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Introduction to Public Relations


  • Credit value: 30 credits at Level 4
  • Assessment: a presentation report of 2000 words (50%) and group presentation (50%)

Module description

This course is aimed at those wishing to work in the cultural and creative industries or aspiring to enhance their existing careers by obtaining a thorough understanding of marketing, PR, digital and social media.

You will not only study the application and theories of marketing, digital and social media and PR but also, within the context of ‘digital first’, examine how digital and social media and traditional marketing channels combine to attract and develop audiences. Recent case studies will be analysed to explore a wealth of approaches in marketing and PR.

A key aim of the course is to prepare you to understand the practical and creative aspects of planning a communications campaign. You will work in groups to explore and present your assessment of communications and stakeholders at a cultural or creative organisation. You will also be expected to follow current communications and digital campaigns in the sector during the course.

We also examine the role and objectives of marketing and PR within different arts and media organisations. On completion you will have the necessary understanding of the role of communications and audiences in the era of fake news and Big Data. In addition, you will be able to understand the use of strategy, analysis and presentation skills now necessary to fill a marketing and PR role.

The course is exclusively taught by practitioners from the cultural and PR sector and includes a session with a senior industry speaker

Indicative module content

  • What is marketing and PR in the digital age?
  • Professionalism and ethics in the era of fake news and the decline of traditional media
  • The strategy and use of digital and social media in campaigns
  • Cultural audiences and their motivations
  • The role of individual executives within cultural organisations
  • Preparation of a communications campaign using marketing and PR methods and techniques including: print, social media strategy, internet and email and PR planning
  • A study of recent arts and media case studies and research