COM241 Multimedia PR Campaigns
Assessment Brief – Practical Project & Reflection
Semester 2, 2024 - 2025
Submission Deadline: Monday 26th May 2025 12 Noon (China Time)
Submission Method: Upload the assignment on Box and Learning Mall
Weighting: 70% of overall grade for COM241
Learning Outcomes Assessed
A. Demonstrate an understanding of the principles and practices of public relations.
C. Reflect upon different communication strategies used in a PR campaign.
D. Research and analyse information to understand organisational goals, audience, and media channels
E. Develop multimedia content to communicate the key messages of a PR campaign.
Assessment Aims
This assessment aims to help you:
• Understand the principles and practices of public relations.
• Enhance your research and analytical skills to gather and evaluate information.
• Develop practical skills to develop a multimedia public relations campaign.
• Improve your visual, verbal, written, and reflective communication skills.
Assessment Components
1. Part 1: Campaign Plan
• As a PR consultant, you will create a campaign plan based on one of the provided client briefs. See Appendix A for a full list of client briefs.
• Prepare a campaign plan as a slide deck (10-12 pages with clear text and visuals). Your campaign plan should address the campaign objectives, target audience, PR strategies, media channels, samples of creative content, campaign timeline, and evaluation plan. See Appendix B for a suggested campaign plan structure.
2. Part 2: Campaign Deliverables
• Create 2 examples of creative content for your campaign.
1. A short video (30-60 seconds) to communicate your campaign message.
2. A mock-up social media post (include it within the campaign slide deck).
3. Part 3: Reflection on AI Use in Campaign Planning
• Write a 400-500-word reflection about how you used AI tools during the campaign planning. Include a log documenting how you used AI tools during the planning and provide annotated screenshots as evidence. See Appendix C for a suggested reflection structure and template of the AI log
Generative AI Permissions
AI tools are permitted and encouraged for this assessment but should be used responsibly. AI tools should complement your work, not replace your own effort. The final output must reflect your own creative input, critical thinking, research and communication skills.
Campaign Plan Requirements**
1. A slide deck: 10 - 12 pages total.
2. File Format: PDF.
3. File naming: StudentID_COM241_Plan (i.e. 1234567_COM241_Plan)
**One point will be deducted for each unmet requirement.
Campaign Video Requirements**
1. Video Length: 30 - 60 seconds.
2. File Format: MOV or MP4.
3. File naming: StudentID_COM241_Video (i.e. 1234567_COM241_Video)
**One point will be deducted for each unmet requirement.
Campaign Reflection Requirements**
1. Word Count: 400-500 words (not including references).
2. AI log (In table format as shown in Appendix C)
3. Visual evidence: Include 3 - 10 annotated screenshots of your interaction with AI tools
4. File Format: PDF.
5. File naming: StudentID_COM241_Reflection (i.e. 1234567_COM241_Reflection)
**One point will be deducted for each unmet requirement.
Referencing
Cite at least 4 sources following the APA referencing style. Sources in other languages should be translated into English. A reference list must be included on the last page of the essay. APA referencing guidelines can be accessed via this link https://libguides.lib.xjtlu.edu.cn/ld.php? content_id=5887299
Academic Integrity
An assignment that does not cite or format references correctly will be penalised for Academic Integrity violations according to the University and department’s regulations. Plagiarism is a serious offence and will be penalised according to XJTLU guidelines. Please make sure your work is original and properly cited.
Late Submission Policy
If you submit an assignment after the specified deadline it will be counted as a late submission. Late submission will attract a 5% penalty per day. If the submission is more than 5 days late, a grade of 0% will be awarded and recorded as a Non-submission/Fail. Students are responsible for checking their work is submitted successfully. No extensions will be granted, unless in exceptional extenuating circumstances.
Recommended Readings
Gregory, A. (2010). Planning and Managing Public Relations Campaigns: A Strategic Approach.
Kogan Page
Kelleher, T. (2019). Public Relations. Oxford University Press.
Note: Please refer to the attached marking rubric for detailed marking criteria and mark allocation.
Appendix A: Client Briefs (Options A - E)
Option A
Client Name: Think Smart AI
Industry: Educational Non-Profit Organisation
About Think Smart AI
Think Smart AI is a newly launched non-profit organisation, founded in 2024, to address the growing reliance on AI-generated information and the challenges of discerning its accuracy. Think Smart AI’s mission is to empower individuals with the critical thinking skills needed to evaluate AI-generated content, promoting responsible and informed use of AI tools in daily life.
Mission: To raise awareness about the limitations and potential biases of AI-generated information while fostering critical thinking and responsible decision-making in an AI-driven world.
