Module Details

Module Code: PREL B8014
Full Title: PR Theory
Valid From:: Semester 1 - 2013/14 ( September 2013 )
Language of Instruction: 
Duration: 1 Semester
Credits:: 10
Module Owner:: Tara Kinney
Departments: Unknown
Module Description: no description provided
 
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).
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
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
Module Assessment
Assessment Breakdown%
Course Work50.00%
Final Examination50.00%
Module Special Regulation
 

Assessments

Full Time On Campus

Course Work
Assessment Type Project % of Total Mark 30
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 3,4
Duration in minutes 0
Assessment Description
An indicative continuous assesment assignment could require students to research and develop a PR plan to support a particular assigned PR campaign
Assessment Type Class Test % of Total Mark 20
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 1,2,3,5
Duration in minutes 0
Assessment Description
n/a
No Project
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 1,2,3,5
Duration in minutes 0
Assessment Description
End-of-Semester Final Examination

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
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. Prentice Hall.
  • Seitel, F.P.. (2011), The Practice of Public Relations (9th Edition), 11th. 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. Routledge, London.
This module does not have any article/paper resources
Other Resources