Module Details
Module Code: |
PREL B8009 |
Full Title:
|
PR Strategy 2
|
Valid From:: |
Semester 1 - 2013/14 ( September 2013 ) |
Language of Instruction: | |
Module Owner:: |
Liz Englishby
|
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 |
Display detailed knowledge of the practice of PR as a management function. |
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 |
Identify trends for the future development of PR as a discipline |
MLO5 |
Critically evaluate the evolving role of PR in a global context. |
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 |
Political PR /Public Affairs
◦ Role of PR for political parties
◦ In opposition
◦ PR for governments
|
Political Lobbying
◦ Interest Groups and Lobbying
◦ Lobbying Strategy
Political process
Devising a strategy
Devising a media strategy
Applying the strategy
|
PR for charities and non profit organisations
◦ Role of PR for charities
◦ Challenges
◦ Innovative tools and tactics
|
Cross-cultural PR
◦ Definition of International PR
◦ Driving forces
◦ Standardisation versus adaptation
|
PR Consultation
◦ Approaches to consultation
|
Future of PR
◦ Future challenges for the PR professional
|
Module Assessment
|
Assessment Breakdown | % |
Course Work | 50.00% |
Final Examination | 50.00% |
Module Special Regulation |
|
AssessmentsFull Time On Campus
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 |
Directed Reading |
Non Contact |
Students will be assigned current and seminal articles to review |
Every Week |
3.00 |
3 |
Independent Study |
Non Contact |
Analysis of case studies and readings |
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 |
---|
-
Cornelissen, Joep. (2011), Corporate Communication, 3rd Edition. Sage Publications.
-
Gunning, Ellen. (2007), Public Relations, A Practical Approach,, Gill and MacMillan.
-
Smith, Ronald. (2013), Strategic Planning for Public Relations, 4th Edition. Routledge, [ISBN: 1136172475].
-
Theaker, A. (2012), The Public Relations Handbook, 4th edition. 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.
-
Coombs, Holladay. (2010), PR Strategy and Application,, Wiley- Blackwell.
-
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.
-
Heath, R. (2001), The Handbook of Public Relations,, Sage Publications.
-
L’Etang, Jacquie. (2009), Public Relations, Concepts, Practices and Critique,, Sage Publications.
-
Moss, D , Powell, M and DeSanto, B. (2010), Public Relations Cases, International Prespectives, Routledge, [ISBN: 0203088980].
-
Tench, R, Yeomans, L. (2009), Exploring Public Relations,, 2nd Edition. Pearson Education, [ISBN: 0273715941].
| This module does not have any article/paper resources |
---|
Other Resources |
---|
-
Journal, PR Week.
-
Journal, Journal of Communication Management.
-
Journal, PR Review.
-
Journal, The Public Relations Journal.
-
Journal, California Management Review.
-
Journal, Journal of Business Ethics.
-
Journal, Journal of International Affairs.
-
Website,
-
Website,
-
Website,
-
Website,
-
Website,
-
Website,
-
Website,
-
Website,
-
Website, The Public Relations Strategist,
| |