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Module Title
Digital Public Relations

Digital, Public Relations, Strategy, Corporate Communication

SCQF Points30
ECTS Points15
CreatedMarch 2013
ApprovedSeptember 2013
Version No.1

This Version is No Longer Current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


Corequisite Modules


Precluded Modules


Aims of Module

To enable the student to assess the role and function of public relations management, evaluate the range of theoretical approaches to public relations strategy, and apply the concepts and principles of public relations practice within a digital context.

Learning Outcomes for Module

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

1. Appraise and discuss current management theory and organisational behaviour in the digital era.
2. Critically analyse the main theoretical concepts relating to the implementation of public relations programmes in the digital era.
3. Develop and evaluate strategies for the planning and implementation of appropriate public relations programmes in the digital era.
4. Appraise and discuss characteristics of major public relations specialisms including digital media production.
5. Examine and evaluate the role of public relations in organisational, societal and digital contexts including the ethical implications of the practice.

Indicative Module Content

The role of public relations within a conversational, digital context including public, private and voluntary sector organisations; strategic management and control of the public relations function; assessment of public relations implications of management plans and decisions, covering aspects such as ethical and legal issues, codes of practice and corporate social responsibility; corporate identity; issues management; crisis management and contingency planning; specialisms such as client/consumer relations, internal communication, community relations, sponsorship and event management; researching and planning public relations programmes and campaigns; tools and techniques of digital PR including social media design and management, web design, audio-visual content and animation.

Indicative Student Workload

Contact Hours

Full TimePart Time

Directed Study



Private Study

Private Study

Mode of Delivery

This module comprises a combination of online and classroom presentations, materials and activities in a range of interactive formats. Students are expected to prepare for and contribute to each activity.

Assessment Plan

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

Component 2 is a workshop assignment.

Component 1 is a written report.

Indicative Bibliography

1.FELIX, R., RAUSCHNABEL, P.A., AND HINSCH, C., 2017. Elements of strategic social media marketing: A holistic framework. Journal of Business Research (70), 118-126.

2.HUANG, Y-H. C., WU, F., AND HUANG, Q., 2017. Does research on digital public relations indicate a paradigm shift? An analysis and critique of recent trends. Telematics and Informatics, 34, 1364–1376.

3.LLOYD, J., and TOOGOOD, L., 2015. Journalism and PR: News Media and Public Relations in the Digital Age. London and New York: I.B. Tauris. Ebook.

4.NATHANIEL J. EVANS, N.J., PHUA, J., LIM, J. AND JUN, H., 2017. Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent. Journal of Interactive Advertising, 17 (2), 138-149.

5.NEE, I. and BURMANN, C., 2016. <I>Managing negative word-of-mouth on social media platforms: the effect of hotel management responses on observers' purchase intention.</I> Springer Gabler. <I>Ebook</I>

6.VAN RULER, B., 2015. Agile public relations planning: The Reflective Communication Scrum. Public Relations Review, 41 (2), 187–194.

7.VERCIC, D., VERCIC, A.T., AND SRIRAMESH, K., 2015. Looking for digital in public relations. Public Relations Review, 41 (2), 142–152.

8.WILCOX, D.L. and CAMERON, G.T., 2014. <I>Public relations: strategies and tactics.</I> Harlow, Essex: Pearson. <I>Ebook</I>

Additional Notes

Students will be expected to consult a range of books, journals, media, corporate and individual online publications to complement their progress.

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