Module Details

Module Code: PREL B8009
Full Title: PR Strategy 2
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 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 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
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 1,2,4,5
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
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