DPR3702 Assignment 2 Semester 1 2023 (ANSWERS)

DPR3702 Assignment 2 Semester 1 2023 (ANSWERS) SECTION A: Public Relations in the arts, leisure, and entertainment industry Introduction [5 Marks] 1.1 Develop a public relations plan for the Sandton Jazz festival the plan should include four elements, namely research, objectives, programming, and evaluation. For more information on the heritage site visit Jazz lovers welcome the return of the Standard Bank Joy of Jazz | Fourways Review Please do not contact the organisation. Research [3] Objectives [2] Programming [6] Evaluation [3] 1.2 Click on the following hyperlink and read about tips for public relations practitioners who are working in the arts. Thereafter, summarise the article. [6] 6 show-stopping tips for PR pros in the entertainment industry - Agility PR Solutions 1.3 Compile a media database (list) of four arts, culture, and entertainment journalists. The database should indicate the names of the media organisations and the journalists. Do not include their contact details. To compile this database, refer to newspapers online on the entertainment sections, magazines and social media platforms. [6] 1.4 Compile a media monitoring report on an organisation in the arts, culture, and entertainment industry of your choice. To complete this task, you should look for stories on the organisation in newspapers and other forms of media. The report must indicate the name of the media organisation, tittle of the story, date of publication and the rating of the story. The report should contain at least three stories. [6] 1.5 Define the following types of celebrities with one example for each • Ascribed celebrity • Achieved celebrity. • Attributed celebrity (6) 1.6 Lady Zama is a celebrity in the music industry. He has approached you to become her PR person and you have been asked to explain why PR practitioners are important for the bottom line. (4) 1.7 Click on the following hyperlink and read about what a celebrity public relations representative does. Thereafter, summarise the article. 1.8 Describe an advertisement that you have read or seen that features a celebrity. In your description, you should indicate the names of the marketer and the celebrity. (4) 1.9 Makhzadzi is a South African music star who is billed to perform at the Mandela Day International Day celebrations on 18 July May 2023. As her publicist, develop a schedule of media interviews to generate pre-event publicity. The schedule should have at least five proposed media interviews. (10 Marks). Use the format below. Name of the Media Name of Show and host. Date and time 1.11 SELF-REFLECTION [2 MARKS] Self–reflection Activity. What is the most important information and what are the most important skills you have learnt from this learning unit? What were the main challenges you encountered as you worked through the learning unit? SECTION B: Ethics in Public Relations Question 1: In general, ethics can mean different things to different people and, as such, it is a very complex term and topic. Before we dwell much on this topic, it is important to note that it is beyond the scope of this learning unit to exhaustively discuss every aspect of ethics. Nonetheless, it is important to understand the basics of ethics. What is ethics? What do we consider to be right or wrong? How do people behave ethically? In this activity, we focus on explaining ethics, more particularly the definition and nature of ethics in general. According to Seitel (2011: 139), ethics can simply be defined as "values that guide a person, organisation and society". Ethics in a business context can be explained as the publics' perception of an organisation's standards of behaviour (Rensburg & Cant 2009: 242). Individuals' ethical behaviour is rooted in their morals – in other words, in personal values or principles. What do you personally consider to be good or bad morals? Do you think that you and the next person have same ideas about what is considered good morals? Well, this is not always the case and the same goes for ethics. The distinction between what is ethical and unethical behaviour is based on our different cultures and is a product of our social norms (Rensburg & Cant 2009: 252). Ethics are guiding principles which help us to distinguish what is right and what is wrong. Ethical behaviour is the “right” behaviour. It is difficult to have the same views about ethics as our contexts are different and our realities are unique and complex. How we were raised as children has a great impact on what we consider as ethical and unethical. It is important, as a public relations student, to comprehend that views on ethics are complex and always subject to debate. Please click on the hyperlinks below and consult the following reading materials to gain further understanding of the term, and of the nature of ethics. 1.1 Use the link below to access an article on ethics in Public Relations and summarise. Your answer should not be more than 15 lines. [10 Marks} This is how communication practitioners should behave - Solidariteit BeroepsnetwerkeSolidariteit Beroepsnetwerke 1.2 I want you to read the following material for a better understanding of how ethics are important to the practice of public relations: Assume that your public relations department has recently recruited a number of interns as part of the organisation's learnership programme. As part of the interns' orientation, you have decided to explain the importance of ethics in public relations. In an essay of not fewer than 15 sentences, explain the importance of ethics in the practice of public relations. Use information and study materials presented in this activity to answer this question. [10 Marks] 1.3 Read the following news article and answer the question that follows: According to the above news article, which code of conduct did the researcher breach? Use PRISA's code of ethics and professional standards presented earlier to answer your question. [10 Marks] Conclusion: [5 MARKS] Technical Presentation; [10 Marks] GRAND TOTAL: 100 MARKS