Module Database Search

Module Title
Public Relations

Communication; Corporate Identity; Media Relations; Public Affairs; Public Relations

SCQF Points15
ECTS Points7.5
CreatedMay 2002
ApprovedJuly 2013
AmendedAugust 2013
Version No.5

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None in addition to course entry requirements or equivalent.

Corequisite Modules


Precluded Modules


Aims of Module

To enable the student to appreciate public relations concepts, principles, processes and techniques most commonly applied in corporate and public affairs within modern organisations.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Explain public relations concepts, principles and processes.
2. Examine the role of public relations services in the context of overall management strategy within various organisations.
3. Analyse different approaches to the design, implementation and control of public relations strategies for campaigns and specific issues.
4. Demonstrate effective writing skills for public relations activities.

Indicative Module Content

The role and practice of public relations in public and private sector organisations. History and development of public relations. Ethics and professionalism. Management and control of the public relations function. Strategic process and planning of public relations programmes and campaigns. Public relations tactics and techniques. Corporate Social Responsibility. Media relations. Crisis management and contingency planning. Public Relations consultancies and specific applications including client/consumer relations, community relations, political and parliamentary public relations.

Indicative Student Workload

Contact Hours

Full TimeBlended Learning

Directed Study

Directed study
Forum contributions
Preparation for workshops

Private Study

Additional reading
Coursework preparation
Private Study

Mode of Delivery

This module is delivered using a blended approach, with core content provided online and in class in a variety of formats. Learning is consolidated at workshops.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2,3,4

The assessment for this module is 100% closed book examination.

Indicative Bibliography

1.CUTLIP, S.M., CENTER, A.H. and BROOM, G.M., (2013). Effective public relations. (electronic resource)Upper Saddle River, N.J.: Prentice Hall.
2.FOSTER, J., 2008. Effective writing skills for public relations. 4th ed. London: Kogan Page. <i.ebook
3.GREGORY, A. (2015) . Planning and managing public relations campaigns: a strategic approach. London: Kogan Page.
4.OLIVER, S., 2010. Public relations strategy. 3rd ed. London: Kogan Page.
5.TENCH, R. and YEOMANS, L., (2017). Exploring public relations. 3nd ed. London: FT Prentice Hall. ebook
6.THEAKER, A., 2011. The public relations handbook. 4th ed. London: Routledge

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781