PRN303A – International Public Relations

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PRN303A – International Public Relations

The role of public relations in the management of non-governmental organizations cannot
be understated. Public relations in non-governmental organizations are vital to the organization
in promoting the cause of the organization, its relation to the government, the organization's
relation with stakeholders. Also, it promotes and safeguards the NGOs relation with employees
especially an organization with a multinational presence. Amnesty International is a
multinational nongovernmental organization that has global recognition. It was founded in 1961
in London with the objective of providing justice to the victims of human rights abuses
irrespective of locality, ethnicity or religious inclination (Amnesty.org.ph, 2018). To achieve its
objectives, Amnesty International must engage in various public relations campaigns to gather
public support for the causes it stands for and pile pressure on governments and institutions
which are actively perpetuating the abuse of human rights (L'Etang 2009). Public relations
campaigns are thus a major part of their management.

Category:

Description

Assessment Brief
Program Bachelor of Business
Subject code PRN303A
Subject name International Public Relations
Assessment title Assessment 1 – Essay
Group or individual assessment Individual
Length 2000 words (+/- 10%, not including

campaign material)
Learning outcomes addressed a), b), c), d)
Total marks 100 Marks
Weighting 40% (Draft 5%, Final 35%)

2
PRN303A Assessment 1 Brief Essay
Part B: Marking guide
Criteria Marks
Possible

Marks
Awarded

Comments

Research of campaign as relevant to the
assignment.

10

The role of central theory of culture in
the chosen campaign.
Review of the social, economical, ethical,
political and legal dilemma’s facing the
organisation in their international
implementation of the campaign and their
application of Hofstede’s cultural
dimensions.

20

Comparison and contrast of the campaign
across the strategy, audiences,
implementation, messaging and
effectiveness as well as success in the
countries against the dimensions of the
Circuit of Culture.

20

Evidence of critical reading as indicated
by consistent in-text referencing.
Demonstrating a thorough
understanding of the central theory of
the circuit of culture.

20

Development of arguments / claims
supported by evidence and examples
(accompanied by copies or transcripts of
the communication material and academic
references)

20

Abides by accepted academic essay
structure and presentation: Clear written
expression and including statement that
summarises key arguments.

10

Total marks awarded 100

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The role of public relations in the management of non-governmental organizations cannot
be understated. Public relations in non-governmental organizations are vital to the organization
in promoting the cause of the organization, its relation to the government, the organization's
relation with stakeholders. Also, it promotes and safeguards the NGOs relation with employees
especially an organization with a multinational presence. Amnesty International is a
multinational nongovernmental organization that has global recognition. It was founded in 1961
in London with the objective of providing justice to the victims of human rights abuses
irrespective of locality, ethnicity or religious inclination (Amnesty.org.ph, 2018). To achieve its
objectives, Amnesty International must engage in various public relations campaigns to gather
public support for the causes it stands for and pile pressure on governments and institutions
which are actively perpetuating the abuse of human rights (L'Etang 2009). Public relations
campaigns are thus a major part of their management…….

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