Document Actions

Public Relations

Convenor: Dr Wendy Hein
Assessment: Essay 1 (25%) 200 words. The coursework deadline is 4th May 2012 (Absolute Cut-Off deadline is 25th May 2012), Essay2 (75%) 3500 words. The coursework deadline is 25th May 2012 (Absoulute Cut-Off deadline is 15th June 2012)

Aims

  • To acquire a general insight and basic knowledge of issues, concepts, theories and research in the area of public relations management.
  • To be able to interpret and critically reflect upon research literature regarding public relations management.
  • To be able to assess and apply PR theory and concepts through real-world cases.
  • To acquire insight into the tactical and strategic use of PR.

Learning objectives

  • Develop a marketing communications programme in public relations, including evaluation benchmarks
  • Justify to management the use of and investment in public relations approaches in a given campaign.
  • Deploy mainstream public relations techniques including media relations in support of marketing or business objectives
  • Understand PR’s  role in the  provision of  news in today’s media
  • Understand the difference between PR as a “ craft ” and PR  as a “strategic” discipline
  • Appreciate the significance of ethical issues to the practice of public relations
  • Understand the role of issues management in the management of an organization’s reputation and PR’s role in the issues management process.

Content

This module will focus primarily on techniques to garner and to sustain public understanding, acceptance and support for an organization. This module will explain the merits of these techniques through theory and application, and will offer constant reminders of the relationship between theory and practice. Understanding theory can result in more efficient and effective use of PR techniques. The foundation outcome of any successful public relations, however, is critical thinking and clear and concise writing. Those skills will be another important focus of this module and will be exercised through projects focusing on organisations and issues. These projects will demand precise planning, use of techniques/strategies discussed in class, clear and concise writing, and coordination of efforts among students. Planning and writing have been and will remain the backbone of effective PR. While the technology for dissemination and distribution of communications will continue to change (and rapidly), the process of compiling and organizing content, i.e. the need for good writing, will not.

Recommended Text

  • Tench, Ralph and Liz Yeomans eds., Exploring Public Relations, London: Pearson, Prentice Hall  2nd edition (2009)

Supplementary Texts:

  • Theaker, A, ed. The Public Relations Handbook (Media Practice), 3rd Ed., Oxford: Routledge (2011).