CIPR Diploma Unit 2.1 Critical Reasoning Test
Issued: Monday 16 March 2015. Date for submission: Friday 17 April 2015.
You must attempt any TWO from the four questions overleaf. Each question contributes equally to the overall grade awarded for this assignment. In order to pass this assignment you need to both average more than 50% for your two responses, and give a substantive response to each question. You are not expected to use appendices in this assignment.
You may produce your answers in your own home or any other venue you feel appropriate. You may consult any reference works or other sources of information you wish. There is no set time constraint for this test within the days allocated for its issue and its submission to your centre. Answers should be written in an essay format and style. Each answer should have a list at the end that details all references used in the text. You are required to use the Harvard referencing system. Accurate referencing is essential; poor (or lack of knowledge about) referencing is not a defence against an accusation of plagiarism. You are required to put an accurate word count at the end of each response. Your answer to each question should be 2500 words (+/- 10%); any responses outside these limits will be downgraded by one classification. The same penalty will be applied if a word count is absent.
Marking criteria
Credit will be given for
? Focus on the precise topic(s) in the question set
? Use of a broad range of academic and other credible sources to establish a framework of understanding and analysis
? Critical analysis of relevant theories and awareness of current issues in public relations theory and practice
? Use of examples from practice to further investigate essay topic(s) and underpinning theories
? Synthesis of available knowledge to develop your own perspective on essay topic(s)
? Conclusions that demonstrate understanding and insight
? Clarity and accuracy of writing, fluently expressed
? Accurate and comprehensive referencing
Please turnover for the questions.
V1.1/DIPCRT_2.1_March_2015 2
Questions
1. Examine the statement that : ‘This overlap and complementarity between marketing and public relations have suggested to organisations that it is useful to align both disciplines more closely or at least manage them in a more integrated manner.’
J Cornelissen, (2008:20) Corporate Communication (2nd Ed) London: Sage
2. Evaluate how stakeholder theory can inform an organisation’s [operating in a sector of your choice] approach to corporate social responsibility.
3. ‘The fact laid bare by the fragmentation of media is that communications is what everyone does within an organisation.’ (Waddington 2014) Analyse the implications of this statement for modern PR practice.
Waddington, S 2014 The Real PR Professionals are Stepping Forward www.cirp.co.uk [online] 11.04.14 Available from: http://conversation.cipr.co.uk/2014/04/11/the-real-pr-professionals-are-stepping-forward/
(accessed 27.11.14)
4. Discuss whether it is possible to reconcile dialogue and persuasion models of public relations.
Assessment conduct and presentation
You are reminded of these important points
? You must ensure your answers are set out in number order (i.e. if you answer 1 and 3 then they should be appear in your work in that order)
? A word count must be given at the end of each answer separately (not collectively)
? All pages of your work must be numbered
? Your CIPR membership number must also be included as a header/footer and your name must not appear anywhere on your script
? Assignments where plagiarism is proven will be failed. Poor, or lack of knowledge about referencing is not a defence against plagiarism
? You must complete a cover sheet and include this as the front page of your work
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