Assignment3 Campaign Critique for Youtube

Assessment 3: Campaign Critique

This assessment requires you to individually develop a critique of public relations campaign of the brand you worked on in Assessment 2. This is an opportunity for you to connect your insights from brand contact audit with campaign critique. The questions you need to consider include but are not limited to: • What was the situation faced by the brand? • What were the goals and objectives of the campaign? • Who were the target publics of the campaign? Why them? • What were the strategies and tactics developed by the brand? • To what extent were they effective in achieving the objectives? And why so? • What are your recommendations in improving the campaign?

o What will be your goals, objectives, and target publics, if different from those of the campaign analysed?

o What will be the proposed strategies and tactics? o How can it be more cost-effective? o How does the timeframe look like? o What will be the evaluation methods to assess the level of success of your

proposal? • Why do you think your recommendations can deliver a better result?

Please note that apart from proposing alternative strategies to address the target publics of the original campaign, you may also need to consider if other elements of the campaign plan should be adjusted, for example, objectives and target publics. You might also want to initiate a new campaign if you find the current public relations efforts are insufficient to address the opportunities or threats identified in your situation analysis. This hinges on your insights into the situation including the various publics. Therefore Assessment 2 paves the way to Assessment 3. To provide the rationale for your recommendations, you need to draw on research insights and also engage with relevant theoretical literature (at least 7 academic references).

Assessment Criteria: • Effective research of the organisation, the situation and the public relations campaign; • Demonstrated understanding of relevant concepts, theories, procedures and tools; • Demonstrated ability to offer thoughtful critique and recommendations; • Writing style (e.g. structure, clarity, grammar, referencing (Harvard style)).