Online S2 Communication Studies LSPR.

Course: ESIM eStrategic Issues Management

PROGRAM TEACHING GUIDANCE
Postgraduate Program of
The London School of Public Relations-Jakarta
Revision: 02
Course
Subject
SCU
Pre-requisites
No
.

ESIM eStrategic Issues

Management
6 (six) credits
NONE

Category

Course
Description

Learning
Outcomes

Grading

Teaching Team
Valid date
Syllabus designed by

Description
This Strategic Issues Management course relates to crisis management, reputation
management, image restoration & change management, among others. It also of course
relates directly to the operation of the dominant coalition (management) & the whole
operation of modern organizations. In this course we will investigate at an advanced level
the theory & practice of issue management. The students will be required to monitor an issue
or issues relevant to an organization across the course & to prepare a communication plan as
a response to that issue (if it is a crisis) or in preparation for its effects.
After completing this course, students are expected to be able to:
L1. Apply theories of public relations to issues management
L2. Track actual issues & interpret their significance to a real organization
L3. Develop a communication plan that demonstrates an understanding of the issue cycle & the
impact of specific issues on an organization
L4. Identify the various stakeholders involved in the interactions between & an organization &
the community
A : 90-100; A- : 85-89.99; B+: 80-84.99;B: 75-79.99; B-: 70-74.99; FAIL: Below 70.00

No
Component
.
1 Weekly Post Quiz
2
3
4

Rudi Sukandar, Ph.D (Course Coordinator

rudi.s@lspr.edu);
2nd Apr 2016
Rudi Sukandar, Ph.D

Assessment
component

4
4

Twice weekly Group

Discussion
One (1) Individual
Assignment 1 Part A >
Stage01 Report
Midterm Exam [UTS] :
Individual Assignment 1 Part
B > Stage 02 Report
Final Exam [UAS] :
Individual Asssignment II >
Stage03 Report
TOTAL Assessment

Weight

CILO

Due date

5%

5%

1,2,3

End of every week *

Every Wed & Sat 1800pm
WIB

15%

2,3,4

Wk 05 (Ses05) Sat 09th Apr

2016 (on campus)

25%

1,2

Wk 09 (Ses08) Sat 07th May

2016 (on campus)

50%

1,2,3,4

Wk 20 (Ses16) Sat 23rd Jul

2016 (on campus)

100%

All online materials are accessible from elearning.lspr.edu website

Assignments are all submitted online from elearning.lspr.edu website

* Saturday at 2350pm WIB

Lecturers will be available for a live online chat session with students for 30 (thirty) minutes
during the following timeslots,
5

Lecture live
chat via
HipChat

Day
Class
Consultation slot (WIB*)
A
Wed
2000pm to 2030pm
A
Sat
2000pm to 2030pm
*WIB: Western Indonesia Time

Lecturer
Rudi Sukandar, Ph.D
Rudi Sukandar, Ph.D

Note: National holidays. If the

LSPR1604

1 of 11

Powered by HarukaEdu.com

Online S2 Communication Studies LSPR. Course: ESIM eStrategic Issues Management

No
.

Category

Description

Saturday is a national holiday, then the live chat will be moved earlier by one day, to
the Friday of that same week.
Wednesday is a national holiday, then the live chat will be moved later by one day, to
the Thursday of that same week.

Online Chat is accessible from https://harukaedu.hipchat.com/chat website or download for

free from Google Playstore for android devices & Apple Appstore for Apple devices.
Students are expected to,
Complete 100% every weekly activity: Pre & Post quizzes, practices quizzes, View class
video, audio, transcript, presentation slides, Twice weekly Group discussion assignments
before the end of every weekly session (Saturday midnight 23.59pm)
Participate in group forum discussion & twice weekly chat regularly.
Plan on obtaining any notes, announcements, & so on from their fellow class mates, in the
event of emergencies.
Arrive to class on time for each on campus session. On campus sessions will begin
promptly, & tardiness is an interruption that is both rude & distracting for both the
instructor & students. Note that any information students miss as a result of being late is
their responsibility.

