Organisational Storytelling and Media Relations – Global Homework Experts

Assessment Guide for

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AMN461 Organisational Storytelling and Media Relations

 

 

 

Please read this assessment guide in conjunction with the AMN461 Organisational Storytelling and Media Relations unit outline. This document provides detailed information for AMN461 Organisational Storytelling and Media Relations assessment items. Please note it is very important that you understand the requirements of each assessment item. If you do not, please contact your tutor for help.

 

 

 

 

 

Your tutor’s name: …………………………………………………………………………

 

 

Your tutor’s email address: …………………………………………………………………

 

 

Your tutorial time and place: ……………………………………………………………….

 

 

Your tutor’s consultation time: ……………………………………………………………..

 

There are two assessment items in this unit, both to be completed individually. The first assignment requires you to explain the benefits of a media strategy for organisations generally, and to relate this to a specified real-world client organisation. This knowledge platform is then built on in the second assignment, in which you develop a portfolio of original associated collateral for that client.

The allocated client in this unit will present you with a communication challenge they need help to overcome to achieve their goals. The two assignments in this unit together constitute your response to the client’s needs.

In the first assignment (the report) you will draw on the content in Weeks 1 to 6 (inclusive) of this unit. You will explain to the client why and how a media strategy integrating organisational storytelling can help organisations generally achieve the outcomes they are looking for; and then apply your explanation to show how it can help the client organisation. You will justify the arguments you make to the client by drawing on academic theory, media content, and case studies as required. You will also present a draft key message for use in the portfolio.

In the second assignment (the portfolio) you draw on the work you did for the report – supplemented by the feedback provided by your tutor in the marking of that assignment – to present a portfolio of ready-to-use material for the client. Your portfolio also includes an introduction and rationales that justify its contents by reference to academic theory, media content, and case studies as required. In this assignment, all the material you create must clearly and closely relate to the achievement of the client’s objectives.

Item Title and Description Due Date Weighting Length or Duration
1.  

Report

Demonstrate your understanding of the concepts covered in Weeks 1 to 6 (inclusive), and how they can be used to help organisations achieve their goals.

Formative or Summative: Formative and Summative

Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)

Related Unit learning outcomes:

1.    Demonstrate the knowledge and skills necessary to develop a media strategy to help achieve organisational objectives.

Individual/Group: Individual

 

 

Week 7

 

40%

 

2000 words (excluding abstract, reference list, and non-marked appendices)

 

 

2.

 

Professional portfolio

Develop a portfolio of communication items as advised by your lecturer based around the strategy you presented in Assignment 1. The portfolio will include an introduction that presents an original key message and sets out the storytelling approach used to guide the development of the material. Each item of collateral will be accompanied by a rationale that acknowledges and justifies the choices you made in its development.

Formative or Summative: Summative

Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1)

Related Unit learning outcomes:

2.    Develop and use the characteristics of storytelling to structure content suitable for traditional and social media.

3.    Create communication tactics for traditional and social media that respond to organisational goals.

Individual/Group: Individual

 

 

Week 13

 

60%

 

3000 words

 

To submit your work, follow these steps:

  1. Go to the Blackboard site and click on the Assessment tab.
  2. Find the assessment table.
  3. In the assessment table, click on the relevant item name.
  4. This will take you through to another page with information about the assignment requirements. When you are ready to upload, click on the View Assignment link and follow the instructions. This counts as your submission. You may submit your assessment items more than once up to the due date for each one. However, submissions made after the due date/time without an approved extension will incur a penalty (see above).

Note that academic support for all assignments ends at 5p.m. on the last working day before your assignment is due. All assignments must be submitted online before 11.59p.m. on the due date as advised.

Assessment work submitted after the due date without an approved extension will normally not be marked and will receive a grade of 1 or 0%. This policy reflects the expectations of professional practice for meeting deadlines.

Introduction

The assessment in this unit allows you to:

  • Receive feedback on your learning as you progress toward the development of knowledge, understanding, skills and attitudes (formative assessment); and
  • Demonstrate your learning to achieve a final grade (summative assessment).

 

This assignment guide explains the elements of each assessment item and sets out the marking criteria. Further information is available on the unit’s Blackboard site.

