Title Page (not counted in word count)
Required
State the title of the report, who it was commissioned by and who prepared it.
Present on its own page.
Executive Summary (Heading level 1) (not counted in word count)
Present at the start of a report to provide the reader with a concise outline of the report.
Writing is in the past tense and provides an overview of the entire report, including outcomes of research and
ief indication of recommendations.
Present on its own page, preceding the Table of Contents.
Table of Contents (Heading level 1) (not counted in word count)
Sections of the report are numbered for ease of accessibility and navigation (numbers are given for each section in the report template).
When your report is complete, and you’ve numbered all the sections, use the ‘Table of Contents’ function in Word to insert a table of contents here.
Go to the ‘References’ tab; place your mouse in this section; click on the ‘Table of Contents’ button; select the style you would like.
Present this on a separate page.
1. Introduction (Heading level 1) (c.50 words, use the
ief)
Begin a new page.
Provide the purpose and scope of the report using the following:
Who commissioned the report, and who prepared it
What the intent of the report is
How the report will be used
How the report is structured
How the research was undertaken
2. Organisational Background (Heading level 1) (c.150 words, use the ‘About Us’ or ‘Mission’ pages)
Who is the organisation that is central to your report?
What is its advocacy role, ie what social issue is central to its ‘mission’ or purpose?
How does the organisation cu
ently outline the social issue through its online communications?
Who is the target audience as indicated by the organisation’s online communications and activities?
3. Key Issues (Heading level 1) (c.1200 words – c.600 words for each of 2 issues selected; research and discuss the issue using relevant, quality sources from academic, news, industry and commentary sources)
From your initial research PLUS analysis of the organisation’s site and its activities, determine two key issues with which the organisation must contend. Summarise the two issues under this heading.
3.1 Issue One (Heading level 2)
Provide a concise description of the issue.
3.1.1 Research (Heading level 3)
Provide research from relevant, quality sources to offer evidence of the ways in which this issue impacts the organisation and its activities. This will be a factual outline that demonstrates and cites research from six sources including websites, journals or books, valid and authentic online commentaries and media news sources.
3.1.2 Discussion (Heading level 3)
Provide a balanced discussion of the issue, including varying viewpoints from your research (include in-text citations where relevant); think of this as an opportunity to explore a range of opinions and approaches to the issue.
3.1.3 Findings (Heading level 3)
Provide an informed response to the issue; think of this as your concluding arguments about the issue. This will be directly related to how you develop your final recommendations for the organisation (Section 5).
3.2 Issue Two (Heading level 2)
Provide a concise description of the issue.
3.2.1 Research (Heading level 3)
Provide research from relevant, quality sources to offer evidence of the ways in which this issue impacts the organisation and its activities. This will be a factual outline that demonstrates and cites research from six sources including websites, journals or books, valid and authentic online commentaries and media news sources.
3.2.2 Discussion (Heading level 3)
Provide a balanced discussion of the issue, including varying viewpoints from your research; think of this as an opportunity to explore a range of opinions and approaches to the issue.
3.2.3 Findings (Heading level 3)
Provide an informed response to the issue; think of this as your concluding arguments about the issue. This will be directly related to how you develop your final recommendations for the organisation (Section 5).
4. Evaluation of advocacy effectiveness (Heading level 1) (c. 500 words, evaluate effectiveness of organisational treatment of the issues from Section 3)
This section provides an informed evaluation of the organisation’s effectiveness in addressing the key issues (from Section 3) impacting its social issue advocacy. The evaluation reviews what the organisation is cu
ently doing well and how it could improve, and provides your well-informed and researched opinion. Both Section 3 and Section 4 help to convince the reader of your Recommendations in Section 5.
Provide a
ief statement here indicating key elements of social advocacy that are done well, and elements which need improvement.
4.1 Successful cu
ent approach (Heading level 2)
Discuss here the effective approaches cu
ently undertaken by the organisation (as displayed on their website and from your research) and evaluate why they are effective in addressing the key issues from Section 3. Your discussion and evaluation should focus on the online communications style and content, but may also include presentation online such as use of graphics or navigation, accessibility and readability of the website for the specified readership.
4.2 Opportunities for improvement (Heading level 2)
Discuss here the ideas you have for improving the organisation’s effectiveness in addressing the key issues from Section 3. Your discussion and evaluation should focus on the online communications style and content, but may also include presentation online such as use of graphics or navigation, accessibility and readability of the website for the specified readership.
5. Recommendations (Heading level 1) (c. 100 words)
Provide a recommendation to address each of the opportunities you have evaluated as potentially in need of improvement (from Section 4) in relation to the issues you discussed in Section 3. The recommendations should provide an ‘action plan’ which the commissioning organisation (Kaleidoscope Consulting) can use as advice on improving their social advocacy online for the organisation featured in this report. This means the recommendations need to be concrete and achievable.