Class policies

Absence policy
Student who do not complete 100% of every weekly activity before the due date, will
be considered not present in that session.
The maximum number of absence in this course is four (4) times.
If the student has four or more absence, the student will not be allowed to take the final
exam.
Hence the failed student will have to retake the course in future semesters to pass the
course.
For on campus session, to provide a classroom that is conducive to learning, please refrain
from,
Answering cell phones or replying to text messages
Engaging in conversations with fellow classmates outside of the scope of the class
Any other disruptive behaviour

Peer review

Class
Environment/P
olicies

Description of
Teaching

LSPR1604

Academic dishonesty in any form will not be tolerated. Students are encouraged to become
familiar with the LSPR Code of Conduct as they relate to academic dishonesty/cheating.
All assignments are due on the date specified in the discussion with the lecturer.
Students may, however, turn in any assignment in advance of the due date.
Only important topics will be discussed in class, & it is the students responsibility to read other
related topics.
To ensure fairness in grading of group assignment, students will be requested to conduct
anonymous peer review every end of the semester/ course. Students are encouraged to
grade their group peers fairly using an online matrix that covers individual contribution
towards group discussions & group assignments.
In order to achieve previously identified course objectives, we will follow an interactive
class format. Students are expected to come to class on time, take notes & prepare the
assigned class material for each session by doing some readings and/or case studies.
In the interest of providing a meaningful learning experience & creating & exciting class
environment, students thoughtful participation is required, whereby students own
experiences, comments, anecdotes ought to be shared, including relevant issues & question
raised in class.
Considering the intensive nature of this module & heavy emphasis on class discussion &
interaction, attendance of all sessions & class participation are necessary for a
successful completion of this course.
The course method will consist of lectures, facilitation, presentations, assignments & paper
submission. The lecturer organizes, supervises & facilitates the class as well as conduct lectures

2 of 11

Powered by HarukaEdu.com

Online S2 Communication Studies LSPR. Course: ESIM eStrategic Issues Management

No
.

10

Category

Description

Method

in the first few meetings. The students will then be asked to lead class discussions & make
report presentations. For their own benefit, students are expected to read the assigned
chapter(s) prior to the pertinent class sessions, & optional reading (choices from suggested
reference books or other related PR books).
Short case studies that illustrate the complexities of Corporate Communications
management & invite students to apply their ideas in practical problem solving.
Classroom participation is expected & required. This will be evaluated using a selfevaluation format.
Group assignment and/or discussions with the objective of getting a deeper
understanding into some important concepts & applications. With this assignment, students
will have to analyze Corporate Communications management case studies & present
professional presentation. Group participation is expected & will be evaluated using a
group & self-evaluation format. Assessment is based on the quality of group assignment,
contribution to the coursework, & involvement in the class. It must be noted that group
assignment and/or discussions means members of the group are to work as a team, &
there should be no free riders!
Any type of activity that is considered dishonest by reasonable standards may constitute
academic misconduct. The most common forms of academic misconduct are cheating &
plagiarism. All instances of academic dishonesty will result in a grade of zero for the work
involved.
All assignments will need to have a signed declaration on the 2nd page (after the cover) that
the material submitted is the students own work & that all work taken from other sources is
properly acknowledged.

Academic
Honesty

Use this wording on the 2nd page of each report :

I certify that the attached assignment is my own work & that any material obtained from other
sources has been acknowledged.
I grant permission to the London School of Public Relations to make copies of assignments for
assessment, review and/or record keeping purposes. I note that the London School of Public
Relations reserves the right to check my assignment for plagiarism.
Signed Date
Penalty for students who performed plagiarism: FAILED from the subject.

11

AntiPlagiarism
Policy

1st / cover page:

Course title
Topic title
Student Name:
NIM:
Class:
Concentration:
Lecturer name:
Sekolah Tinggi Ilmu Komunikasi
eLearning Postgraduate Programme of LSPR
City, Month, Year
2nd page:
I certify that the attached assignment is my own work & that any material obtained from other
sources has been acknowledged.
I grant permission to the London School of Public Relations to make copies of assignments for
assessment, review and/or record keeping purposes. I note that the London School of Public
Relations reserves the right to check my assignment for plagiarism.
Signed Date

LSPR1604

3 of 11

Powered by HarukaEdu.com

Online S2 Communication Studies LSPR. Course: ESIM eStrategic Issues Management

No
.

Category

Description
PGP applied APA (American Psychological Association) as references system for all paper
work in each subjects (latest version is 6th Edition, 2010).