Criterion-referenced assessment

Assessment in this unit is based on criterion-referenced assessment. Criterion-referenced assessment (CRA) builds your understanding of assessment practices and allows you to demonstrate your application of knowledge and skills at your desired level or grade.

Presentation of work

You must prepare all your assignments in this unit to a highly professionally standard. Your written tone should be appropriate for a formal report or essay, and you should not use contractions (e.g., don’t, can’t etc.) or colloquialisms. You must carefully proofread your work, and structure your content using appropriate headings where required. Submit all your assignments online via the BlackBoard site for this unit.

Referencing

The referencing format for this unit is APA. Information on this format will be posted on the unit website and discussed in the tutorials, and this must be followed very carefully.

Penalty for late submission

Assessment submitted after the due date without an approved extension will not be marked and will receive a grade of 1 or 0%. If special circumstances prevent you from meeting the assessment due date, you can apply for an extension. Both assignments are eligible for the 48-hour automatically approved extension.

Penalty for length variations

All assignments in this unit have set word limits. If your work varies from these limits by more than 10%, you will lose marks (see CRA sheets for more details).

 

Links to unit learning outcomes: 1 Relates to AOLs: KS (1.1), HO (2.1), PC (3.1)
Length:  2000 words | Percentage of final grade: 40%
Due date: Week 7 (exact date to be confirmed on Blackboard).
Submission: Submit as a single Word or PDF document using the link provided on Blackboard.

Can I apply for the automatically approved 48-hour extension? Yes.

In the first assignment (the report) you will draw on the content in Weeks 1 to 6 (inclusive) of this unit.

Assume the role of a media relations consultant pitching for a client’s business. You need to show that organisational storytelling combined with a media strategy – that is, the use of earned, owned, and shared content delivered through traditional and social media channels – can help organisations communicate a key message and achieve their goals and objectives. You will first propose a key message for the client, then show how using narrative devices and storytelling discourses can help the client organisation. You will justify the recommendations you make to the client by drawing on academic theory, media content, and case studies as required.

Executive summary (single page, double line spacing)

A complete summary of your report including your conclusions.

 

Not included in the word limit

 

Introduction (around 5% of the word limit)
This section should include the following:
All the text in these sections is included in the word limit (2000 words)
·         The purpose of this report.

·         An introduction to the organisation you are working for and a summary of its communication need.

 

Content (do NOT use this as your heading! Create a different one. Around 85% of the word limit)
Sub-headings should be used.

 

In this section, you should attempt to answer the following questions. They are intended to give you a starting point for your thinking. You will have to go beyond just answering these questions to do well in your report. Do not use these questions as headings. Make up your own headings.

 

Thinking about your key message:

·       What are the organisation’s desired outcomes? What do they need stakeholders to do to achieve these outcomes?

·       Which stakeholders do you need behavioural responses from to achieve these outcomes? Who do you want to reach? Who is your target audience?

·       Why should they undertake this behaviour?

·       What is your recommended key message (KM) for this audience?

 

Thinking about organisational storytelling:

·       What is organisational storytelling?

·       Drawing on the master plots, characters, and other storytelling characteristics covered in this unit, what organisational storytelling theme do you recommend for the client? Why?

 

Thinking about the use of media:

·       What do we mean by ‘media’?

·       What effects do the media have, and how can these effects help organisations in general achieve their goals? Hint: This section should make use of multiple communication and/or media effects theories and models.

·       Applying one or two of these ideas to the client organisation, how can you use the media to help it achieve its desired outcomes?

 

In summary, why is organisational storytelling delivered via a media strategy the best choice for the client?

 

Conclusion (around 10% of the word limit)

·       Concise summary of your ideas and recommendations.

·       NO new information.

   
Reference List

List in alphabetical order all the sources referred to in the in-text citations used in the report. Use APA style. For more information visit http://qut.to/d8z71

 

 

Not included in the word limit

 

Appendices (optional)

Include appendices only if you feel that the reader may benefit from access to additional information. The contents of the appendices will not be marked.

   

 

Refer to the relevant CRA rubric for further information about what is expected at each grade level.

 

Knowledge and skills (KS 1.1) – Knowledge of organisational situation (30%)
Grade 7 6 5 4 3-1
Knowledge of organisational situation and development of key message ·  You provide a comprehensive explanation and analysis of the situation the client is facing, making direct reference to the brief, and providing a statement of the organisation’s objectives in respect of this situation.

