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Media Rationale and digital media portfolio (SeaWorld )

Assignment Requirements
 
You will develop a media strategy rationale and produce a digital media kit about SeaWorld in Australia containing specified media tactics that respond to the analysis and recommendations.
You will develop a media relations rationale and a portfolio of digital media tactics to respond to your focal organisation’s media relations problem or opportunity. This assignment has two parts (Part 1 and Part 2). You must complete both Part 1 and Part 2.
Part 1 – Media Rationale
The Media Rationale outlines your decision making (rationale/ justification) underpinning your media relations plan. Your rationale must include the following elements:
• Introduction: A very brief introduction to the document and its purpose/ structure. You outline the core media relations problem statement and you establish the scope of your planning i.e.: what you are trying to address in your media rationale.
• Target publics: Identify, describe and justify the target publics using Hallahan’s (2001) five publics model (based on level of knowledge and involvement) for the media relations activities.
• Goal: Identify your overarching goal for your media relations plan and how this will contribute to broader organisational goals
• Underpinning approach/ strategy: Using Diffusion of Innovations theory (Rogers, 1962/4) as a framework, discuss your underpinning approach(s) for your plan.
• Key messages: Provide five key messages with supporting facts to deliver on your strategy. Discuss how and where you will use these.
• Media tactics and timeline: Describe AND justify your digital tactics relevant to the strategy (and publics). Explain how, when (timeline) and where you will use them. Media tactics should be presented with a clear identification of key messages, story angles and targeted media (link to publics). Provide a timeline to show the timeframe for these
• Media distribution list: This should outline the section/journalist for the developed tactics specifically included in your portfolio (Part 2)
Part 2 – Digital media tactics- portfolio
Writing the tactics allows you to showcase the application of consistent, appropriate messaging across different tactics, as well as your persuasive writing talents. Following on from your media strategy (Part 1 of this assignment) you must produce five media tactics for your organisation and provide these as “distribution” ready.
The word limit for the tactics is as follows:
1. Social/digital media release 1 (angle 1) ( two pages – formatted 1.5 line spacing, 2 cm margins)
2. Social/digital media release 2 (angle 2) ( two pages – formatted 1.5 line spacing, 2 cm margins)
3. Fact sheet (two pages – formatted 1.5 line spacing, 2 cm margins)
4. Five proactive tweets from organisation’s twitter site reflecting the media strategy (140 characters per tweet)
5. Five media question and answers (five questions, plus responses which should be between one to three paragraphs)
Part 1 – Media Rationale
The Media Rationale outlines your decision making (rationale/ justification) underpinning your media relations plan. Your rationale must include the following elements:
 Introduction: A very brief introduction to the document and its purpose/ structure. You outline the core media relations problem statement and you establish the scope of your planning i.e.: what you are trying to address in your media rationale.
 Target publics: Identify, describe and justify the target publics using Hallahan’s (2001) five publics model (based on level of knowledge and involvement) for the media relations activities.
 Goal: Identify your overarching goal for your media relations plan and how this will contribute to broader organisational goals
 Underpinning approach/ strategy: Using Diffusion of Innovations theory (Rogers, 1962/4) as a framework, discuss your underpinning approach(s) for your plan.
 Key messages: Provide five key messages with supporting facts to deliver on your strategy. Discuss how and where you will use these.
 Media tactics and timeline: Describe AND justify your digital tactics relevant to the strategy (and publics). Explain how, when (timeline) and where you will use them. Media tactics should be presented with a clear identification of key messages, story angles and targeted media (link to publics). Provide a timeline to show the timeframe for these
 Media distribution list: This should outline the section/journalist for the developed tactics specifically included in your portfolio (Part 2)
 
Part 2 – Digital media tactics- portfolio
Writing the tactics allows you to showcase the application of consistent, appropriate messaging across different tactics, as well as your persuasive writing talents. Following on from your media strategy (Part 1 of this assignment) you must produce five media tactics for your organisation and provide these as “distribution” ready.
The word limit for the tactics is as follows:
1. Social/digital media release 1 (angle 1) ( two pages – formatted 1.5 line spacing, 2 cm margins)
2. Social/digital media release 2 (angle 2) ( two pages – formatted 1.5 line spacing, 2 cm margins)
3. Fact sheet (two pages – formatted 1.5 line spacing, 2 cm margins)
4. Five proactive tweets from organisation’s twitter site reflecting the media strategy (140 characters per tweet)
5. Five media question and answers (five questions, plus responses which should be between one to three paragraphs)