12

Referencing

13

General Policy

14

Attendance
Policy

15

Online
Etiquette

1.
2.
3.
4.

Worldwide accepted International/ national conferences & reputable journals.

Up dated revisions.
Easy for students: Students will learn while practicing this references before doing thesis.
Easy to learn : www.apastyle.org & feel free to come to the Thesis Depart. (on the 9th
floor with Ms.Sari/Hani) & ask for softcopy file.
Students must abide by policies in the LSPR Student Handbook, & the Basic Graduate Student
Responsibilities.
Students are expected to log in & participate as part of their learning in the course. Instructors
establish specific policies relating to absences in their courses & communicate these policies to
the students through the course syllabi. Individual instructors, based upon the nature of the
course, determine what effect excused & unexcused absences have in determining grades &
upon students ability to remain enrolled in their courses. LSPR reserves the right to determine
that excessive absences, whether justified or not, are sufficient cause for institutional
withdrawals or failing grades.
It is expected that students in this class will conduct themselves with good sense, courtesy, &
dignity in all course-related activities. This includes your behavior towards other students & the
instructor. Inappropriate language or flaming will not be tolerated & can negatively affect
your grade.
It is imperative that students in an online environment exhibit proper online etiquette &
appropriate online behaviors. Students deemed to exhibit inappropriate online behavior may
be dropped from the course.
Students are expected to participate in all discussions & virtual classroom chats when directed
to do so. Students are to be respectful & courteous to others in the discussions. Foul or abusive
language will not be tolerated.
Discussion, chat, & e-mail spaces within this course are for class purposes only, unless otherwise
stated. Please remember to conduct yourself collegially & professionally. Unlike in the
classroom setting, what you say in the online environment is documented & not easily erased
or forgotten.
The following guidelines apply:
Avoid using ALL CAPS, sarcasm, & language that could come across as strong or offensive.
Use proper punctuation, grammar & be sure to edit your contribution before posting.
Read all postings before posting your responses to discussion topics so as to not
unnecessarily repeat information.
Keep chat comments brief & to the point.
Focus on one topic at a time when chatting or posting to discussions.
Remember that unlike in face-to-face learning environments what you say in discussions &
chats is documented & available to be revisited. Choose your words & discussion topics
carefully.
E-mail should only be used for messages pertaining to the course. Please refrain from
sending forwards, jokes, etc. within e-mail.
The majority of online class time is spent posting opinions & sharing information. Therefore, it is
very important to communicate with courtesy & professionalism. Professional Courtesy includes
respecting others' opinions, being courteous & respectful, & working together in the spirit of
cooperation. Sexist, heterosexist, & racist language should not be used when communicating in
the course. Slang should not be used in the discussion posts. The same guidelines for
professional communication in the classroom apply to content that a student references in a
discussion or assignment. Please make sure that all content that is brought into the online
classroom is professional in nature. If a student links to material that is non-professional,
derogatory, pornographic, or promotes personal opinion (such as political or religious
agenda) the link will be deleted & the student may be subject to further disciplinary action.
Since we cannot see each other in the online environment, it is hard to tell if a writer is bashful,
bored, sarcastic, angry, or just kidding. Therefore, when you critique your classmates, please
proof-read your responses carefully before you post them. Refrain from slipping into
arguments. Be sensitive & positive in your approach to others, & careful with your words. You

LSPR1604

4 of 11

Powered by HarukaEdu.com

Online S2 Communication Studies LSPR. Course: ESIM eStrategic Issues Management

No
.

