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ALR383 Assignment 2 - Lobbing strategy. Business & Marketing

Essay Instructions:

- ALR383 Assignment 2ALR383 Assignment 2: Lobbying Strategy (individual assignment)
- Weighting: 50%Word count: 2000 word equivalent (+/-10%)
- Submission format: Professionally formatted Word file. You may also submit a PDF file if you are concerned about formatting issues. However, you must still submit a word version.
- Due date: Friday 22 May, 2020 (5.00pm)
- Referencing: Oxford system
1 ALR383 Assignment 2
ALR383 Assignment 2: Lobbying Strategy (individual assignment)
Weighting: 50%
Word count: 2000 word equivalent (+/- 10%)
Submission format: Professionally formatted Word file. You may also submit a PDF file if you areconcerned about formatting issues. However, you must still submit a word version.
Due date: Friday 22 May, 2020 (5.00pm)
Referencing: Oxford system. https://www.deakin.edu.au/students/studying/studysupport/referencing/oxfordInstructions
This individual assessment draws on the Background Brief you completed with your group forAssignment 1. You may NOT change your issue or organisation but you may respond to markingfeedback.
In this assignment you will prepare a lobbying strategy that includes a short proposal for acommunication plan that makes initial recommendations for your organisation’s lobbyingstrategy.
Your lobbying strategy will include the following sections:Title page (not included in the word count)Executive summary – 200 (words)
Table of contents - (not included in the word count). You must use the Table of Contents(TOC) function in Word to construct a professional TOC. Do NOT create one manually.1. Introduction - 150 words approx.2. Research – 250-300 words approx. Draw on relevant information from assignment 1.YOU CAN NOT CUT AND PASTE. You will rewrite and summarise key information fromAssignment 1 which is salient to and informs your lobbying strategy .3. Target publics 150-200 words approx.4. Goals and objectives (SMART): 200 words approx.5. Communication strategy (Specific tactics as applied to specific audiences with specific keymessages) – 250 words approx.Appendices (see below for instructions for Appendix 1 & 2) Appendix 1: Speech: 500 words approx. Appendix 2: Letter: 250-300 words approx. Appendix 3: Reference list (not included in the word count)Note: Use the section numbering indicated above. Insert page numbers and your name in the footer on all pages except the title page and Table of Contents.2 ALR383 Assignment 2Tactical devices: You will plan and write two tactical devices consistent with your issue, scenario andcommunication plan. They will be: persuasive, aligned to your objectives, and oriented to the needs of the audience.You must research and understand your audience – their attitudes, opinions and motivations. Drawon the group’s research conducted for Assignment 1 and any additional research you deemnecessary to help you complete these tasks.Tactical device 1: Write a 4 minute speech to be delivered at community forum by yourorganisational spokesperson. You are to assume the spokesperson will address an audiencethat is either hostile and/or strongly opposed to your organisation’s position in relation tothe proposed legislative or regulatory change. Your speechwriting goal is to mountarguments that will encourage them to at least consider your organisation’s position.(Normally such a speech will include a Welcome to Country and acknowledgements of otherVIPs, dignitaries, etc – these will be attached in a speech template in the assignmentresources. ).In other words, consider your word choice, phrasing and argument structure carefully.Demonstrate you understand their perspective and concerns. (500 words)Tactical device 2: On behalf of the organisation’s CEO write a letter to a politician or a stakeholdergroup who is undecided on the issue. Your goal is to persuade them to support or toconsider support for your organisation’s position. You must demonstrate understanding ofyour audience and use a style, tone and language appropriate to your audience. (300 words)Note: Use appendices to include other relevant material as required. Apart from the tacticaldevices, anything you include in the appendices will not be included in the wordcount. As with assignment 1, if you use information gathered from a secondary source in yourCommunication Plan you must reference it using the Oxford referencing style (footnotes) –this draws on the skills developed in Assignment 1. Students going on to complete ALR300Public Relations Campaigns will be required to use the Oxford referencing system.

Essay Sample Content Preview:

Alr383 Assignment 2 -- Lobbing Strategy
Student Name
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Executive Summary
Obesity is a serious societal concern in the country that continues to impact the vast majority of the population with children and young people being top of the list. Individuals are overconsuming unhealthy meals that are rich in fats and calories that in turn not only make them become overweight but also expose them to various health complications including diabetes and heart diseases among others. Obesity is also putting unnecessary strain on the health care system in the country with substantial amounts of money being spent annually to address it and its associated medical conditions. Studies have shown that advertisement and promotion of unhealthy foods on television majorly contributes and influences children into their consumption. In that regard, it is highly recommended for legislation reforms that would see regulation of such advertisements to children. The Obesity Policy Coalition will seek to lobby the above proposal to different stakeholders including the government, private industry and civil societies. The primary objective is to reduce on the obesity cases in the country within 1 year. The OPC will use different communication tactics to reach the target publics such as speeches and letters. While the speech will be directed to all the three stakeholders, the letter will be written to the Prime Media Group.
Introduction
Over the recent past there have been several sensitization campaigns advising and encouraging individuals to embrace healthy lifestyles in light of escalating cases of obesity. Concerns have been raised that individuals are neither keen on consuming balanced and healthy diets nor engaging in physical exercises and as such, are becoming overweight. Obese individuals usually develop various health care complications including diabetes and heart ailments that not only strain their finances but also put their lives at risk. Particularly, it has been noted that young people are over-indulging in fast foods and basically meals that are rich in calories. Furthermore, advancements in technology have made the current generation utterly lazy to engage in any form of physical fitness including outdoor sporting activities. Online businesses have also compounded the issue even further because they allow individuals to access what they need at their doorsteps. With restaurants continuously promoting and advertising their unhealthy meals on TV, social media and other platforms targeting children it has become impossible addressing the issue of obesity. In that regard, it is vital that the government enacts legislations that regulate the promotion of unhealthy foods to children and overall prevent young people from being exposed to such advertisements.
Research
Obesity is a major societal issue in Australia not only because it results in various chronic diseases but also because it is financially draining on those affected and their families. Reports indicate that Australia incurred about $8.6 billion because of obesity and the figure has been on the rise ever since. While public health officials have been on the forefront of sensitizing the public about the obesity and the dangers it poses, the governmen...
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