Foundation Award Assessments

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

Assessment – December 2009

writing skills.


allowance
Yeshin (1998) writes “Although much of public relations is

concerned with the gaining of publicity, not all publicity derives
from public relations”
Write a report that, in the context of this statement:
4. Defines the following three terms: public relations, publicity, 250 words 20 minutes
advertising.
5. Explains how media relations activities are used to generate 250 words 20 minutes
publicity
6. Describes a real life example where public relations is not 250 words 20 minutes
concerned with gaining publicity
Reference:
T. Yeshin (1998) “Integrated Marketing Communications”, Butterworth Heinemann

(i) A professional code of conduct serves as a guide to best 750 words 60 minutes
practice for PR practitioners
or
(ii) Membership of a professional body (such as the CIPR) should

be compulsory for PR practitioners.

allowance
You are the PR executive for a global charity, Child4Life, which

encourages the sponsorship of children’s education in poorer
countries.
Findings of the charity’s annual survey reveal that the current

economic climate is likely to affect donations next year, with
75% of adults saying they will be making smaller contributions to
good causes in 2010, and 15% planning to give nothing.
Two in five adults surveyed said they probably will not sponsor a
child next year, although 64% of these said they would if they
had more money.
Child4Life is launching a new campaign to target schools rather

than individuals to sponsor a child. The aim is to encourage
“pocket money” donations of small amounts which will combine
to fund schooling of needy children, particularly in India and
Africa. The campaign aims to raise enough to sponsor 10,000
children at a cost of 60p per day per child (£18 sponsorship per
month). Schools can register for the campaign at the website
www.child4life.com.
The same survey conducted one year ago, found that although
seven out of 10 people said they would be spending less on
holidays and other personal spending, they would continue their
charitable giving.
release from Child4Life targeting a local newspaper that (including
will accompany a photograph. notes to
editor)


Assessment – November 2008

writing skills.


allowance
Harris (1998) claims that most marketers “understand that

prelaunch publicity offers a unique window of opportunity to
make headline news.” Write a report that, in the context of this
statement:
7. Explains and distinguishes between the following three 250 words 20 minutes
terms: public relations, publicity, marketing.

8. Examines the role of PR in building anticipation for new 250 words 20 minutes
products
9. Evaluates a real life example where the launch of a new 250 words 20 minutes
product was particularly newsworthy.
Reference: Harris, Thomas, L., 1998, “Value-added public relations: the secret weapon of
integrated marketing”, NTC Business Books
(i) A professional PR practitioner needs to be trained to make 750 words 60 minutes

ethical choices
or
(ii) Honest and responsible regard for the public interest is

fundamental to good public relations practice

allowance
You work for hotel chain, Traveller, which is supporting a major

public health campaign to reduce the salt consumption of males,
aged 40-55.
The celebrity chef, Maria Facilon, has developed new low salt
menus for the hotel’s restaurants and room service. In addition,
salt will only be available on request – about 10-15% of salt
intake is added to meals by consumers, according to figures from
the National Food Authority (NFA).
It is recognised that eating too much salt is a significant risk

factor in developing high blood pressure, which contributes to
170,000 deaths from heart disease and stroke a year. Men have
a daily average consumption of 11g of salt, compared to the
recommended daily limit of 6g. Blood pressure can be lowered
within four weeks of reducing salt in an individual’s diet.
Leading health expert, Jacob Screbs, recently called high blood

pressure a "silent killer" and has recommended people reduce
the amount of salt they consume, particularly when eating out.
Traveller’s managing director, Peter Hoskins, is championing the

campaign. The hotel chain is located in 35 towns and cities

across the country. Men in the target age range comprise 40%
of Traveller’s guests.
release from the Traveller hotel chain gallery targeting a
local newspaper that will accompany a photograph.


Assessment – July 2009

writing skills.


allowance
Coombs & Holladay (2006) write: “The critics of public relations

treat it as publicity; they see the function of PR as influencing
media content. That is indeed part of public relations, but often a
small part.” Write a report that, in the context of this statement:
10. Defines the following three terms: public relations, publicity, 250 words 20 minutes
advertising.
11. Explains the role of media relations within public relations 250 words 20 minutes
12. Describes a real life example that demonstrates public 250 words 20 minutes
relations involves more than generating publicity.
Reference:
Coombs, T.W. & S.J. Holladay (2006) “It's not just PR: public relations in society”, Wiley-
Blackwell
(i) Improving standards of practice is the most important role of 750 words 60 minutes
professional public relations bodies, such as the CIPR, IPRA
or similar other professional associations
or
(ii) A successful career in public relations is more about who you

know than what you know

allowance
A recent survey by the International Association of Bottled Water

Producers (IABWP) has found that 85 per cent of young people
aged 11-16 prefer the taste of carbonated high sugar drinks to
drinking bottled water. You work for a consultancy appointed to
devise a PR campaign to address these findings and educate this
age group on the health benefits of increasing their consumption
of mineral and spring water.
The idea behind the campaign, “Putting the Fizz into Water”, is to
create a series of memorable video moments involving stunts
that will create online buzz via YouTube as well as attracting
traditional media coverage.
The first of these is a record breaking attempt to create the

world’s highest “champagne” fountain – a 7 metre high pyramid

containing more than 43,000 glasses, which will be filled with
carbonated bottled water.
The stunt will take place in Hydria, a family holiday health spa in
the town of Bayfield.
release from the IABWP targeting the local newspaper
that will accompany a photograph.


