foundation award assessment - nov 08[2]

8/8/2019 Foundation Award Assessment - Nov 08[2]

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CIPR Foundation Award in Public Relations

Assessment November 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

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 thisstatement:

1. Explains and distinguishes between the following three

terms: public relations, publicity, marketing.

250 words 20 minutes

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

products


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

product was particularly newsworthy.


Heather Yaxley 2008


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

PART B write an essay that presents arguments for and

against one of the following statements:

Word count Time

allowance

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

ethical choices

or

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

fundamental to good public relations practice


PART C complete both tasks Word count Time

allowance

You work for hotel chain, Traveller, which is supporting a major

public 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 hotels 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 individuals 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.

Travellers managing director, Peter Hoskins, is championing the

campaign. The hotel chain is located in 35 towns and cities

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

of Travellers guests.

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

release from the Traveller hotel chain gallery targeting a

local newspaper that will accompany a photograph.

Your release should clearly identify a human interest angle;


Heather Yaxley 2008


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include an interesting headline and newsworthy first paragraphand a suitable quote.

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

accompany your press release


Heather Yaxley 2008

foundation award assessment - nov 08[2]

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