THE STRATEGY TEMPLE IS REALLY IMPORTANT.
This ASSIGNMENT MUST FOCUS ON ONE IUUSE that SYDNEY OPERA HOUSE FACING, Writing a PR strategy for it.
Students will write a strategy for a real organisation (My organisation is SYDNEY OPERA HOUSE) to which they will be randomly assigned at the first Case Meeting in Week 2.
Organisations for this assignment will be a public company, a Commonwealth, State or local government agency, or a not-for-profit organisation, that won a Gold Award in the 2013 Australasian Reporting Awards. That is, their annual reports are regarded as best practice.
Each organisation publishes an online version of its annual report. In professional public relations practice, an organisation’s annual report is the single most important primary source for information about it. You should therefore access your organisation’s annual report as a basic starting point forexamining the organisation, its environment, issues with which it is concerned, and its communication activities. Seek additional information from other sources about the organisation and the social, economic and political contexts in which it operates, including its field or industry.
NOTE: With the approval of the unit convenor, students may write a strategy on an organisation of
their choice, but those who want do this should be aware that they will need to do additional research.
Choices for a strategy
For this assessment, students have a choice between two approaches. They will prepare a full public
relations strategy that:
a) Proposes a campaign to deal with an issue facing the organisation; OR
b) Plans the launch of a new product (or the re-launch of an existing product) produced by the
The lecture schedule and readings have been designed to provide the information you need to deal
with when you write the required elements of a strategic public relations strategy (see ‘How we will do this’ on pp. 3-4 of this outline).
In the second part of the semester, you’ll be given a strategic plan template, which you must use, to help you to write your strategy.