Posted: May 15th, 2022

Assessment 3, CPPR001 MEDIA RELEASE & MEDIA DISTRIBUTION PLAN EXAMS

Assessment 3
Diploma of Communication
Principles of Public Relations CPPR001
MEDIA RELEASE & MEDIA DISTRIBUTION PLAN EXAMS (WEIGHT 40%)

Task description

Under timed conditions in class, you will write a media release and media distribution plan in response to a specific PR scenario. The media release will use an appropriate style and structure, adhering to the order and layout guidelines presented in lectures and tutorials. The media distribution plan will describe the 5 Australian news media outlets you would target when distribution the media release.

Learning outcomes

c) collaborate with peers

e) write media plans and media releases

context

As a Public Relations practitioner one of your most effective tools for achieving free publicity is the media release. It is designed to inform relevant target media of your newsworthy announcement. Ideally this will result in free publicity you could never afford to buy. Editors and producers receive hundreds of media releases every week and if the release is not constructed using the appropriate style and structure, and is not newsworthy and engaging to their audience, it will be ignored. Effective PR practitioners need to know which news media to target and be able to anticipate how they may individually respond to it. This involves knowing exactly who their audience is and what this audience’s specific expectations may be, so you can tailor your messages.

Deadline

Part A – Media Release (20%) in-class exam – Week 10 – Class 1.

Part B – Media Distribution Plan (20%) in-class exam – Week 11 – Class 2.

Note: The information in this subject outline was correct at the time of printing. However, you should check eStudent regularly for any updates to the information contained in this subject outline.

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Assessment criteria

Media Release – accuracy of formatting, headline, effectiveness of boilerplate, accurate formatting of contact information (12.5%).

Media Release – clarity and effectiveness of introduction and body including additional market research etc. (25%).

Media Release – use of language, spelling and grammar, and avoidance of advertorial tone (12.5%).

Distribution Plan – justification of day of placement (10%).

Distribution Plan – evaluation of demographics, characteristics & expectations of target audience of each media outlet (20%).

Distribution Plan – desired outcomes of placement and means of measuring success of release (20%).

Brief

The assessment will take place in class under exam conditions over a three-week period. You will be given 2 hours in each exam to produce your submission. You are allowed to take one side of A4 notes (no continuous prose) into each exam. Your notes will be submitted with your assessment writing.

Part A (Media Release) – Produce a 500 word media release using the correct order, format, language, tone and conventions in response to one of the specific PR scenarios listed. Use the scenario as a factual guideline and build your information creatively upon it.

Part B (Media Distribution Plan) – Produce a detailed news media distribution plan for your media release. This will involve selecting 5 Australian-based news media outlets and justifying your selections. You will need to outline each media outlet’s approximate reach, target audience profile and expectations and specify your reasons for targeting them. You will also need to state clearly what you hope coverage from each outlet could achieve for your client and how you will measure the success and outcomes of your successful placement.

preparation and research guide

Careful preparation will help you to ensure that you can write fluently and confidently during the in-class exams. Like any Public Relations practitioner you will need to do your research carefully. The following steps will help you achieve this:

Clearly establish who your audience are and identify their expectations.

Map out exactly what you want to communicate in bullet points and be sure that it will appeal to this audience.

Draft the key points of your release and ensure that your use of language is not too descriptive and that you are not writing an advertorial.

Check that you haven’t left out any critical information (see guidance examples).

Check your chronology and make sure that it follows the established order/format.

Be absolutely certain that your material is newsworthy.

Make sure that your quotes and sources are accurate and that any unusual words or names are correctly spelt.

Construct a good headline and hook that makes your release stand out.

Draw up a list of your target Australian-based news media outlets for distribution.

Research each outlet and ensure that you can justify in detail why you are targeting them.

Draw up a list of desired outcomes that could be achieved from coverage from each outlet.

Draw up a list of specific ways you will measure the success of your distribution plan.

Prepare one side of A4 notes (no continuous prose) to take into each exam. Your notes will be submitted with your assessment writing.

support

You will have time in class to prepare for both in-class exams under the supervision of your tutor. The Media Release Writing Workshop is in Week 9 and the Media Distribution Plan workshop is in Week 11. It is your responsibility to carefully read this Assessment Brief and make sure you understand what is required. Ask questions of your tutor to clarify any areas you are unsure of.

EXAM CONDITIONS

Computer/Software:

Your assessment must be written on a computer in the computer lab – not your own device. It is your responsibility to check that all your logins are working before the exam to avoid wasting exam time on technical difficulties. You will be asked to type the media release into a blank Word document using Microsoft Word. Spell check etc is fine.

There is NO template for the media release – you start with a blank Word document.

You are not allowed to open/use any other programs/browsers or digital documents – exam conditions apply and there is zero tolerance for violating this rule.

No images in media release – text only.

References:

On your 1 page of notes, add sites/sources where you got the most important facts.

No academic references/bibliography needed. No need to reference company information gathered from company website

1-sided A4 notes page:

Your notes page may be typed or hand-written but must be a HARD COPY which you hand in along with your assessment.

You are not allowed to use a digital copy of your note page and you are not allowed to use notes on any other digital device (phone/tablets etc).

Your notes page should be typed in a standard font (Arial/Calibri etc) in a standard size (size 10/12). Please don’t expand the margins and shrink the size to 7 point in an attempt to “squeeze in everything”.

Remember: All notes in bullet point format only – no entire sentences/paragraphs

Distribution Plan:

Template: You will use the distribution plan blank template which you will download from UTSOnline at the start of the exam (UTSOnline under Assessments/Assessment 3/Assessment 3 Grid – Media Distribution Plan)

Word count: There is no restriction on word count for the distribution plan. You can write as much as you feel necessary to justify your choices. The exemplar on UTSOnline is about 250 words per outlet. BUT remember more words doesn’t equal better grades – quality is more important than quantity.