Category

16

Communicatio
n Expectations
& Standards

17

Submission &
Collection of
Assignment

18

Optimal
LiveChat
(HipChat)
Experience

Description
are encouraged to visit the following websites & review proper communications in the
electronic format:
www.albion.com/netiquette/
www.bspage.com/1netiq/Netiq.html
All emails or discussion postings will receive a response from your professor within 48 hours.
You can send email anytime that is convenient for you. Lecturer will check their email messages
during the day throughout the work-week (Monday through Friday) & will respond to email
messages during the work-week by the close of business (5:00 pm) on the day following their
receipt of them. Emails received by lecturer on Friday will be responded to by the close of
business on the following Monday.
When sending email, use your lspr.edu email address. Lecturers have the right to Not
respond to emails that are,
a. Non-lspr.edu, as there is no way to authenticate the sender. Make sure students include
your name, title of the course, time of the course & a brief reason for your email in the
subject line.
b. Without a subject line. Take the time to use proper spelling & grammar in your email.
You are contacting your lecturer, NOT a friend. This is professional email addressing a
specific concern related to your education. Take responsibility for your concern & address
me in a professional manner. Lecturers will always address you with the same
professionalism & courtesy.
c. With improper/bad : grammar, spelling and/or basic professionalisms or courtesies.
In regards to the given Individual & Group assignments, students are expected to,
Submit all assignments before or on the due date specified in the discussion with lecturer.
Late submission will be penalized by -3 (minus three) per day deducted from your score.
To mitigate technical issues, please do the following 3 steps, prior to participating in live chat,
1. Check your internet speed. Visit www.speedtest.net & check whether your internet
download or upload speeds are at the minimum of,
512 kbps (for Download) & 256 kbps (for Upload)
Internet speeds lower than the above numbers, could cause a reduction of interactive
levels on our LMS.
2. Refresh your internet browser. Ensure that you have refreshed your internet browser, so
as to experience higher internet speeds. On your laptop/desktop, you could apply the
following short-cut,
Ctrl-Shift-R (for Windows OS users) or Command-Shift-R (for Apple OS users)
For smartphone users, please re-start your handphones instead.
3. Recommended internet browsers. We recommend that you use the latest free internet
browsers from Google Chrome or Mozilla Firefox so you can have an optimal experience
on your laptop, desktop or smartphone (they can be downloaded for free from Google
Appstore or Apple iStore).
Students should first email the LSPR S2 Online Program Helpdesk at Lsprs2@harukaedu.com
for learning or academic issues with accessing your online course or call at +62 858 177
03214

19

Learning
Support

LSPR1604

Helpdesk. Our helpdesk,

Can be contacted 24 hours a day/7 days a week via email or freshdesk
(https://harukaedu.freshdesk.com).
Will strive to respond to any email or freshdesk based query within 24 hours.
For callers, the telephone line is available during general office hours, Monday to Friday:
0900am to 1700pm Western Indonesia Time (not including national holidays).

5 of 11

Powered by HarukaEdu.com

Online S2 Communication Studies LSPR. Course: ESIM eStrategic Issues Management

Course Outline (CILO: Course Intended Learning Outcomes)
Ses
sion

CIL
O

1,2

1,2

1,2

1,2

Session topic

1,2

2,3
,4

1,2

10

1,2

ECU Seminar

11

1,2

ECU Seminar

12

1,2

ECU Seminar

13

1,2

ECU Seminar

16

1,2,
3,4

TBD

Internet

2.5

TBD

P, D,
Q&A

Internet

2.5

TBD

P, D,
Q&A

Internet

2.5

TBD

P, D,
Q&A

Internet

2.5

TBD

Internet

2.5

TBD

Internet

2.5

TBD

On
Campus

3.0

Internet

2.5

TBD

TBD
Two-day Sessions

P, D,
Q&A

1,2

1,2

2.5

Issue Frameworks
Frameworks
Risk & Issue Management
Assessing the Internal & External Operating
Environments,
Issue Life Cycle & Management
Monitoring & Identifying
Analysing & Prioritising
Assesing The Environment
Issue Analysis Tools
Prioritising Issues
Stakeholder Relations Management,
Categories, Planning, Attributes & Classes
Stage 1 Assignment Due
Issue planning & strategy
Biggest Barriers & Key Elements
Theories, concepts, principles & models
Public Policy & Grunigs 4 Model
MID EXAM Sat 7th May2016
Stage 2 Assignment Due
Reputation Repair & Persuasion
Strategies & Cialdinis Principles

15

On
Campus

P, D,
Q&A

1,2

1,2

Duration
(hour)

Issue & Crisis Introduction,

Issues, Crises & Issue Management

14

Media

Method*

What Happens Afterwards

Issue Life Cycle & Recovery
Post-Issue Review; Discourse of Renewal
Stage 3 Assignment Draft Due
Towards a Communication Plan
Basic Communication Project Plan
Hierarchy of Objectives
Public Relations Techniques
FINAL EXAM Sat 23rd Jul2016
Stage 3 Assignment Due

P, D,
Q&A
P, D,
Q&A

P, D,
Q&A
P, D,
Q&A
P, D,
Q&A
P, D,
Q&A
P, D,
Q&A

On
Campus
On
Campus
On
Campus
On
Campus

References

2.5
2.5
2.5
2.5

P, D,
Q&A

Internet

2.5

TBD

P, D,
Q&A

Internet

2.5

TBD

On
Campus

3.0

Abbreviations: *Method: P: Presentation; D: Discussion; Q&A: Question & Answer; Pr: Practice
General: TBD: To Be Decided

Reference List:
No.

