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MMED9010 - PR Theory & Application

Title:PR Theory & Application
Long Title:PR Theory & Application
Module Code:MMED9010
Credits: 5
NFQ Level:Expert
Field of Study: Multimedia
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 1 programme(s)
Module Coordinator: ROSE MC GRATH
Module Author: EMMETT COFFEY
Module Description: This module provides both a theoretical and practical intorduction to the practice of professional public relations. The module emphasises the different roles that the public relations function assumes within organisations, describes some of the typical ethical dilemmas facing practitioners and examines how public relations operates within modern democracy. Special attention is paid to the role of stakeholders and publics in the practice of contemporary PR. Through a series of case studies this module also examines the main techniques and specialised areas of PR and identifies the nature of the relationship between PR and the main arms of the media industry.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Critically assess the historical antecedents and contemporary practice of public relations and its tactical and strategic uses in various organisation settings.
LO2 Analyse the theoretical and professional importance of PR strategies – its role in the organisation setting and in society as a whole.
LO3 Evaluate the importance of public relations in enabling an organisation to develop and maintain mutually beneficial relationships with its stakeholders and creating better understanding with its various publics.
LO4 Assess the importance of ethics and professionalism in public relations practice and the wider professional communications industry.
LO5 Analyse the role and influence of mass media in modern society, and its relationship with and to the professional communications industry.
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
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
No Co Requisites listed

Module Content & Assessment

Indicative Content
Theoretical Underpinnings
Communications theory and theoretical underpinnings of professional communications practice. Definitions and historical origins. Models of public relations practice. Role of professional communications theory in practice.
Public Relations in Context
PR’s relationship with other organisational functions (marketing, advertising etc). Scope and practice of public relations in Ireland and abroad. Role of ethics in PR. PR and the legal environment. Tools and techniques of PR. PR and modern democracy.
The Work Environment
Consultancy vs ‘in-house’. Different roles of PR within the organisation and range of activities undertaken. PR as a management function. Aligning PR goals with overall business strategy. PR at operational and strategic levels.
The 'Publics' of PR
The various publics of PR – customer, community, employees, investors etc. Stakeholder theory and relationship management. Situational theory of publics. Audience theory.
Professional Communications Specialisms
Issues and Crisis Management, Managing Activism, Corporate Social Responsibility, Public Affairs and Lobbying, Environmental PR. Internal PR. The practice of PR in the State sector, financial PR, business to business, PR in the non-profit sector, healthcare, the high-tech sector.
PR and the Media
Principles of media relations. The principle of public interest. Dynamic structures of the media and interface with PR. Ethics of journalism and public relations. Globalisation of media ownership and impact of new media. Regulation and control.
Assessment Breakdown%
Course Work40.00%
End of Module Formal Examination60.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Report/essay on the meaning and practice of professional communications and Public Relations. 1,4,5 40.0 Week 7
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 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 and discussion 2.5 Every Week 2.50
Independent & Directed Learning (Non-contact) Reading/Research and assignment completion 4.5 Every Week 4.50
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.50
This module has no Part Time workload.

Module Resources

Recommended Book Resources
  • Broom, G; 2012, Cutlip and Center's Effective Public Relations, 11th Ed., Pearson Education [ISBN: 978-0138145668]
  • Tench, R; Yeomans, L 2013, Exploring Public Relations, 3rd Ed., Pearson [ISBN: 978-027375777]
  • Swann, P 2014, Cases in Public Relations Management: The Rise of Social Media and Activism, 2nd Ed., Routledge [ISBN: 978-041551771]
  • L'Etang, J; 2007, Public Relations: Concepts, Practice and Critique, 1st Ed., SAGE [ISBN: 978-1412930482]
Supplementary Book Resources
  • Yaxley, H: Theaker, A; 2011, The Public Relations Handbook, 4th Ed., Routledge [ISBN: 978-041559814]
  • VanSlyke Turk, J; ?Valin, J (ed) 2014, Public Relations Case Studies from Around the World, 1st Ed., Peter Laing Publishing Inc [ISBN: 978-143312346]
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
CR_BPRNM_9 Master of Arts in Public Relations with New Media 1 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie