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Module Title
Public Relations Strategy & Specialisms

Public Relations, Corporate Communication, Strategy, Specialisms, Public Affairs, Corporate Social Responsibility

SCQF Points15
ECTS Points7.5
CreatedMarch 2010
ApprovedJuly 2013
AmendedAugust 2013
Version No.3

This Version is No Longer Current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

None in addition to SCQF 9 entry requirements or equivalent.

Corequisite Modules


Precluded Modules


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.

Indicative Student Workload

Contact Hours

Full Time

Directed Study

Directed Study

Private Study

Private Study

Mode of 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.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2,3,4,5

100% three hour, closed book examination.

Indicative Bibliography

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