The subject is Public Relation and theory
Microsoft Edge ALR731 Assessment 2 Instructions Essay Due 24 May, 2019 10:00 AM (AEST) Report = 3000 words (+/- 10 %) Weight = 60% Submission: Online via CloudDeakin Please note: This is an individual assignment. Instructions Essay question You will write an analytical essay that addresses the following: Problem A UK survey identified that ‘three-quarters of children aged between 10 and 12 have social media accounts despite being below the age limit’ (Jamieson 2016). Subsequent problems then stem from early use of social media from emotional abuse through to privacy concerns. • Generation Alpha (born 2010 +) are entering this age boundary. • Change is needed to prevent early adoption of social media. Prior research is necessary before creating a prevention program or campaign and, as such, you are asked to critically evaluate the implications when selecting communication strategies and tactics and, monitoring and evaluation for a specific target public. As the problem is situated among children, there are several ethical implications that would guide decisions. Your essay will be informed by theory. In addition, your discussion should outline the ethical implications. Below are a set of questions that will help you develop your essay. For convenience, they are placed under four key areas for consideration. 1. Target public • You need to learn more about your target public and the best way to elicit change. Determine if you should target the children, their parents/guardians or another identified target public. Why have you chosen this target public? 2. Communication • How should the target public be told? • What forms of communication are they most likely to use (media, technology and platforms)? 3. Strategy and tactics Based on successful past programs and campaigns, • Provide an example of the type of organisation best positioned to deliver this program/campaign and explain why. You can be specific and name a potential organisation or, discuss the sector that should run the program, i.e government, not-for-profit or corporate sector, or discuss the merits of a coordinated approach. • Who do your target public perceive as having source credibility and why? • What tactics are most likely to resonate with your audience? 4. Monitoring and evaluation • What is the best way of monitoring and measuring successful articulation/understanding of the message? Why do you think this is the best form of measurement? Your analysis needs to consider and outline the ethical implications all key areas. Your decisions should be supported and justified by a combination of academic literature and evidence from other information sources. Include a minimum of 7 academic references. Reference: Jamieson S 2016, Children ignore age limits by opening social media accounts, The Telegraph, 9 February, retrieved 19 February 2019, https://www.telegraph.co.uk/news/health/children/12147629/Children-ignore-age-limits-by-opening-social-media- accounts.html This task addresses the following Unit Learning Outcomes: ULO2: Identify the diverse array of strategies and tactics used by public relations practitioners. ULO3: Understand the importance of research in the public relations discipline. ULO4: Critically evaluate the importance of setting measurable objectives, identifying target audiences and, evaluation of the effectiveness of contemporary public relations campaigns. References and Resources to assist: Topic guides, class notes and additional materials provided via the ALR731 CloudDeakin site provide guidance towards relevant readings. Read broadly to demonstrate independent learning and to illustrate/support your discussion. You are required to review relevant texts, literature and media articles to support your discussion. You are required to appropriately source and reference material used in the writing of your report, according to academic standards. Include a minimum of 7 academic references. FAQs related to this assessment may also assist. Formatting: • Essay format • Size 12 font • 1.5 spacing • ‘Normal’ margins settings (2.54cm) • Page numbers, student name and ID in footer • Submit as a Word Document or PDF • Grammar, mechanics, word choice and, spelling/word count check • Harvard-style referencing The References List is not included in the word count. In-text references are included in the word count. Criteria Weighting (%) Background information and application of appropriate resources An adequate range of existing sources/research/further reading is evident. Demonstrated sound application of existing sources/research/further reading to adequately conduct formative analysis. 35 Theoretical understanding and critical thinking A clear discussion is presented. Applies appropriate and purposefully selected information and literature which supports the discussion. Makes connections with relevant theories which have been integrated into the discussion. Demonstrates an ability to critically evaluate and share insights. Ethical implications have been identified/considered. The minimum number of academic references are used to support discussion. 40 Referencing, Clarity, Grammar and Structure Adequately followed the referencing and formatting guidelines. Demonstrates the use of word processing software which meets formatting prescribed in the assignment instructions. Accurate spelling, grammar and punctuation and remained within the word count. Writing demonstrates knowledge and understanding with a clear structure enhanced by sound written expression. Complete and accurate referencing is used. Remained within the word count (+/- 10%). 25 Marking Criteria The following criteria and weightings will be applied to work that relates to the assignment question: Submission: Your essay will be submitted via the 'Assessment' tab located at the top of the screen. Once you successfully upload your essay, you should receive a submission receipt (confirmation email). Please allow plenty of time before the submission time to troubleshoot. Checking your work to avoid plagiarism and ensure you reference accurately You can use the Self-Check Your Work with Turnitin tool. Or You should be able to see your originality score once you upload. Please note, regardless of what colour or percentage your document shows via Turnitin when you upload your work, you should be checking that all of your submitted work complies to academic standards. Please use the following links if you have any questions. • Deakin referencing link: https://www.deakin.edu.au/students/studying/study-support/referencing Please remember to accurately cite all ideas you incorporate into your essay. • Academic Integrity link: http://www.deakin.edu.au/students/studying/academic-integrity “Don't re-use any part of a previous assignment from a different unit (or even the same unit, if you are repeating it) or any part of an assignment submitted to another institution without first getting written permission from your Unit Chair. Depending on the task, the Unit Chair has the right to permit or decline the request.” This unit uses Harvard - style referencing.