Module Details

Module Code: MGMT7024
Title: Public Relations
Long Title: Public Relations
NFQ Level: Advanced
Valid From: Semester 1 - 2023/24 ( September 2023 )
Duration: 1 Semester
Credits: 5
Field of Study: 3450 - Business & Management
Module Delivered in: 4 programme(s)
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 modern public relations techniques, know how to apply these techniques in developing PR programmes, campaigns, creating content and in establishing channels of communication between an organisation and its publics. Through a series of case studies and guest lectures 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:
# Learning Outcome Description
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 key Public Relations functions.
LO5 Formulate PR strategies and programmes to assist in the achievement of overall business/organisational objectives.
Dependencies
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
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
 
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 management. Preparing for a crisis in the digital age; Predict, Prepare and Respond. Methods of addressing a crisis before and after it occurs, Anticipation, Homework, Activity and Aftermath. The use of apology. The implications of new media for crisis management. Rebuilding the brand post crisis.
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.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Multiple Choice Questions % of Total Mark 30
Timing Week 6 Learning Outcomes 1,2,3,4,5
Assessment Description
SAQ / MCQ
Assessment Type Short Answer Questions % of Total Mark 30
Timing Week 12 Learning Outcomes 1,2,3,4,5
Assessment Description
SAQ / MCQ
Assessment Type Project % of Total Mark 40
Timing Week 13 Learning Outcomes 1,2,3,4,5
Assessment Description
Group Project / Presentation
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 University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class Based Instruction Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Self study Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lecture Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Readings including case-studies Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Ellen Gunning. (2019), Public Relations A Practical Approach, 3nd. 12, Macmillan International.
  • Fraser Seitel. (2017), The Practice of Public Relations, 13th. Pearson, [ISBN: 9780134170114].
Supplementary Book Resources
  • Kevin Hora. (2014), Public Relations, 1. Oak Tree Press, Cork, [ISBN: 9781781191224].
This module does not have any article/paper resources
Other Resources
 
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