DPR3702 Assignment 2 (COMPLETE ANSWERS)

Semester 2 2024 - DUE 19 September 2024 ; 100%

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Question 1: Public Relations Plan for Mapungubwe Arts and
Cultural Festival The MEC of Sports Arts and Culture in Limpopo
has appointed you as the head of the PR team to develop a
public Relations Plan for the 2024 Mapungubwe Arts and
Cultural Festival to coincide with the 30 years of Democracy in
South Africa. You need to conduct research to know more about
the Mapungubwe Arts and Cultural Festival. The Public Relation
Strategy Must Comprise of the following Items: (Refer to the
learning unit one for the plan and learning unit 3 for
understanding the context of PR in the entertainment Industry)
1.1 The theme: Your theme must reflect on the Arts, Culture
and the 30 Years of Democracy. [4 Marks] 1.2 Objectives of the
Public Relations Plan: Three communication, media and PR
related objectives: [6 Marks] 1.3 Stakeholder Mapping and
Identification: Identify Five Stakeholders relevant to the
Mapungubwe Arts and Culture Festival: [10 Marks] [Five marks
for identification and 5 marks for justification] 1.4
Programming: Develop an Action Plan outlining the PR activities
you will organize to make the events successful. Use a table to
outline the Action Plan. [15 Marks] 1.5 Evaluation: Explain how
the SWOT analysis will be used to evaluate the PR plan: [5
Marks]
Public Relations Plan for the 2024 Mapungubwe Arts and
Cultural Festival
1.1 Theme
Theme: "Celebrating 30 Years of Democracy: Preserving
Heritage, Embracing Innovation"
Explanation: This theme reflects the fusion of South Africa's
rich artistic and cultural heritage with the progress achieved
over the 30 years of democracy. It aims to honor the historical
significance of the Mapungubwe site while celebrating the
dynamic evolution of South African arts and culture in a
democratic era.
1.2 Objectives of the Public Relations Plan
1. Raise Awareness:
o Objective: To enhance public awareness of the 2024
Mapungubwe Arts and Cultural Festival through
targeted media outreach and community
engagement.
o Measurement: Achieve a 50% increase in media
coverage compared to the previous year and reach at
least 100,000 social media impressions.
2. Engage Local Communities:
o Objective: To involve local communities and
stakeholders in the festival by organizing outreach
programs and collaborative events.
 o Measurement: Facilitate partnerships with at least
five local community organizations and attract 5,000
local attendees to pre-festival events.
3. Promote Cultural Tourism:
o Objective: To boost tourism in Limpopo by
highlighting the festival's cultural significance and
attracting national and international visitors.
o Measurement: Increase tourism-related inquiries and
bookings by 25% and attract at least 10% of
international visitors compared to previous years.
1.3 Stakeholder Mapping and Identification
Stakeholders:
1. Local Government Authorities
o Justification: They provide necessary permits,
support, and resources essential for the festival's
successful execution.
2. Cultural Institutions and Artists
o Justification: They are central to the festival,
contributing performances, exhibitions, and
workshops that highlight South African culture.
3. Tourism Boards
 o Justification: They help in promoting the festival to a
broader audience, increasing visibility and attracting
tourists.
4. Media Outlets
o Justification: They play a crucial role in disseminating
information about the festival to the public and
generating media coverage.
5. Local Businesses and Sponsors
o Justification: They provide financial support and in-
kind contributions, and benefit from the increased
foot traffic and visibility during the festival.
1.4 Programming: Action Plan
Timelin Responsibilit Expected
Activity Description
e y Outcome
Launch
event with Increased
Kick-off 1
media, PR Team, media
Press Month
stakeholders MEC coverage and
Conference Before
, and awareness.
partners.
Community Workshops 2 PR Team, Enhanced
Outreach and Months Local NGOs community
Programs informationa Before engagement
l sessions in and
 Timelin Responsibilit Expected
Activity Description
e y Outcome
local
communities involvement.
.