·   You demonstrate how the situation could be addressed by achieving a behavioural response from a specified audience.

·   You present a key message that is clearly appropriate for this audience containing all the required elements as specified for this unit.

·   You strongly justify all your conclusions in this section.

·   You provide a comprehensive discussion of the client’s situation, making direct reference to the brief and providing a clear statement of the organisation’s objectives in respect of this situation.

·   You describe how the situation could be addressed by achieving a behavioural response from a specified audience.

·   You present a key message aimed at this audience containing all the required elements as specified for this unit.

·   You justify all your conclusions in this section.

·    You accurately describe the situation being faced by the client and provide an appropriate statement of the outcome the organisation desires, clearly drawing on the brief.

·    You suggest a suitable target audience to achieve a behavioural response from to address the situation.

·    You present a key message containing all the required elements as specified for this unit.

·    You attempt to justify your conclusions in this section.

·   You provide a basic description of the situation being faced by the client that reflects the brief, and a clear statement of the outcome the organisation desires.

·   You attempt to articulate a key message but with significant omissions or errors.

You do not provide a discussion of the client’s situation, or your discussion does not accurately reflect the client brief.

You do not provide an original key message, or your key message does not follow the required format.

 

AMN461 Organisational Storytelling                                                                                                                                                                      A1 Criteria Sheet – Report (40%)

Continued…

Higher order thinking (HO 2.1) – Organisational storytelling (30%)
Grade 7 6 5 4 3-1
Organisational storytelling ·   You provide a comprehensive explanation, analysis, and examples of the narrative devices and storytelling discourses used in organisational storytelling generally.

·   You provide a strong and persuasive rationale for the use of organisational storytelling in the client’s portfolio.

·   You demonstrate how your choice of master plot and character/s will align with and support your key message.

·   You strongly justify all your conclusions in this section.

·   You provide a comprehensive discussion of the narrative devices and storytelling discourses used in organisational storytelling.

·   You demonstrate how storytelling can help organisations generally achieve their objectives.

·    You show how organisational storytelling can help achieve the client organisation’s objectives.

·   You select a master plot and character/s for use in the client’s portfolio and show how they relate to your key message with some omissions.

·   You justify all your conclusions in this section.

·   You discuss the narrative devices and storytelling discourses used in organisational storytelling.

·    You describe how storytelling can help organisations generally achieve their objectives.

·    You attempt to link organisational storytelling to the achievement of the client organisation’s objectives.

·    You suggest a suitable master plot and character/s for the client’s portfolio.

·    You attempt to justify your conclusions in this section.

·   You provide a description of the narrative devices and storytelling discourses used in organisational storytelling.

·   You attempt to describe how organisations generally use storytelling to achieve their objectives but with significant omissions or errors.

·   You propose a specific master plot and character/s for use in the client’s portfolio.

You do not provide a discussion of organisational storytelling, or your discussion does not accurately reflect the unit content.

 

 

Higher Order Thinking (HO 2.1) – Discussion of media strategies and effects (30%)
Media strategy

 

·       You provide a comprehensive and strongly theoretically justified explanation – using theory/ies covered in this unit including media effects theories – of how the client organisation can use a media strategy to achieve its objectives.

·       You support your suggestions with well-integrated references to how other similar organisations in similar situations have used a media strategy to good effect.

·       You create a compelling argument that organisational storytelling delivered via a media strategy is the best choice for the client.

·       You acknowledge the limitations of this media strategy and suggest how these might be addressed by the client organisation.

·       You provide an explanation, justified through reference to academic theory/ies covered in this unit including media effects theories, of how the client organisation can use a media strategy to reach the primary target audience, affect their behaviour, and achieve its objectives.

·       You support your ideas with references to how other organisations in similar situations have used a media strategy to good effect.

·       You create a strong argument that organisational storytelling delivered via a media strategy is the best choice for the client.

·    You discuss how a media strategy can be used to reach the primary target audience in multiple ways.

·    You provide at least one example each of traditional and social media outlets that could be used to access the primary target audience.

·    You use academic theory/ies covered in this unit, including media effects theories, to clearly and correctly describe how media content can affect stakeholder behaviour.

·    You apply some of these theories to a limited extent to show how your organisation could achieve its desired outcomes.