Key Areas of Focus:
AI Literacy: Educating the public about how AI tools generate information and their inherent limitations.
Critical Thinking: Encouraging users to question and verify AI-generated content.
Ethical AI Use: Promoting transparency, accountability, and fairness in AI usage.
Digital Empowerment: Ensuring individuals have the skills to navigate and critically evaluate AI- driven technologies.
Campaign Objectives
Think Smart AI is launching its first campaign to promote awareness about the accuracy and limitations of AI-generated information. The campaign aims to educate young professionals and students about responsible AI use, focusing on how to critically evaluate the content AI produces.
• Raise awareness about the potential biases and inaccuracies in AI-generated content.
• Teach practical skills for critically evaluating AI outputs, such as verifying facts and identifying biases.
• Encourage at least 1,000 individuals to participate in workshops or online training sessions.
• Build a strong online presence to engage audiences with interactive educational content.
Target Audience
• University students, young professionals, and educators who rely on AI tools like ChatGPT, image generators, or search engines.
• Tech-savvy individuals who are curious about AI but may lack awareness of its limitations.
Key Challenges
• Overreliance on AI: Many users trust AI outputs blindly without questioning their accuracy.
• Lack of Awareness: Users often do not understand how AI generates information or its potential biases.
• Engagement: Making critical thinking about AI fun and relatable for younger audiences.
Deliverables Expected from the Campaign
• Digital Content: A social media post and a short video.
• Plan for interactive events to engage the audience.
Option B
Client Name: Academic Trust Alliance
Industry: Educational Advocacy Non-Profit Organisation
About Academic Trust Alliance
Academic Trust Alliance is a newly established non-profit organisation founded in 2024, with the mission to promote academic honesty and ethical practices in higher education. Academic Trust Alliance works closely with universities, students, and educators to raise awareness about academic integrity and provide tools to help students navigate challenges ethically. The organisation emphasises the responsible use of technology, including AI, in academic work, fostering critical thinking and accountability.
Mission: To create a culture of trust and integrity in academia by equipping students with the skills and knowledge needed to uphold ethical standards in their studies and beyond.
Key Areas of Focus
• Plagiarism Awareness: Educating students on how to avoid plagiarism and cite sources correctly.
• AI Ethics: Promoting responsible and critical use of AI tools in academic environment
• Academic Support: Providing resources such as workshops, templates, and mentoring programs to help students meet academic standards.
• Integrity Advocacy: Partnering with universities to integrate academic integrity principles into policies and curricula.
Campaign Objectives
The campaign aims to raise awareness about academic integrity among university students, emphasising the consequences of misconduct and providing practical tools to uphold ethical practices. The campaign also seeks to educate students on the ethical and critical use of AI tools in academic work.
• Raise awareness about the importance of academic honesty and the consequences of misconduct.
• Educate students on proper citation, research ethics, and AI tool use.
• Provide practical resources and support systems for students to complete their academic tasks ethically.
• Promote a supportive environment where students feel comfortable asking for help.
Target Audience
• University students at all levels, with a focus on first-year students adapting to academic integrity standards and students facing high academic pressure.
Key Challenges
• Misunderstanding of Policies: Students may not fully understand what constitutes academic misconduct.
• AI Misuse: Increasing reliance on AI tools without awareness of ethical considerations.
• Pressure to Perform. Academic stress leading to a temptation to plagiarise or cheat.
Deliverables Expected from the Campaign
• Digital Content: A social media post and a short video.
• Plan for interactive events to engage the audience.
Option C
Client Name: EcoSphere Collective
Industry: Environmental Non-Profit Organisation
About Eco Sphere Collective
EcoSphere Collective is a newly established non-profit organisation that began operations in 2024. Its mission is to introduce and promote sustainable living practices in urban communities in China. Although EcoSphere has successfully run campaigns in Southeast Asia, this is its first major initiative in China, and the organisation aims to build awareness and establish itself as a trusted leader in the sustainability space.
Mission: To inspire individuals and communities in China to take small but impactful steps towards reducing waste and embracing eco-friendly lifestyles.
Key Areas of Focus:
• Sustainable Lifestyles: Promoting eco-friendly habits such as reducing waste and conserving energy.
• Plastic-Free Living: Advocating for reduced reliance on single-use plastics.
• Educational Campaigns: Engaging schools and universities with workshops and informational resources.
• Digital Advocacy: Utilising social media platforms to inspire collective action.
Campaign Objectives
EcoSphere Collective is launching its debut campaign in China, targeting urban residents. The goal is to encourage small but impactful sustainable habits while introducing EcoSphere as a reliable voice for sustainability in the region.
