| Title: | Public Relations |
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| Long Title: | Public Relations |
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| Field of Study: |
Business & Management
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| Valid From: |
Semester 1 - 2016/17 ( September 2016 ) |
| Module Coordinator: |
DON CROWLEY |
| Module Author: |
Conor Kelleher |
| Module Description: |
This module provides both a theoretical and practical introduction to the practice of public relations. Those who successfully complete this module will be familiar with public relations techniques and know how to apply these techniques in developing PR programmes and campaigns and in establishing and maintaining channels of communication between an organisation and its publics. Through a series of case studies this module examines the practice of public relations by focusing on the main specialised areas of the PR function, PR programme planning, and how PR operates within the context of overall business planning. |
| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| LO1 |
Critically evaluate the practice of public relations including the importance of the public relations function in the organisational setting. |
| LO2 |
Evaluate the tools and techniques used in the practice of public relations, with special emphasis on the growing importance of the new media. |
| LO3 |
Discuss the importance of public relations in enabling an organisation to develop and maintain mutually beneficial relationships with its stakeholders. |
| LO4 |
Critically assess best practice in crisis communication including analysis of the use of apology. |
| LO5 |
Formulate PR strategies and programmes to assist in the achievement of overall business/organisational objectives. |
| Pre-requisite learning |
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s). |
| No recommendations listed |
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list. |
| No incompatible modules listed |
Co-requisite Modules
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| No Co-requisite modules listed |
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section. |
| No requirements listed |
Co-requisites
|
| No Co Requisites listed |
Module Content & Assessment
| Indicative Content |
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Introduction to Public Relations
Definitions of public relations. Historical development of public relations in Ireland and abroad. PR’s relationship with other organisational functions (marketing, advertising etc). Theoretical and ethical underpinnings and basic communications theory. Objectives, publics and techniques.
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Public Relations and the Media
Categories of media and their power and influence. Relationship and interdependency of public relations and the media. Relationship between the PR professional and the journalist. Principles of effective media relations.
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Public Relations Tools & Techniques
The basic tools and techniques available to PR professionals – writing news releases, photography, event management, websites,and exhibitions. PR and the new media. Social media; Blogs, Twitter, Facebook, LinkedIn. New media tactics and likely future trends.
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Public Relations and Crisis Management
Best practice in crisis communication. The use of apology. The implications of new media for crisis management.
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The “Publics” of Public Relations
Managing relationships with key stakeholders including the customer, local community, internal community & shareholders etc.
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Best Practice in Public Relations
PRCA Awards for Excellence in Public Relations. Best corporate campaigns. Best consumer public relations campaigns. Best use of print and /or broadcast media. Best use of digital / social media.
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| Assessment Breakdown | % |
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| Course Work | 40.00% |
| End of Module Formal Examination | 60.00% |
| Course Work |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Project |
Group Project |
1,2,4,5 |
40.0 |
Week 10 |
| End of Module Formal Examination |
|---|
| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Formal Exam |
End-of-Semester Final Examination |
1,2,3,4,5 |
60.0 |
End-of-Semester |
| Reassessment Requirement |
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
|
The institute reserves the right to alter the nature and timings of assessment
Module Workload
| Workload: Full Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
Class Based Instruction |
3.0 |
Every Week |
3.00 |
| Independent & Directed Learning (Non-contact) |
Self study |
4.0 |
Every Week |
4.00 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
3.00 |
| Workload: Part Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
Lecture |
2.0 |
Every Week |
2.00 |
| Independent & Directed Learning (Non-contact) |
Readings including case-studies |
5.0 |
Every Week |
5.00 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
2.00 |
Module Resources
| Recommended Book Resources |
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- Fraser Seitel 2017, The Practice of Public Relations, 13th Ed., Pearson [ISBN: 9780134170114]
- Kevin Hora 2014, Public Relations, 1 Ed., Oak Tree Press Cork [ISBN: 9781781191224]
| | Supplementary Book Resources |
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- Dan Lattimore, Otis Baskin, Suzette Heiman & Elizabeth Toth 2012, Public Relations: The Profession and the Practice, 4th Ed., McGraw Hill
- Ralph Tench & Liz Yeomans 2013, Exploring Public Relations, 3rd Ed., Pearson
- Deirdre Breakenridge 2012, Social Media and Public Relations, Pearson
- Ellen Gunning 2007, Public Relations, 2nd Ed., Gill and Macmillan
- David Guth & Charles Marsh 2011, Public Relations - A Value Driven Approach, 5th Ed., Pearson
| | This module does not have any article/paper resources |
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| Other Resources |
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- Online Resources: Website of Public Relations Institute of
Ireland
- Online Resources: Website of Public Relation Consultants
Association – professional body for
Irish PR consultants
- Online Resources: Comprehensive resource for the PR
professional including detailed archive
of many important PR topics covered in
international media
- Online Resources: Portal with helpful worldwide PR links
- Online Resources: Online version of the weekly industry
newspaper
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Module Delivered in
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