Portfolio– PART 2 Grade
7
6
5
4
3-2-1

Mark
25 – 21.3
21.2 – 18.8
18.7 – 16.3
16.2-12.5
12.4 – 1

Knowledge and skills

Fit
There is a consistent fit with strategy, timeline, publics, messaging and media.
There is a consistent fit with strategy, timeline, publics messaging and media, with minor lapses.
There is a fit with strategy, timeline, publics messaging and media with some lapses.
You make a good attempt to fit with strategy, timeline, publics messaging and media, with major lapses.
Your tactics did not fit with your strategy, timeline, publics, messaging , or media. Five tactics were not submitted.

Critical thinking and analysis

News angles and messaging
You provide highly appropriate and creative newsworthy angles for the targeted media. You convey compelling, clear, and consistent persuasive messaging across each of your media tactics. Messaging closely aligns with organisation priorities. You evidence these messages with supporting information or relevant personal opinion in quotations.
Your tactics present newsworthy angles for the targeted media. You convey consistent persuasive messaging across each of your media tactics. Messaging aligns with organisation priorities. You evidence these messages with some supporting information or relevant personal opinion in quotations.
Some of your tactics present newsworthy angles for the targeted media. You attempt to convey similar persuasive messages across each of your media tactics. Messaging shows some alignment with organisation priorities. You evidence these messages with somewhat relevant supporting information or quotations.
Your tactics present different newsworthy angles for the targeted media and there is little evidence of persuasive messaging. Messaging shows partial alignment with organisation priorities. You provide only basic evidence for your key messages with supporting information.
You do not present newsworthy angles or the angles are not linked to the targeted media.Messaging does not align with organisation priorities. There is little or no evidence from supporting information for your key messages. Five tactics were not submitted.

Professional communication: written

Writing conventions
You follow all writing and style conventions for the chosen media genre. You clearly structure content in each tactic with logical progression within and between paragraphs and sections.
You follow all writing conventions for the chosen media genre.You clearly structure content in each tactic, but there are minor lapses in logical progression within and between paragraphs and sections.
You follow most writing conventions for the chosen media genre. You structure content clearly with some lapses.There are some lapses in logical progression within and between paragraphs and sections.
You attempt to follow writing conventions for the chosen media genre, with several lapses.The logical progression within and between paragraphs and sections is not consistent across tactics
You do not follow or meet the writing conventions of your selected media genre. Your items are not well structured or have limited consideration of content progression. Five tactics were not submitted.

Mechanical/ technical
You make no errors in spelling, grammar, structure or style.
You make one error in spelling, grammar, structure or style.
You make two errors in spelling, grammar, structure and/or style.
You make three errors in spelling, grammar, structure and/or style.
You make four or more errors in spelling, grammar, structure, and/or style. Five tactics were not submitted.

 

PART 1 Grade
7
6
5
4
3-2-1

Mark
16.6-14.2
14.1-12.5
12.4-10.8
10.7-8.4
8.3-1

Knowledge and skills

Target publics
You describe and justify relevant target publics using appropriate theory. You clearly articulate their relationship to the organisation, the media, and the media relations problem/opportunity. You demonstrate a thorough understanding of how to target publics through contemporary media channels.
You describe and categorise relevant target publics. You attempt to draw links to their relationship to the organisation, the media, and the media relations problem/opportunity. You demonstrate a strong understanding of how to target publics through contemporary media channels.
You describe a selection of relevant target publics. You describe their relationship to the organisation, and draw some links to the media and the media relations problem/opportunity You demonstrate some understanding of how to target publics through contemporary media channels.
You describe some target publics but do not articulate their relevance. You draw some links to the organisation, and the media relations problem/opportunity. You demonstrate basic understanding of how to target publics through contemporary media channels.
You do not identify appropriate publics nor do you relate publics to the media relations problem/opportunity. You do not demonstrate how to target publics through contemporary media channels.

