Due Wednesday by 23:59 Points 100
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This assignment is in two parts. Each part is equally weighted (i.e. 25% each).
You should read the assessment rubric (below) and the assignment help sheet before you begin. I have also recorded a 20 minute lecture to provide assistance with this assessment task. Here are the lecture slides .
# ™ MDIA 7005 Communication Plan and Exegesis Asse...
ASSESSMENT OVERVIEW
Du«: Wednesday June 7, 11
¦ Communication Plan
Percentage of grade: 50
. 25% Exegesis)
Ran for a real or format and medta
relevant to the production of
the media campaign plan, and locate your production choices in relation to
You will prepare a Corr hypothetical should outline the tactics and target media
Exagesis (1500 words)
The eiegesis should explain the
relevant media relations theory and practice
Discussion
1. Communication Plan (1700 words)
You will prepare a Communication Plan/Media Campaign Plan fora real or hypothetical client/scenario. This should be in a written report format, and should outline the concept, goals, key messages, target audience(s), media tactics and target media. You should use the following sub-headings to structure your report:
• Executive summary
• Background
• Situation analysis
• Target audiences
• Communications objectives and strategy
• Spokespeople and key messages
• Media tactics used and timing
• Monitoring and evaluation
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1:19 .i 4G(D
1. Communication Plan (1700 words)
You will prepare a Communication Plan/Media Campaign Plan fora real or hypothetical client/scenario. This should be in a written report format, and should outline the concept, goals, key messages, target audience(s), media tactics and target media. You should use the following sub-headings to structure your report:
• Executive summary
• Background
• Situation analysis
• Target audiences
• Communications objectives and strategy
• Spokespeople and key messages
• Media tactics used and timing
• Monitoring and evaluation
There will be bonus points for including well-designed mock-ups of (some examples of) campaign collateral (e.g. media releases, media kit, social media posts, proposed visuals).
Fora hypothetical scenario, choose from one of the following briefs:
Sector Organisation Scenario
Salvation Army op-shops are in need of donations of clothes, toys and household items, as well as shop volunteers. They however Salvation have the challenge of
NGO 6
Army dissuading the public from
using the donation bins to dump rubbish, and so are urging the public to only donate quality second-hand items.
The South Australian government has changed the Dog and Cat Management Act to make it illegal for cats to roam at Dog and Cat _ night. The Dog and Cat
Government Management
Management Board are Board creating a public campaign
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Sector Organisation Scenario
Salvation Army op-shops are in need of donations of clothes, toys and household items, as well as shop volunteers. They however Salvation have the challenge of
NGO Army dissuading the public from
using the donation bins to dump rubbish, and so are urging the public to only donate quality second-hand items.
The South Australian government has changed the Dog and Cat Management Act to make it illegal for cats to roam at Dog and Cat night. The Dog and Cat Government Management
Management Board are Board creating a public campaign to advise of the law change. Conservationists are thrilled, but many cat owners are not.
Tesla is launching an electric car manufacturing facility in Adelaide at Tonsley, the site of the former Mitsubishi Motors plant. This facility will Corporate Tesla create 700 jobs, however there are questions about whether the parts will all be made overseas, reducing local procurement opportunities.
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If you want to work with a real client, you must discuss this with the Course Coordinator well in advance of the due date. You must seek approval before contacting any real-life individuals or organisations.
Possible options include:
• A Communication Plan for a local small business, based on a brief that meets their needs.
• A Communication Plan for your own business, based on a brief that you develop in consultation with the Course Coordinator.
• Or if you have something else in mind, make sure to first discuss with the Course Coordinator.
It is hard to find good examples of Communication Plans that can be publicly shared. Links to several publicly available Communication Plans are listed below. You will see that none of them precisely follow the brief or structure that you are required to use, and some are better than others in terms of their effectiveness and quality, but they may give you some inspiration for how to present, and what to include in, the various sections of your own Plan:
• City of Bunbury Communications and Engagement Strategy 2018-22
• Rockingham Community Engagement Plan
• 2003 Toyota Prius Marketing Communications Plan A
• Communication Training for Cancer Control Professionals (example Communication Plan starts on p. 51)
2. Exegesis (1500 words)
The exegesis should explain the theoretical issues relevant to the production of the media campaign plan, and locate your production choices in relation to relevant media relations theory and practice. Use theories discussed in the course to describe the decisions you made when developing your communication plan, including justifying what you are communicating, to who, and via which channels. Also justify which media relations tactics you will be using in your campaign. The exegesis must be structured as an academic essay, be supported by relevant scholarly research, and correctly use Harvard referencing style.
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