Case Study 2000 words – ePR
The task:
Analyse the following on-line campaigns:
Save the Children http://www.savethechildren.org
Oxfam http://www.oxfam.org
Outline, compare and critically analyse the main features of the above on-line campaigns.
Assess and analyse:
• Target audience(s)
• Interface design – Navigation, information architecture, organization of content
(usability and accessibility)
• Use of rich media (images, video, other interactive tools), colour scheme and
interactive features
• Style and tone of textual content – differentiation of content for the general public
and for the media
• Types of campaigns, use of interactive tools to involve the users, community
sections, user-generated content, social media, mobile applications
• Any ecommerce sections for merchandising/donations etc.
Indicative Reading:
Daw, J. (2006) Cause-marketing for Nonprofits: Partner for Purpose, Passion, and Profits, Wiley: Hoboken, N.J.Feinglass, A. (2005) The Public Relations Handbook for Nonprofits: a
Comprehensive and Practical Guide, Jossey-Bass: San Francisco.
Holland, D.K. (2006) Branding for Nonprofits: Developing Identity with Integrity, Allworth Press:
New York.
Hart, T. (Ed.) (2010) Internet Management for Nonprofits: Strategies, Tools and Trade Secrets, The AFP Fund development series, John Wiley & Sons: Hoboken, N.J.
Kolb, B.M. (2008) Marketing Research for Non-profit, Community and Creative Organizations: How to Improve Your Product, Find Customers and Effectively Promote Your Message, Butterworth-Heinemann/Elsevier: Amsterdam ; Boston.
On PR
Macnamara, J. (2014) Journalism and PR: Unpacking ‘Spin’, Stereotypes, and Media Myths, Peter Lang: New York, N.Y. ; Oxford.
Scott, D.M. (2015) The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, 5th ed. ed, John Wiley & Sons, Inc: Hoboken, New Jersey.
Newsom, D. (2011) Public Relations Writing: Form and Style, 9th ed. ed, Wadsworth Cengage Learning: Boston, Mass.
Scott, D.M. (2011) Real-time Marketing and PR: How to Instantly Engage Your market, Connect with Customers, and Create Products That Grow Your Business Now, John Wiley: Hoboken, N.J.
Sriramesh, K. (2013) Public Relations and Communication Management: Current Trends and Emerging Topics, Routledge.
The Public Relations Handbook, 4th ed. ed (2012) Media practice, Routledge: London. Wilcox, D.L. (2013) Public Relations Writing and Media Techniques, 7th ed. ed, Pearson/Allyn
and Bacon: Boston ; London.
Journals and Magazines
Public Relations Research Annual. Journal of Public Relations Research. Journal of Public Affairs
Public Relations Quarterly
Journal of Communication Management PR News
PR Week (London)
PR Week (New York, N.Y)
Journal of Integrated Marketing Communications
Public Relations Tactics
Public Relations Review
Journal of nonprofit and public sector marketing
International journal of nonprofit and voluntary sector marketing Social marketing quarterly
2,000 words Case Study analysis:
How to construct your analysis.
You are required to use the structured (template) outlined below. (The word count for each paragraph is only indicative)
1. Introduction
Briefly introduce the two case studies indicated by your chosen set (see list above), state the nature of their business, the digital services they provide (around 400 words).
2. Comparative analysis of the case studies (according to the outlined criteria)
Analyse the two case studies using the criteria outlined in the brief (see bullet points), use such criteria as headings for your Comparative Analysis paragraph. Compare and critically analyse each issue by evaluating how each example is addressing that issue, by assessing their different (or similar) way to provide digital solutions and services in their sector of activity. Organise your analysis in comparative mode: do not analyse each case independently but rather critically evaluate each issue across the two cases (around 800/1,000 words).
3. Conclusion
Summarise the main findings of your analysis. Highlight good practice or evaluate need for improvements, propose possible new developments. Demonstrate knowledge of best practice in the area of work related to your cases. Support your statements with evidence of reading (around 400 words).
4. Bibliography You should support all your arguments with references to reading and compile a bibliography that include all cited materials but also all materials that you have read and have contributed to your understanding of the topic. Format your bibliography using the Harvard system.
Important: do not simply describe the content of web sites, you should critically evaluate the solutions offered, assess the strategies and methods employed by the digital services providers, suggest improvements and scope for further development.
A Case Study Analysis not structured according to the above format, or not following the comparative analysis structure outlined above, will fail.
Constructing a bibliography and referencing your sources:
You should keep a record of the literature you read and start constructing a bibliography while researching for your assignments.
The term bibliography can be used to refer to:
1. describe references to cited documents given in a list at the end of the text. These are usually described as bibliographic references.
2. a list of works that have been read but not cited in the body of the review.
You should include a bibliography at the end of your Literature Review. Your bibliography should include both a) and b) above.
Referencing your sources – All statements, opinions, conclusions etc. taken from another writer’s work should be referenced, whether the work is directly quoted, paraphrased or summarised.
Quotations – you might want to support your statements with direct quotations from the literature you are examining. You can include quotations in the body of the review by using two systems:
1. if the quotation is short (max 3 lines) encase the quotation in quotation marks/inverted comas
2. if the quotation is longer than 3 lines in length start a new line and indent it.
Important: you should not include quotations that are longer than 4/5 lines. You are not supposed to copy an entire paragraph but only outline an essential and relevant statement.
Referencing systems
There are many different referencing systems, some examples are: the Harvard system, the note system (based on footnotes or endnotes), the number-reference list or Vancouver system.
The Department of Applied Social Sciences at London Metropolitan University had adopted the Harvard System, also called the author-date system. Please visit the web sites below for further information on the Harvard system.
When using the Harvard system the preferred order for documenting references for books is as follows:
• author’s surname and initials or given name
• year of publication
• title of publication – Italicise the title of a book, or underline if handwritten
• title of series, volume number, edition, if applicable
• editor, reviser, compiler or translator, if other than the author
• place of publication
• publisher
• page number or numbers, if applicable
below.
NOTE: It should be remembered that the Harvard system has standards for the order and content of information in the reference, not the format or layout on the page. You may find that bibliographies in a number of publications differ in formats as each publisher might adopt a particular layout or format within the framework of a specific referencing system. Variations of
layout (such as punctuation) within a specific referencing system are acceptable, provided they are used consistently.
For more information and for detailed examples of how to reference various types of sources please visit:
http://www.londonmet.ac.uk/services/sas/library-services/referencing/referencing.cfm Referencing resource – Library Services – London Metropolitan University.
Anonymous (2006) Harvard System of Referencing. Guide to the Harvard System of Referencing. [online]. Anglia Ruskin University. Available from: http://libweb.anglia.ac.uk/guides/new_harvard.php#2.8 [Accessed February 2014].
PARTICULARLY RECOMMENDED:
Pears, R. (2010) Cite Them Right: The Essential Referencing Guide. 8th edition. Basingstoke, Palgrave Macmillan..
Neville, C. (2007) The Complete Guide to Referencing and Avoiding Plagiarism. Maidenhead; New York: Open University Press.
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