public relation
Task: Students are to research an issue (see base story references, below), provide an
introduction to demonstrate an understanding of background to the issue and outline key
stakeholders; answer questions relating to the case study (see below); and summarise the
report in a conclusion. Use report-style writing for this case study: include sub-headings
for your answer to each question. Each answer (each sub-heading) should be considered
like a ‘mini essay’ with a clear introduction, middle and end. You must demonstrate a
clear understanding of the role for PR/crisis communication and
management (you will report from
the point of view of a PR counsellor/consultant to an organisation), key stakeholders
involved and a critical evaluation of examples in PR activity involving this ethical issue.
Use concepts and theories introduced in class and readings as a framework, AND read
ahead and broadly into areas of PR practice that you feel are required to apply in
discussion of this case (e.g. social media and PR, issues and crisis communication and
management…). You will be assessed on structure and logical development of argument
through the assignment, and a high grammatical standard is expected – spelling, grammar
and syntax errors will significantly affect your result, possibly requiring a rewrite. You
must include a list of references at the end of your paper – Chicago referenced (a
minimum of six references, including scholarly/academic journals).
Case study topic: Bangladesh garment factory industry
"Australians love a bargain, but what's the real cost of cheap clothes from the sweat
shops in Bangladesh?…"
Base story reference:
"Four Corners” (ABC TV) story as a base reference:
http://www.abc.net.au/4corners/stories/2013/06/25/3785918.htm
FASHION VICTIMS –
By Sarah Ferguson and Mary Ann Jolley (June 27, 2013) – video, article and transcript
Other articles to consider for background for ongoing issue (you are required to do
research into an organisation of your choice):
http://qz.com/608698/another-major-factory-fire-in-bangladesh-shows-industry-
safeguards-are-failing/ http://www.abc.net.au/news/2016-05-21/fire-kills-three-in-
bangladesh-textile-factory/7434820
http://www.huffingtonpost.com/news/walmart-
bangladesh-factory-fire/
(these are examples only – you must do your own research)
Your case study asks you to review this story and do sufficient additional research to
understand the issue and then choose a retailer (local, global, Singaporean, Australian…)
that is connected to the issue – a retailer, wholesaler or manufacturer – and make
recommendations about the organisation’s ongoing communication and public relations
practices regarding the business's involvement following the factory collapse and fires.
Your case study is specific to the organisation you choose to "work for" in a PR role. You
need to answer the questions below from a PR perspective and consider the ethical
implications.
CHOOSE A RETAILER, WHOLESALER or MANUFACTURER AFFECTED BY
THE ISSUE RAISED and based on your original thoughts (using academic
referencing) take on the role of the PR counsellor/adviser/consultant to the
organisation (in the location chosen). What would you do?
Your case study must address:
1. Introduction (your chosen organisation, your role, the background of this issue and
how your organisation is associated with the issue)
2. Who are the key stakeholders involved in this issue and how have they been engaged to
date? Classify the stakeholders into primary and secondary.
3. Make recommendations about the organisation’s ongoing communication and public
relations practices regarding the business's involvement following the factory
collapse and fires.
Do further research into your chosen organisation and its activity on social media to
find out what was posted by the organisation Facebook/Twitter/Blogs (deep research
required). Research how the organisation posted:
. a) about the issue of the fires…and how it affects or is associated with the business,
and/or
. b) in response to other people’s posts asking about "what the organisation will do”
about
this issue
You are required to suggest how you would advise the organisation to communicate
(practice PR) including how to reply to posts and/or proactively post about the issue.
4. What kind of ethical behaviour should these retailers consider – what are the ethical
implications for the organisation – and how do you think they should address
these from a PR perspective?
5. Give ONE strong industry example (does not have to be garment-making) the
organisation can learn from in order to roll-out best practice communication/PR in
the future.
6. Conclusion (summarise the case)
A marking rubric is available online on Blackboard. Remember to use your PR theories
when answering the questions.
