|Prerequisites for Module|
None in addition to course entry requirements or equivalent.
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:
||Explain public relations concepts, principles and processes.|
||Examine the role of public relations services in the context of overall management strategy within various organisations.|
||Analyse different approaches to the design, implementation and control of public relations strategies for campaigns and specific issues.|
||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|
|Full Time||Blended Learning|
| || |
|Preparation for workshops||12||16|
| || |
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.
||Learning Outcomes Assessed|
|Component 1 ||1,2,3,4|
The assessment for this module is 100% closed book examination.
|1.||CUTLIP, S.M., CENTER, A.H. and BROOM, G.M., 2013. Effective public relations. 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.||MOLONEY, K., 2006. Rethinking public relations: the spin and the substance. 2nd ed. London: Routledge. ebook|
|4.||OLIVER, S., 2010. Public relations strategy. 3rd ed. London: Kogan Page.|
|5.||TENCH, R. and YEOMANS, L., 2009. Exploring public relations. 2nd ed. London: FT Prentice Hall. ebook|
|6.||THEAKER, A., 2011. The public relations handbook. 4th ed. London: Routledge|