Aims
This course allows students to develop both a theoretical and practical approach to public relations. It includes: The meaning and development of public relations; ethics in PR; PR as a management function; the PR planning process; the work environment; PR tools and techniques with particular focus on event management, online communication and media relations. Students will thus receive a strong foundation in public relations as both an academic discipline and as a professional practice.
Learning Outcomes
On successful completion of this module, students should demonstrate an understanding of:
- The meaning of public relations and the ways in which it has developed
- The theory of public relations and the planning process in particular
- The various elements of a PR campaign, and be able to use award winning examples
- What is involved in media relations and event management; and
- How PR functions within organisations and consultancies.
Content
The meaning and development of public relations
Definitions of PR. PR’s relationship with other functions/professions (advertising, marketing, etc). History and development of PR in Ireland and globally. Professional and industry bodies (PRII, PRCA, CIPR etc). The principal ethical codes which underpin the practice of PR.
PR as a management function
PR’s role in the organisation: Counselling the organisation; underpinning the business plan; relating with publics; communicating performance. The role of the PR practitioner (both in-house and in consultancies) at strategic and operational level.
The public relations planning process
Six point planning - situation analysis/research, objective setting, target publics, techniques, budgets, evaluation.
Tools and techniques
The basic tools and techniques available to PR professionals. Event management such as exhibitions, conferences and product launches, etc. Controlled media such as newsletters, brochures, video, websites. Uncontrolled media, i.e. publicity in terms of print, photography, broadcast and internet. The role of the press officer.
Press releases
Learn how to write press release and to disseminate your story to the media etc.
Online communication and social networking
Learn how to combine online communication with your overall strategy.
