PRN303A Assessment Brief 2
| ASSESSMENT BRIEF | |
| Subject Code and Title | PRN303A International Public Relations |
| Assessment | Assessment 2 – Research Report |
| Individual/Group | Individual |
| Length | 2000 words (+/‐ 10%, not including campaign material) |
| Learning Outcomes | a) Understand and differentiate between the concepts of culture and global, international and intercultural, and cross cultural public relations b) Discuss the concepts of the ‘global convergence’ and ‘international diversity’ approaches to international business and the likely impact on global public relations practices c) Explore the nature and key elements of cross cultural (international) communication and the challenges it presents for public relations practitioners including how to tailor messages and communication themes to different cultural climates. d) Consider how the Internet is used in international public relations and assess the relative strengths and weaknesses of various other emerging media. e) Critically analyse the relationships between major influencers such as the international media, government, and politicians. |
| Submission | Due by 11:55pm AEST/AEDT Sunday of Module 4.2 (Week 8) |
| Weighting | 30% |
| Total Marks | 100 marks |
Context:
Students should research an international public relations campaign for a non‐government
organisation or cause provided by the learning facilitator. The report needs to apply Hofstede’s
cultural dimensions and the dimension of Representation and Regulation of the Circuit of
Culture when researching the campaign.
The report should identify the different the paradigms, the dominant discourse, power
structures and culture in the country applying the post‐modernist critical approach of the
PRN303A Assessment Brief 2
Circuit of Culture with the aim to understand the different norms and perceptions. It also
should review of the social, economical, cultural, political and legal dilemma’s for the PR
campaign implementation.
The research report should be around 2000 words and should be accompanied by copies or
transcripts of the campaign material (not part of the word count). This report will be the
foundation for Assessment 3.
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.
Marking Criteria:
| Criteria | Marks Possible |
| Research of campaign | 30 |
| Review of the social, economical, cultural, political and legal dilemma’s facing the campaign |
20 |
| The role of Representation and Regulation of the Circuit of Culture | 20 |
| Comparison and contrast of the campaign across the strategy, audiences, implementation, messaging and effectiveness using of Hofstede’s cultural dimensions |
20 |
| Abides report format and provides references to campaign material | 10 |
| Total | 100 |
Please ensure to 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://laureate‐
au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&co
ntent_id=_2498849_1
Submission Instructions:
Submit Assessment 1 – Assessment outline in the assessment section on the learning
Portal. The learning facilitator will provide feedback via the Grade Centre in the LMS
portal. Feedback can be viewed in My Grades.