JOU6992 - PR Strategy

Objectives:

On successful completion of the module, students will be able to:

1 demonstrate a systematic understanding of public relations in organisations and its contribution to the development of organisational strategy
2 demonstrate a critical knowledge of the specialist areas of PR practice and PR strategy
3 utilise and critically evaluate key perspectives on PR

Content:

This module will look at the ways in which Public Relations has a key role in strategic management, helping organisations understand their environments, establishing objectives in relation to groups important to the achievement of strategic goals and communicating that strategic direction to those groups. The module explores specialist areas such as strategic planning, media relations, financial PR, public affairs and communication with internal audiences. Emphasis is given to situation analysis and critical perspectives on issues of image and reputation, corporate responsibility, media environment and market paradigms.

Learning and Teaching Information:

Lectures
Contact hours: 18
Number of Groups: Cohort

Seminars
Contact hours: 18
Number of Groups: 15

Assessment: