PR Research
Final Assignment Instructions
For the final assignment, in PR Research and Evaluation, students will be required to create a research proposal and presentation for a client. The proposal will include justification for a program of research, and a proposed list of survey and focus group questions. Students in PRLN will work ON THEIR OWN OR WITH A PARTNER TO COMPLETE THE assignment and present it via Zoom on the last day of class.
There are three main components to this last assignment (MARKING RUBRICS ARE INCLUDED AT THE BOTTOM OF THIS DOCUMENT. PLEASE REVIEW CAREFULLY TO MAXIMIZE ASSIGNMENT POINTS.)
1. The research proposal – a written document outlining your rationale for the research, your client’s situation, your methodology, and how you plan to use the research to achieve PR goals. (Please start thinking about an appropriate client you can use together for the basis of this assignment – it can be friends/family or a company that you’ve always admired). Instructions for the content of your research proposal are included in the table below. I will be looking for a keen sense of the client, in this proposal, and that you’ve thought about their key issues, challenges, opportunities and public relations needs.
2. The presentation – you will present a 3 minute, coordinated presentation with slides on Zoom. If working in partners, you will each be expected to speak during the presentation and will be marked on both your content and professional delivery style.
Critical dates
• Week 12 lecture – Social media and a review of your final assignment.
• Week 13 lecture – There will be no formal lecture this week. You can ask your Instructor questions about your assignment and make an appointment to chat more.
• Week 14 lecture – students’ presentation via Zoom. The end of the semester!
Components of the WRITTEN report (including presentation slides)
*For this assignment you must use business formatting with headings, sub-headings and paragraph spacing. Please ask your Instructor if you’re unsure of what constitutes business formatting.
Report section Description of section
Cover page A professionally formatted cover page which includes:
Name of the report
To: Client name, Position title, Organization name
CC: Instructor name, Position title, Institution name
From: Student names
Date: Date of report submission
Table of contents A professionally formatted Table of Contents outlining the main sections (and any applicable sub-sections of the report).
Situation Analysis Three to four paragraphs which outline the client’s situation (details of their business, specific project and need for public relations assistance).
Recommendation for research A clear proposal (three to four paragraphs) that outlines persuasively why the research is needed, how it will benefit your client and enhance their opportunity for public relations success (media attention, for example) and why you think it’s an expense your client should incur. You may even want to show them, in this section, examples of media coverage achieved for similar
companies/sectors using research data.
List of 25 survey quantitative questions A list of 25 research questions that are constructed following the rules of survey question writing that we’ve learned this semester. You’ll want to use close-ended questions, include preamble and thank you sections, and appropriate use of demographic questions. Remember
to avoid common pitfalls and follow an order that makes sense and does not mislead the respondents.
List of 15 focus group questions A list of 15 focus group questions that enhance the information provided by the survey questions and allow for a deeper exploration of the key issues.
Please ALSO include your recommendation for how the focus group should take place – where, with whom (what kind of participants will you want to invite) and what opportunities there will be for the client to observe the session.
PowerPoint presentation slides and content Five well-designed and visual slides that follow the contents of your presentation. ALL students must take their turn speaking and presenting.
PRLN 1170 Final Assignment Marking Rubric
1. Cover page A complete and well- A mostly complete A cover page that is A cover page that
formatted cover page and well-formatted mostly complete but does not meet the
with all required cover page with most with several assignment
components and no components and few errors/missing pieces instructions/appears
grammar/punctuation grammar/punctuation of information. (3 unprofessional. (0
errors. (5 points) errors. (4 points) points) points)
2. Table of Contents A complete and well- A mostly complete A table of contents A table of contents
formatted title page and well-formatted title that is missing pieces that does not meet the
that accurately reflects page that mostly and/or has several assignment
the contents of the reflects the content of errors. (2-3 points) instructions/appears
report, its various the report and its unprofessional. (0
pages and contains no various pages. May points)
grammar/punctuation contain minor issues
errors. (5 points) of
grammar/punctuation.
(4 points)
3. Situation Analysis A clear, well written, A well-written situation A situation analysis A situation analysis
error free situation analysis (three to four that is missing details that does not meet the
analysis (three to four paragraphs) that is contains errors and/or assignment
paragraphs) that largely free of errors needs work to instructions/appears
outlines persuasively and does a good job persuasively convince unprofessional. (0
why the research is of persuasively client that the points)
needed, how it will outlining why the research is needed
benefit your client and research is needed and/or that your group
enhance their and how will benefit understands their key
opportunity for public your client and PR needs. (6-8 points)
relations success (media attention, for example) and why you think it’s an expense your client should
incur. (15 points) enhance their opportunity for public relations success. (12 points)
4. Survey questions A list of 25 research A list of questions that A list of questions but The survey fails to
questions that are mostly follow the rules with some errors properly meet the
constructed following of survey writing and and/or sections intended client
the rules of survey avoid common pitfalls. missing (as outlined in requires and/or
question writing, avoid There may be one or the assignment appears
common pitfalls, are more requirements instructions). (10-14 unprofessional. (9 or
clear and free of missing from this points) fewer points)
errors, are close- section of the report.
ended, include (15-18 points)
appropriate
demographic
questions for the
surveyed audience
and are introduced by
a strong preamble and
closed with a thank
you. (20 points)
5. Focus group A list of 15 focus A list of focus group questions A list of focus group A list of focus
questions group questions that that mostly meet the requirements questions with group questions
enhance the of this assignment. Some details several errors in that fail to meet
information provided missing and/or errors in sentence structure, the client’s
by the survey structure/professionalism/question grammar/punctuation research needs
questions and allow organization. (15-18 points) or missing details. and/or contain
for a deeper (10-14 points) several significant
exploration of the errors. (9 or fewer
key issues. Also points)
includes a
recommendation for
how the focus group
should take place.
(20 points)
6. PowerPoint Five PowerPoint PowerPoint slides that are well PowerPoint slides PowerPoint slides
Presentation slides that are well- designed but with some missing that are missing and presentation
slides and designed, visual, criteria for visuals, clarity and several details don’t delivery that does
content clear, concise, content reflection and/or errors. always follow the not meet the
(Instructor will follow and elevate Some issues with delivery of the speaker’s content requirements of
use separate the content of the presentation content – either in and are overly wordy the assignment
rubric for speaker, and do not volume, tone, pace or inclusion of with missing visuals. and/or appear
distract (with large all speakers. (20 points) A presentation that is unprofessional. (9
paragraphs of text, delivered with or fewer points)
for example) from significant issues with
the speaker’s use of volume, tone,
content. A pace and/or inclusion
professional of all speakers. (10-
presentation 15 points)
delivered with
effective use of
tone, volume, pace and with content that is compelling and useful for the client considering your research proposal. A presentation that includes all
speakers equally. (25 points)
Total
/90 points