Type

Info
Gaunt, P. & Ollenburger, J. (1995) Issues Management Revisited: a tool that deserved
1
MR
MR1
J
another look. Public Relations Review, 21 (3), 199-212.
Grunig, J.E. (1979) A new Measure of Public Opinion on Corporate Social Responsibility.
2
MR
MR2
J
Academy of Management Journal, 22(4), 236-264
Howell, G & Miller, R. (2006) How the Relationship between the Crisis Life Cycle & Mass
3
MR
MR3
J
Media Content Can Better Inform Crisis Communication. Prism Journal, Web:
prismjournal.org
Notes: Type: MR: Mandatory Reference, OR: Optional Reference
Cat: B: Book, J: Journal, P: Paper, W: Web link

LSPR1604

Code

Cat

6 of 11

Powered by HarukaEdu.com

Online S2 Communication Studies LSPR. Course: ESIM eStrategic Issues Management

Session schedule:
Week
Session

1
1

2
2

3
3

Period

Sat12Mar
2016

Mon14-Sat19
Mar 2016

Mon21-Sat26
Mar 2016

On Campus

Online

Online

Location
Exam

4
4
Mon28MarSat02Apr
2016
Online

Period
Location

7
7
Mon18Sat23Apr
2016
Online

Exam

Session
Location

8&9
Mon25Sat30Apr
2016
No Class
- 2 weeks -

Assignment
/ Activity
Week(s)
Session

Reading Week
13
12
Mon30MaySat04Jun201
6
On Campus

9
8
Sat07May2016
On Campus
Mid
exam[UTS]*
Stage02
Individual
Assignment Due

14
13

15
14

Mon06Sat11Jun2016

Mon13Sat18Jun2016

Online

Online

10
9
Mon09Sat14May20
16
On Campus

11
10
Mon16Sat21May201
6
On Campus

ECU Seminar
(To Confirm)

ECU Seminar
(To Confirm)

ECU Seminar
(To Confirm)

16
15
Mon20Sat25
Jun2016
Online

17,18,19,20

20
16

Exam

Mon27JunFri22Jul2016
No Class
- 4 weeks -

Stage03
Individual
Assignments
DRAFT Due
*UTS: Ujian Tengah Semester - Mid exam
UAS: Ujian Akhir Semester - Final exam
Assignment
/ Activity

6
6
Mon11Sat16Apr
2016
Online

Stage01
Individual
Assignment Due

Assignment
/ Activity
Week(s)
Session

5
5
Mon04Sat09Apr
2016
Online

ECU
Seminars (To
Confirm)

Reading Week

12
11
Mon23Sat28May2016
On Campus

Sat23Jul2016
On Campus
Final exam
[UAS]*
Stage03
Individual
Assignments
FINAL Due

> Individual Assignments I & II

Individual Assignment I

Worth : 40%

Your tasks: Prepare two documents,

(A) Your assignment paper, &
(B) A log book.
Your tutor will advise you on a suitable format for the log book.

Individual Assignment I Part A: Environmental Scanning Report (20%)

Due date
Word limit

: End of Session05 (Week05), Sat 9th Apr 2016

: Maximum 2,500 words (not including references or appendices)

One of the most important roles in the public relations profession is to monitor what is emerging in the organisations
operating environment in order to identify, analyse & prioritise potential public issues that could have the potential to
make a significant impact on the organisation.

