Strategic Public Relations
This elective module is aimed at future CEOs, directors and senior team members wishing to understand their central role in their organisation’s reputation and to give them a framework with which to build a communication strategy and to shape all other strategies from a reputation standpoint.
Too few at the top understand how a reputation is developed and nurtured through the establishment of trust through relationships but they all too often see how easily they are squandered in a crisis.
The four day module will include masterclasses and challenges from leading chartered public relations practitioners as well as lectures, relevant and current case studies and interactive workshops.
Internationalisation: the module will draw on recent scholarship in the areas of public relations and communication and case studies based on a variety of national contexts.
Sustainability: the module will look at sustainability as part of public relations in context, professional practice (especially CSR) and campaign planning.
External Engagement: external speakers will contribute to the module.
Employability: the module will offer an opportunity to acquire knowledge and develop analytical skills for those pursuing careers in leadership, public relations and communication
Ethics and Corporate Responsibility: the module will look at ethics specifically as part of professional practice but also throughout the course.
Research in Teaching: the module will draw on research articles in the first instance; use the module leader’s research expertise in the areas of discussion; and engage you in independent research to produce a case study.
Full module specification
|Module title:||Strategic Public Relations|
|Duration of module:||
Duration (weeks) - term 3: |
The foundations upon which reputations are built will be considered and analysed along with the threats and opportunities, which may be faced. The leading theoretical models within the PR body of knowledge will be employed to underpin the practicalities of working within fast moving news, social, legal, environmental and economic agendas. All of the presenters will be currently employed, at senior levels in PR practice and will draw upon live and recent case studies to enable students to feel confident in taking a lead role in the decision making frameworks required.
ILO: Module-specific skills
- 1. apply a range of planning concepts to different public relations contexts
- 2. develop strategic objectives aligned with corporate goals
ILO: Discipline-specific skills
- 3. critically evaluate a wide range of public relations theories, concepts and practice
- 4. locate public relations theory and practice in wider academic and social contexts
- 5. evaluate the impact of public relations on a range of public and private sector organisations
- 6. articulate the role of leadership in the establishment and maintenance of reputation
- 7. design effective internal and external communication
- 8. review the risk register with reputation and relationships in mind
- 9. be pro-active with issues and crisis management
ILO: Personal and key skills
- 10. analyse and prioritise the situation, environmental issues, and the needs and interests of public
- 11. select appropriate research and evaluation tools
- 12. lead the debate rather than react to those of others
- 13. anticipate and be opportunistic to threats and every day occurrences
Learning activities and teaching methods (given in hours of study time)
|Scheduled Learning and Teaching Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Scheduled Learning & Teaching activities||28||Lectures, Interactive workshop,|
|Guided independent study||72||Reading, personal research exercise, writing|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Workshop activities||3 x 15 minutes each||1 - 13||Oral and peer feedback|
|Presentation||20 minutes||1 - 13||Written feedback|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|3 Workshop activities (Group)||60||3 x 30 minutes each||1 - 13||Oral and peer feedback|
|Group Assignment||40||3000 words||Dependent on assignment focus||Written feedback|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Group assignment and workshop activities||Individual assignment 3000 words||1 - 13||6 weeks from briefing|
The above reassessment is applicable for those students who fail the module, If students are granted a deferral for a component, reassessment will be in that component alone.
Theory and practice of public relations
Definitions of public relations, applying theory, and reflective practice
Public relations in context: public relations and the organisation, communications theory, international perspectives, marketing and diversity
Strategic public relations
Leadership, dialogue and persuasion models, different theoretical perspectives, reputation and relationship management, trust, branding, the challenge of the online environment
Ethics and professionalism, corporate social responsibility/community relations/sustainability and stakeholder theory, internal communications, professional roles, strategic media management
Strategic planning and communication management
Risk, issues and crisis management, stakeholders and publics, the corporate context
Planning research and evaluation
Research to assess the situation, research to monitor progress, research to assess impact and return on investment
Planning models, objective setting, creativity, messaging, strategy and tactics, budgeting, timescales and resource
Indicative learning resources - Basic reading
Wolstenhome, S. (2013) An Introduction to Public Relations, Pearson.
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