JOU6992 - PR Management

Objectives:

On successful completion of the module, students will be able to:
Demonstrate a systematic understanding of public relations in organisations and its contribution to the development of management strategy.
Examine the practice of public relations and critique techniques employed as part of PR campaigns.
Utilise PR management techniques to design effective strategy that delivers organisational objectives.

Content:

This module explores public relations from management perspective, focussing on effective strategy that supports organisations’ objectives. The course examines specialist sectors such as; reputation management, issues and crisis management, corporate social responsibility, event management. The practical assessments (a report and a portfolio) simulate professional PR working practices and offer an opportunity to develop professional skills.

Learning and Teaching Information:

This module is taught via interactive workshops are designed to give students a strong background understanding of the ideas, concepts and theories which underpin contemporary PR practice while, at the same time encouraging students to apply these ideas in creative practical exercises which are designed to replicate industry practice.

Lectures
Contact hours: 10
Intended Group size: 25

Seminars
Contact hours: 10
Intended group size: 25

Workshops
Contact hours: 20
Intended group size: 25

Guided independent study
Contact hours: 160

Further details relating to assessment
The report will be based on a real-life PR case study. The detailed requirements of the report will be published in the module handbook.
The portfolio will normally include a number of exercises designed to develop practical PR skills and familiarise students with resources relevant to the industry. The detailed requirements of the portfolio will be published in the module handbook.
Students must complete and submit both forms of assessment to be eligible to pass the module.

Assessment: