Module Database Search

Module Title
Public Relations Strategy and Specialisms
Reference BS3921 Version 5
Created March 2018 SCQF Level SCQF 9
Approved June 2018 SCQF Points 15
Amended June 2018 ECTS Points 7.5

Aims of Module
To develop a critical awareness of the role and function of public relations strategy within organisations by examining the processes of corporate planning, execution and evaluation. To provide students with an understanding of relationships between different organisational stakeholders. To develop an appreciation of different public relations specialisms and the characteristics of public relations in different sectors from both an in-house and consultancy perspective.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 Recognise and discuss the holistic nature of strategic communication management, identifying trends and issues which could affect an organisation's activities.
2 Discuss and interpret corporate strategy and the relationships between different corporate functions and stakeholders.
3 Appraise and discuss the social and ethical issues related to the role and function of strategic communication and corporate social responsibility initiatives.
4 Identify and analyse the main components and features of a range of public relations specialisms including internal communication.
5 Demonstrate a critical appreciation of the characteristics of public relations in different sectors.

Indicative Module Content
The role of strategic communication in profit and non-profit organisations across different sectors. Strategic management theory, practice, perspectives and models. Internal communication and the management of change. Reputation, issue and crisis management. Corporate social responsibility and moral, social and ethical considerations. The specialised roles of new media, public affairs, international PR, financial PR, B2B and consumer PR. In-house and consultancy PR.

Module Delivery
This is a lecture-based course supplemented with tutorial and seminar sessions. Students are expected to prepare for seminars and contribute to the discussion of the seminar topics.

Indicative Student Workload Full Time Part Time
Contact Hours 36 N/A
Non-Contact Hours 114 N/A
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
Actual Placement hours for professional, statutory or regulatory body    

If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 100% Outcomes Assessed: 1, 2, 3, 4, 5
Description: Individual Time-limited Assessment

Explanatory Text
The module is assessed by one component: C1 - Coursework - 100% weighting. Module Pass Mark = Grade D (40%)
Module Grade Minimum Requirements to achieve Module Grade:
A 70% or above
B 60% - 69%
C 50% - 59%
D 40% - 49%
E 35% - 39%
F 0% - 34%
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None.
Corequisites for module None.
Precluded Modules None.

1 ARGENTI, P., 2013. Corporate communication. 6th ed. London: McGraw-Hill.
2 CORNELISSEN, J.,2014. Corporate communications. 4th ed. London: Sage.
3 JOHNSON, G., WHITTINGTON, R. and SCHOLES, K., 2011. Exploring strategy: text and cases. 9th ed. Harlow: Financial Times Prentice Hall. ebook
4 L'ETANG, J., 2008 Public relations: concepts, practice and critique. London: Sage.
5 REGESTER, M. and LARKIN, J., 2008. Risk, issues and crisis management. 4th ed. London: Kogan Page.
6 TENCH, R. and YEOMANS, L., 2013. Exploring public relations. 2nd ed. Harlow: Prentice Hall. ebook
7 VAN RIEL, C.B.M., 1995. Principles of corporate communication. London: Prentice Hall.

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