CIPR Foundation Award in Public Relations

Assessment – October 2009

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

Heath & Coombs (2006) write: “Advertising, marketing and

public relations are different, but they overlap.” Write a report
that, in the context of this statement:

1. Defines the following three terms: public relations, marketing, 250 words 20 minutes
advertising.

2. Explains the role of a public relations consultancy. 250 words 20 minutes

3. Describes a real life example illustrating how public relations 250 words 20 minutes
differs from advertising

Reference:
Heath, R.L. & T.W. Coombs, (2006) “Today’s Public Relations”, Sage

© Heather Yaxley 2009

PART B – write an essay that presents arguments for and Word count Time
against one of the following statements: allowance

(i) Structured learning (qualifications and training courses) is 750 words 60 minutes
essential to PR practitioners’ continuous professional
development

or

(ii) Codes of conduct (specified by professional PR bodies, such

as the CIPR) set out clear rules for responsible PR practice.

PART C – complete both tasks Word count Time

allowance

You are the PR executive for a family-run business, Nature Parks,

and have been asked to announce the development of a network
of new environmentally sensitive family holiday villages. Each
costs £3m to build, and subject to achieving planning permission,
the first will open on a 24 hectare site in Richmouth early in
2010.

The Richmouth site will offer 250 sustainably-sourced,

architecturally-designed timber lodges located within a woodland
conservation area for plants and wildlife. Chairman, Spencer
Reynolds is planning a range of activities for holidaymakers
staying at Nature Parks that will be sensitive to the natural
environment and encourage an active, healthy lifestyle.

During the building phase Nature Parks will employ local

tradesmen. Once open, the park will employ 150 local staff.
Nature Parks seeks to bring ecological, social and economic
benefits to the area. Ten percent of annual profits from the
venture will be spent on local community projects, estimated at
£50,000 in the first year.

Task 1: Based on this information, write a one page press 500 words 50 minutes
release from Nature Parks targeting the local Richmouth (including
newspaper that will accompany a photograph. notes to
editors)
Your release should clearly identify a human interest angle;
include an interesting headline, newsworthy first paragraph and
a suitable quote.

Task 2: Outline your idea for the photograph that will be sent to 200 words 10 minutes
accompany your press release

© Heather Yaxley 2009