You should use a good selection of academic and business references, especially relevant academic journal articles.
There are many useful sources of critical and trade information including:
• PR Week,
A good essay will tend to do more than merely describe what’s happening – it will make an argument, put across the writer’s point of view, while helping to clarify relevant theoretical issues for the reader from the academic literature.
Strong answers will
• Be Theory-driven.
• Demonstrate evidence that you have thought carefully about the essay.
• Use terms with precision – and relate convergence to fragmentation – and both of these to the question.
• Integrate the theoretical (and practical) ideas gleaned from the academic (and practitioner) literature with the reality of the contemporary agency scene.
• From the first paragraph of the essay directly address the question that had been posed; throughout the body of the essay continue to attempt to answer the question; and at the end summarise your argument.
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