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MGMT7024 - Public Relations

Title:Public Relations
Long Title:Public Relations
Module Code:MGMT7024
Duration:1 Semester
Credits: 5
NFQ Level:Advanced
Field of Study: Business & Management
Valid From: Semester 1 - 2016/17 ( September 2016 )
Module Delivered in 4 programme(s)
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 MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).

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
No Co-requisite modules listed

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

Module Content & Assessment

Indicative Content
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.
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.
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.
Public Relations and Crisis Management
Best practice in crisis communication. The use of apology. The implications of new media for crisis management.
The “Publics” of Public Relations
Managing relationships with key stakeholders including the customer, local community, internal community & shareholders etc.
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.
Assessment Breakdown%
Course Work40.00%
End of Module Formal Examination60.00%
Course Work
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
  • 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
  • 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
Other Resources
  • 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

Module Delivered in

Programme Code Programme Semester Delivery
CR_BBUSS_8 Bachelor of Business (Honours) 2 Elective
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 8 Elective
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 8 Mandatory
CR_BBTCO_7 Bachelor of Business in Business Technology and Communications 5 Elective

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