Foundation Award Assessments

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CIPR Foundation Award in Public Relations

Assessment – December 2008

Instructions and rubric:

A period of 3 hours (180 minutes) is allowed for this assessment, and you should

manage your time carefully to ensure you have answered all parts in full. Guidance on

time to be spent on each part is provided.

Guidance is provided on the expected length of each answer. Work that is

significantly more or less than this word count will be penalised.

Each part of the assignment is worth one-third of the available marks.

Aim: To assess understanding of the profession of public relations and abilities in key

writing skills.

Objective: To enable students to demonstrate understanding of key concepts and

practices involved relating to the profession of public relations.

Candidates must provide answers for all three parts of this paper:

PART A Word count Time

allowance

It has been written that: “one person’s PR is another’s

propaganda depending on what side you take in the debate.” 1

Write a report that, in the context of this statement:

1. Explains and distinguishes between the following three

terms: public relations, spin, propaganda.

250 words 20 minutes

2. Examines the role of media relations in building reputation. 250 words 20 minutes

3. Evaluates a real life example of media coverage that could be

seen as PR or propaganda depending on someone’s

perspective.


1

© Heather Yaxley 2008



Reference: L’Etang, J., 2008, “Public Relations: Concepts, Practice and Critique”, Sage

PART B – write an essay that presents arguments for and

against one of the following statements:

Word count Time

allowance

(i) Conforming with a professional organization’s code of

conduct should be a goal for all PR practitioners

or

(ii) PR’s efforts to manage reputation are worthless if not based

on trust


PART C – complete both tasks Word count Time

allowance

You work for Meltwich art gallery which is seeking to encourage

local residents who have never visited it previously to attend a

new exhibition featuring work on the theme of dreams.

It has been decided to hold a launch event for this exhibition

where the gallery will be open all night, and feature guided tours,

music and other entertainment. Visitors will be able to record

their own dreams and local artist Jem Roja will include these in a

contemporary sound installation within the exhibition.

There is no charge to attend the exhibition, which is funded by

the government body, ArtAccess. The opening event is

sponsored by local bed retailer, Sleepwell.

Task 1: Based on this information, write a one page press

release from Meltwich art gallery targeting a local

newspaper that will accompany a photograph.

Your release should clearly identify a human interest angle;include an interesting headline and newsworthy first paragraph

and a suitable quote.


Task 2: Outline your idea for the photograph that will be sent to

accompany your press release






Assessment – December 2009









writing skills.





allowance

Yeshin (1998) writes “Although much of public relations isconcerned with the gaining of publicity, not all publicity derivesfrom public relations”

Write a report that, in the context of this statement:

4. Defines the following three terms: public relations, publicity,

advertising.


5. Explains how media relations activities are used to generate

publicity


6. Describes a real life example where public relations is not

concerned with gaining publicity


Reference: T. Yeshin (1998) “Integrated Marketing Communications”, Butterworth Heinemann






Word count Time

allowance

(i) A professional code of conduct serves as a guide to best

practice for PR practitioners

or

(ii) Membership of a professional body (such as the CIPR) should

be compulsory for PR practitioners.



allowance

You are the PR executive for a global charity, Child4Life, which

encourages the sponsorship of children’s education in poorer

countries.

Findings of the charity’s annual survey reveal that the current

economic climate is likely to affect donations next year, with

75% of adults saying they will be making smaller contributions to

good causes in 2010, and 15% planning to give nothing.

Two in five adults surveyed said they probably will not sponsor achild next year, although 64% of these said they would if they

had more money.

Child4Life is launching a new campaign to target schools rather

than individuals to sponsor a child. The aim is to encourage

“pocket money” donations of small amounts which will combine

to fund schooling of needy children, particularly in India and

Africa. The campaign aims to raise enough to sponsor 10,000

children at a cost of 60p per day per child (£18 sponsorship per

month). Schools can register for the campaign at the websitewww.child4life.com.

The same survey conducted one year ago, found that although

seven out of 10 people said they would be spending less on

holidays and other personal spending, they would continue their

charitable giving.


release from Child4Life targeting a local newspaper that

will accompany a photograph.

500 words

(including

notes to

editor)

50 minutes




Your release should clearly identify a human interest angle;include an interesting headline and newsworthy first paragraphand a suitable quote.





Assessment – November 2008



manage your time carefully to ensure you have answered all parts in full. Guidance ontime to be spent on each part is provided.





writing skills.





allowance

Harris (1998) claims that most marketers “understand that

prelaunch publicity offers a unique window of opportunity to

make headline news.” Write a report that, in the context of this

statement:

7. Explains and distinguishes between the following three

terms: public relations, publicity, marketing.





8. Examines the role of PR in building anticipation for new

products


9. Evaluates a real life example where the launch of a new

product was particularly newsworthy.


