, DPR1505
ASSIGNMENT 3 SEMESTER 2
(PORTFOLIO) 2026
DUE 19 OCTOBER 2026
2. INTRODUCTION
This portfolio presents a comprehensive public relations assessment centred on the 2026 Standard
Bank Joy of Jazz festival. The assessment comprises three interconnected sections, each addressing
a distinct aspect of public relations theory and practice. The first section develops a complete
public relations programme for the 2026 Standard Bank Joy of Jazz festival, using the Four-Step
formula as the guiding framework. This programme aims to raise awareness of Standard Bank's
sponsorship of the event and to encourage jazz lovers and the general public across South Africa to
attend. The second section examines four informal research methods used most frequently in the
evaluation of public relations programmes, namely personal contacts, key informants, focus groups,
and community forums. Each method is named and discussed in detail, with attention to its
application, strengths, and limitations. The third section synthesises the preceding analyses and
reflects on the broader implications for public relations practice. Throughout this portfolio, the
Augmented Harvard referencing style is applied consistently, with in-text citations following the
format of author surname, publication year, and page or section where applicable (Smith, 2020:15).
The portfolio demonstrates how theoretical frameworks in public relations are applied practically
to a real-world case study, thereby bridging the gap between academic theory and professional
practice (Cutlip, Center and Broom, 2005:15).
ASSIGNMENT 3 SEMESTER 2
(PORTFOLIO) 2026
DUE 19 OCTOBER 2026
2. INTRODUCTION
This portfolio presents a comprehensive public relations assessment centred on the 2026 Standard
Bank Joy of Jazz festival. The assessment comprises three interconnected sections, each addressing
a distinct aspect of public relations theory and practice. The first section develops a complete
public relations programme for the 2026 Standard Bank Joy of Jazz festival, using the Four-Step
formula as the guiding framework. This programme aims to raise awareness of Standard Bank's
sponsorship of the event and to encourage jazz lovers and the general public across South Africa to
attend. The second section examines four informal research methods used most frequently in the
evaluation of public relations programmes, namely personal contacts, key informants, focus groups,
and community forums. Each method is named and discussed in detail, with attention to its
application, strengths, and limitations. The third section synthesises the preceding analyses and
reflects on the broader implications for public relations practice. Throughout this portfolio, the
Augmented Harvard referencing style is applied consistently, with in-text citations following the
format of author surname, publication year, and page or section where applicable (Smith, 2020:15).
The portfolio demonstrates how theoretical frameworks in public relations are applied practically
to a real-world case study, thereby bridging the gap between academic theory and professional
practice (Cutlip, Center and Broom, 2005:15).
