Communication and media strategy

  • You are required to upload the media strategy, the media item and your critical reflection on AS ONE FILE.
  • The purpose of this assessment is to apply key ideas from this course in a professional context through a communication/media strategy and a communication / media item.

The assumption is that you have been asked by a client (e.g. government agency, local council, environmental NGO or business, a publisher) to develop a communication/media strategy related to a key environmental issue. Make this context of your assignment clearly evident in your introductory remarks. You are required to develop the strategy, and a particular item within the strategy that positions and empowers your audience towards sustainability citizenship. The five Assessment Criteria points below indicate to you the essential areas to be included in the assignment.

The media strategy can take many forms. A few ideas to consider are:

  • A strategy for raising the media profile of an environmental issue for an environment organisation;
  • A communication or media campaign for an environmental product;
  • A campaign to raise general public awareness of the environmental activities of a trans-national corporation;
  • A media strategy/campaign for a political organisation or party;
  • A communication strategy aimed at community engagement in a particular region or with a particular demographic;
  • The associated item could be a press release, short story, a series of poems, a short video, podcast, poster series, advert, photo essay or social media presence (as examples). Be creative in developing an innovative item that meets the characteristics of your intended audience.

In this assessment, you are expected to demonstrate your consideration of the range of issues discussed in the course such as:

  • cultural representation of the environment
  • reframing of perspectives towards sustainability citizenship
  • in-depth understanding of an environmental issue
  • considering ethical approaches to environmental problems
  • clarity of messages and approaches to take so as to achieve a desired outcome
  • clearly identified target audience, responding to their values, influences and judgments
  • institutional, organisational and individual patterns of behaviour (as applicable)
  • communication skills
  • ethical implications of campaigning and environmental justice principles
  • evidence-base and evaluation strategies. (How will you know whether your strategy worked?)

Focussed attention on this task will start from around week 8. We will spend time in tutorials developing your approach to this work.


You will complete a final communication/media strategy planning document and a media item, and a 500 word reflection on your learning in completing this assignment totalling 3,000 to 4,000 words. The strategy, the item (images of the item must be clearly labelled and defined) and the 500-word reflection statement will be submitted via Turnitin.

Assessment Criteria (/40):

  • Background, Context, Objective and Target: Clear articulation of the environmental issue, challenge and objective of the strategy. All of these must be contextualised by the use of both peer-reviewed and other sources to support their identification. (Minimum 12 sources, of which at least six (6) must be peer-reviewed articles) – 10pts
  • Target Audience: Clear identification of the characteristics of your intended audience. Discuss briefly the approach to change that you are using. You must justify why you have chosen both the audience and the approach to change. Include evidence of demographic and cultural factors that are relevant to the audience – 8pts
  • Distribution and Impact Plan/Method and the Communication / Media Item: Clear and thorough discussion of the communication/media item you will develop to bring about intended change (e.g. media article for a journal or newspaper, podcast, photo essay, social media presence, tee-shirt, pamphlet etc.). Develop a plan for how the Communication/Media item/s will be distributed. Indicate the intended impact of your communication/media strategy over a specified timeframe. Evidenced discussion of how the message will be disseminated to the specific target audience. You must submit a media item that is a part of the strategy. The item does not have to be of a professional standard as we are not documentary producers, graphic designers and sound recordists etc. The intention of providing an item is to demonstrate your thinking in developing and presenting messages for a specific audience – 8pts
  • Planning, Evaluation and Ethics: Outline a timeline of actions including responsibilities in your media strategy and provide clear consideration of the ethical issues associated with your campaign including, but not limited to, your representation of the issue, chosen audience, approach towards the audience and potential adverse implications. Outline how you will evaluate the success of your strategy – 8pts
  • Reflection: 500 words: Personal reflection on your experience of undertaking this task. What was difficult and how did you manage the difficulty? What did you most enjoy? What would you want changed and why? What are the key skills you think are needed in the media/communications area? The personal reflection requires you to consider your own experience and learning in completing this task. The focus is on your professional awareness and development. – 6pts

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