CIPR Diploma

CIPR PROFESSIONAL PR DIPLOMA

Unit 2 PR Content, Communications and Engagement

Assignment

The aim of the assignment for Unit 2 PR Content, Communications and Engagement is to enable you to demonstrate competence in strategic communication and stakeholder engagement through production of a thought leadership article.

Topic of inquiry

You will apply professional judgement in identifying as your topic of inquiry a suitable current campaign, communication activity or other aspect of strategic practice for a specific organisation and/or sector. This could be based on the your own experience or broader public relations practice.

It is expected that the assignment will be of practical value to you or a specific organisation as well as enabling your knowledge, skills and understanding to be assessed.

Example topics:

Building a social media community

Engaging stakeholders in a centenary campaign               

Developing a listening culture.

Submitting your assignment

You should submit:

1.  A 2,000-word (+/- 10%) thought leadership article that:

a) communicates knowledge and an expert perspective through a narrative exposition of your topic of inquiry

b) is suitable for publication by a reputable business title (such as Harvard Business Review), trade journal or other publication (digital or print)

c)  is structured and written in a professional style with points and arguments supported by reference to the topic of inquiry

d)  is based on the outcomes of your secondary research into the topic (literature, archives, published surveys, reports, etc) and examination of relevant concepts, models or theories

Note: You should attribute your sources using a style that is appropriate to the target publication.

2.  A statement of personal reflection (maximum 2,000 additional words) that includes: your rationale for selecting the topic of inquiry; critical analysis of the data; featured concepts, models or theories; and learning you have derived from examining the topic

3.  A completed CIPR cover sheet (which should be incorporated as the first page of your completed assessme

CIPR PROFESSIONAL PR DIPLOMA

Unit 2 PR Content, Communications and Engagement

Assignment checklist

To achieve a Pass in Unit 2 PR Content, Communications and Engagement you must produce a thought leadership article and statement of personal reflection in which you:

2.1	Appraise the contemporary media landscape
2.2	Develop a compelling strategic narrative and key messages and apply
	storytelling techniques
2.3	Employ creative problem solving approaches
2.4	Critically assess the use of persuasion in PR campaigns and
	communication activities
2.5	Apply issues management principles to practice
2.6	Critically assess the role of dialogue within professional practice
2.7	Use participant observation and content analysis research methods to
	reflect on professional practice

CIPR PROFESSIONAL PR DIPLOMA

Unit 2 PR Content, Communications and Engagement

The Performance Descriptors below will be applied to make a holistic judgement as to whether your assignment has reached the required Pass standard.

Clear

Fail

Quality of Performance

Pass

Good Pass

Excellent

Fail

Pass

Research

a

Collects data and information using a range of secondary research methods

b

Identifies and examines a range of relevant sources

Analysis and

c

Evaluates collected data and information using appropriate methodologies

d

Assesses topic of enquiry using a range of relevant models, theories, tools

Insight

and methods

e

Article is in format appropriate for the target audience and tasks meet

specified word counts

f

Presents a coherent, well-structured argument that is supported by evidence

and reasoning

Communication

g

Article effectively presents expert knowledge and perspectives

h

Style of language is suitable for purpose and for the intended audience, and

spelling, punctuation and grammar are error-free

i

References sources accurately and using a suitable system

j

Demonstrates critical thinking in evaluating: own research and findings;

Reflection

application of concepts from theory and practice; personal learning; and

future application

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