Assignment Brief Media Relations & Publicity

Assignment Brief – Media Relations and Publicity

Coursework: Community Service Awareness Campaign


Weightage: 70% (see breakdown below).

Due date: In class, Week 5 (Feb, 10th 2010) and 11 (30 March 2010)

Brief: Community Service Awareness Campaigns are public service events which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a-long.

Requirements: In groups, you are required to creatively come up with an integrated campaign on a community service message of your choice. Each group must complete these components below:

1. A thorough media plan (10%) and a pitch (5%)
- Must be presented and approved on week 5
2. Blog entries on Campaign Blog (5%)- Individual
3. 2 executions of campaign
a. Video News Release (VNR) for Newscast (20%)
b. Pre & Post Press Release (20%)
c. Media Relations on event day (5%)

Bonus marks (5%)
- Will be given to the class if event receives media coverage on event.

You are required to present your campaign on week 11.

Submission: 1. A CD containing the
a. The media plan proposal

2. CD – Video News Release (pre & post)

3. A printed copy of press release (including copy of photos).