Assessment – October 2009

writing skills.


allowance
Heath & Coombs (2006) write: “Advertising, marketing and

public relations are different, but they overlap.” Write a report
that, in the context of this statement:
13. Defines the following three terms: public relations, marketing, 250 words 20 minutes
advertising.
14. Explains the role of a public relations consultancy. 250 words 20 minutes
15. Describes a real life example illustrating how public relations 250 words 20 minutes
differs from advertising
Reference:
Heath, R.L. & T.W. Coombs, (2006) “Today’s Public Relations”, Sage

(i) Structured learning (qualifications and training courses) is 750 words 60 minutes
essential to PR practitioners’ continuous professional
development
or
(ii) Codes of conduct (specified by professional PR bodies, such

as the CIPR) set out clear rules for responsible PR practice.

allowance
You are the PR executive for a family-run business, Nature Parks,

and have been asked to announce the development of a network
of new environmentally sensitive family holiday villages. Each
costs £3m to build, and subject to achieving planning permission,
the first will open on a 24 hectare site in Richmouth early in
2010.
The Richmouth site will offer 250 sustainably-sourced,

architecturally-designed timber lodges located within a woodland
conservation area for plants and wildlife. Chairman, Spencer
Reynolds is planning a range of activities for holidaymakers
staying at Nature Parks that will be sensitive to the natural
environment and encourage an active, healthy lifestyle.
During the building phase Nature Parks will employ local

tradesmen. Once open, the park will employ 150 local staff.
Nature Parks seeks to bring ecological, social and economic
benefits to the area. Ten percent of annual profits from the
venture will be spent on local community projects, estimated at
£50,000 in the first year.
release from Nature Parks targeting the local Richmouth (including
newspaper that will accompany a photograph. notes to
editors)
include an interesting headline, newsworthy first paragraph and
a suitable quote.

Foundation Award Assessments

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CIPR Foundation Award in Public Relations

Assessment – December 2008

Instructions and rubric:

Guidance is provided on the expected length of each answer. Work that is

Each part of the assignment is worth one-third of the available marks.

Objective: To enable students to demonstrate understanding of key concepts and

PART A Word count Time

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

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

© Heather Yaxley 2008

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

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

PART C – complete both tasks Word count Time

You work for Meltwich art gallery which is seeking to encourage

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

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

Your release should clearly identify a human interest angle;

© Heather Yaxley 2008

Instructions and rubric:

Guidance is provided on the expected length of each answer. Work that is

Each part of the assignment is worth one-third of the available marks.

Objective: To enable students to demonstrate understanding of key concepts and

PART A Word count Time

Yeshin (1998) writes “Although much of public relations is

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

© Heather Yaxley 2008

(ii) Membership of a professional body (such as the CIPR) should

PART C – complete both tasks Word count Time

You are the PR executive for a global charity, Child4Life, which

Findings of the charity’s annual survey reveal that the current

Child4Life is launching a new campaign to target schools rather

© Heather Yaxley 2008

CIPR Foundation Award in Public Relations

Instructions and rubric:

Guidance is provided on the expected length of each answer. Work that is

Each part of the assignment is worth one-third of the available marks.

Objective: To enable students to demonstrate understanding of key concepts and

PART A Word count Time

Harris (1998) claims that most marketers “understand that

© Heather Yaxley 2008

(i) A professional PR practitioner needs to be trained to make 750 words 60 minutes

(ii) Honest and responsible regard for the public interest is

PART C – complete both tasks Word count Time

You work for hotel chain, Traveller, which is supporting a major

It is recognised that eating too much salt is a significant risk

Leading health expert, Jacob Screbs, recently called high blood

Traveller’s managing director, Peter Hoskins, is championing the

© Heather Yaxley 2008

Your release should clearly identify a human interest angle;

CIPR Foundation Award in Public Relations

Instructions and rubric:

Guidance is provided on the expected length of each answer. Work that is

Each part of the assignment is worth one-third of the available marks.

Objective: To enable students to demonstrate understanding of key concepts and

PART A Word count Time

Coombs & Holladay (2006) write: “The critics of public relations

© Heather Yaxley 2008

(ii) A successful career in public relations is more about who you

PART C – complete both tasks Word count Time

A recent survey by the International Association of Bottled Water

The first of these is a record breaking attempt to create the

© Heather Yaxley 2008

Your release should clearly identify a human interest angle;