Other exam rules are the same as above for media release exam.

Scenarios

Choose one of the following specific scenarios upon which to base your media release and related media distribution plan. Note: Your CLIENT organisation is in BOLD:

PRESSURE AND LOBBY GROUPS

Amnesty International launches a campaign to protest against the Australian Government’s treatment of refugees.

Australian Marriage Equality launches a new campaign targeting people from non-English speaking backgrounds in Australia to support their cause.

The Climate Council launches a national campaign to demonstrate energy waste by consumers who leave electronic consumer good on standby rather than switching them off.

POLITICAL RELATIONS

The Nick Xenophon Team launches a campaign to buy Australian goods and re-establish 50% trade tariffs on all imported goods and services.

The NSW state government releases its latest and hugely improved statistics on gun and knife crime.

The Australian national government is to introduce legislation to force large mining companies to invest a percentage of their annual profits in local communities.

CONSUMER LAUNCHES

Apple announces plans for new mobile technology making it easy for parents to remotely monitor their children at childcare centres and schools.

Sony releases a competitor for the iPad that they say will significantly outperform the Apple product. It will also undercut the iPad’s retail price.

Blacktown City Council in Sydney’s western suburbs provides free wireless internet access for all local residents with transmitters fitted to streetlights.

EVENTS PUBLICITY

Vivid Sydney announces plans to expand its light and music festival to Parramatta, Campbelltown and Penrith during January, instead of winter, to take advantage of the warm nights.

Sydney Olympic Park announces a new skateboarding tournament with record prizemoney attracting global superstars of the sport.

Pedigree Chum announces the dates and locations of 25 “animal only” food tasting events across Sydney where dog owners will be invited to local parks and open spaces to allow their dogs to taste the company’s new gourmet range of products.

POSTED ONMAY 28, 2018
In this assignment you are expected to implement and
Assignment

In this assignment you are expected to implement and integrate what you have learnt in to an industrial problem. There are two options: you can use data from an existing assets/plant/production line or you can develop a new assets/plant/production line.

Write this assignment like an engineering investigation report with a business case recommendation. The audience will be the director of engineering and general managers. The objective for option A is to present a business case for investment into improvement (with sound technical justifications) and for option B is the asset management plan for new assets/plant/production line.

Reports requirement:

The final report should be about 5000 words where appropriate, including pictures, figures, tables, diagrams, should be used.
Option A: Existing assets / facilities / infrastructures / plant / production line

You are a new task force formed to drive asset performance improvement in your company. You are tasked to optimise asset performance for the remaining life cycle of the asset by reviewing current operation, maintenance and asset management strategies, to identify and provide improvement action plan and business case for major loss of opportunity area.

You may need to perform an investigation into:

Losses (downtime, loss in generation of power, unavailability for the operation, and services disruption to customers). Identify key losses area; AND/OR
Work order history analysis, to identify plan versus unplanned maintenance cost. Identify high cost unplanned maintenance area.
And discuss possible approach to address them by focusing into one or more areas listed below:

Reliability Centred Maintenance – developing a strategy
Risk
Logistic Support
Inventory
Assets and Asset Information System
Equipment Replacement, Reliability, Availability and Maintainability
Maintenance Organisation and Budget
Option B: New asset(s) (this can be a new production line/site/major plant facilities, infrastructures or capital project that your company is establishing, or it can be a new business that operate complex physical assets)

You are the asset management team of a new production facility/site/major plant/equipment. You are required to develop the asset management plan for the life cycle of this new facility/site/major plant/equipment.

Some key areas you will need to consider (this is only a guide):

1. Define business. Objectives and KPIs

2. Describe major physical asset(s), their functions, physical properties

3. Design/describe Plant layout, Process diagrams

4. Apply methods such as FMECA, RCM and maintenance optimisation techniques.

5. Prepare and determine critical spare list

6. Review current maintenance strategies and intervals and suggest improvement (such as those recommended by the manufacturer). Or Develop new maintenance strategies

7. Ensure required downtime for improvement projects and planned maintenance works are in line with enterprise production plan.

8. Prepare a budget.

9. Prepare a plan if the budget available is cut by 20% (or any %) and carry out prioritisation based on risk.

POSTED ONMAY 28, 2018
Statement of problem or problem(s) facing the firm.
CASE ANALYSIS ( https://www.strategyand.pwc.com/trend/2018-oil-gas)

Please provide a comprehensive analysis (not a summary). A typical formal case analysis might follow these guidelines:

Statement of problem or problem(s) facing the firm. State the problem(s) clearly and succinctly. Explain why you believe it (or they) is important. Include information on concepts from the course as needed.
Summary of the situation/analysis of issues. This is the section in which you may use tools such as a SWOT analysis or other analytical tools. Discuss only the information most relevant to the case. Remember that any analytical tool you use should demonstrably achieve some insights that will help you to make a final recommendation. This is the meat of your analysis and will demonstrate your thinking and depth of understanding of the case and course material.
Strategic alternatives and recommendations for strategy. Present a set of strategic alternatives, evaluate them, and then decide which is (are) best. This will be your recommendation. Your recommendation should follow logically from the statement of the problem and the situation analysis. I don’t have to agree with your recommendation for you to get a good grade, but I need to see the logical flow and justification clearly.
Your analysis should be professional and not exceed three pages, single spaced. Keep repetition of case material to a minimum, focus on analysis.

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