Series of
Increased
posts,
Social 3 Digital online
videos, and
Media Months Marketing engagement
ads
Campaign Before Team and ticket
promoting
sales.
the festival.
Collaborate
for cross-
Strengthened
Partnership promotional 2 PR Team,
local support
s with Local activities Months Business
and
Businesses and Before Development
sponsorship.
sponsorships
.
Detailed
Clear
Festival schedule 1 PR Team,
communicatio
Program and Month Festival
n of festival
Launch highlights of Before Organizers
details.
the festival.
On-Site Regular During Media Continuous
Media updates, live Festival Relations media
 Timelin Responsibilit Expected
Activity Description
e y Outcome
feeds, and
presence and
interviews
Coverage Team real-time
during the
updates.
festival.
Review Assessment of
Post-
outcomes, PR
Festival 1 Week PR Team,
feedback, effectiveness
Evaluation After Stakeholders
and media and areas for
Meeting
coverage. improvement.
1.5 Evaluation: Using SWOT Analysis
SWOT Analysis for Evaluating the PR Plan:
1. Strengths:
o Evaluate the effectiveness of the PR activities and
their impact on achieving the set objectives. For
example, high media coverage and strong community
engagement.
2. Weaknesses:
o Identify areas where the PR plan may have fallen
short, such as insufficient outreach to certain media
channels or lower-than-expected community
participation.
3. Opportunities:
 o Assess opportunities for improvement and growth
based on feedback and outcomes, such as exploring
new media partnerships or expanding community
outreach efforts.
4. Threats:
o Analyze external factors that may have impacted the
success of the PR plan, such as unforeseen events or
competing local festivals, and how they were
addressed.
By using SWOT analysis, the PR team can gauge the overall
effectiveness of the plan, understand the factors that
contributed to or hindered its success, and make informed
decisions for future events.

Question 2: Celebrity Public Relations 2.1 You have been

appointed by a music label record company to manage their
celebrities’ public relations. The CEO of the company requested
you to brief the executive management of the strategies you
will use to manage various celebrities. Using the course content
and you research from credible sources identify and discuss Five
PR strategies you will use to perform the PR and marketing for
the celebrities. [15 Marks] SECTION B: PUBLIC RELATIONS
ETHICS The Public Relations Industry like other industries has
been impacted by the introduction of Artificial Intelligence (AI)
and practitioners have to find ways of navigating this change.
Read the article below using the link to understand more about
the impact of AI on PR and answer the questions below:
AIinPR_Ethics_Guide_UK.pdf ()
Section A: Celebrity Public Relations
To effectively manage public relations for various celebrities,
you should consider the following five PR strategies:
1. Personal Branding
o Strategy: Develop a strong and consistent personal
brand for each celebrity. This involves defining their
unique attributes, values, and image, and ensuring
these elements are consistently communicated across
all channels.
o Implementation: Conduct thorough research on the
celebrity’s strengths, interests, and public
perceptions. Craft a branding message that aligns with
their personal values and career goals. Use this brand
identity in press releases, interviews, social media
content, and public appearances.
o Rationale: A well-defined personal brand helps
celebrities stand out in a crowded media landscape,
build a loyal fan base, and attract opportunities
aligned with their brand.
2. Media Relations
 o Strategy: Build and maintain strong relationships with
key media outlets and journalists.
o Implementation: Create and distribute press releases,
pitch story ideas, and organize press events to
generate positive media coverage. Regularly engage
with media representatives to keep them informed
about the celebrity’s activities and achievements.
o Rationale: Positive media coverage enhances the
celebrity’s public image and increases their visibility.
Effective media relations can also help manage crises
and mitigate negative publicity.
3. Social Media Management
o Strategy: Utilize social media platforms to engage
with fans, promote events, and manage the
celebrity’s online reputation.
o Implementation: Develop a content calendar for
social media posts, including updates about the
celebrity’s projects, behind-the-scenes content, and
interactive posts to engage fans. Monitor social media
channels for feedback and respond to both positive
and negative comments appropriately.
o Rationale: Social media provides a direct channel to
connect with fans and control the narrative
surrounding the celebrity. It also allows for real-time
engagement and feedback.
