Paper details:
While other tasks are practical, this assessment is about showing your understanding of the critical concepts about
public relations and advertising that we have addressed so far in the course. You are expected to engage with the
course readings and conduct your own academic research to provide a coherent, conceptually rigorous response.
Please note: if you show little or no productive engagement with the course material, you will fail this task.
You must reference at least five academic sources. However, you are strongly encouraged to research and cite
beyond this minimum requirement.
Assessment Criteria:
Writing and presentation: clarity and coherence of expression, grammar, punctuation, sentence construction,
layout.
Conceptual understanding: ability to show a strong understanding of relevant issues, concepts, and perspectives
addressed by the course material.
Structure and coherence of argument: development of an articulate, coherent and effectively argued response to
the question.
Effective reading and research: productive engagement with sufficient scholarly resources, from the course and
your own research, to support your statements and observations.
Referencing: adherence to proper referencing conventions.
Hints & Tips
The idea behind the statement is drawn from the readings. Understanding them is crucial.
Pick the example you use as a case study carefully. Make sure it’s one that you will be able to say lots of things
about and research fairly easily. You won’t find many academic sources but you can still apply theory and
concepts to the example.
Your essay should develop a sustained and logical argument. It should clearly state this argument in the
introduction, then develop it across 34 key stages or points.
Proofread your essay very carefully. Submitting clean copy is a crucial skill in written communicatiÕÉ≠†Њ†on.
Again, the readings are a resource. Some are quite practical, while others are more academic. Most will give you
insights that will prove useful.
