The case study assignment requires students to identify an organisation’s current strategy and prepare a presentation and/or notes to function as a brief for an external PR agency to start work in January 2018 on communications planning and campaign delivery for your organisation.
The task is to produce a written briefing of 1,500 words in Word format. In both cases, the briefing note should contain 1,500 words in total (+/- 10%). The briefing document should answer the following questions:
1. What market are you in and how do you compete (or what area of public service do you deliver and what are the priorities?)
2. Who are the organisation’s stakeholders and what are their concerns/issues?
3. What are the objectives of the organisation, in strategic, operational and communications terms?
Students should imagine that they are newly appointed to the role of in-house corporate communications director for the NHS (National Health Service)
In addition to lecture notes and unit material, the following texts are recommended for this assignment.
Grant, R. (2005). Contemporary Strategy Analysis. London:Blackwell
Oliver, S. (2009) Public relations strategy. London: Kogan Page.
Roper, S. and Fill, C. (2012) Corporate reputation: Brand and communication. Harlow: Pearson