CIPR Foundation Award in Public Relations

Assessment – December 2008

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

It has been written that: “one person’s PR is another’s

propaganda depending on what side you take in the debate.” 1

Write a report that, in the context of this statement:

1. Explains and distinguishes between the following three 250 words 20 minutes
terms: public relations, spin, propaganda.

2. Examines the role of media relations in building reputation. 250 words 20 minutes

3. Evaluates a real life example of media coverage that could be 250 words 20 minutes
seen as PR or propaganda depending on someone’s
perspective.

© Heather Yaxley 2008

Reference: L’Etang, J., 2008, “Public Relations: Concepts, Practice and Critique”, Sage

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

(i) Conforming with a professional organization’s code of 750 words 60 minutes

conduct should be a goal for all PR practitioners

or

(ii) PR’s efforts to manage reputation are worthless if not based

on trust

PART C – complete both tasks Word count Time

allowance

You work for Meltwich art gallery which is seeking to encourage

local residents who have never visited it previously to attend a
new exhibition featuring work on the theme of dreams.

It has been decided to hold a launch event for this exhibition

where the gallery will be open all night, and feature guided tours,
music and other entertainment. Visitors will be able to record
their own dreams and local artist Jem Roja will include these in a
contemporary sound installation within the exhibition.

There is no charge to attend the exhibition, which is funded by

the government body, ArtAccess. The opening event is
sponsored by local bed retailer, Sleepwell.

Task 1: Based on this information, write a one page press 500 words 50 minutes
release from Meltwich art gallery targeting a local
newspaper that will accompany a photograph.

Your release should clearly identify a human interest angle;

include an interesting headline and 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 2008