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  1. 1. MODULE TITLE Specialist Public Relations LEVEL 2 CREDIT/ECTS POINTS 15/7.5 STATUS COMMON CORE ROUTE CORE BA (Hons) Public Relations BA (Hons) Public Relations with… BA (Hons)… with Public Relations BA (Hons)… and Public Relations ELECTIVE SUBJECT BOARD Public Relations MODULE IDENTIFIER PRE-REQUISITE(S) Professional Practice and Enterprise: Tactics & Techniques CO-REQUISITE(S) AIM To extend awareness of the organisational cultures and environments; employability issues, and the specific public relations techniques and approaches required by the public and private sectors, while further developing presentation and writing skills. INTENDED LEARNING OUTCOMES Upon successful completion of this module students should be able to:  Differentiate between the varying public relations needs of different public and private sector organisations  Analyse the specific abilities, knowledge and experience required of practitioners.  Evaluate one particular sector PR specialism.  Develop investigative skills in researching specific sectors.  Demonstrate the skills of working as a group  Develop writing skills through the production of an induction manual.
  2. 2. SKILL DEVELOPMENT AND ASSESSMENT OPPORTUNITIES PERSONAL SKILLS AND COMPETENCES Opportunity Assessed to use/develop Self Awareness X Citizenship Change/Coping with Uncertainty X Team/Group Skills X X Leadership X Project Management and action planning X CIT Skills X Numeracy Skills X Creativity X Entrepreneurship X Written and Oral Communication Skills X X Presentation Skills X X Listening/ Feedback X Networking X Negotiating X ACADEMIC SKILLS AND COMPETENCES Information Literacy X X Questioning and critique Analysing X X Reasoning Problem Solving and Decision Making X X CAREER SKILLS AND COMPETENCES Career and Opportunity Awareness X X Transition Skills X Awareness of Employer’s Needs X X Continuing Professional Development THEMATIC DEVELOPMENT This module asks students to investigate PR practice. In doing so they will encounter the issues of professional ethics; and the changing environmental contexts relating to specific PR sectors. LEARNING METHODS Guest lecturers from practitioners in relevant PR sector specialisms. Lectures on how the different sectors use public relations to support corporate and business strategies. Seminars will be used to develop students’ research skills, and for student presentations.
  3. 3. PRIOR KNOWLEDGE REQUIRED Introduction to PR Practice Professional Practice and Enterprise: Tactics & Techniques ASSESSMENT METHODS Students will work in small groups where they will be assessed using the following methods: 50% group poster presentation. 50% production of a mini induction pack for a junior public relations assistant. These methods will test all the learning outcomes through the process of working as a group towards the completion of two tasks. SYLLABUS CONTENT (INDICATIVE) Public and private sectors’ specific use of public relations techniques including media relations, internal communication, financial PR, crisis management, sponsorship, community relations, marketing PR, fund-raising, lobbying. INDICATIVE LEARNING RESOURCES Texts, including electronic Baines P, Egan J & Jefkins F (2004) Public Relations Contemporary Issues and Techniques, Elsevier Butterworth-Heinemann Corby S & White G eds. (2002) Employee Relations in the Public Services (electronic resource), Routledge Center AH & Jackson P (2003) Public Relations Practices: managerial case studies & problems, Prentice Hall Davis A (2003) Everything you should know about public relations: direct answers to over 500 questions, Kogan Page Daymon C & Holloway I (2002) Qualitative Research Methods in Public Relations and Marketing Communications, Routledge Fombrun C & van Riel CBM (2004) Fame and Fortune: how successful companies build winning reputations, Pearson IPR (2003) Unlocking the Potential of PR; developing good practice, Institute of Public Relations
  4. 4. Regester M & Larkin J (2002) Risk Issues and Crisis Management: a casebook of best practice. 2nd ed. Kogan Page Wilcox DL (2004) Public Relations: Strategies and tactics. 7th ed. Allyn & Bacon For students researching the different sectors, the main secondary sources will be web based, including the specific web pages of organisations within the chosen sector under investigation eg the BBC. Useful websites include: (see sectoral groups such as local government)
  5. 5. Module Title Specialist Public Relations Version 2 Date 27-MAR-2006 Subject Group Meeting 24-MAR-2006 (PR subject group, School of Marketing and Public Relations) Date Sent to FBL UG Quality Assurance & 27-MAR-2006 Enhancement Date New Module/Version Effective From 27-MAR-2006 Location and Filename on H: Drive H:FACULTYREGISTRYM odule DocumentationUG SchemePublic Relations2 Specialist Public Relations (v2).doc Location and Filename of Previous Version H:FACULTYREGISTRYM odule DocumentationUG SchemeArchivePublic Relations2 Specialist Public Relations (v1).doc Changes Since Previous Version Intro to PR Practice added to ‘Prior Knowledge Required’ section