• Raise awareness about the environmental benefits of zero-waste living among suburban families.
• Inspire urban residents to adopt one small eco-friendly habit.
• Provide families with tools, resources, and practical tips to sustain zero-waste habits long- term.
Target Audience
• Urban residents aged 20–35, including university students, young professionals, and families.
• Young parents who want to teach their children sustainable habits.
Key Challenges
• Behavioural Barriers: Many families are aware of the zero-waste movement but feel it is too complicated or expensive to adopt.
• Misinformation: There is confusion about what "zero-waste" truly means and how to start.
• Community Engagement: Building trust and momentum in suburban communities that may not prioritise sustainability.
Deliverables Expected from the Campaign
• Digital Content: A social media post and a short video.
• Plan for interactive events to engage the audience.
Option D
Client Name: Green Bites Initiative
Industry: Food Advocacy Non-Profit Organisation
About Green Bites
Green Bites Initiative is a newly established non-profit organisation founded in 2024 to promote plant-based eating in China. With a focus on health, sustainability, and animal welfare, Green Bites Initiative aims to inspire individuals and communities to reduce their consumption of animal products and incorporate more plant-based meals into their diets.
Mission: To make plant-based eating accessible, enjoyable, and culturally relevant, empowering individuals to make healthier and more sustainable food choices.
Key Areas of Focus:
• Health Awareness: Educating the public on the health benefits of plant-based diets.
• Sustainability Advocacy: Highlighting the environmental benefits of reducing meat and dairy consumption.
• Cultural Integration: Creating plant-based meal options inspired by traditional Chinese cuisine.
• Community Engagement: Collaborating with local chefs, restaurants, and food influencers to promote plant-based eating.
Campaign Objectives
Green Bites Initiative is launching its debut campaign to promote the health and environmental benefits of plant-based eating. The campaign aims to encourage urban residents to try plant- based meals, emphasising their ease, affordability, and alignment with cultural tastes.
• Raise awareness about the benefits of plant-based eating for health and the environment.
• Inspire at least 10,000 individuals to participate in the “Plant-Based Pledge,” committing to eating at least one plant-based meal per day for a week.
• Increase the visibility of plant-based options in local restaurants and grocery stores.
• Build partnerships with food brands or restaurants to support the campaign.
Target Audience
• Individuals who are resistant to try plant-based eating due to misconceptions about taste, cost, or nutritional value.
Key Challenges
• Perception of Plant-Based Eating: Many see plant-based meals as expensive, bland, or inaccessible.
• Engagement: Encouraging individuals to experiment with new dietary habits can be challenging.
Deliverables Expected from the Campaign
• Digital Content: A social media post and a short video.
• Plan for interactive events to engage the audience.
Option E
Client Name: Heritage Nexus Collective
Industry: Cultural Heritage Preservation and Promotion
About Heritage Nexus Collective
Heritage Nexus Collective is a newly established organisation dedicated to preserving and promoting cultural heritage through innovative multimedia exhibitions. Founded in 2024, the organisation bridges the gap between traditional heritage and modern audiences by combining storytelling, technology, and art to create immersive cultural experiences.
Mission: To celebrate, preserve, and promote cultural heritage through engaging multimedia experiences that inspire appreciation and understanding across generations.
Key Areas of Focus:
• Preservation: Supporting efforts to document and protect intangible and tangible cultural heritage.
• Education: Raising awareness of cultural history and traditions among younger generations.
• Innovation: Using technology such as AR, VR, and digital art to present heritage in innovative ways.
• Community Engagement: Collaborating with local artisans, historians, and artists to showcase diverse cultural narratives.
Campaign Objectives
Heritage Nexus Collective is launching its debut multimedia exhibition titled “Echoes of the Past: A Journey Through Cultural Treasures”, aimed at connecting modern audiences with ancient traditions through immersive storytelling and cutting-edge technology.
• Attract 10,000 visitors to the exhibition within the first three months.
• Increase social media engagement by 60% by promoting interactive online content related to the exhibition.
• Build awareness about endangered cultural practices and traditions.
• Establish partnerships with at least 10 local cultural organisations or institutions.
Target Audience
• Urban residents and tourists, including younger audiences (Gen Z).
Key Challenges
• Engaging Younger Audiences: Making cultural heritage appealing and relatable to younger demographics.
• Balancing Tradition and Technology: Ensuring modern approaches respect and preserve the authenticity of the heritage.
• Awareness: Generating buzz and visibility for a new and emerging organisation.
Deliverables Expected from the Campaign
• Digital Content: A social media post and a short video.
• Plan for interactive events to engage the audience.