Reference: Harris, Thomas, L., 1998, “Value-added public relations: the secret weapon of integrated marketing”, NTC Business Books



Word count Time

allowance

(i) A professional PR practitioner needs to be trained to make

ethical choicesor

(ii) Honest and responsible regard for the public interest is

fundamental to good public relations practice



allowance

You work for hotel chain, Traveller, which is supporting a majorpublic health campaign to reduce the salt consumption of males,

aged 40-55.

The celebrity chef, Maria Facilon, has developed new low salt

menus for the hotel’s restaurants and room service. In addition,

salt will only be available on request – about 10-15% of salt

intake is added to meals by consumers, according to figures from

the National Food Authority (NFA).

It is recognised that eating too much salt is a significant risk

factor in developing high blood pressure, which contributes to

170,000 deaths from heart disease and stroke a year. Men have

a daily average consumption of 11g of salt, compared to the

recommended daily limit of 6g. Blood pressure can be lowered

within four weeks of reducing salt in an individual’s diet.

Leading health expert, Jacob Screbs, recently called high blood

pressure a "silent killer" and has recommended people reduce

the amount of salt they consume, particularly when eating out.

Traveller’s managing director, Peter Hoskins, is championing thecampaign. The hotel chain is located in 35 towns and cities




across the country. Men in the target age range comprise 40%

of Traveller’s guests.


release from the Traveller hotel chain gallery targeting alocal newspaper that will accompany a photograph.







Assessment – July 2009





Guidance is provided on the expected length of each answer. Work that issignificantly more or less than this word count will be penalised.



writing skills.





allowance

Coombs & Holladay (2006) write: “The critics of public relations




treat it as publicity; they see the function of PR as influencing

media content. That is indeed part of public relations, but often a

small part.” Write a report that, in the context of this statement:

10. Defines the following three terms: public relations, publicity,advertising.


11. Explains the role of media relations within public relations 250 words 20 minutes

12. Describes a real life example that demonstrates public

relations involves more than generating publicity.


Reference:Coombs, T.W. & S.J. Holladay (2006) “It's not just PR: public relations in society”, Wiley-Blackwell



Word count Time

allowance

(i) Improving standards of practice is the most important role of

professional public relations bodies, such as the CIPR, IPRA

or similar other professional associations

or

(ii) A successful career in public relations is more about who youknow than what you know



allowance

A recent survey by the International Association of Bottled Water

Producers (IABWP) has found that 85 per cent of young people

aged 11-16 prefer the taste of carbonated high sugar drinks to

drinking bottled water. You work for a consultancy appointed to

devise a PR campaign to address these findings and educate this

age group on the health benefits of increasing their consumption

of mineral and spring water.

The idea behind the campaign, “Putting the Fizz into Water”, is to

create a series of memorable video moments involving stunts

that will create online buzz via YouTube as well as attracting

traditional media coverage.

The first of these is a record breaking attempt to create theworld’s highest “champagne” fountain – a 7 metre high pyramid




containing more than 43,000 glasses, which will be filled with

carbonated bottled water.

The stunt will take place in Hydria, a family holiday health spa in

the town of Bayfield.


release from the IABWP targeting the local newspaper

that will accompany a photograph.










Assessment – October 2009









writing skills.





allowance

Heath & Coombs (2006) write: “Advertising, marketing and

public relations are different, but they overlap.” Write a report

that, in the context of this statement:

13. Defines the following three terms: public relations, marketing,

advertising.


14. Explains the role of a public relations consultancy. 250 words 20 minutes

15. Describes a real life example illustrating how public relations

differs from advertising


Reference:

Heath, R.L. & T.W. Coombs, (2006) “Today’s Public Relations”, Sage






Word count Time

allowance

(i) Structured learning (qualifications and training courses) is

essential to PR practitioners’ continuous professionaldevelopment

or

(ii) Codes of conduct (specified by professional PR bodies, such

as the CIPR) set out clear rules for responsible PR practice.



allowance

You are the PR executive for a family-run business, Nature Parks,

and have been asked to announce the development of a network

of new environmentally sensitive family holiday villages. Each

costs £3m to build, and subject to achieving planning permission,

the first will open on a 24 hectare site in Richmouth early in

2010.

The Richmouth site will offer 250 sustainably-sourced,

architecturally-designed timber lodges located within a woodland

conservation area for plants and wildlife. Chairman, SpencerReynolds is planning a range of activities for holidaymakers

staying at Nature Parks that will be sensitive to the natural

environment and encourage an active, healthy lifestyle.

During the building phase Nature Parks will employ local

tradesmen. Once open, the park will employ 150 local staff.

Nature Parks seeks to bring ecological, social and economic

benefits to the area. Ten percent of annual profits from the

venture will be spent on local community projects, estimated at

£50,000 in the first year.


release from Nature Parks targeting the local Richmouth

newspaper that will accompany a photograph.

Your release should clearly identify a human interest angle;include an interesting headline, newsworthy first paragraph and a suitable quote.

500 words

(including

notes to

editors)

50 minutes





Foundation Award Assessments

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