PRN303A Assessment 2 – Report

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PRN303A Assessment 2 – Report

Malala Campaign for Girl Child Education in Afghanistan

1.0 Research

In public relations (PR) culture plays a critical role. Cultural artefacts can help a PR campaign to
succeed or fail depending on how the artefact is used in relation to the message being passed
(Wilcox & Cameron, 2006). This report proposes a campaign that will use Malala Yousafzai
uniform that she was shot with by the Taliban to campaign for girl child education in
Afghanistan.
1.1 Situation Analysis
1.1.1 Afghanistan is generally a patriarchal society and women are not given the
freedom and space to realize their dreams. The place of a woman in Afghan’s
culture is that of an object rather than an equal human being. This has hindered
women’s access to education and equal rights. Traditionally, women in
Afghanistan have always been under the authority of men and this has
relationship has hindered their chances in education.

Category:

Description

Assessment Brief
Program Bachelor of Business
Subject code PRN303A
Subject name International Public Relations
Assessment title Assessment 2 – Report
Group or individual assessment Group
Length 2000 words (+/- 10%)
Learning outcomes addressed b), c), d), e), f)

Total marks 70 Marks
Weighting 40%
Assessment Brief: [PR Plan]
1) Campaign plan
This assessment requires students to work in agency teams of 2-3 to develop a campaign
plan for a not-for-profit organisation in an Asian country in relation to the Circuit of Culture
dimensions.
The campaign should include a circuit of culture approach in all the following steps – all
applying the moments of the Matrix:
• Situation analysis and background identifying cultural issues
• Goals and objectives (applying the Circuit of Culture context approach)
• Identifying and analysing target publics and stakeholders (also applying
Hofstede’s dimensions and Hall’s context approach)
• Key messages
• Campaign and media strategy
• Tactics and implementation
• Risk management
• Time frame and evaluation methods (Measures inputs, outputs, outcomes)

2 PRN303A Assessment 2 Report
Marking Criteria:
Criteria
The campaign applies the 5 moments of
the circuit of culture, Hofstede’s
dimensions and Hall’s context approach

Marks
Possible
Marks
Awarded

Comments

1) Campaign plan
Research: (applying the circuit of
culture)
• Situation analysis and
background including PESTLE
⎯ Analysing the organisation
• Identifying issues
• Identifying and analysing
stakeholders and publics

20

Campaign strategy: (applying the circuit
of culture)
• Setting goals and objectives
• Strategy planning
• Key messages for target publics and
stakeholders
• Risk management

20

Tactics and implementation (applying
the circuit of culture)
• Identify communication channels
• Media strategy and schedule

20

Evaluation (applying the circuit of
culture)
• Measures inputs, outputs, outcomes

10

Total / 70 marks

 

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PRN303A Assessment 2 – Report

Malala Campaign for Girl Child Education in Afghanistan

1.0 Research

In public relations (PR) culture plays a critical role. Cultural artefacts can help a PR campaign to
succeed or fail depending on how the artefact is used in relation to the message being passed
(Wilcox & Cameron, 2006). This report proposes a campaign that will use Malala Yousafzai
uniform that she was shot with by the Taliban to campaign for girl child education in
Afghanistan.
1.1 Situation Analysis
1.1.1 Afghanistan is generally a patriarchal society and women are not given the
freedom and space to realize their dreams. The place of a woman in Afghan’s
culture is that of an object rather than an equal human being. This has hindered
women’s access to education and equal rights. Traditionally, women in
Afghanistan have always been under the authority of men and this has
relationship has hindered their chances in education………….

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