Option F
Client Name: WorkFuture Alliance
Industry: Workplace Engagement and Employee Development
About WorkFuture Alliance
WorkFuture Alliance is a newly established organisation dedicated to addressing workplace challenges and improving employee engagement. Founded in 2024, the organisation partners with businesses and educational institutions to create innovative strategies for bridging generational gaps, fostering collaboration, and cultivating meaningful work environments for young professionals.
Mission: To empower employees and organisations to thrive together by fostering understanding, engagement, and purpose in the workplace.
Key Areas of Focus:
• Workplace Engagement: Promoting strategies to combat disengagement and improve employee satisfaction.
• Professional Development: Equipping employees with tools and resources to navigate workplace dynamics.
• Collaboration: Building bridges between different generations in the workforce.
Campaign Objectives
WorkFuture Alliance is launching its first campaign aimed at improving workplace engagement for Gen Z employees and promoting strategies for organisations to better understand and support their youngest team members.
• Provide actionable tips and tools to help Gen Z employees feel more connected and engaged at work.
• Create resources to facilitate intergenerational understanding and collaboration in workplaces.
• Reach at least 500 organisations and 5,000 young professionals through campaign materials and events.
Target Audience
• Gen Z employees (ages 18–26) who feel disengaged, undervalued, or disconnected in their workplace.
• HR professionals, team managers, and organizational leaders seeking to improve workplace culture for Gen Z employees.
Key Challenges
• Disconnection: Many Gen Z employees feel their employers don’t understand or value their needs.
• Perception Gaps: Organizations struggle to adapt to Gen Z’s expectations for flexibility, purpose, and transparency.
• Retention Issues: High turnover rates among Gen Z employees due to disengagement or dissatisfaction.
Deliverables Expected from the Campaign
• Digital Content: A social media post and a short video.
• Plan for interactive events to engage the audience
Appendix B: Campaign Plan Structure
Multimedia PR Campaign Plan for [Client’s Name]
1. Executive Summary
• Provide a brief overview of the campaign, its objectives, and the proposed strategy.
。 Summary of the client’s goals and challenges.
。 Key points of the campaign plan (target audience, strategy, and key messages).
。 Expected outcomes.
2. Background and Research
• Establish context and provide insights into the client, industry, and key issues.
。 Overview of the client (history, mission, and key challenges).
。 Industry analysis and trends relevant to the campaign.
。 Insights from research on audience, competitors, and environmental factors.
。 Use of evidence or data from credible sources.
3. Target Audience Analysis
• Define the campaign’s primary audience(s).
。 Demographics (age, gender, location, etc.).
。 Psychographics (values, interests, motivations).
。 Behaviours (media consumption habits, purchasing behaviour, etc.).
。 Insights into how the campaign will address audience needs or preferences.
4. Campaign Objectives
• Outline what the campaign aims to achieve.
。 SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound).
。 Link objectives to the client’s overall goals and challenges.
5. Key Messages
• Articulate the main messages that the campaign will communicate.
。 Core message (what the audience needs to remember).
。 Supporting messages (details or persuasive elements).
6. Campaign Strategy
• Provide an overview of the way to achieve the objectives.
。 Overall strategy (e.g., awareness campaign, behaviour change, crisis management).
。 Key themes or storytelling techniques.
。 Media channels.
。 Include examples of multimedia content (mock-up social media posts and video storyboards).
7. Implementation Plan
• Detail the specific actions and channels to deliver the campaign.
。 Tactics (e.g., social media posts, events, partnerships, etc.).
。 Timeline with key milestones (e.g., launch date, campaign phases).
8. Evaluation Metrics
• Outline how the campaign’s success will be measured.
。 Key Performance Indicators (KPIs) (e.g., social media engagement, website traffic, etc.).
。 Methods of data collection (e.g., surveys, analytics, focus groups).
。 Timeline for evaluation (e.g., midpoint and end-of-campaign reviews).
Appendix C: Reflection Structure
Reflection on AI use in PR campaign planning
1. Role of AI in Your Process:
• What stages of the PR planning process did you use AI tools for (e.g., brainstorming, audience analysis, content creation)?
• Which AI tools did you use?
• How did AI tools help you complete the campaign plan?
2. Evaluation of AI Outputs:
• What were the strengths and limitations of the AI-generated outputs?
• How did you adapt or improve on the AI-generated content??
• What challenges did you face when using these AI tools?
• What part of the campaign plan was improved by AI?
• What part needed human input?
3. Creativity Beyond AI:
• How did you contribute your own ideas and creativity beyond what the AI tools generated?
4. Lessons Learned:
• What key insights did you gain from integrating AI into your PR campaign planning?