ASSESSMENT BRIEF
Subject Code and Title PRN101A – Understanding Public Relations
Assessment Assessment 2 – Report and Presentation
Individual/Group Individual
Length Part A Report (1200 words +/-10%)
Part B Presentation (10 mins +/-10%)
Learning Outcomes a) Analyse and discuss the Australian media landscape as it relates to Public Relations.
b) Research a communication problem and develop an appropriate strategy in response, within a suitable professional and ethical framework.
c) Apply knowledge and theoretical principles to different contexts and subfields in the Public Relations industry.
d) Identify and discuss how new media channels portray news from different angles.
Submission Due by 11:55pm AEST/AEDT Sunday of module 4.2 (week
8)
Weighting Part A Report: 30%
Part B Report Presentation: 15%
Total Marks 100 marks
Context
This assessment advances skills in understanding how traditional and new media influences public opinion and the various angles in which an issue or topic can be presented, depending on the media outlet’s agenda. It is designed to prepare you for professional application in the discipline, by engaging in critical analysis of the written word and a solid understanding of various mass media platforms, and the audiences that consume them. The purpose of this assessment is to critically analyse and discuss how one topic is pitched differently across various media.
Instructions
This assessment has 2 parts, Part A: Report and Part B: Presentation, both of which are to be submitted together.
Part A: Report
In assessment 1, you were asked to pick a current newsworthy topic or issue, which was being widely reported in the media. In the first part of assessment 2, you are required to use the 5 media stories you pitched from assessment 1, to write a report, describing and analysing each piece for tone, angle and content. Discuss how these real-world examples relate to the concepts of agenda setting and framing. Remember: you must use proper report formatting!
• Start by briefly discussing the various mass media platforms you have investigated, and the types of audiences they reach.
For each media story, consider the following questions:
• What is the angle of the story?
• How is it pitched?
• What is framing? How is this story being framed by the outlet?
• How is the issue/story being reported?
• What are the key messages in each media?
• Is the story positive, negative or neutral? Why might that be?
• Can you sense an agenda from the various outlets?
• What are the differences and similarities, in the reporting of the story?
• What can we assume about the media platform’s target audience, through the way this issue is framed?
Part B: Presentation
5 slides, with one media story, per slide.
Present the findings of your report to the class in a short, relaxed presentation as you would in a PR Agency round-table team meeting.
Your slides should only display the stories as visual reference (embedded if it is video or audio, or as an image if it is text-based) – do not copy and paste text from the report on to the slides. This is an exercise in repackaging information. So for each story, briefly discuss the key points in your findings about the way a piece of news is reported by various outlets.
On-campus students: will present their slides in class, during module 4.2 (week 8), and upload their presentation together with their report to the portal by the due date.
Online students: will upload their presentation to the portal. Online students also have the option to either record a voice-over to accompany their presentation if using PowerPoint, or create a short video/podcast.
Both parts to this assessment task should include appropriate academic referencing and a reference list following APA 6th edition style of referencing. Please see the Academic Skills page on Blackboard for information on referencing in APA 6th: https://laureateau.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&co ntent_id=_2498849_1
The Learning Rubric below is your guide to how your assessment will be marked. Please be sure to check this rubric very carefully before submission.
Submission Instructions
Submit digital presentation slides/and report via the Assessment link in the main navigation menu in PRN101A by 11:55pm AEST/AEDT Sunday of module 4.2 (week 8). The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.
Learning Rubric: PRN101A Assessment 2- Part A Report
Assessment Attributes Fail (Unacceptable) 0-49% Pass
(Functional)
50-64% Credit
(Proficient) 65-74% Distinction
(Advanced)
75 -84% High Distinction
(Exceptional)
85-100%
Depth and quality of discussion and analysis of tone, angle and content providing evidence of critical thinking
25%
The report presents media stories at a limited level and does not demonstrate a capacity to explain and apply relevant concepts.
Key components of the assessment have not been assessed.
The report presents various media stories but only a functional level of analysis present in report.
The report presents various media stories at a proficient level, and demonstrates a capacity to explain and apply relevant concepts.
The report presents various media stories at an advanced level and shows a well-demonstrated capacity
to explain and apply relevant concepts.
The report presents the various media stories at a sophisticated level and demonstrates an excellent capacity to explain and apply relevant concepts.
Good understanding of angle/framing and agenda setting as it relates to news and capacity to explain and apply relevant concepts.