LSPR1604

7 of 11

Powered by HarukaEdu.com

Online S2 Communication Studies LSPR. Course: ESIM eStrategic Issues Management

The first step in issues management is to scan the surrounding environment for early signs of problems or concerns that
may develop into issues. Issue factors might be becoming apparent in broad areas such as politics, the natural
environment, social changes in society, economic trends, technological innovation, or changes in law & justice.
Specific examples might be changes in government policy & regulations affecting certain industries, a change of
government itself (presidential & other elections), the activities of lobby groups or activists, increased competition within
an industry, changes in the natural environment evident in climate change, or news media coverage of a particular
matter. Some internal issues might have emerged publicly, such as health & safety matters or large-scale employee
retrenchments, etc.
Some issues might become suddenly apparent or may have been growing over the medium term (6 months) to longer
term (1-2 years) & not noticed. These issues may emerge at the local, national or international level.

Task:
1. Identify an issue that is receiving media and/or public attention - the issue can be taken from any country.
However, it must be current
2. Start your assignment paper by naming the major public issue, stating why you believe it is an issue rather than a
problem or crisis. Write up to 500 words maximum overall for this part of the task.
3. Identify an organisation (stakeholder) that has been directly or indirectly affected by the major public issue. The
organisation can be from the private sector or the public sector. It could be a company, government department or
agency, not-for-profit organisation (NGO), a school, hospital or a government-owned trading corporation, etc.
Media coverage does not need to be directly about the organisation. For instance, environmental pollution or a
health issue could be considered to affect the whole community & also a specific stakeholder organisation e.g.
flooding, traffic congestion, water quality, cost of living, etc. Remember the same problem (such as a volcano or
ongoing corruption) could be a problem to one organisation, a crisis to another & an issue to still another.
4. Start a new page with the heading of About [name of organisation] in your assignment paper. In your own words
(dont plagiarise), write a general summary (up to a maximum 500 words) about the organisation & its operations.
This should be similar to an About section on a website home page. Write concisely about significant details only.
For instance, there is no reason to list all the directors or senior managers or give the history of the organisation
(unless that information is particularly relevant).
5. Start a new page with the heading Summary of the issue. Imagine you are the public relations manager of your
selected organisation. Write a 1500 word summary for the management committee, containing:
a. Define the issue. What really is the core of the issue? Why did the issue develop as a challenge for the
organisation? How could it impact on the organisation? What is the worst case scenario?
b. List & very briefly describe the main stakeholders (people, groups or organisations who can affect or be
affected by the issue), & why you consider they are stakeholders.
c. Explain the stage in which the issue life cycle is in.
d. Draw a simple graph of the issue life cycle to date, showing any changes in the level of public
concern/attention over time. Draw this by hand or use your computer. You can refer to the class material from
session 3 for this.
e. Any other relevant applicable information. Much of the content in this section will depend on your particular
issue.
6. Your task is to present a business case to your manager as to why she or he should be aware of the issue & why
your organisation should implement your suggestions to deal with the issue so that it does not become a crisis.
7. As this assignment is written to achieve a business outcome, you must reference in the business case using foot notestyle referencing.

Individual Assignment I Part B: Issues Tracking (20%)

Due date
Word limit

: End of Session08 (Week09), Sat 7th May 2016 Mid exam [UTS]
: Minimum 10 (ten) A4 pages

Monitor the media (print, blogs, & online sources) follow the issue. Create an A4 log book to build a chronological
record of the coverage of the broad public issue that you have found in the news media, online and/or in social media
up to the end of week 5. This can include information you have obtained on Google. Each entry should start on a new
page & show information such as:
Date of the coverage (and time, if relevant)
Source details (physical location of source; type of media, e.g. newspaper, news website, television or radio news,
etc.)
Extent of coverage (number of words or duration of coverage if it was on TV or radio news)

LSPR1604

8 of 11

Powered by HarukaEdu.com

Online S2 Communication Studies LSPR. Course: ESIM eStrategic Issues Management

Size of audience or readership of that news source

Location of item within the news coverage, e.g. prominent or not. Give page number (for newspaper) or description
of the location of the news, e.g. on home page of news website, in the first half of television news program.
Tone of coverage (eg generally positive, neutral or negative)
Any visual images (only for newspapers & news websites)
Concise summary of one paragraph about the content of the item
Comment on implications of the item & its context in that particular news segment or page, if relevant.

Your log book should contain at least ten media pieces from at least five different media sources include traditional
& online (including social media).