4. Event Management
o Strategy: Organize and manage events that enhance
the celebrity’s profile and engage their audience.
o Implementation: Plan and execute high-profile events
such as album launches, press conferences, charity
events, and fan meet-and-greets. Ensure that the
events are well-publicized and aligned with the
celebrity’s brand and image.
o Rationale: Events create opportunities for celebrities
to interact with their fans, media, and industry
professionals, thereby boosting their visibility and
strengthening their public image.
5. Crisis Management
o Strategy: Prepare for and manage potential public
relations crises effectively.
o Implementation: Develop a crisis management plan
that includes strategies for addressing negative
publicity, handling media inquiries, and managing the
celebrity’s response. Train the celebrity and their
team on how to handle crisis situations.
o Rationale: Effective crisis management can mitigate
damage to the celebrity’s reputation and ensure a
swift and appropriate response to any negative
incidents.
Section B: Public Relations Ethics
Impact of AI on PR and Navigating Ethical Challenges
AI technology has significantly impacted the public relations
industry, raising various ethical concerns. Key areas affected
include:
1. Transparency and Authenticity
o Concern: AI-generated content and automated
communications can blur the lines between human
and machine-generated interactions, raising questions
about transparency.
o Ethical Approach: Ensure transparency by disclosing
when content is generated by AI. Maintain
authenticity in messaging and avoid misleading the
audience about the origin of communications.
2. Data Privacy
o Concern: AI tools often rely on vast amounts of
personal data to function effectively, which can lead
to privacy concerns.
o Ethical Approach: Implement robust data protection
measures and ensure compliance with data privacy
regulations. Obtain explicit consent from individuals
whose data is used and be transparent about data
collection practices.
3. Bias and Fairness
 o Concern: AI systems can perpetuate existing biases
present in the data they are trained on, leading to
biased outcomes in PR strategies.
o Ethical Approach: Regularly audit AI systems for
biases and implement measures to mitigate any
identified issues. Promote fairness and inclusivity in
all PR campaigns and communications.
4. Manipulation and Influence
o Concern: AI-driven tools can be used to manipulate
public opinion or spread misinformation.
o Ethical Approach: Adhere to ethical standards by
using AI responsibly and ensuring that information
disseminated is accurate and truthful. Avoid using AI
for deceptive practices or to unduly influence public
opinion.
5. Accountability
o Concern: Determining accountability for decisions
made by AI systems can be challenging.
o Ethical Approach: Clearly define the roles and
responsibilities of human oversight in AI-driven PR
activities. Ensure that there is a clear line of
accountability for decisions and actions taken by AI
systems.
Navigating these ethical challenges requires a commitment to
transparency, data protection, fairness, and responsible use of
AI technology in public relations practices.

Question 3: AI and Public Relations 3.1 Using examples discuss

the three pitfalls of AI in the practice of Public Relations: [6
Marks] 3.2 Using your words and examples discuss the Six
Micro Issues in Public Relations and the use of AI. Use examples
to demonstrate your understanding of the issues. [12 Marks]
3.3 Using the 16 Global Alliance principles select 2 guiding
principles and 2 principles for professional practice and discuss
the in details using relevant sources and examples relating to
the practice of PR and AI. Each of the four points must be
discussed in no less than two lines with reference. [12 Marks]
Conclusion: [5 MARKS]
3.1 Pitfalls of AI in Public Relations
1. Loss of Human Touch:
 Example: AI-generated content, such as press releases or
social media posts, might lack the nuanced understanding
and empathy that a human PR professional can provide.
For instance, an AI might generate generic responses to
customer complaints, missing the opportunity to address
specific concerns with a personal touch.
2. Risk of Bias and Misinformation:
  Example: AI systems are trained on existing data, which
can include biases. For example, if an AI tool used for
media monitoring is trained on biased data, it might
inadvertently perpetuate those biases in its analysis and
recommendations, leading to skewed PR strategies.
3. Dependence on Data Quality:
 Example: AI tools rely heavily on data quality for
generating insights and making decisions. If the data is
outdated or inaccurate, the AI's recommendations could
be flawed. For instance, if an AI tool for sentiment analysis
is based on outdated social media data, it might
misinterpret current public sentiment about a brand.
3.2 Six Micro Issues in Public Relations and AI
**1. Ethical Use of Data:
 Example: PR professionals must ensure that AI tools used
for data analysis comply with ethical standards and privacy
laws. For example, using AI to analyze customer data for
targeted campaigns must be done transparently and with
proper consent, avoiding invasive practices that could
breach privacy.
**2. Transparency in AI Algorithms:
 Example: PR practitioners should understand and
communicate how AI tools make decisions. For instance, if
an AI tool is used for crisis management, it’s crucial to
explain how it analyzes and prioritizes information,
 ensuring stakeholders understand the decision-making
process.
**3. Maintaining Authenticity:
 Example: AI-generated content should not compromise a
brand’s authenticity. For example, if an AI creates social
media posts, it should reflect the brand’s voice and values
accurately, avoiding a generic or inauthentic tone that
could alienate audiences.
**4. Responsibility for AI-Generated Content:
 Example: PR teams are responsible for the content
produced by AI tools. For instance, if an AI tool generates a
misleading press release, it’s the PR team’s duty to correct
the information and ensure that all communications are
accurate and reliable.
**5. Managing Public Perception of AI:
 Example: PR professionals need to manage how the use of
AI is perceived by the public. For example, if a company
uses AI for monitoring social media, it should clearly
communicate how AI is used to protect user privacy and
avoid any negative perceptions about surveillance.
**6. Bias and Fairness:
 Example: AI systems can inadvertently perpetuate biases.
For instance, if an AI tool is used for media sentiment
analysis and is trained on biased data, it might
 misrepresent public opinion, leading to unfair or skewed
PR strategies.
3.3 Global Alliance Principles and AI in PR
Guiding Principles:
1. Integrity:
o Discussion: This principle emphasizes the need for
honesty and transparency in all PR practices. With AI,
maintaining integrity means ensuring that AI tools are
used ethically and that their capabilities and
limitations are clearly communicated to stakeholders.
For instance, if an AI tool is used for analyzing media
trends, PR professionals must be transparent about its
data sources and potential biases. (Source: Global
Alliance for Public Relations and Communication
Management)
2. Respect:
o Discussion: Respect involves acknowledging and
valuing the opinions and privacy of stakeholders. In
the context of AI, this means using AI tools in a way
that respects user data and privacy. For example,
using AI for targeted marketing should be done with
informed consent and respect for user preferences,
avoiding intrusive practices. (Source: Global Alliance
for Public Relations and Communication
Management)
Principles for Professional Practice:
1. Accuracy and Truthfulness:
o Discussion: PR professionals must ensure that all
communications are accurate and truthful. With AI,
this principle requires careful monitoring of AI-
generated content to avoid the spread of
misinformation. For example, if an AI tool generates
news summaries, it’s essential to fact-check and verify
the accuracy before dissemination. (Source: Global
Alliance for Public Relations and Communication
Management)
2. Accountability:
o Discussion: This principle stresses the importance of
being accountable for all PR activities. In the realm of
AI, it means that PR professionals must take
responsibility for the outcomes of AI-driven decisions
and content. For instance, if an AI tool makes
recommendations that lead to a public relations crisis,
the PR team must address and rectify the situation.
(Source: Global Alliance for Public Relations and
Communication Management)
Conclusion
AI offers significant opportunities for enhancing public relations
practices, such as improving efficiency and providing data-
driven insights. However, it also presents challenges, including
ethical concerns and the potential for bias. PR professionals
must navigate these pitfalls by ensuring transparency,
maintaining authenticity, and adhering to established ethical
principles. By addressing these issues thoughtfully, the industry
can leverage AI effectively while upholding the core values of
public relations.