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  • 1. MK387 BRIGHTON BUSINESS SCHOOL MOULSECOOMB MODULAR SCHEME TITLE: Public Relations: Principles and Practice LEVEL: 3 CREDIT RATING: 10 SUBJECT AREA: Marketing MODULE TYPE: Single SEMESTER OFFERED: 2 Course(s) for which module is acceptable and status in course: Final Year Optional Module for courses satisfying Pre-Requisites below: PRE-REQUISITES: MK180 Principles of Marketing or equivalent AIMS: The aim of the module is to: • help students to understand and acquire the corporate communications skills required to practice effectively in work organisations • introduce students to both practical and procedural aspects of public relations including those covering; strategic planning, media planning and influencing, internal communications, crisis management, selecting and appointing suppliers, CSR and evaluation. LEARNING OUTCOMES: On completion of the module students should be able to: • Appreciate the nature and importance of effective planning procedures and practice in establishing and maintaining good public relations and corporate reputation. • Demonstrate a clear understanding of the operation of the main forms of media. • prepare for influencing campaigns with media and other stakeholders, including the ability to write creative copy effectively. • Recognise appropriate methods for selecting, researching, appointing and managing agencies and other key suppliers • Appreciate alternative methods of managing internal communications through the use of a range of participative and professional communication techniques. • Appreciate the ethical and practical aspects of CSR together with developing the ability to plan for a successful CSR programme • Understand the key elements of evaluating the PR profession and be able to apply the major techniques in practice.
  • 2. CONTENT: Background theories in Public Relations: − the pluralistic stakeholder perspective − planned strategic approaches − theoretical and practical approaches Policy and procedure: − devising policy to reflect and enhance organisational objectives − case studies in public relations policy Problem recognition: − the ability to recognise corporate communications opportunities and to plan for maximising them − the ability to appreciate media requirements and to accommodate those into the main communications strategy vehicles − recognising CSR roles and limitations − realising appropriate supplier sourcing and arrangements − perceiving evaluation needs and limitations and planning for these to be accommodated into overall communications strategy − recognising internal communications needs and planning to achieve key organisational objectives and best practice experience Specifically:- Media influencing − informal methods of media influencing − the ability to recognise media opportunities − acquaintance with media writing styles and preferences − ability to influence broadcast and electronic media − ability to acquit a media opportunity with professionalism CSR − the nature of CSR campaigns − an acquaintance with the ethics of CSR campaigns and with the perspectives of voluntary and other pressure groups − knowledge of approaching the CSR/CCI planning strategy coherently − ability to combine stakeholder mapping with corporate CSR and communications objectives Internal Communications − the role of corporate culture and staff motivation in preparing communications strategies − the need to plan strategies with corporate and HR considerations equitably balanced − knowledge of the main vehicles used for promoting communications plans − methods of evaluating the success of internal communications plans Crisis Management: − formal and informal methods for predicting and planning for crises situations which might threaten the corporate reputation − the role of corporate staff and line managers − crisis plan communication procedures − balancing internal and external reputation requirements
  • 3. Employing suppliers: − PRCA codes of conduct on handling suppliers − drafting briefing documents and selection procedures − handling proposals and taking decisions − determining basis of supplier recruitment − anticipating contractual issues and catering for refinement of briefing processes − managing suppliers to optimum effect − avoiding financial disputes − monitoring effectiveness − determining the basis for severance − preparing the case for severance TEACHING & LEARNING STRATEGIES: Lectures will introduce students to the practice of P.R. Seminars will use practical case studies and scenarios for class discussion. Lecture: 10 Open Learning: 0 Seminars: 10 Self Study: 48 Workshops: 2 Assessment: 30 TOTAL: 100 LEARNING SUPPORT: Indicative reading: The latest editions of: Cannon, T., Corporate Responsibility, Pitman Cutlip, S. M., Center, A. H. & Broom, G. M., Effective Public Relations, Prentice Hall Fisher, C. & Lovell, A., Business Ethics and Values, FT Prentice Hall Greener, A. R., Internal Communications, Blackhall Gregory, A., Planning and Managing Public Relations Campaigns, CIPR Jobber, D., Principles and Practice of Marketing, McGraw Hill Kitchen, P. J., Public Relations Principles and Practice, Thomson Oliver, S., Public Relations Strategy, CIPR Regester, M., Crisis Management, CIPR Theaker, A., The Public Relations Handbook, Routledge ASSESSMENT: Examination (100%): A three hour unseen closed book exam. The exam will be based on practical issues focusing on specific PR scenarios and solutions.
  • 4. BRIEF DESCRIPTION OF THE MODULE: This module deals with the practical and procedural aspects of Public Relations, that is public relations procedures concerning strategic planning, media and stakeholder mapping and influencing, supplier needs recognition, crisis management planning and execution to preserve the corporate reputation, internal communications strategic approaches and practices, and evaluation of effort and expenditure. Area Examination Marketing External Examiner: Steven Carter Board: Brighton Business Faculty: Site where delivered: Moulsecoomb School; MIS. Module Writer(s): Tony Greener Date of Last Date of First Approval: May 2007 May 2007 Revision: Version Number 2