1.3 Mission of the campaign (Use the political party’s mission to develop your own election campaign mission statement.) [2 marks]?

BACKGROUND AND PURPOSE OF THIS ASSESSMENT
This semester, you were introduced to public relations industry concepts such as public relations in
campaign organisations and pressure groups, public relations in the public sector, public relations in
the entertainment industry and ethics in public relations. Your formative assessments covered all
these aspects to demonstrate public relations in different contexts. This portfolio examination aims to
apply all the theoretical aspects of PR covered in this module and other modules into practice. This
is an applied assessment, and you will be expected to demonstrate your understanding of the theory
of practice of public relations in industry. In this assessment, you are expected to demonstrate your
knowledge of all key industry public relations concepts and apply the skills acquired during the
semester in this module and other modules.
The objective of the assignment
South Africa is holding national and provincial elections on 29 May 2024. Every election's success
depends on several factors, including an accessible, open, non-violent political atmosphere for
political parties to campaign to persuade voters to vote for them. Campaigning organisations,
according to Tench and Yeomans (2009:561), can be defined as “groups of people who share a
common interest or concern and have come together to do something about it – whether to march,
raise funds, change public policy, prevent something from happening”. Political parties fall within the
category of campaigning organisations and engage in public relations activities to persuade voters to
vote for them.
As a PR strategist, you have been approached by the new political party that wishes to participate in
the 2024 General Elections, which requires publicity to attract members and voters. The party’s
executive committee asked you to develop a public relations campaign. Develop a detailed strategic
plan for public relations using your knowledge from this module and other modules.