Assessment 2: Media relations portfolio 30%, 1200 words equivalent:
Mark: 30% of total unit marks
Word count: 1200 words equivalent
Due date: Sunday 27 January 2019 11:59pm. PLEASE NOTE: this is an amended due date giving two
additional days from the due date published in the Unit Guide.
You are a Deakin University Media Relations Officer assigned to work with the Deakin University
Centre for Film and Image (DUCFI) to promote the 2019 Deakin University Asian Film Festival. You
have been asked to prepare a media relations portfolio comprising 6 items:
1. Media Release (300 words approx.): Your media release should:
a. be correctly formatted,
b. include an appropriate and attention grabbing headline
c. be newsworthy by including relevant facts and quotes (from below) that a journalist
could weave into an engaging story. Select the focus of your media release from the
range of events listed below– you do not have to include all of the events.
2. Four Tweets (max 280 characters per tweet) Check compliance with : http://www.twittercharacter-counter.com/
3. Media Alert (200 words approx.)
4. Backgrounder (450 words approx.): Your backgrounder should focus on Deakin University
and include such details as significant historical facts, names and details of key personnel,
organisational structure, campus locations, details of education offerings and other relevant
information. This information can be accessed from the Deakin University website
www.deakin.edu.au or other appropriate sources.
5. Pitch letter (250 words approx.): Your pitch letter should be addressed to one of your
specialist media list contacts (see 6 below).
6. Media List: Your media list will be comprised of 10 metropolitan news outlets and 10
specialist media contacts. Review the concept of newsworthiness in selecting your specialist
media contacts for your list.
A variety of examples of each of these six items can be found on the Cloud site. You should also use
the knowledge gained from the study guide, your weekly readings, learning activities and reflection
on Assignment 1 when creating your tweets.
Whilst a degree of creativity is permitted and expected in your response, your Media Kit must be
realistic in the context of the information supplied. The Kit and its contents must promote the event
to the appropriate media outlets. DO NOT SIMPLY cut and paste from the Deakin Website; a skilful
and strategic writer will draw on existing information and tailor it for the specific audience.
A range of quotes have been provided (see below) – choose and use these thoughtfully. What will
interest and grab the attention of your audience of journalists, media outlets and specialist media
contacts? What is relevant and what is not relevant?
Assignment scenario: Note this is a fictional scenario
The Deakin University Centre for Film and Image (DUCFI) is a collaboration between the university,
government and industry. It is wholly research-based with a small post-graduate program. It is run
by Professor Charles Cheryble. As part of the Centre’s community engagement activities for 2019 it
has been decided to put on an Asian Film Festival.
Information on the Deakin University Centre for Film and Image (DUCFI) event
The Asian Festival of Film will be held on Sunday, March 10, 2019, from 9am until 10pm at the
Burwood Campus in Melbourne.
It consists of:
? An event launch where Federal Arts Minister Peg Sliderskew will open the event with a short
? A showing of short documentaries which were made through a collaboration between
Deakin University Film and Image students and students at Universities in Malaysia, Sri
Lanka, Singapore and China. The documentaries cover topics such as the environment, life in
a remote villages and artists who use recycled materials to create works of art.
? All day music will be provided by bands and musicians from seven different Asian nations.
? A stand showcasing the new $25 million Deakin University Centre for Moving Images a joint
project of DUCFII and the Asian Academy of Film and Television (AAFT) located in India’s
Noida Film City NCR New Delhi.
? Free snacks (including vegan and gluten free options) prepared by the Deakin University
Food and Nutrition Sciences students and local catering firm using a mix of local and organic
? Wandering pop-up theatre performances developed and performed by the University
Amateur Dramatics Group.
? Stalls and information stands promoting local produce, sporting, and arts opportunities at
Deakin University. These stalls are seen as the first step in Deakin University’s own project
called A Year of Community, which seeks to foster closer ties between the University and the
? A laser-light show to bring proceedings to a close at 10pm. The lasers will be powered by
Prior to writing your media release you spoke to various people involved with the event and
gathered the following quotes. You must now decide which ones to use.
“This tripartite sectoral involvement will engender successful outcomes that could be – but may not
be – extrapolated for further development with partners .” Professor Charles Cheeryble, Head of
Film & Video Studies
“This event will put Deakin University on the map. Bollywood and AAFT have no better partner.”
Bollywood star, Akshay Kumar
“The Centre for Moving Images project is incredibly exciting. Our government believes that Deakin
University will in years to come be a focus for movie makers not only in Australia, but also
worldwide.” Peg Sliderskew, Federal Minister for Arts
“Sustainable technologies are the future not only of a healthy environment but also a healthy
economy.” Hildred Banfield, Professor of Film and Image, Deakin University
“We will be acting out traditional stories from Asia highlighting the work of cinema.” Tansy May,
President University Amateur Dramatics Group.
“It’s a fun challenge, cooking for events using local and organic ingredients and I’ll really enjoy
working with Deakin students to plan the snack menu for the day. We show that healthy and
sustainably produced food tastes good too.” Barnie Mainwaring, local caterer.
“My documentary focuses on two Deakin University Education students who visit a village in rural Sri
Lanka and assist in an education program for local children. The experience really changed their lives
and I hope those who see the documentary will understand the challenges facing people living in
rural communities in developing countries. ” Anoop Dhankar, 2
nd year film student.
“Recently the School of Film and Image decided to sponsor a major Indian cinema event in New
Delhi in November 2018 to build on the growing attraction of our film and media courses in that
country. Such events provide important opportunities for us to build reputation and awareness of
Deakin. We are grateful for the support of Deakin South Asia in this venture and my thanks to them
for their leadership in developing this opportunity. Based on the success of the 2018 event we are
pleased to be able to expand on our activities in the film school.” Lou Flammer, Head of
International partnerships, Deakin University