MARK221: Final Must-Pass Assessment Task Autumn

Assignment Overview

Task Description:

In a crisis, a PR professional must understand and manage the situation to protect the organisation, its reputation, and its relationships with its publics.

Your task for this assessment is to review communication regarding the 2024 Bowral Classic Road Cycling race; circumstances led to the surprise, last-minute cancellation of this annual event.

Using your understanding of issues and crisis communication, you are required to analyse this crisis and the response by traffic manager Altus Group, based on your understanding of MARK221 concepts, academic sources, and media sources.

Suggested Sources Include:

• Altus Group

• The Sydney Morning Herald

• ABC Illawarra

• Google search: Bowral Classic 2024

Use your research to develop a thorough understanding of the situation before applying relevant MARK221 concepts to evaluate the situation and the company’s response. What did Altus do well and what should they have done to more effectively manage crisis PR communication?

NOTE:
This task does not focus on the management of event logistics; instead, address the PR and communication issues relating to this crisis.

Ensure you utilise the sections shown in the Task Structure (below) as headings in your submission.

The following information is largely found in the task description; however, please pay particular attention to the information in red.

Assessment Submission

• Online via Moodle

• This assessment has been set up to be checked by Turnitin, a tool which helps you check whether you have referenced correctly. You can submit your assessment task to Turnitin prior to the due date and Turnitin will give you an originality report. You may then make any changes that may be required and resubmit your final version by the due date.

Assessment Return

As this is a final assessment, the task will not be returned to students. Feedback may be given on request, after final marks are released.

Task Requirements:

For this task, you are required to:

• Evaluate the situation, using your understanding of issues and crisis management in PR. Please use at least five references in your discussion. You must refer to the MARK221 text, at least two academic journal articles, and at least two industry sources.

• Evaluate the company response, using organisational, industry, and media sources. Please use at least three references in this discussion.

• Create and justify strategy recommendations, specific to this company and situation, that would more effectively address the crisis and key stakeholders. This detailed discussion must be based on the principles of issues and crisis management and use at least five academic sources including the MARK221 text.

IMPORTANT INFORMATION:

• Do not reference MARK221 lectures – you must find the primary source and include this information in full in your reference list.

• There is no textbook answer to this task, and the utilisation of Gen AI may merely produce a generalised response that does not meet task objectives and requirements. Additionally, markers are skilled and can recognise generative AI content, especially when content is reproduced across multiple submissions (i.e., lacking in originality, uniqueness, and higher-order analysis). We can also easily enter the task into generative AI and will be looking for generic material included in your submission.

Please refer to the information about the permitted use of Gen AI shown in the MARK221 Subject Outline and ensure your submission:

• Is unique

• Is analytical and well-justified (rather than merely descriptive)

• Addresses the task description and marking rubric

These qualities will ensure your submission is a true and articulate representation of your understanding of subject concepts, the issue, and its PR implications. This will also show your desire as an emerging professional to challenge yourself and provide your best representation of your understanding.

Task Structure:

1. Executive Summary: Explain what the report will address, i.e., discussion of key points and findings.

2. Situational Evaluation: Analyse the situation using your conceptual understanding of a crisis (academic sources), provide a comprehensive assessment of the company response (using industry sources), and analyse the effect on the company's publics.

3. Organisational PR Evaluation: Analyse and critique the company's response.

4. PR Strategy Recommendations and Justifications: Present recommendations/strategy to address the crisis and justify why this would be more effective in communicating to the company's publics during and after the crisis.

Brief Summary of Assessment Requirements

The MARK221 Final Must-Pass Assessment Task required students to analyse a real-world crisis situation, specifically the 2024 Bowral Classic Road Cycling race, which was cancelled at the last minute. The primary focus was on public relations (PR) and crisis communication, rather than event logistics.

Key pointers to be addressed in the assessment included:

1. Executive Summary – Provide a concise overview of key findings and discussion points.

2. Situational Background – Analyse the crisis context, including causes and impact on stakeholders.

3. Evaluation of PR and Communication – Critically assess Altus Group’s response using academic, industry, and media sources.

4. PR Strategy Recommendations and Justifications – Offer practical, company-specific strategies for more effective crisis management.

5. Written Communication and Referencing – Ensure clarity, structure, and correct citation of sources.

Students were required to use at least five references for the situational evaluation (including MARK221 text, academic journals, and industry sources), at least three references for evaluating the company response, and at least five references to support PR strategy recommendations.

Approach Taken by the Academic Mentor

The Academic Mentor guided the student through a step-by-step process to ensure all assessment requirements were met and learning outcomes achieved:

Step 1: Understanding the Assessment Brief

• The mentor helped the student read and interpret the task requirements carefully.

• Emphasis was placed on understanding the focus on PR and crisis communication rather than event logistics.

• Key objectives, such as analysing Altus Group’s response and proposing actionable strategies, were highlighted.

Step 2: Research and Source Collection

• The mentor guided the student to collect information from reliable industry and media sources, including Altus Group press releases, The Sydney Morning Herald, and ABC Illawarra reports.

• Academic references, including the MARK221 textbook and peer-reviewed journal articles, were incorporated to strengthen the theoretical foundation.

• The mentor also provided guidance on validating sources and creating a reference list with live links.

Step 3: Structuring the Report

• The student was advised to follow the prescribed task structure: Executive Summary → Situational Evaluation → Organisational PR Evaluation → PR Strategy Recommendations.

• Headings and subheadings were planned to match the marking rubric, ensuring alignment with assessment criteria.

Step 4: Executive Summary

• The mentor helped the student summarise the key findings of the crisis analysis and response evaluation.

• A concise overview of recommended PR strategies was included to give readers a snapshot of the report.

Step 5: Situational Evaluation

• The student analysed the crisis using conceptual understanding of issues and crisis communication.

• The mentor emphasised critically examining how Altus Group managed communication and the impact on the company’s publics.

• The student integrated at least five academic and industry references to justify observations.

Step 6: Organisational PR Evaluation

• The mentor guided the student in critiquing the company’s response by comparing it against PR best practices.

• Strengths and weaknesses of Altus Group’s communication were identified, supported with examples from media coverage and academic theory.

Step 7: PR Strategy Recommendations

• The student developed specific, actionable recommendations tailored to Altus Group.

• The mentor ensured strategies were justified using issues and crisis management principles, highlighting how these would improve communication during and after the crisis.

Step 8: Final Review and Submission

• The mentor assisted the student in proofreading for clarity, adherence to formatting guidelines (Calibri 10, 1.5 spacing), and correct referencing.

• The report was checked for originality via Turnitin before final submission to ensure compliance with academic integrity guidelines.

Outcome Achieved

• A well-structured, analytical report aligned with all marking criteria and assessment requirements.

• Learning objectives covered :

  1. Understanding crisis communication principles.

  2. Applying theoretical concepts to a real-world PR crisis.

  3. Evaluating organisational responses critically.

  4. Developing justified, company-specific PR strategies.

  5. Enhancing research, writing, and referencing skills.

The step-by-step guidance ensured the student could critically analyse a crisis situation, provide informed recommendations, and demonstrate professional PR judgement, thereby successfully meeting the learning outcomes and assessment objectives.

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