Present them on a separate page.
References (Heading level 1) (not counted in word count)
Provide a comprehensive list of the sources used in text, using Harvard referencing style
Put them on a separate page
NB: Remove the text in parenthesis prior to submission.
Criteria
Excellent - High Distinction
Very good - Distinction
Good - Credit
Satisfactory - Pass
Unsatisfactory
Research (20 points)
(16-20 points)
Research, structure of report, persuasive techniques and presentation demonstrate high levels of reporting and analysis on a given issue:
Summary and synthesis of research
Well-developed skills in identifying key areas of research from stipulated website pages, strong analysis and evaluation.
Research well-integrated within the report and co
ectly cited in Harvard style where relevant
(14-15 points)
Research, structure of report, persuasive techniques and presentation demonstrate clear and concise reporting on a given issue:
Summary and synthesis of research
Identified appropriate areas of research from stipulated web pages, good analysis and evaluation.
Research indicated clearly within the report and co
ectly cited in Harvard style where relevant
(12-13 points)
Research, structure of report, persuasive techniques and presentation demonstrate most elements of report
iefing on a given issue:
Summary and synthesis of research
Identified some of the areas of research from stipulated web pages, some analysis and evaluation.
Research presented in report and cited in Harvard Style where relevant
(10-11 points)
Research, structure of report, persuasive techniques and presentation demonstrate a range of elements of report
iefing on a given issue:
Summary and synthesis of research
Identified minimal elements of research from stipulated web pages, limited analysis and evaluation.
Research not clearly integrated within the report and some issues of citation of relevant sources
(0-9 points)
Research, structure of report, persuasive techniques and presentation not demonstrated in reporting on a given issue:
Summary and synthesis of research
Little or no research of the stipulated web pages, with inco
ect or no referencing and bibliography
Minimal research not linked with any clarity to the report
OR not submitted
Persuasion and Structure (20 points)
(16-20 points)
Structuring, selection and summary of relevant facts and evidence, appropriate recommendations linked to body of report
Strong capacity to identify appropriate purpose and audience and apply relevant persuasive techniques
Good use of structure as a framework for well-summarized and synthesized content, conclusions and recommendations
Well-developed and persuasive linkages between the content in the body of the report and the evaluative conclusions and recommendations
(14-15 points)
Structuring, selection and summary of relevant facts and evidence, appropriate recommendations linked to body of report.
Identification of appropriate purpose and audience with some persuasive techniques demonstrated
Structure provides clear organization of content, conclusions and recommendations
Linkages are established between the content in the body of the report and the evaluative discussion/conclusions and recommendations
(12-13 points)
Structuring, selection and summary of relevant facts and evidence, appropriate recommendations linked to body of report
Some identification of the purpose and audience, and some persuasive techniques attempted or applied
Structure suggests a potential outline for content, conclusions and recommendations
Some links provided between the content of the body and the conclusions and recommendations, without analysis or reflection on those links
(10-11 points)
Structuring, selection and summary of relevant facts and evidence, appropriate recommendations linked to body of report
Lacking a clear understanding of the purpose and audience for the task, and minimal application of appropriate persuasive techniques
Report structure provided, but not a clear outline of content, conclusions and recommendations
Minimal links between the body of the report and the discussion/conclusions and recommendations
(0-9 points)
Structuring, selection and summary of relevant facts and evidence, appropriate recommendations linked to body of report
Unclear or ignoring purpose and audience, not applying relevant persuasive techniques
No or minimal sense of structure or outline
No clear links between the content of the body and the conclusions and recommendations
OR not submitted
Writing Professionally to a Brief (10 points)
(8-10 points)
Professional report formatting and presentation skills meeting
iefing
High level professional presentation skills with well-edited grammar, spelling, punctuation
Professional and appropriate formatting and submission according to
iefing guidelines; timely submission
(7 points)
Professional report formatting and presentation skills meeting
iefing
Generally professional presentation with minor issues of grammar, spelling, punctuation
Follows
iefing guidelines for formatting and timely submission
(6 points)
Professional report formatting and presentation skills meeting
iefing
Some issues in professional presentation skills with requirement for redrafting and review of grammar, spelling, punctuation
Submission meets most requirements indicated by
iefing guidelines, with some issues of formatting
(5 points)
Professional report formatting and presentation skills meeting
iefing
Major issues with professional presentation skills requiring major redrafting and editing of grammar, spelling, punctuation
Submission has issues of formatting and presentation, requiring greater attention to
iefing guidelines provided
(0-4 points)
Professional report formatting and presentation skills meeting
iefing
Major presentation skills issues with a requirement for rewriting, redrafting and editing grammar, spelling, punctuation
Not following
iefing guidelines for formatting and submission
OR not submitted
Overall Score
HD
D
C
P
N
Research Report (A1)
List of possible key issues for advocacy organisations