·  You describe how developing shared, earned, and owned content for traditional and social media channels (i.e., a media strategy) can help to affect stakeholder behaviour in general.

·  You attempt to describe how the client organisation can benefit from using a media strategy although there are some omissions and inaccuracies in your work.

·  You do not provide a proposal that discusses how shared, earned, and owned content delivered through traditional and social media channels (i.e., a media strategy) can help the organisation achieve its aims.

 

Professional communication in an intercultural context (PC 3.1) – Professional written communication (10%)
Grade 7 6 5 4 3-1
Professional communication ·       Task purpose is addressed with inclusion of highly relevant material throughout. Maintains clear focus on the task. Conclusions are communicated logically, clearly, and professionally. Information sources used are highly appropriate to task and correctly referenced. Spelling, grammar, and punctuation are error-free.

·       Adopted structure highly appropriate for chosen style of writing.

Task purpose is addressed with inclusion of very relevant material throughout. Maintains clear focus on the task throughout, with only minor gaps in clarity; Conclusions are mostly communicated logically, clearly, and professionally; Information sources used are mostly appropriate to task and correctly referenced; Spelling, grammar and punctuation are mostly error-free throughout. Task purpose is addressed with inclusion of relevant material throughout. Maintains focus, though with occasional lapses in clarity; No more than four errors of spelling, grammar, and punctuation errors on any one page. Task purpose is generally addressed with inclusion of some relevant material. There is occasional blurring or loss of focus.  There are more than four technical errors on any one page. Grammar is unclear at times. Discussion is frequently confusing, lacks clarity and coherence and/or awareness of task; Adopted structure highly inappropriate for required style of writing; Information sources used are not appropriate to task; Spelling, grammar and punctuation errors are frequent throughout, preventing logical cohesion and readability.

You do not demonstrate academic integrity (including adhering to the word limit).

 

 

 

 

Formative or Summative: Summative

Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1)

Related Unit learning outcomes:

  1. Develop and use the characteristics of storytelling to structure content suitable for traditional and social media.
  1. Create communication tactics for traditional and social media that respond to organisational goals.

Weight: 60%

Length: 3000

Individual/Group: Individual

Due (indicative): Week 13

Can I apply for the automatically approved 48-hour extension? Yes.

 

Details

Develop a portfolio of communication items as specified below based around the pitch you presented in Assignment 1. The portfolio will consist of a brief introduction that presents your key message and sets out the storytelling approach (plot/s and character/s) – refined from your initial ideas in Assignment 1 – used to guide the development of the material. It will also include content items and rationales as specified below.

 

Introduction (around 10% of your word limit)

This section should include the following:

·         A summary of the organisational issue and required behavioural solution, and the primary target audience (ONE) you are seeking to undertake this behaviour, updated with feedback from your previous assignment.

·         A key message for your portfolio, using the formula presented in this unit in Week 4.

·         A summary of the overarching organisational storytelling theme (plot/s and character/s) you are using, drawing on the content of the lecture and workshop in Week 3.

 

All the text in these sections is included in the word limit (3000 words)
Portfolio (around 90% of the word limit)

This section should include fully worked-up versions of the following, prepared to a professional standard, plus a 200-word rationale per item:

·         One media release – two pages, including photo opportunities – plus rationale.

·         A 3-minute speech plus rationale.

·         A 300-word feature story, drawing on the client brief and/or the guest presentation plus rationale.

·         A fact sheet – one page – plus rationale.

·         A LinkedIn OR Facebook post (to be confirmed by the lecturer) and five proactive tweets with links and hashtags (280 characters per tweet) (The tweets are written as if to be sent from organisation’s twitter site and will reflect/support/align with portfolio content) – plus one rationale for this group of items.

PLUS

·         A list of five different journalists from a variety of media outlets (including at least one each from newspapers, radios, and magazines) to whom you would send the media release. NO RATIONALE REQUIRED FOR THIS ITEM.

 

 

Reference List

List in alphabetical order all the sources referred to in the in-text citations used in the portfolio. Use APA style. For more information visit http://qut.to/d8z71

Not included in the word limit

 

Appendices (optional)

Include appendices only if you feel that the reader may benefit from access to additional information. The contents of the appendices will not be marked.

 

 

Refer to the relevant CRA rubric for further information about what is expected at each grade level.