25%
No/limited analysis and discussion of the different pitches.
Demonstrates no/limited awareness of angle/framing and agenda-setting or overall purpose of the assignment.
Basic analysis and discussion of the different pitches.
Demonstrates basic awareness of angle/framing and agenda-setting or purpose of the assignment.
Good analysis and discussion of the different pitches.
Demonstrates consistent awareness of angle/framing and agenda-setting and purpose of the assignment.
Advanced analysis and discussion of the different pitches.
Demonstrates an advanced
and integrated understanding of angle/framing and agendasetting and purpose of the assignment.
Sophisticated analysis and discussion of the different pitches.
Consistently demonstrates a systematic and critical understanding of angle/framing and agendasetting or purpose of the assignment.
Understanding of the media platforms and audience
20%
Limited understanding of the media platforms and audience.
Good understanding of the media platforms and audience.
Well-developed understanding of the media platforms and audience. Some critical thought.
Thoroughly developed understanding of the media platforms and audience and advanced critical thinking.
Highly sophisticated understanding of the media platforms and audience and excellent critical thinking.
Structure and Flow of
Ideas
20% Report does not present adequate information, ideas or evidence.
Report lacks logical/clear structure and flow of ideas, making it difficult to understand.
Line of reasoning is unclear and difficult to follow.
Report presents information, ideas and evidence sufficiently, however these require further logic and clarity.
Report has a sufficient structure, however flow of ideas are a challenge and
can be difficult to understand.
Line of reasoning is passable, however, can sometimes be difficult to follow and requires clarity.
Report presents information, ideas and evidence clearly and logically.
Report has a good structure, with a good flow of ideas.
Line of reasoning is of a good standard and easy to follow.
Report presents information and arguments in a logical and clear way, which is well supported by evidence.
Report has a very good structure, with a strong flow of ideas; opinions and ideas are expressed in a clear and concise manner with obvious connection to topic.
Line of reasoning is clear, logical and easy to follow.
Report is expertly presented; descriptive, concise and informative, exceptionally developed and well supported by evidence.
Report has an excellent structure, with a strong, clear flow of ideas; engages and sustains the audience’s interest in the topic and the reader can immediately grasp the relevancy.
Line of reasoning is excellent; demonstrating a clear, logical flow of ideas and arguments that are easy to follow.
Appropriate citation and references.
10%
Demonstrates inconsistent use of good quality, credible and relevant resources to support and develop ideas.
Does not include correct references or in-text citations; does not use APA 6th style.
Demonstrates use of credible and relevant resources to support and develop ideas, however, these are not always explicit or well-developed.
Attempt made to include references or in-text citations, however these are sometimes insufficient for research purposes, or incorrect; uses APA 6th style, however may contain some citation or referencing errors. Demonstrates use of credible and relevant resources to support and develop ideas.
Shows good evidence of attempts to source information.
Incorporates in-text and citations references from suitable sources; uses APA 6th style, however may contain minor citation or referencing errors.
Demonstrates use of good quality, credible and relevant resources to support and develop arguments and statements.
Shows evidence of wide scope for sourcing evidence.
Incorporates in-text and citations references from suitable sources; uses APA 6th style, containing minimal and or no errors.
Demonstrates use of highquality, credible and relevant resources to support and develop arguments and position statements.
Shows evidence of wide scope for sourcing evidence.
Incorporates in-text and citations references from suitable sources; uses APA 6th style, containing no errors.
Learning Rubric: PRN101A Assessment 2- Part B Report Presentation
Assessment Attributes Fail (Unacceptable) 0-49% Pass
(Functional)
50-64% Credit
(Proficient) 65-74% Distinction
(Advanced)
75 -84% High Distinction
(Exceptional)
85-100%
Knowledge and
understanding
35% Limited understanding of required concepts and knowledge.
Key components of the assignment have not been addressed.
Confusion of personal opinion with information (substantiated by evidence) from the research/course materials.
No clear indication of further reading and research undertaken. Basic understanding of required concepts and knowledge.
Basic key components of the assignment have been addressed, however, resemble a repetition/ summary of key ideas; needs originality.
Some confusion of personal opinion with information from the research/course materials.
Basic indication of further reading and research undertaken. Thorough understanding of required concepts and knowledge; demonstrates a good capacity to explain and apply relevant concepts.
Key components of the assignment have been addressed, adequately.
Justifies personal opinion with information from the research/course materials.
