In class last week, I outlined the grading weightings I will be using for the Marketing PR Proposal assignment. I have posted these with more detailed grading guidelines with the assignment outline.

Please remember to double-check your assignment against the Written Assignment Standards in the outline. You have some flexibility to slightly exceed the page limits, but you must carefully follow all other standards.

I look forward to reading your work.

The class average on the Stakeholder Engagement Analysis assignment was 73%. Outlined below is some general feedback to supplement the detailed individual feedback that each of you received.

Common Key Strengths:

• Most students demonstrated a clear understanding of their chosen organization’s background and past approach to stakeholder engagement. If using a specific initiative to frame the assignment, most students did a good job of explaining the importance and key aspects of that initiative.
• Despite all of the concerns and questions I received about using a Stakeholder Impact Analysis table, most students did a great job of using this tool appropriately.
• Almost everyone developed a logical stakeholder map and found a logical way to prioritize stakeholders.
• Most students were able to apply the Clarkson Principles to their stakeholder engagement plans.
• Many students had done some impressive research and had a large variety of sources from which to draw insights.

Common Areas for Improvement:

• The number one weakness that affected many assignments was poor proofreading. Any effort you put into research and strategic insight is immediately diminished when you are careless about how you present that work. This is especially important in a public relations course! I hope more care is taken with the next assignment.
• Many students walked through a solid overview of the external environment in which the organization operates and competes – but few linked this context to its importance in shaping the organization’s stakeholder engagement (the core purpose of the assignment). For example, when you analyze competitors, you should analyze their approaches to stakeholder engagement. When you analyze the political-legal environment, you should analyze its effect on regulators/governments as one of your organization’s key stakeholders. When you analyze social trends, you should analyze how they shape the perceptions and preferences of your specific, relevant stakeholders. Researching and analyzing the internal and external environments as the first step in an assignment is not just an academic exercise to complete; rather, it is an opportunity to generate insights and shape your recommendations.
• Even though most students did a very good job with their SIA table and stakeholder maps, many also missed the step of interpreting key takeaways from those tools. The ability to put information in the right boxes or rings is fine – but what really matters are the insights and new perspectives that come from them.
• Most students outlined a very logical, high-level strategy with general direction for their organization to become more engaging with stakeholders – but “high-level” and “general” were not enough for the key stakeholders. Key stakeholders deserve detailed approaches, and many students missed focusing in on those recommendations.

Characteristics of the Stronger Submissions:

• Far more than eight distinct research sources, drawing from a wide variety of perspectives;
• Insights about stakeholder engagement throughout the assignment, not just when asked for;
• Added value from every single tool or framework used (i.e. not just the information provided in a tool or framework, but key insights or takeaways from its use in that context);
• Integrated approach to the organization’s stakeholder engagement, not just by discrete stakeholders one at a time;
• Detailed engagement plans for key/primary stakeholders; and
• Authentic consideration vis-à-vis the Clarkson Principles, not just going through the motions.

If you would like to see examples of very strong submissions, take a look at Exemplar 1 and Exemplar 2. Keep in mind that they are not perfect, but they reflect many of the characteristics listed above.

I have posted the Marketing PR Proposal – Assignment Outline for your review. This final assignment will be due by 6 pm on Sunday, December 10.

The class schedule in the Course Outline has been updated to reflect the extension on the Reputation Audit assignment and the finalization of plans for the final two classes in the course.

I have posted grading guidelines and resources for the Reputation Audit assignment.

Have a good long weekend.

I have not been able to finish the grading on your stakeholder engagement assignments, despite working around the clock. So while the assignments are not cumulative, I can understand your desire to have feedback before you submit the Reputation Audit.

Fortunately, because we only have three main assignments in this course, we have lots of flexibility on pacing the assignments – and so I will extend the due date on the Reputation Audit by one more week, to Sunday, November 19.

I am sorry for the delay in returning the paper. I have faced more compounded life and health challenges this semester than ever before in my decade of teaching, which has affected my turnaround time. Even in the best of times, designing and teaching a new course is always extremely time-consuming and complex the first time through – and this semester has amplified the challenge. My focus has needed to be on the classes, because those cannot be compromised! But as a result, the grading has been taking much longer than usual.

I hope this provides some relief (and some context).

I have posted the Reputation Audit – Assignment Outline for your review.

As I mentioned in class today, I have just confirmed November 6 as the date that Bridgitte Anderson, General Manager of Edelman Vancouver, will visit our class to talk to us about the Edelman Trust Barometer. Since her presentation could be useful for the Reputation Audit assignment, I have extended the due date for this assignment by one week. It will be due by 6 pm on Sunday, November 12 (instead of November 5). Please note that the revised due date falls on the Remembrance Day long weekend, so I encourage you to push ahead with the assignment as early as possible.

The first step in the assignment is to let me know whether you will be completing it on your own or with a partner. Please register your choice by Monday, October 30, through the Connect link.

The Course Outline has been updated to reflect these date changes.