DPR1506 Portfolio examination
Due 24 October 2025
Introduction
The assignment comprises three questions that cover various aspects of public relations,
including communication strategies, research methods, and campaign evaluation.
Question 1 focuses on developing a communication strategy to promote road safety,
Question 2 requires the development of a comprehensive communication strategy for the
Gauteng Department of Roads and Transport, and Question 3 involves analysing a case
study on launching a sustainable water bottle brand.
Question1
1.1
1. Emotional Appeal Approach
The emotional appeal approach is a powerful tool for persuading stakeholders to maintain
roadworthy vehicles and avoid traffic infringements. By creating a connection between the
message and the audience's emotions, this approach can motivate individuals to take
action.
Example
Create a social media post with an image of a family affected by a road accident, with a
caption that reads, "Their loved one didn't make it home. Don't let unroadworthy vehicles
be the cause of your family's tragedy. Maintain your vehicle's roadworthiness and drive
safely."
, 2. Rational Appeal Approach
The rational appeal approach is a logical and effective way to persuade stakeholders to
maintain roadworthy vehicles and avoid traffic infringements. By presenting facts and data,
this approach provides a clear and convincing argument for the importance of road safety.
Example
Create an infographic that highlights the statistics on road accidents caused by vehicle
defects and traffic infringements, with a message that reads, "Did you know that X number
of road accidents are caused by vehicle defects? Maintain your vehicle's roadworthiness
and avoid traffic infringements to stay safe on the road."
3. Social Norms Approach
The social norms approach is a powerful tool for influencing behaviour, as individuals are
often motivated to conform to societal norms. By highlighting the positive behaviours of
other road users, this approach can encourage stakeholders to maintain roadworthy
vehicles and avoid traffic infringements.
Example
Create a social media post that features a driver who regularly maintains their vehicle and
obeys traffic rules, with a caption that reads, "Join the movement of responsible drivers
who prioritise road safety. Share your own road safety tips and inspire others to do the
same."
4. Storytelling Approach
The storytelling approach is an effective way to convey the importance of road safety, as
narratives can be more relatable and memorable than facts and figures. By sharing real-life
stories of road users who have been affected by unroadworthy vehicles or traffic
infringements, this approach can create an emotional connection with the audience.
Due 24 October 2025
Introduction
The assignment comprises three questions that cover various aspects of public relations,
including communication strategies, research methods, and campaign evaluation.
Question 1 focuses on developing a communication strategy to promote road safety,
Question 2 requires the development of a comprehensive communication strategy for the
Gauteng Department of Roads and Transport, and Question 3 involves analysing a case
study on launching a sustainable water bottle brand.
Question1
1.1
1. Emotional Appeal Approach
The emotional appeal approach is a powerful tool for persuading stakeholders to maintain
roadworthy vehicles and avoid traffic infringements. By creating a connection between the
message and the audience's emotions, this approach can motivate individuals to take
action.
Example
Create a social media post with an image of a family affected by a road accident, with a
caption that reads, "Their loved one didn't make it home. Don't let unroadworthy vehicles
be the cause of your family's tragedy. Maintain your vehicle's roadworthiness and drive
safely."
, 2. Rational Appeal Approach
The rational appeal approach is a logical and effective way to persuade stakeholders to
maintain roadworthy vehicles and avoid traffic infringements. By presenting facts and data,
this approach provides a clear and convincing argument for the importance of road safety.
Example
Create an infographic that highlights the statistics on road accidents caused by vehicle
defects and traffic infringements, with a message that reads, "Did you know that X number
of road accidents are caused by vehicle defects? Maintain your vehicle's roadworthiness
and avoid traffic infringements to stay safe on the road."
3. Social Norms Approach
The social norms approach is a powerful tool for influencing behaviour, as individuals are
often motivated to conform to societal norms. By highlighting the positive behaviours of
other road users, this approach can encourage stakeholders to maintain roadworthy
vehicles and avoid traffic infringements.
Example
Create a social media post that features a driver who regularly maintains their vehicle and
obeys traffic rules, with a caption that reads, "Join the movement of responsible drivers
who prioritise road safety. Share your own road safety tips and inspire others to do the
same."
4. Storytelling Approach
The storytelling approach is an effective way to convey the importance of road safety, as
narratives can be more relatable and memorable than facts and figures. By sharing real-life
stories of road users who have been affected by unroadworthy vehicles or traffic
infringements, this approach can create an emotional connection with the audience.
