Module Details

Module Code: PREL B8008
Full Title: PR Strategy 1
Valid From:: Semester 1 - 2013/14 ( September 2013 )
Language of Instruction: 
Duration: 1 Semester
Credits:: 7.5
Module Owner:: Liz Englishby
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 Recognize the strategic role of the PR practitioner.
MLO2 Critically evaluate and apply more advanced and specialized PR concepts and theories.
MLO3 Develop the skills to counsel management on appropriate strategies and tactics for a range of PR specialisms.
MLO4 Assess the evolving role of PR in society.
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 strategic management
Management models, Mission, vision, objectives, values, Stakeholder theory, Strategy and ethics
PR as a strategic management function
Role of PR practitioner, Linking models and theories of strategic management to the PR function
Environmental scanning
Role of PR Practitioner, PESTEL Analysis, SWOT Analysis
Models of PR
Evolution of PR, Grunig and Hunt’s models
Corporate Social Responsibility
Creating CSR Programmes, Reporting anad evaluating CSR, CSR as a PR function
Corporate Identity, Corporate Image and Reputation Management
Strategic importance of Corporate Image, Identity and Reputation, Planning a Corporate Identity Programme, Challenges of managing online reputation
Module Assessment
Assessment Breakdown%
Course Work50.00%
Final Examination50.00%
Module Special Regulation
 

Assessments

Full Time On Campus

Course Work
Assessment Type Group Project % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 2,3,4
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 1,3
Duration in minutes 0
Assessment Description
End-of-Semester Final Examination
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

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 Lectures Supported by Case studies and discussion Every Week 3.00 3
Independent Study Non Contact Analysis of case studies and articles Every Week 3.00 3
Total Weekly Learner Workload 6.00
Total Weekly Contact Hours 3.00
This module has no Part Time On Campus workload.
 
Module Resources
Recommended Book Resources
  • Coombs, Holladay. (2010), PR Strategy and Application,, Wiley- Blackwell.
  • Cornelissen, Joep. (2011), Corporate Communication, 3rd. Sage.
  • Cutlip, Center & Broom. (2012), Effective Public Relations, Prentice Hall, [ISBN: 0132669153].
  • Grunig, J. and Hunt, T. (1984), Managing Public Relations,, Harcourt Brace College Publishers, Fortworth,.
  • Grunig, L; Grunig, J; Dozier, D. (2002), Excellent Public Relations and Effective Organisations, Lawrence Erlbaum Associates Publishers, Mahwah, New Jersey.
  • Gunning, Ellen. (2007), Public Relations, A Practical Approach,, Gill and MacMillan.
  • Johnson, Scholes, Whittington. (2010), Exploring Corporate Strategy, 9th. Prentice Hall.
  • L’Etang, Jacquie. (2009), Public Relations, Concepts, Practices and Critique,, Sage Publications.
  • Smith, Ronald. (2013), Strategic Planning for Public Relations, 4th Edition. Routledge, [ISBN: 1136172475].
  • Theaker, A. (2012), The Public Relations Handbook, 4th. Routledge, London.
  • Theaker, Alison and Yaxley, Heather. (2013), The Public Relations Strategic Toolkit, Routledge.
Supplementary Book Resources
  • Carty, Francis Xavier. (1995), From John Paul to St. Jack, Public Relations in Ireland, Able Press.
  • Carty, Francis Xavier. (1992), Farewell to Hype, The Emergence of Real Public Relations, Able Press.
  • Clutterbuck, D, with Dearlove, D and Snow, D. (1990), Actions Speak Louder: A Management Guide to Corporate Social Responsibility,, Kogan Page, London.
  • Doorley, John and Garcia, Helio Fred. (2011), Reputation Management, 3rd. Routledge.
  • Freeman, RE. (1984), Strategic Management, A Stakeholder Approach, Pitman Publishing Inc, Marshfield.
  • Heath, R. (2001), The Handbook of Public Relations,, Sage Publications.
  • L’Etang, J,. (2012), Public Relations, Critical Debates and Contemporary Practice, Routledge, [ISBN: 1136764755].
  • Oliver, Sandra. (2010), Public Relations Strategy, 3rd Edition. Kogan Page.
  • Thompson, Strickland, Gamble;. (2012), Crafting and Executing Strategy,, McGraw Hill.
  • Wilcox, D; Cameron, T. (2011), Public Relations Strategies and Tactics, Allyn and Bacon, [ISBN: 0205770886].
This module does not have any article/paper resources
Other Resources
  • Journal, PR Week.
  • Journal, Journal of Communication Management.
  • Journal, PR Review.
  • Journal, Journal of Business Ethics.
  • Journal, California Management Review.
  • Website, www.prsa.org.
  • Website, www.prii.ie.
  • Website, www.instituteforpr.com.
  • Website, www.ipr.org.uk.
  • Website, www.iabc.com.
  • Website, www.prca.ie.
  • Website, www.globalpr.org.
  • Website, www.cerp.org.
  • Website, The Public Relations Strategist,
    http://www.prsa.org/Intelligence/TheStra tegist