Advertising and Public Relations

APR
Marks
Total Marks
awarded
Part 1: Public Relations Campaign Proposal‐ Group Presentation

0 ‐1 2‐ 3 4–5
The description of the company and The description of the company and The description of the company and
background of the PR issue(s) is missing, background of the PR issue(s) is background of the PR issue(s) is
Situation Analysis of the issue(s) faced
by the company
lacks summarisation or paraphrasing, is reasonable, uses summarisation or succinct, well written and clear, uses 5
not clear, does not provide information paraphrasing, is somewhat clear, summarisation or paraphrasing,
on key issues faced by the company includes key issues faced by the includes key issues faced by the
company company
0 ‐1 2‐ 3 4–5
Submission has little to no indication of Submission has a somewhat reasonable Submission has a robust, detailed, and
the PR issues nor clear goals / objectives indication of the influence of the PR clear indication of the PR issues and
Statement of PR Goals & Objectives
issues and objectives but is not contains objectives / goals 5
sufficiently elaborated

0 ‐1
Submission has little to no details about Submission has a somewhat reasonable Submission has a robust, detailed, and
Identification of Key Publics the key target publics/stakeholders
score = 0 ‐2
Submission has little to no strategic
PR Communication Tactics: Media
Relations tools
details about the use and application of indication about the use and application
appropriate PR tools and are mainly
descriptive
score = 0 ‐2
Submission has little to no strategic
details about the use and application of
PR Communication Tactics: traditional
appropriate PR tools and are mainly
tools, internal media tools & other
descriptive
tools
2‐ 3 4–5
indication about the target clear indication about the target 5
publics/stakeholders and is fairly publics/stakeholders for this campaign
descriptive
score = 3‐6 score = 7‐10
Submission has a robust, detailed, and
Submission has a somewhat reasonable
clear indication about the use and
strategic application of these PR tools
10
of appropriate PR tools and is fairly
and are innovative and effective in its
effective
tactics
score = 3‐6 score = 7‐10
Submission has a somewhat reasonable Submission has a robust, detailed and
indication about the use and application clear indication about the use and
of appropriate PR tools and is fairly strategic application of these PR tools
effective and are innovative and effective in its 10
tactics.

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Proposed Evaluation methods
Organisation & timing
Citations & Referencing
Formative comments on
submission
APR
Part 1: Public Relations Campaign Proposal‐ Group Presentation
0 ‐1
Submission has little to no discussion of
the follow through activities of
evaluating and monitoring the PR
campaign to gauge its success or failure
for future improvements
0 ‐1
Submission lacks clear organisation
and / or undefined paragraphs, and /
or little or no headings. Presentation
was too short (below 14 mins) or too
long (more than 5mins over time limit)
0‐1
Little or no in‐text citations throughout
essay. Referencing format does not follow
the APA format. Insufficient sources
referenced.
2‐ 3
Submission has a somewhat
reasonable discussion of the follow
through activities of evaluating and
monitoring the PR campaign to gauge
its success or failure for future
improvements
2‐ 3
Submission is somewhat organised
with reasonable paragraphs and has
headings. Presentation is within +/‐ 1
minute of the allotted time limit
2‐3
In‐text citations done according to APA
format with some mistakes. Referencing
follows the APA format but with some
mistakes. Sufficient resources referenced.
Page 2 of 2
Advertising and Public Relations
Marks
Total Marks
awarded
4–5
Submission has a robust and relevant
discussion of the follow through
activities of evaluating and monitoring 5
the PR campaign to gauge its success or
failure for future improvements
4–5
Submission is very organised with well‐
constructed paragraphs and has clear 5
headings. Presentation was kept
within allotted time limit
4‐5
In‐text citations done according to APA
format with little or no mistakes.
Referencing follows the APA format but
5
with little or no mistakes. Sufficient and
authoritative resources referenced.
50
WEIGHTING 40%