Module Details

Module Code: MRKT B7024
Full Title: Public Relations Planning & Execution
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction:English
Duration: 2 Semesters
Credits:: 10
Module Owner:: Paula Mullen
Departments: Unknown
Module Description: In today’s challenging business environment, budgets are carefully allocated and results rigorously
evaluated, with a need for PR practitioners to plan, implement and evaluate clearly defined plans to support business objectives. This module is designed to teach students how to
create and manage comprehensive PR campaigns, from the initial situation analysis and objective setting
to budgeting and implementation. As the main vehicle of communication for public relations efforts,
the media is critically important to the practice. This module will provide a thorough understanding of how
Public Relations in particular feeds the media and how the PR professional can most effectively work with the media to achieve
programme goals.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Draft a comprehensive PR plan for a client, including evaluation mechanisms.
MLO2 Organise and execute a creative, hands-on PR tactic for a client.
MLO3 Explain how to build strong working relationships with media personnel and create effective media outreach lists.
MLO4 Draft strong, newsworthy content (press releases, pitches, SM content, etc.) to promote a client’s business.
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
Developing the PR Plan
• Situation Analysis (SWOT, Internal & External) • Setting Communication Objectives • Defining Key Publics and Core Messaging • Selecting Tactics and Media • Strategic Timing • Budgeting for IMC • Campaign Results & Evaluation
Media Relations
Background to relationship (conflict & cooperation, codes of conduct) • Working with media contacts (research, building contact databases) • Finding & creating news (newsworthiness, press releases, pitches) • Media training (interviews, media requirements, briefing material) • Understanding the media (radio, tv, print processes) • Media monitoring & reporting (making clips, scanning for coverage) • Characteristics and challenges of online media relations • Media Buying • Contemporary Issues
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Continuous Assessment % of Total Mark 50
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 1,2
Duration in minutes 0
Assessment Description
Students will link with various real clients to create PR plans including situation analysis, objectives, target publics, key messages, tactics and budget.
Assessment Type Continuous Assessment % of Total Mark 50
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 3,4
Duration in minutes 0
Assessment Description
Students will work with real clients to build comprehensive media outreach lists. Students will then create strong, newsworthy content to disseminate through the various appropriate media platforms.
No Project
No Practical
No Final Examination
Reassessment Requirement
No repeat examination
Reassessment of this module will be offered solely on the basis of coursework and a repeat examination will not be offered.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 2.00 2
Practical Contact No Description Every Week 1.00 1
Independent Study Non Contact No Description Every Week 6.00 6
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 2.00 2
Directed Reading Non Contact No Description Every Week 4.00 4
Independent Study Non Contact No Description Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Supplementary Book Resources
  • Regina Luttrell, Luke Capizzo. (2018), Public Relations Campaigns: An Integrated Approach, Sage Publications, USA.
  • Shimp, T., Andrews, C.. (2013), Integrated Marketing Communications in Advertising & Promotion, 9th. South-Western College Publishing.
  • Patricia Swann. (2014), Cases in Public Relations Management, 2nd Edition. Routledge, New York.
  • Anne Gregory. (2012), Planning and Managing Public Relations Campaigns, 3rd Edition. Kogan Page, UK.
  • W. Richard Whitaker, Janet E. Ramsey, Ronald D. Smith. (2012), Media Writing: Print, Broadcast and Public Relations, 4th Edition. Routledge, UK.
This module does not have any article/paper resources
This module does not have any other resources