Some indication of further reading and research undertaken. Highly-developed understanding of required concepts and knowledge; well-demonstrated capacity
to explain and apply relevant concepts.
Key components of the assignment have been addressed, very well.
Discriminates skilfully between personal opinion and information from the research/course materials.
Clear indication of extensive reading and research undertaken. A sophisticated understanding of required concepts and knowledge; Mastery of concepts and application to new situations/further learning.
Key components of the assignment have been addressed, expertly.
Systematically and critically discriminates between personal opinion and information from the research/course materials.
Considerable indication of comprehensive reading and research undertaken.
Organisation,
Development, and
Transition
of Ideas
30% Organisation: ideas are somewhat disorganised,
making them convoluted and difficult to understand.
Development: ideas have little flow, and are often vague. The points are unclear, information is Organisation: ideas are coherently organised, however, some points come across as convoluted.
Development: ideas have potential, however, flow is a challenge. There is clarity with some of the points however, some information Organisation: presented in a thoughtful, clear and coherent manner; signs of logical sequence in the organisation.
Development: sufficient information, evidence and Organisation: provides motivating content that engages the viewer from the beginning of the presentation and keeps the audience's attention throughout.
Development: information, arguments and evidence Organisation: Professionally presented; logical, clear and very well supported by evidence.
Development: Expertly presented; logical, persuasive, and motivating; introducing a set of ideas and suggestions that keep
often irrelevant, and ideas lack support.
Transition: presentation lacks a logical sequence, and transitions are abrupt and distracting.
is redundant and ideas could use more structure. Examples need a clearer connection to the central purpose.
Transition: presentation needs a clearer logical sequence of information and requires some effort to follow. Transitions in the presentation are allowable, however not always smooth, which at times distracts the audience. examples that relate to purpose are included.
Transition: most transitions are easy to follow, but at times ideas are unclear.
are very well presented; logical, clear, and wellsupported by evidence.
Transition: ideas support the wedding design and are arranged logically; transition smoothly from one to another and are clearly linked to each other.
audience's attention throughout.
Transition: Ideas transition smoothly from one to another and are clearly linked to each other and clearly related to purpose; smooth transitions connect ideas right from the start.
Appropriate use of multi-media and
visual data
25%
Multi-media is poorly prepared and/or distracting, or nonexistent.
Lacks an understanding of the variety of available resources; needs to develop a better understanding of the variety of available resources.
Visual data used very poorly; does not support
script and overall presentation. Multi-media is included, however, does not clearly or appropriately support
script and overall presentation.
Shows evidence of using available resources, however can be more professional.
Some visual data used to support script and overall presentation, however, could be used more strategically and effectively as a motivation tool for the audience. Multi-media is well-prepared and clearly relates to script and overall presentation.
Shows evidence of using available resources, satisfactorily.
Adequate visual data used to support script and overall presentation, however, could be used more strategically and effectively as a motivation tool for the audience.
Effective use of (possibly diverse) multi-media clearly relating to the script and overall presentation.
Available resources used in a professional manner.
Effective and strategic use of visual data as a motivational tool for the audience.
Highly effective use of (possibly diverse) multimedia, clearly relating to the script and overall presentation.
Available resources used in a very organised and professional manner.
Exemplary use of visual data as a motivational tool for the audience.
Appropriate citation and references.
10%
Demonstrates inconsistent use of good quality, credible and relevant resources to support and develop ideas.
Does not include correct references or in-text citations; does not use APA 6th style.
Demonstrates use of credible and relevant resources to support and develop ideas, however, these are not always explicit or well-developed.
Attempt made to include references or in-text citations, however these are sometimes insufficient for research purposes, or incorrect; uses APA 6th style, however may contain some citation or referencing errors. Demonstrates use of credible and relevant resources to support and develop ideas.
Shows good evidence of attempts to source information.
Incorporates in-text and citations references from suitable sources; uses APA 6th style, however may contain minor citation or referencing errors.
Demonstrates use of good quality, credible and relevant resources to support and develop arguments and statements.
Shows evidence of wide scope for sourcing evidence.
Incorporates in-text and citations references from suitable sources; uses APA 6th style, containing minimal and or no errors.
Demonstrates use of highquality, credible and relevant resources to support and develop arguments and position statements.
Shows evidence of wide scope for sourcing evidence.
Incorporates in-text and citations references from suitable sources; uses APA 6th style, containing no errors.