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MMED9016 - Public Relations Campaigns

Title:Public Relations Campaigns
Long Title:Public Relations Campaigns
Module Code:MMED9016
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: Successful Public Relations campaigns are the result of sound research, meticulous planning and careful implementation. The PR practitioner wishing to maximise the chances of success must therefore base all campaign activities on sound principles of research planning and must demonstrate a thorough appreciation and understanding of strategic PR planning. This module aims to provide students with a comprehensive analysis of the strategic importance of planning within the context of PR by studying the main approaches to campaign planning. The importance of conducting strategic, planned programmes of public relations activity within the broader framework of overall business planning is emphasised as is the important role of research and evaluation processes. Module focuses on PR campaign planning best practice by close analysis of contemporary PR case studies across multiple sectors.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Evaluate the importance of strategic planning in the development of communications programmes and public relations campaigns.
LO2 Critically assess the role of research and evaluation processes in strategic public relations programme planning.
LO3 Formulate and apply planned programmes of PR activity in the achievement of overall organisation or business objectives.
LO4 Appraise the role of creativity and creative processes in the development of public relations campaigns.
LO5 Assess the range of communication and presentation techniques to enhance professional public relations presentations.
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
PR Planning and Specialisms
Scope of communications planning across typical PR specialisms - internal PR, corporate identity, community relations etc. Approaches to PR campaign planning. Objective setting, identification of publics, message framing, strategy and tactics, timescales and resources.
Issues management. Defining and identification of PR problems. Context of research in corporate communications. PR research methods and strategies. Internet as PR research tool.
Dimensions of PR evaluation. Evaluation and credibility. Evaluation methods and models. Levels of effectiveness. Benefits of the evaluation mindset.
Creativity in PR Programme Planning
Creativity in context. Creative processes and techniques and applications in the PR setting. Evaluation of ideas and obstacles to creative PR thinking.
Presentation Planning and Development
Planning presentations and refining the PR 'pitch'. Defining purpose, identifying audiences, clarifying key messages. Proposal preparation
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Analysis of Public Relations practice in specific industry sector. 1,2 30.0 Week 6
Project Development of Public Relations Campaign 1,3,4 50.0 Week 9
Presentation Group Presentation of PR Campaign 4,5 20.0 Sem End
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
  • Smith, RD; 2013, Strategic Planning for Public Relations, 4th Ed., Routledge [ISBN: 978-041550676]
  • Gregory, A 2010, Planning and Managing Public Relations Campaigns: A Strategic Approach, 3rd Ed., Kogan Page Ltd [ISBN: 978-074945108]
  • Hendrix, J 2004, Public Relations Cases, 6th Ed., Thomson [ISBN: 0-534--60611-3]
  • Rogers, D; 2015, Campaigns that Shook the World: The Evolution of Public Relations, Kogan Page [ISBN: 978-074947509]
Supplementary Book Resources
  • Moss, D; Powell, M; De Santo; 2010, Public Relations Cases, 2nd Ed., Routledge [ISBN: 9780415773379]
  • Green, A 2007, Creativity in Public Relations, 3rd Rev Ed Ed., Kogan Page Ltd [ISBN: 978-0749448233]
  • Van Ruler, A; Vercic, a: Vercic, D 2008, Public Relations Metrics: Research and Evaluation, 1st Ed. [ISBN: 978-0805862737]
Recommended Article/Paper Resources
  • Taylor & Francis Journal of Public Relations Research
  • Elsevier Public Relations Review
  • Emerald Group Publishing Limited Journal of Communication Management
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