| Course Aims | The module aims to:
To introduce students to the distinctive parts that Public Relations can play both inside a marketing communication campaign and in the wider global business environment
To provide students with an exposure to the basic skills of media relations and PR campaign planning, as a basis for practice and for making management decisions on the appropriateness of PR proposals.To provide marketing managers with a critical framework for the analysis of the PR task, its subsequent impact on the organisation and society.
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| Learning Outcomes | On completion of this module, students should be able to:
LO1 Provide a critical understanding of Public Relations, drawing on appropriate theoretical models;
LO2 Analyse complex sets of audiences, establishing interactions and likely reactions to communication initiatives, identifying the most appropriate messages and communication channels;
LO3 Draw up a practical PR campaign plan, covering situation analysis, objective setting, audience analysis, communication strategy, budgeting and evaluation;
LO4 Evaluate the strategic role of public relations in the creation and maintenance of a corporate reputation;
LO5 Critically analyse the linkages between business ethics and crisis management
LO6 Identify and understand the issues raised for PR as a result of globalisation of both brand and communication channels, with special reference to the impact of the Internet on Public Relations
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| Presentation | The module will be taught using a combination of lectures, class discussions, topic discussions, case analyses, teamwork, pair-work, video-supported presentations/discussions and group seminars. Seminars will be linked to group presentations and to project assignments.
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| Reading Recommended | BAINES P., et al. (2003), Public Relations: Contemporary Issues and Techniques, Butterworth-Heinemann.
DAVIS A. (2004), Mastering Public Relations, Palgrave Macmillan.
GREEN A. (2005), Creativity in Public Relations, 2nd Ed., Kogan Page Ltd.
GREGORY A. (2002), Planning and Managing PR Campaign, Koga Page Ltd.
LEVINE M. (2004), Guerrilla PR Wired: Waging a Successful Publicity Campaign Online, Offline and Everywhere in Between, McGraw Hill.
O'KEEFE S, Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns, John Wiley and Sons.
PARSONS P. (2004), Ethics in Public Relations, Kogan Page Ltd.
PICKTON D., et al. (2004), Integrated Marketing Communications, FT Prentice Hall
REGESTER M. (2001), Risk Issues and Crisis Management in Public Relations - a casebook of best practice, 3rd Ed., Koga Page Ltd.
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| Weekly Schedule | Public relations management – the distinctive nature of public relations and its strategic significance; PR agencies
Analysis of publics, paying special attention to inter-relationships and the need to build and manage complex sets of communication channels.
Media relations – choice of communication techniques.
Public relations and integrated marketing communications – PR as a targeted communication tool and as a boundary spanning activity, linking stakeholders, interest groups and influencers, including politicians.
Public relations techniques – press events, printed materials, video, exhibitions, minor sponsorships.
PR Campaign planning.
Management & Evaluation – problems of implementation, measurement; budgeting and control.
The future of e-PR.
Crisis Management
Ethics; the legitimacy of Public Relations (CSR)
The significance of globalisation of brand and communication channels for PR practice.
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