Critical thinking and analysis

Media Relations Goal
You include a highly appropriate goal for the media relations program and you provide evidence to show how this goal contributes to organisational goals.
You include an appropriate over-arching goal for the media relations program and draw strong links to organisational goals.
You include an over-arching goal for the media relations program and draw some links to organisational goals.
You include an over-arching goal for the media relations program and attempt to draw links to organisational goals.
You do not include an appropriate over-arching goal for the media relations program or do not draw any links to how this goal relates to the organisation.

Media strategy
Your strategy (ies) is creative and highly appropriate. You draw on a theoretical framework to inform your approach. It strongly links and delivers on your media relations goal with consideration of publics, media effects, and public opinion.
Your strategy responds strongly to your media relations goal consideration of publics, media effects, and public opinion. You draw on a theoretical framework to inform your approach.
Your strategy responds to your media relations goal with some consideration of media effects and of public opinion.. You attempt to draw on a theoretical framework to inform your approach.
Your strategy considers your media relations goal with some consideration of publics, media effects, or public opinion. Your theoretical framework is described but not applied in your strategy (ies)
You do not define a relevant media relations strategy nor does it consider publics, media effects or public opinion. You do not reflect any theoretical framework in your strategy.

Messaging
You provide a suite of differentiated and creative key messages that are strongly linked to your media strategy(ies).
You provide at least five creative key messages and attempt to differentiate these across audiences. You show strong links to your chosen strategy(ies).
You provide five creative key messages with a good attempt to show links to the media strategy.
You provide five key messages which are somewhat linked to the media strategy(ies).
You do not provide five key messages, or your key messages show no relevance or linkage to your chosen strategy or organisational goals.

Tactics and timeline
You identify and describe a well-coordinated and creative range of online and offline media relations tactics which closely align with your strategy(ies). Your timeline is creative and comprehensive – and details a broad range of outlets. Your timeline considers concurrent media activities, calendar events, deadlines and media needs.

Media distribution
Your media distribution list is extensive and demonstrates a strong understanding of media targeting and newsworthiness and strongly considers organisational goals.
Your media distribution list demonstrates a solid understanding of media targeting and newsworthiness and considers organisational goals.
Your media distribution list demonstrates some understanding of media targeting and newsworthiness and show some consideration of organisational goals.
Your media distribution list demonstrates a basic understanding of media targeting and newsworthiness with basic consideration of organisational goals.
You do not include a media distribution list, or it does not demonstrate an understanding of media targeting. Your tactics do not align with, or are not mentioned, on your timeline.

Professional communication: written

Writing quality
Your report reflects contemporary business report format. You have no errors in spelling, grammar, punctuation and /or formatting style on any one page.
Your report reflects contemporary business report format. You have no more than one error in spelling, grammar, punctuation and/or formatting style on any one page.
Your report reflects contemporary business report format. You have no more than two errors in spelling, grammar, punctuation and/or formatting style on any one page.
Your report reflects a contemporary business report format, and/or you have no more than three errors in spelling, grammar, punctuation and/or formatting style on any one page.
Your report does not reflect contemporary business report format. You have numerous errors in spelling, grammar, punctuation and/or formatting style on any one page.

Not assessed, but a mandatory inclusion in assignment

Problem statement is included in assignment.

You identify and describe a well-coordinated range of online and offline media relations tactics which align with your strategy(ies) and show some elements of creativity. Your timeline considers both traditional and social media outlets, sections, linkages and deadlines- with minor omissions.
You identify and describe a range of coordinated media tactics which align with your strategy (ies. Your timeline identifies outlets, and other media activities.
You identify a selection of media tactics attempts to align to your strategy(ies) but this is limited in approach. Your timeline lacks detail or is unrealistic.
You identify a little or no online and offline media relations tactics that do not align with your strategy. You do not include a timeline or it is included but is unrealistic and inaccurate. You do not include media targets for your tactics.

 
 
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