Module Details

Module Code: MRKT7029
Title: Public Relations Essentials
Long Title: PR: Building Stories, Brands & Careers
NFQ Level: Intermediate
Valid From: Semester 2 - 2024/25 ( January 2025 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: no programmes
Module Description: This module introduces students to public relations (PR) as a key function within marketing and communications. It covers the theoretical and practical aspects of PR, including media relations, storytelling, and reputation management. Career preparation is integrated through practical exercises, portfolio development, and workshops on essential professional skills for the PR industry.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Define the role and importance of public relations principles and strategies in marketing and organisational communication including crisis situations.
LO2 Apply techniques for writing press releases, creating media kits, and managing media relations for PR campaigns aligning with organisational objectives and target audience needs.
LO3 Analyse ethical considerations, digital and emerging trends in public relations.
LO4 Create a professional portfolio and CVs, cover letters, and personal branding for PR roles.
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
Definition and scope of public relations. Key concepts and differences from marketing and advertising. The role of PR in building relationships with stakeholders, including media, customers, and communities. History and evolution of PR, highlighting case studies of successful campaigns.
Core PR Skills and Techniques
Press Releases. Structure, tone, and strategies for effective press release writing. Media Kits. Components and purpose of media kits for events, campaigns, or announcements. Pitching to Media. Crafting compelling pitches and maintaining relationships with journalists and influencers. Storytelling in PR. Developing narratives that resonate with audiences and reinforce brand identity.
PR Campaign Planning
Setting objectives, identifying target audiences, and choosing communication channels. Planning and executing small-scale PR campaigns, including event promotion or product launches. Measuring campaign success through media coverage, audience engagement, and sentiment analysis.
Crisis Communication Fundamentals
Introduction to crisis management. Anticipating, preparing for, and responding to crises. Best practices for transparent communication during a crisis.
Ethics and Social Responsibility in PR
Ethical considerations. Transparency, honesty, and balancing organisational and public interests. Understanding PR’s role in corporate social responsibility (CSR) initiatives. Exploring legal aspects such as copyright, defamation, and data privacy.
Digital PR and Emerging Trends
Impact of digital and social media on PR practices. Social listening, analytics, and engagement. Collaborating with influencers and managing online reputations. Overview of AI and automation in PR processes.
Career Preparation and Professional Development
Portfolio Creation. Selecting and presenting PR-related work, including writing samples, campaign plans, and media kits. Networking and Branding. Developing a professional LinkedIn profile and personal elevator pitch. Tailoring CVs and cover letters for PR roles.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Reflective Journal % of Total Mark 50
Timing Week 10 Learning Outcomes 2,3,4
Assessment Description
Reflective report outlining career goals in PR, identified skills gaps, and an action plan for development. Submission includes a tailored CV and cover letter targeting a specific PR role.
Assessment Type Other % of Total Mark 50
Timing Week 13 Learning Outcomes 1,2,3
Assessment Description
Compilation of key PR outputs, including a press release, a media kit, and a brief PR campaign plan.
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 Theories, concepts and case studies. Every Week 2.00 2
Lab Contact Labs focused on writing, pitching, campaign and career planning. Every Week 1.00 1
Independent Learning Non Contact Review of case studies. 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 Theories, concepts and case studies. Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Review of 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
  • Lee Edwards. (2018), Understanding Public Relations, SAGE, p.289, [ISBN: 9781526422149].
  • Danny Moss, Barbara DeSanto. (2023), Public Relations Cases, 3rd. Routledge, London, [ISBN: 9781138332119].
  • Kristin Johnson, Shalon Roth. (2019), How to Succeed in a PR Agency, Routledge, [ISBN: 9781138352681].
  • Ellen Gunning. (2018), Public Relations: A Practical Approach, 3rd. Bloomsbury Publishing, p.275, [ISBN: 1352002795].
Supplementary Book Resources
  • Barbara Bassot. (2024), The Reflective Journal, 4th. Bloomsbury Publishing, p.201, [ISBN: 9781350422988].
Recommended Article/Paper Resources
This module does not have any other resources