CW2

Assignment
Guidance
Session
BUS4037
Submission Date: 12 January 2024
before 4pm
Learning outcomes
tested

1 Demonstrate critical awareness of the current

PR professional context and a comprehensive and
advanced understanding of PR techniques
2 Use self-directed learning and independent
research to create original and ethical responses to
complex and specialised PR briefs, while using specialised
written language and formats
3 Distinguish between reputation management
strategies and critically evaluate their value in specific
situations.

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Assessment Brief
Assessment brief

CW2 - Individually written essay considering of 3,000 words

Students can choose between

1. Produce an analysis of the steps taken by an individual or organisation to

manage a communications crisis and effect image restoration (choosing
appropriate theoretical models) OR
2. A response to a hypothetical crisis, including statements, press releases
etc provided by the tutor.

• Please note: As this submission is an essay, it is not expected that

subheadings will be part of your work. Please ensure you run a spell check
and reference in line with the Harvard Referencing System so as not to lose
marks.

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Assessment Criteria
Criteria Significance
level
Depth of research and analysis: 15%
 Sufficient and appropriate information has been selected and retrieved from a
range of sources
 The essay addresses the question and critically evaluates the appropriate
theory

Knowledge and comprehension of concepts and theories appropriate to the 20%

subject:
 Wide range and depth of research of perspectives, theory, concepts and
models have been identified and understood.

Application of theoretical concepts to the context: 20%

• Perspectives, theory, concepts and models have been applied to underpin the
value of reputation management to an individual or an organisation

Analysis and synthesis of data to make effective critical discussion and analysis: 35%
 Effective analysis and evaluation of reputation management strategies
 Critically evaluates the theory, concepts and models.

Communication and presentation: 10%

 Presented in an appropriate academic essay format.
 Concise and focused writing style
 Good writing style with good spelling and grammar
 Harvard Referencing is used effectively.
 Appropriate bibliography is included. This Photo by Unknown Author is licensed under CC BY-SA
 Breaking down the segments for
completion
A well research Reputation & Crisis
Management Campaign has been chosen
Depth of research and analysis:
Sufficient and appropriate information has been selected and retrieved from a
15% with strong background information and

range of sources can demonstrate its required
The essay addresses the question and critically evaluates the appropriate

theory implementation, key audiences, key
messages and the crisis planning behind it.

Similarly for the hypothetical crisis, outline

a clear plan (using the concepts reviewed)
to demonstrate how a Reputation & Crisis
Management Campaign will be delivered
and measured.
Breaking down the segments for
completion
For either choice of CW2 you will need to
demonstrate background research into the
Knowledge and comprehension of concepts and theories appropriate to 20% variety of perspectives, theories and
the subject:
 Wide range and depth of research of perspectives, theory, concepts concepts associated with Reputation &
and models have been identified and understood.
Crisis Management.

You need to be clear in your inclusion of

concepts and models to indicate why they
link and are relevant to the campaign /
plan, what they mean in theory and how
they are used in practice.
 Breaking down the segments for
completion
Building upon the earlier segment
concentrate upon analysis of the
appropriateness of these concepts linked to
Application of theoretical concepts to the context:
• Perspectives, theory, concepts and models have been applied to underpin the
20% your campaign.
value of reputation management to an individual or an organisation

For example (and add others you feel

appropriate)
• What do they serve to inform?
• How do they assist decision-making and
planning?
• How can they help deliver measurability
within a reputation & crisis management
campaign?
Breaking down the segments for
completion
This segment is the one that will determine
overall success with the assignment.

Analysis and synthesis of data to make effective critical discussion and analysis:
 Effective analysis and evaluation of reputation management strategies
35%
The level to which you can apply analysis and
 Critically evaluates the theory, concepts and models. synthesis to show critical thinking will
increase the level of the grade.

Review specific Reputation and Crisis

Management techniques that are evident in
the campaign or being included in the plan.
Why? What is the significance? Demonstrate
why these choices have been made? Add
context by reviewing the theory into practice
at each stage.
Breaking down the segments for
completion
Check, check and check again!
Communication and presentation:
 Presented in an appropriate academic essay format. 5%
 Concise and focused writing style
 Good writing style with good spelling and grammar
Don’t throw 10% away by not checking.
 Harvard Referencing is used effectively.
5%
 Appropriate bibliography is included.
Go through each one of these and make
certain your assignment complies.
Grading Indicators
30-40% Relies on descriptive accounts of the chosen topic and related theoretical models
or more generally management/marketing theory.
40-50% Relies on descriptive accounts of a limited range of issues related to the topic and
theories, frameworks and models as applied to chosen context.

70-80% Demonstrates a largely consistent and sophisticated understanding of the chosen

topic and associated theories, frameworks and models. Able to make strong
linkages to chosen topic, whilst conveying their own narrative as well. Good use
of current academic thinking in this area which involves critical engagement with
scholarly ideas, rather than descriptive accounts. Able to offer some novel
conclusions about what this means for future of chosen topic.