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MMED9012 - PR and New Media

Title:PR and New Media
Long Title:PR and New Media
Module Code:MMED9012
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 focuses on the assessment of the tactical and strategic implications of digital technology for profit and not-for-profit organisations. Module content includes an examination of the impact of online media on traditional mass media, the potential of digital technologies for public relations campaigns, the particular challenges of online communication and the planning, management and evaluation of interactive communications campaigns. There is an analysis of the PR challenges and implications of the growing online news media industry as well as an assessment of the potential impact and possible responses to such issues as online activism, citizen journalism and the blogging explosion.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Assess the growth, impact and implications of the new media revolution in the context of the contemporary mass media industry, its audiences and various outputs.
LO2 Consider the impact of digital and interactive media on professional communications and the public relations industry.
LO3 Evaluate the tools and techniques of online public relations and their assimilation into programme planning and design.
LO4 Formulate and apply online PR strategies in a variety of professional communication settings.
LO5 Critically analyse the contribution made by online communication methods in developing and maintaining relationships with an organisation’s stakeholders.
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
The Online and the 'Demassification' of Mass Media
Online media defined. Old vs new media. Interactivity and active audiences. The changing mass media audience. Media fragmentation and implications for mass media industry. The converging nature of mass media output.
Online Public Relations Processes
New media and the PR profession.. Environment scanning and reputation management online PR tools of the internet – uses and applications. Leveraging the potential of new media. Internet a PR research tool.
PR 2.0
Web 2.0 and implications for PR. Relationship building with computer mediated communication. Interactive newsrooms. Leveraging the social networking and blogging phenomena. RSS technologies. Media relations online.
Cause and Issue Communication
Managing issues online. Activism on the net and crisis management online. The growth and impact of citizen journalism. Challenges posed by the emergence of the blog. Managing public relations in real-time
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Essay Multimedia report investigating impact of new technologies on mass media and professional communications sector. 1,2 30.0 Week 7
Project Analysis and evaluation of online communications strategies and techniques. 3,4,5 70.0 Week 12
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

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) Self directed study 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
  • Phillips, D; Young, P; 2015, Online Public Relations: A Strategic Approach (PR In Practice), Kogan Page London [ISBN: 978-074946545]
  • CIPR Social Media Panel (ed); 2012, Share This: The Social Media Handbook for PR Professionals, 1st Ed., John Wiley & Sons [ISBN: 978-111840484]
  • CIPR Social Media Panel 2013, Share This Too: More Social Media Solutions for PR Professionals, 1st Ed., John Wiley and Sons [ISBN: 978-111867693]
  • Tom Kelleher 2007, Public Relations Online, 1st Ed., SAGE [ISBN: 978-1412914178]
Supplementary Book Resources
  • Brian Solis, Deirdre Breakenridge,, Putting the Public Back in Public Relations [ISBN: 978-0137150694]
  • Breakenridge, D, PR 2.0 - New Media, New Tools, New Audiences [ISBN: 978-0321510075]
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 2 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

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