking Theory and Practice

Linking theory and practice through the use of PR concepts to devise appropriate tactics and campaign evaluation, including use of supporting citation.

25%

Presentation of a workable plan

Evidence of creativity in the overall campaign approach

Evidence of research through the presentation:

Number of referenced texts
Correct use of Harvard System
Theory referenced correctly
Full bibliography
25%

Overall comments

Some details for you regarding your individual presentation (campaign plan):

Students will act as consultants and prepare a communication plan which tackles a challenge or opportunity for a chosen charity, government or not for profit organisation (funding circle) to include prioritised stakeholder mapping, and key messages with a rationale.

Your campaign plan will be submitted as a 15-minute presentation using PowerPoint or poster with audio or similar (eg. You Tube video).

What you need to do:

Use the four-step campaign planning process (Cutlip et. al., 2009) to structure your work – please see the word document below (and under week 4)

Choose a (real) not for profit, charitable or government organisation on which to base your plan (most of you have done this already in week 5)

Identify a real opportunity or challenge and develop your own plan in response to this (see some examples in our lecture slides – week 4)

Don’t forget: a useful problem statement summarises what is known about the problem situation:

It is written in the present tense – describing the current situation
It sets out the situation in specific and measurable terms: what, where, when, who, how, why…
It does not imply solutions or place blame
Keep in mind:

Defining the problem (or opportunity) – it provides the foundation for all the other steps in the problem-solving process. Creates the perception that something is wrong or could be improved. It involves probing and monitoring knowledge, opinions, attitudes, and behaviours of those internal and external publics concerned with and affected by the acts and policies of an organization. In essence, this is an organization’s intelligence function.
Planning and programming – information gathered in the first step is used to make strategic decisions about program goals, target publics, objectives, action and communication.
Taking action and communicating – implementing the program of action and communication tactics designed to achieve the specific objectives for each of the publics to accomplish the program goal(s).
Evaluating the program – involves assessing the preparation, implementation, and impact of the program.
Your presentation script should either be included as notes in the appropriate field in power point or you can upload a separate word document.

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