Team Ethics & Competetive Advantage
October 16, 2017English for Academic Purpose
October 16, 2017Communication
ASSESSMENT ITEM 2: LOBBYING: A PR TACTIC
Length: 1,500 words
Submission method options: EASTS (online)
| Task
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Additional commentary |
| Lobbying is a highly regarded public relations tactic. Lobbying allows practitioners in all sectors of practice to attempt to influence the outcome of government decisions on behalf of the organisation or client you represent. | Review Module 9 to help you understand what lobbying is and how it is used as a tactic within a communication strategy.
Including a definition of lobbying at the outset of your assessment will make this clear for the reader. |
| Your task in this assessment is to write a position paper outlining your concerns to the federal government about the planned entry of Amazon into Australia in 2018.
The following link is an example of one of the articles in the media at the moment about this issue:
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This task requires you to present your assessment as a positon paper.
Similar to a debate, a position paper summarises a supported argument about a particular issue, in this case Amazon’s entry into Australia. The goal of a position paper is to convince the reader that your opinion is valid and defensible. You will achieve this by developing a clear argument and supporting it with references to the theories, ideas and concepts you have encountered in the subject materials and readings to date. The following links will provide you with some example position papers on a range of topics: Domestic violence: http://onlinelibrary .wiley.com/doi/10.1002/bdra.20236/epdf Role of local government in emergency management: Document in the Interact site in the resources folder: Approaching Assessment item 2. Independent Higher Education: http://independenthe.com/wp-content/uploads/2016/10/Evidence-IHE-position-paper-on-HERB-October-2016.pdf Many white papers published the government are useful resources to review. Please note your paper should be written in full sentences rather than as a list of bullet points and referenced appropriately to scholarly sources. |
| Position yourself as the PR Manager for the Australian Competition and Consumer Commission (ACCC) (https://www.accc.gov.au/about-us) and your task is to develop a paper for submission to the federal government on this issue. Your position paper should detail the ACCC’s stance on the issue and the rationale for that stance. | You need to make your position clear, as the ACCC you can take either stance to support or disagree with the entry of Amazon into Australia.
The most important thing is to support your argument with evidence to support your position. |
| Your position paper should include the following sections:
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| 1. Stating the issue: Describe the issue clearly and your three key messages around this issue. | State your position clearly and introduce three key messages to communicate to the CEO of the ACCC on the issue.
Remember your key messages are the essential points you need him or her to remember from your position paper. The key messages will underpin the ACCC’s response to stakeholders on the proposed entry of Amazon into Australia. |
| 2. Background: Provide pertinent information on the issue to provide a context for the reader as to why this is important for the government to consider the ACCC’s viewpoint. | This section should include relevant background information to support your position. Provide only a brief overview of the ACCC and Amazon in this section. Your focus needs to be on the argument, supported by references, rather than the organisation. |
| 3. Position: State the ACCC’s position clearly and the justification and rationale for that stance. | This section should make your recommended position to the ACCC very clear for the reader supported by your knowledge and understanding of tactics and their role within a communication strategy. |
| 4. Recommendations: Propose three recommendations for the government to consider in relation to the entry of Amazon into the Australian retail market.
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This section should explain your three recommendations for the ACCC to consider about this issue.
A recommendation is a suggested course of action for each of the problems discussed earlier in your paper. Remember each recommendation needs to be supported by scholarly references to support your position. For example: It is recommended that the ACCC take immediate measures to develop a proactive media relations campaign in relation to Amazon’s entry into the Australian market. Chia and Synnott (2012) suggest a proactive approach will assist the ACCC in developing stronger relationships with consumer media in particular which will offset the need to react to media coverage that is inaccurate or damaging.
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| 5. Bibliography. This task is to be presented in the format of a position paper and your research and arguments need to be supported with appropriate references and citations following APA style. The link to the 6th edition of APA is following: student.csu.edu.au/__data/assets/pdf_file/0011/294977/APAReferencingSummary2013.pdf. | Don’t forget to reference both ACCC and media sources both as in-text citations and in your bibliography.
For example the in-text citation should look like this: The ACCC promotes competition and fair trade in markets to benefit consumers, businesses, and the community. We also regulate national infrastructure services (ACCC, 2017). The Bibliography reference: ACCC. (2017). About us. Retrieved from: https://www.accc.gov.au/about-us |
| Document type | Students are required to submit this assessment as a word doc. or docx. document. |
| Marking criteria | Finally, you should review the marking criteria for the assessment task detailed in the subject outline. |
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