Module Details
Module Code: |
PREL B8014 |
Full Title:
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PR Theory
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Valid From:: |
Semester 1 - 2013/14 ( September 2013 ) |
Language of Instruction: | |
Module Owner:: |
Tara Kinney
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Module Description: |
no description provided
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Module Learning Outcome |
On successful completion of this module the learner will be able to: |
# |
Module Learning Outcome Description |
MLO1 |
Discuss the history,theory and ethical practice of public relations |
MLO2 |
Identify the role, function and responsibilities of the professional PR practitioner |
MLO3 |
Evaluate the tools and techniques used in public relations programmes |
MLO4 |
Competently use PR tools and techniques to achieve mutual understanding and two-way communication with defined publics in a planned manner |
MLO5 |
Appraise and discuss characteristics of major PR specialisms |
Pre-requisite learning |
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 DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
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No recommendations listed |
Module Indicative Content |
Introduction to public relations
What is public relations?, Misconceptions surrounding PR, History of PR, The professional PR practitioner - skills and attributes
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The practice of public relations
Typical structure of PR consultancies, In-house departments, Roles, The PR industry in Ireland
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PR campaigns - Preparation and implementation
Situation analysis, Objectives, Defining publics, PR tools and techniques, Evaluation, Budgets - controlling costs, case studies to demonstrate best practice
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Role of the Press/ Media Officer
Function, skills needed to perform the job, supplying material to the media
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PR Ethics
PR industry codes of conduct - Code of Athens and Code of Lisbon
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Specialist Areas
PR and press photography, Introduction to event management, Introduction to crisis management, PR and the media
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Module Assessment
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Assessment Breakdown | % |
Course Work | 50.00% |
Final Examination | 50.00% |
Module Special Regulation |
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AssessmentsFull Time On Campus
DKIT reserves the right to alter the nature and timings of assessment
Module Workload
Workload: Full Time On Campus |
Workload Type |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
Lecture |
Contact |
No Description |
Every Week |
3.00 |
3 |
Independent Study |
Non Contact |
No Description |
Every Week |
3.00 |
3 |
Directed Reading |
Non Contact |
No Description |
Every Week |
3.00 |
3 |
Total Weekly Learner Workload |
9.00 |
Total Weekly Contact Hours |
3.00 |
This module has no Part Time On Campus workload. |
Module Resources
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Recommended Book Resources |
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Gunning, Ellen. (2007), Public Relations, A Practical Approach, Gill & Macmillan.
| Supplementary Book Resources |
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Cutlip, Center and Broom. (2012), Effective Public Relations, 11th. Prentice Hall.
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Seitel, F.P.. (2011), The Practice of Public Relations (9th Edition), 11th. Prentice Hall.
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Carty, Francis Xavier. (1995), From John Paul to St Jack: Public Relations in Ireland, Able Press.
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Theaker, A. (2012), The Public Relations Handbook, 4th. Routledge, London.
| This module does not have any article/paper resources |
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Other Resources |
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Website,
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Website,
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Website, www.prweek.com.
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Website,
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