Please refer to the Assessment 3 rubrics at the end of this document and/or on CloudDeakin for the
assessment criteria and required performance levels.
Marks and feedback for Assessment 3 will be available to students on CloudDeakin following the
University’s release of final grades for Trimester 1.
Page 2 of 9
The purpose of this assessment task is to provide you the opportunity to apply theoretical concepts
covered throughout on topics from Parts 2, 3 and 4 of Dwyer (2016) such as public relations,
communicating through visuals, oral presentation and writing for the professions.
Why is written communication important in public relations? Communication plays a vital role in
effective public relations. It’s very important that an organisation can communicate their message
well so that all parties are on the same page. The organisation that is doing the public relations
must understand exactly what it is their other party wants for exposure. For example, a speech that
the Vice Chancellor delivers could be public writing. An advertisement for Telstra could also be
public writing. Public writing is a message that someone expresses through writing, and is revealed
publicly. The main purpose is to gain exposure, or to get a message across to the public.
In this assessment task, you are to provide a written communication of 1500 words;
video/podcast/audio of five (5) minutes maximum; and a blog/topic commentaries of 1000 words.
You are to provide:
1. Written communication of ONE (1) message to TWO (2) different audiences ie. one external
stakeholder and the other internal stakeholder.
You are required to provide:
a) A brief INTRODUCTION that provides context for the situation and an explanation for
your choice of stakeholder groups. (200 words)
In your Introduction, you are to outline the ‘situation’ and context of the stakeholder groups.
The situation should be actual as hopefully you will have some knowledge and familiarity.
It is also acceptable to select a situation that would be likely to occur in the future, but be
sure to apply it to the present timeframe.
You also need to identify the stakeholders you are addressing in your strategy and explain
why you chose them.
You should also explain the choice of selected media (i.e. Press Release and PowerPoint
presentation) for each stakeholder. For example, you prepare a Press Release for your
external stakeholders; and a multimedia PowerPoint presentation for your internal
b) A written Press Release. (500 words)
c) A PowerPoint Presentation for your 5-minute audio recording. (500 word includes
speech transcript for the 5-minute audio)
d) A reflection on the key elements you have learnt, seen or experienced when you
developed a message for the written Press Release and PowerPoint presentation for
your two different stakeholders. (300 words)
2. A 5-minute audio (such as YouTube video, or audio embedded in the PowerPoint
presentation (Note: Please embed the audio on the final slide of your presentation), to get
your message across to your selected stakeholder groups (which can be either employees or
the general public or both).
Remember that while the purpose of your message to your stakeholder group/s will be
the same in the two media types, the selection of information, form and tone of your
message will vary.