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Journalistic Skills in PR and Professional Communications

Overview

  • Credit value: 15 credits at Level 7
  • Assessment: a 1000-word press kit (30%), 3000-word three-year PR strategic plan (50%) and 1500-word critical evaluation (20%)

Module description

This module aims to give you a thorough grounding in the skills and theories of public relations and professional communications, specifically as they apply to the media and creative industries. It begins by covering the fundamental skills of PR, such as designing a press kit, before moving on to higher-level skills such as developing campaign strategies and business plans. The module takes a critical perspective on communicating with individuals and institutions across a range of professional contexts, from corporate and government to charities, NGOs and not-for-profit arts organisations. It also encourages you to develop an awareness of the ethics of PR and its role in contemporary society.

Indicative module content

  • Defining public relations
  • Organisational context
  • Thinking critically about communication
  • Audiences, stakeholders and publics
  • Ethics and professional practice
  • Media context and media relations
  • Theories of public relations
  • PR strategy and process
  • Research in public relations
  • Internal communications
  • Crisis public relations
  • Public affairs and political PR
  • CSR and community relations
  • Marketing public relations