Due: 8pm, Friday, June 3 (Week 12) Weighting: 40%

Question 2: Social Media for Awareness and Action

Choose an organisation that aims to raise public awareness and/or encourage social action on a particular issue of interest (e.g. an environmental issue, poverty, homelessness, human rights, privacy, consumer rights etc.). Critically examine how the organisation employs public relations tools to communicate with and persuade its target publics, focusing on a particular social media campaign. Explain why you think the strategy was successful or not. In the development of your argument, explain the theory behind the formation of public opinion, and consider whether you think the public relations employed by this organization has helped to improve the democratic process.

Further details for both questions:

In answering your chosen question, you are expected to conduct independent research by examining and analysing the organisation’s communication strategies with a focus on messages on one or two social media platforms e.g. Facebook, Twitter. In developing your argument, provide relevant quotes from specific messages as well as details of the types of public engagement generated through these platforms (e.g. number of comments, type of comments etc.).

Explain the significance of social media in relation to traditional media and other communicative approaches that are used by the organization (and, if relevant, briefly compare to the media approach of another organization who has a stake in the same issue).

Support your argument with reference to theories and concepts covered in at least 2 set readings and draw on at least 2 highly pertinent academic references beyond the set readings. Also refer to public statements, newsletters, websites, media reports, annual reports, other social media platforms, etc. as appropriate.

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Posted on May 22, 2016Author TutorCategories Question, Questions