Full Title:PR Theory
Module Code:PREL B8014
 
Credits: 10
Valid From:Semester 1 - 2013/14 ( September 2013 )
Module Delivered in 4 programme(s)
Module Description:no description provided
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. Discuss the history,theory and ethical practice of public relations
  2. Identify the role, function and responsibilities of the professional PR practitioner
  3. Evaluate the tools and techniques used in public relations programmes
  4. Competently use PR tools and techniques to achieve mutual understanding and two-way communication with defined publics in a planned manner
  5. Appraise and discuss characteristics of major PR specialisms
 

Module Content & Assessment

Indicative Content
Introduction to public relations
What is public relations?, Misconceptions surrounding PR, History of PR, The professional PR practitioner - skills and attributes
The practice of public relations
Typical structure of PR consultancies, In-house departments, Roles, The PR industry in Ireland
PR campaigns - Preparation and implementation
Situation analysis, Objectives, Defining publics, PR tools and techniques, Evaluation, Budgets - controlling costs, case studies to demonstrate best practice
Role of the Press/ Media Officer
Function, skills needed to perform the job, supplying material to the media
PR Ethics
PR industry codes of conduct - Code of Athens and Code of Lisbon
Specialist Areas
PR and press photography, Introduction to event management, Introduction to crisis management, PR and the media
Assessment Breakdown%
Course Work50.00%
End of Module Formal Examination50.00%

Full Time

Course Work
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Project An indicative continuous assesment assignment could require students to research and develop a PR plan to support a particular assigned PR campaign 3,4 30.00 0 0 n/a 0
Class Test n/a 1,2,3,5 20.00 0 0 n/a 0
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Formal Exam End-of-Semester Final Examination 1,2,3,5 50.00 0 0 End-of-Semester 0

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload & Resources

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 3.00 Every Week 3.00
Independent Study No Description 3.00 Every Week 3.00
Directed Reading No Description 3.00 Every Week 3.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
This course has no Part Time workload.
Resources
Recommended Book Resources
  • Gunning, Ellen 2007, Public Relations, A Practical Approach, Gill & Macmillan
Supplementary Book Resources
  • Cutlip, Center and Broom 2012, Effective Public Relations, 11th Ed., Prentice Hall
  • Seitel, F.P. 2011, The Practice of Public Relations (9th Edition), 11th Ed., Prentice Hall
  • Carty, Francis Xavier 1995, From John Paul to St Jack: Public Relations in Ireland, Able Press
  • Theaker, A 2012, The Public Relations Handbook, 4th Ed., Routledge, London
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
DK_BPROC_8 Bachelor of Arts (Honours) in Public Relations and Online Communication 2 Mandatory
DK_BPREL_7 Bachelor of Arts in Public Relations and Online Communication (Exit Award) 2 Mandatory
DK_BBSTY_7 Bachelor of Business in Business and Technology 2 Elective
DK_BBSIS_C Higher Certificate in Business in Business and Technology 2 Elective