1.  INTRODUCTION

In your introduction, you will need to tell us what you intend to write about in this assessment. Guidelines on how to write an introduction are posted on myUnisa under the Additional Resources tab.                                                                                                                        [2]

2.  UNDERSTANDING KEY ASPECTS OF THE FOUR-STEP MODEL

Match the descriptions in column B with the concepts in column A. You should write ONLY the correct letter from column B next to the correct number in your answer sheet, for example, 2.1.1. B                                                                                                                      [10]

COLUMN ACOLUMN B
2.1.1. Defining the problemA. The process of gathering accurate and reliable facts about an organisation’s situation or problem.
2.1.2. Taking action and communicatingB. The organisation analyses both its internal and external environments.
2.1.3. ResearchC. Thorough formative research is carried out to identify the underlying problem(s) or issue(s) which motivate for a public relations campaign to be implemented.
2.1.4. Campaign evaluationD. The most visible step of the public relations campaign.
2.1.5. Situational analysisE. A close assessment of the effectiveness of the campaign and its implementation.
2.1.6. Planning and ProgrammingF. Identified based on their geographic locations, demographics, psychographics, position, membership or role in the decision making
2.1.7. StrategyG. An important step that provides the much-needed structure and discipline in terms of time and money costs of a campaign
2.1.8. ThreatsH. The public relations practitioner formulates the strategy of the campaign during this phase.
2.1.9. BudgetingI. The environmental hazards/dangers presented by the situation or problem for which a PR campaign is developed.
2.1.10. Targeted publics/stakeholdersJ. The guiding plan of action and communication for achieving the campaign goals and objectives.

3.  THE PUBLIC RELATIONS PROGRAMME AND CAMPAIGN

Content Advice: The linked article is related to the issue of loss of life by motorists and passengers during the festive season in South Africa and may upset some students. We have included this content because recent statistical reports about lives lost in road accidents across the country show a concerning increase. We hope that this assessment will prompt you to develop strategies to aid in raising awareness about road safety during the festive season.

Click on the link below to read the article and answer the question that follows. Source: https://www.timeslive.co.za/news/south-africa/2025-01-20-more-than-1500- people-died-on-the-roads-during-the-festive-season/

According to this TimesLive article, the number of people who died on the roads this past festive season increased because people continue to behave badly despite the transport ministry’s pleas and warnings and notwithstanding the transport ministry’s efforts to clamp down on irresponsible and reckless behaviour. It is reported that a significant number of road accidents happened because of human behaviour, such as hit-and-runs, jaywalking, fatigue, loss of control over vehicles, speed, drunken driving and reckless overtaking.

You are the public relations officer in the National Department of Transport and have been tasked with their public relations campaign to educate South African drivers about the importance of safe and vigilant driving to help avoid road accidents and fatalities, especially during the festive season. You have to use the FOUR-STEP formula to develop your programme. Your budget for this national campaign is R5 000 000 (five million rand) and will be launched at the end of November 2025. To develop the programme, you need to use the rubric below as a guideline.

Important note

To answer this question, you must discuss each step of your public relations programme theoretically before you apply each step practically. See the rubric below on how marks are awarded for the theoretical discussion and the application of each step of the FOUR-STEP formula.

Your theoretical discussion must be referenced correctly both in your text and in your list of sources. Marks will be deducted if you fail to adhere to this instruction.

Marking rubric

 Mark allocation
TheoryApplicationSubtotal
Defining the problem257
Planning and programming31215
Acting and communicating31215
Evaluating the campaign358
TOTAL45

[45]

4.  FINAL EVALUATION: SUMMATIVE

Discuss the final stage of a PR programme evaluation, also called the summative or product evaluation.                                                                                                                         [5]

5.  CONCLUSION

In your conclusion, you must summarise what you have written in this assessment. Guidelines on how to write a conclusion are posted on myUnisa under the Additional Resources tab.                                                                                                                        [2]

TECHNICAL PRESENTATION

Use the checklist and rubric below to ensure that you adhere to the technical requirements:

  • Have you included a completed Declaration of Own Work as the second
    • page of your assessment?
    • Have you and a witness signed your declaration (or have you provided the
    • name of your witness if you have submitted the portfolio online)?
    • Have you included a table of contents with headings and subheadings?
    • Have you included an introduction and a conclusion in your assessment?
    • Have you corrected all spelling, grammatical or punctuation errors?
    • Have you correctly cited (referenced) your sources in your text and included
  • a list of sources consulted at the end of your assessment?

Answers to Above Questions on Public Relations

Answer 1: The match between column A and column B is performed as follows:

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