> Individual Assignment II

Due date
Word limit

Worth : 50%

: End of Session13 (Week14) - DRAFT, Sat 11th Jun2016

: End of Session 16 (Week20) - FINAL, Sat 23rd Jul2016 Final exam [UAS]
: Maximum 4000 words

Communication Plan including media strategy

Assume you are the Corporate Communication Officer for the organisation you have selected in Assignment 1. Your
role is to prepare communication plan report for the Communications Manager to present to the CEO. You should write
the plan in a concise, business-style of writing on the basis that in real life it will be read by busy senior executives.
Your plan should include:
1. A cover & contents page.
2. Executive summary. Main points contained in the plan (write this section last, after you have considered all the
information gathered in the points below).
3. Overview of organisation- from Assignment 1.
4. Background. Describe how the issue developed from Assignment 1.
5. Analysis of the issue from Assignment 1. Sections 1-5 Maximum 1000 words
6. Communication Goal statement a single overall goal
7. Communication Objectives need to be SMART
8. Key stakeholders include segmentation & analysis
9. Key messages include 2. Section 5-7Maximum 500 words
10. Media Strategy include traditional & online/social media
11. Theory.Include communications theories to support your strategy (Eg Theory of: Grunigs Excellence, Persuasion)
12. Evaluation. How will success be measured? Section 8-10 Maximum 2500 words

Spelling & grammar checks essential

Good writing skills are essential to successful public relations work, & good English spelling & grammar are vital to
good public relations writing. Accordingly, you must use the spelling & grammar check provided in your word
processing software, which is almost universally Microsoft Word. Your Tutor will show your class how to use the spelling
& grammar check. As you would know, the check isnt foolproof, & therefore after you apply the check you need to reread your text in detail to minimise any possible remaining spelling & grammar mistakes.

Referencing
All sources of references must be cited (in text citation) & listed (end reference list). For details about referencing & the
required format, please refer to the ECU Referencing Guide, which can be found from the following URL:
http://www.ecu.edu.au/LDS/pdf/refguide.pdf

LSPR1604

9 of 11

Powered by HarukaEdu.com

Online S2 Communication Studies LSPR. Course: ESIM eStrategic Issues Management

>Marking rubrics
Individual Assignment II : Environmental Scanning Report & Log Book
No.

1Very
Poor

Assessment Component

Identification of a relevant topic/issue (is it deeper

than it appears? Etc.)

Understanding of the difference between an issue

& crisis stage of development

Identification of a relevant organisation

Synopsis & understanding of organisations mission,

goals & values as it relates to issue

Stakeholder analysis

At least 10 media example s collected

Quality & diversity of media examples

Analysis of media coverage

Connecting theory & principles with practice

10

Use of reference material (i.e. literature

appropriate to the topic)

11

Referencing style

12

Good English expression

13

Critical & analytical skills

14

Problem-solving skills

2Poor

345Average Good Excellent

Grade

Final Grade
Comments:

Grade:
= [Tally Grade]/[Maximum grade] = [Tally Grade]/[5x14] = [ Final Grade ] out of 100%

Individual Assignment II : Communication Plan

No.
1

1Very
Poor

Assessment Component

2Poor

345Average Good Excellent

Final

Identification of a relevant topic/issue (is it

LSPR1604

10 of 11

Powered by HarukaEdu.com

Online S2 Communication Studies LSPR. Course: ESIM eStrategic Issues Management

No.

1Very
Poor

Assessment Component

2Poor

345Average Good Excellent

Final

deeper than it appears? Etc.)

2

Identification of a relevant organisation

Understanding of environmental scanning & issues

tracking/What are the risks to the organisation?

Goal statement

SMART Objectives

Identification of key stakeholders

Appropriateness/relevance of communication
actions

Evaluation

Connecting theory & principles with practice

10

Use of reference material (i.e. literature

appropriate to the topic)

11

Referencing style

12

Good English expression

13

Critical & analytical skills

14

Problem-solving skills
Final Grade

Comments:

Grade:
= [Tally Grade]/[Maximum grade] = [Tally Grade]/[5x14] = [ Final Grade ] out of 100%

Prepared by :

Tgl.

LSPR1604

Lecturer
| | 2016

Checked by :

Tgl.

Programme Director
|
| 2016

11 of 11

Authorized by :

Tgl.

Director of PGP
|
| 2016

Powered by HarukaEdu.com