 

Academic support

You should aim to ask questions about this assignment either in person in the tutorials, or by posting more general issues to the relevant forum on the discussion board on the BB site. Keep your emails to a minimum: bombarding your tutor with email questions about assignments is not appropriate. No questions will be answered – either by email or on the BB site – after 5p.m. on the last working day before your assignment is due.

 

AMN461 Organisational Storytelling                                                                                                            A2 Criteria Sheet – Professional Portfolio (60%)

 

Higher Order Thinking (HO 2.1) – Introduction and rationales (30%)
Grade 7 6 5 4 3-1
Critical justification You present an introduction to your portfolio and rationales for each item that use well-integrated academic and practitioner references beyond the set readings to strongly justify all the decisions made in the creation of the portfolio.

 

The introduction to your portfolio and most of the rationales acknowledge most of the decisions made in the creation of the portfolio, justifying them with support from academic and practitioner references beyond the set readings.

 

The introduction to your portfolio and rationale for each item acknowledge and justify some of the decisions made in the creation of the portfolio. Each rationale is supported by academic and/or practitioner references.

 

You provide an introduction to your portfolio and a rationale for each item that attempt to acknowledge and justify some of the decisions made in the creation of the portfolio.  Each rationale contains at least one reference.

 

The portfolio you present does not contain an overall introduction and a rationale for each item.

OR

There is not a reference in each rationale.

OR

The rationales do not sufficiently acknowledge and justify the decisions you made in creating the portfolio.

 

Knowledge and skills (KS 1.2) – Genre requirements (30%)
Grade 7 6 5 4 3-1
Genre requirements One of the items in the portfolio displays multiple differences from the genre conventions as specified for this unit.

Other items have few or no errors.

Two of the items in the portfolio display multiple differences from the genre conventions as specified for this unit.

Other items have few or no errors.

Three or four of the items in the portfolio display multiple differences from the genre conventions as specified for this unit.

Other items have few or no errors.

Items you present in the portfolio consistently do not follow the conventions of style and structure appropriate to the specific genres as specified for this unit.

OR

The portfolio you present does not contain the range of items specified.

Continued

 

Higher Order Thinking (HO 2.1) – Portfolio effectiveness (30%)
  7 6 5 4 3-1
Portfolio effectiveness All the items in your portfolio use the key message and storytelling devices in a highly effective way. They are extremely effective and consistent in positively positioning the client. There is a strong sense of a unified message and storytelling strategy across all items. All the items in your portfolio use the key message and storytelling devices in an effective way. They are highly effective in positively positioning the client. There is a sense of a unified message strategy across all items and clear evidence of a storytelling theme throughout. Most of the items in your portfolio use the key message and storytelling devices. They are generally effective in positively positioning the client. There is some sense of a unified message and storytelling strategy across all items although this could have been better developed. Some of the items in your portfolio use the key message and storytelling devices. They attempt to positively position the client.  There is a basic sense of a unified message strategy but not all items show this. No key message is evident in any of the items in your portfolio.

OR

There is no evidence of storytelling devices (plot/s and character/s) in any of the items in your portfolio.

OR

The items do not positively position the client.

OR

There is little or no sense of a unified message strategy.

 

Professional communication in an intercultural context (PC 3.1) – Professional written communication (10%)
Grade 7 6 5 4 3-1
Professional communication ·   Spelling, grammar, and punctuation are error-free.

·   Very few errors of referencing or expression.

·   There are no more than two technical errors (referencing, spelling, grammar, punctuation, and expression) on any one page. ·   There are no more than four technical errors (referencing, spelling, grammar, punctuation, and expression) on any one page. ·   There are more than four technical errors (referencing, spelling, grammar, punctuation, and expression) on any one page. ·   Misinterpretation of task purpose resulting in inappropriate response.

·  Spelling, grammar, and punctuation errors are frequent throughout, preventing logical cohesion and readability.

·   Assignment does not demonstrate academic integrity (including adhering to the word limit).

 

 

 

 

 

 

 

Here are three simple steps to get you the answers you need:

  1. Read this assessment guide – carefully. It’s amazing how much information is available in these pages!
  2. Post your question on the AMN461 BB site Discussion Forum page.
  3. Ask your tutor during consultation times.

 

Making sure you use all the resources available to you will really help to reduce the confusion and stress levels.