AMN 465 Assessment 3 Case Study Overview Length

AMN 465 Assessment 3: Case Study

Overview Length: 2000 words (between 1800 and 2200 words) Links to unit objectives: 1, 2, 3, & 4 Due date: Online via Safe Assign before 11. 59 pm on 30 th May 2014 (Week 13) Percentage of final grade: 40% Brief description: Case studies Layout: No introduction or conclusion required.

The assessment piece has several steps: Step 1: Select a stakeholder group for study Use real-world examples of your own choice to study how organisations maintain and/or enhance their relationships with: • Clients or customers • Voters • Shareholders or members • The media • Employees • Activists • Government (at any level) Note: only ONE per case study.

Step 2: Find and describe an example (or case) demonstrating the management of relationships between an organisation and ONE of the stakeholder groups (on previous slide) in the real world. • Your cases must be from 2013, and they must be different to any examples used in class (lectures and tutorials) or in text books and journal articles. • You cannot use the same case as you analysed in the report assignment (i. e. medical contracts, shark cull, etc). • For the purpose of this assessment item, a case is described as any relevant example as reported in the mass media or trade publications that illustrates your topic. Your cases should therefore NOT be formal case studies published in text books or other sources. However, you must source the information that you find on your chosen cases. • You will need to go beyond the mass media and/or trade publications to get the information you require to address the assessment criteria. However, you should be able to specifically cite at least one article in the mass media and/or trade publications from 2013 that refer to each of your chosen cases.

Step 3: Describe and analyse Case 1 • Provide a description of the case study, sufficient to allow the reader to understand the context of the example. • You should specify the key organisation/s involved, and clearly state which stakeholder group you are focusing on. • Discuss the impact of the case on ONE dimension of the relationship between the organisation and this stakeholder group. Note: Lecture 8 – Dimensions of OPRs.

Step 4: Analyse and critique your organisation’s choice of strategy and tactic in Case 1 • Identify ONE public relations tactic that your chosen organisation has used in this case in relation to your choice of stakeholder group. Note: Lectures 10, 11, 12 – PR tactics. • Link this to one of the public relations management strategies we discuss in this unit. • Analyse and critique the organisation’s choices of strategy and tactics. Note: Lecture 4 - Grunig & Hunt’s ‘Big Four’ Theoretical Models (at least one strategy used within each case study – may use the same or different one for each). • Include a discussion of the social and ethical implications relevant to the organisation’s choice of strategy and tactics. Note: Lecture 9 – Ethics (at least one approach used within each case study – may use a different one for each).

Step 5: Recommend an alternative for the organisation in Case 1 • Recommend ONE alternative public relations tactic that your organisation should or could have used for the management of its relationship with the chosen stakeholder group. Explain and justify your conclusions that this tactic would be better than what the organisation actually did. • Describe how this tactic relates to the current strategy and justify your decision to retain this approach; or specify and justify the alternative strategy it would require. • Discuss the social and ethical implications relevant to your recommended choice of strategy and tactics.

Step 6: Repeat steps 1 to 5 for Case 2 • Step 1: Select a stakeholder group for study • Step 2: Find and describe an example (or case) demonstrating the management of relationships between an organisation and the stakeholder group you have chosen. • Step 3: Describe and analyse Case 2 • Step 4: Analyse and critique your organisation’s choice of strategy and tactic in Case 2 • Step 5: Recommend an alternative for the organisation in Case 2. Note: You are NOT to link your 2 case studies – they are completely separate.

How can I get a 7?

How can I get a 7?

How can I get a 7?

How can I get a 7?

How can I get a 7?