MECM40006 - Writing guide for students

 How to structure a case study?

Summary of the Facts
 A brief listing of the key facts with citations where appropriate
 One paragraph

Statement for the problem

 A brief description of the problem
 Identify the basic problem rather than symptoms
Ask yourself: if there are more than one problem, are they (un) related?

Analysis/Causes of the problem

 A detailed analysis to the causes of the problem
 Illustrate how you are using course theories to draw your analysis
 Ask yourself:
Does the cause relate to the problem?
Is this the appropriate theoretical framework?
Is there anything beyond the reach of the theoretical framework?

Alternatives
 Possible/alternative solutions to the problem - your solutions must address the
cause(s) of your problem
 Be specific with your solutions: What should be done by whom? In what sequence?

Recommendations
 Pick one/two best solution(s) from alternatives and state why they are the best for the
organisation

 Writing guides
https://library.unimelb.edu.au/__data/assets/pdf_file/0009/1924173/Case_Studies_1.pdf
https://services.unimelb.edu.au/__data/assets/pdf_file/0003/471297/
Writing_Successful_Essays_Update_051112.pdf

https://services.unimelb.edu.au/__data/assets/pdf_file/0012/468867/5299-
ASU_TertiaryEssayWritingWeb.pdf
https://arts.unimelb.edu.au/__data/assets/pdf_file/0003/1736346/essay-writing-guide-2018-
1.pdf

 Online writing/researching workshop

https://students.unimelb.edu.au/academic-skills/online-learning-modules
Appendix: assignment requirement (access via Canvas >> module >> assignment
requirement)
Assignment 1: Case study (2000 words)
Due date: Sunday 6 September, 2020 (11.59pm)
You are to take on the role of an independent PR consultant. You have a client facing a major PR
challenge, and have been called in to provide expert advice.
For whichever client you choose, you are asked to write an evidence-based case study in which you:

1. Outline what the client can learn from the success and/or failure of similar cases in the past, and
2. Design a PR campaign in response to the problem/opportunity your client is facing.

Your case study should include a detailed analysis of two or more recent, real-world examples
highlighting both the positive and negative outcomes of the PR approach taken. For each of the
examples you choose, consider:

1. Context – How do the political, economic, social, environmental, technological and cultural
landscapes of the examples you have chosen relate to the situation facing your client?
2. Stakeholder analysis – How are the various stakeholder relationships in the examples you have
provided relevant or comparable to the scenario facing your client?
3. Campaign success – What worked, what didn't and how might your client want to adapt or avoid
these issues in managing their own situation?

Your PR campaign should take into account the learnings of the examples you have chosen (above).
When designing your PR campaign, include:

1. Recommended strategy – Detail the PR campaign you suggest your client adopts to best manage
their problem/opportunity
2. Communications channels and resources – What PR tools and resources will be required to
address the problem or opportunity strategically? These may include media releases, earned
media outreach, ambassador engagement, social media activity, crisis communications planning
and more
3. Additional considerations – Are there any ethical, legal, social or other issues you think the
client should be aware of? For example, is the current COVID-19 climate a significant social
impact to consider? Why and how should the client manage this impact?

You should present your case study in the form of a report, complete with subheadings. You are to
research and evidence all your claims, and should incorporate:

1. Desk-based research – To access company media releases, annual reports, interview transcripts
and more, as well as content from industry publications such as PR Week, Medium, LinkedIn and
practitioner blogs
2. Academic research – Via journals such as Public Relations Inquiry, International Journal of
Strategic Communication and more.

Please choose one of the following scenarios:

1. A large fast-moving consumer goods (FMCG) company is facing a product recall after a food
safety scare and needs to formulate a crisis response strategy
2. A government department is trying to involve citizens in the reform of its mental health policy by
building an online "public consultation platform"
3. A technology manufacturer is wanting to launch a new type of smartwatch but is concerned about
public sentiment regarding data privacy and surveillance following the Cambridge Analytica case
4. A chemical company needs to design a public relations campaign to mark the 30th anniversary of
a large-scale industrial disaster, in which it was found to be negligent
5. A celebrity requires an "image restoration strategy" following a recent scandal
6. A music streaming company is transitioning from a "freemium" model to a paid subscription
model and needs to inform its customers
7.  Two large multinational news media companies have merged and are rebranding under a new
name, which will merge the two company names
8. An author has been exposed for plagiarism or academic fraud 
9. A medical research institute has made a "groundbreaking" discovery that *might* lead to a cure
for a major disease.

Your case study will be assessed on:

1. The quality and relevance of the examples you have chosen, and depth of research undertaken
2. The insight and analysis applied when reviewing past examples
3. The rigour and suitability of your suggested PR campaign, including both demonstration of
learnings from past examples and understanding of current course content
4. The clarity of your writing and cohesive structure/presentation of your case study.