The following will provide an in-depth insight into how the various modules will be examined by the Examiners of the Public Relations Institute of Ireland. Examinations are normally held in late April and mid September providing students with ample time to put theory into practice and complete course work.
Public Relations in Practice
100% examination
Students will sit a three hour written examination for this module, worth 100% of the marks. Four questions must be answered – one of which is compulsory - from a choice of six.
Media Relations & Media Writing
100% examination
Students will sit a three hour written examination for this module, worth 100% of the marks. Three questions including a compulsory question must be answered, from a choice of five which will test knowledge of: The nature of the Irish mass media; the relationship between PR and the media; how to build effective relationships with media; the importance of ethics in media relations; legal issues within PR; and the evaluation of media relations.
Examples of PR campaigns should be quoted at all times where relevant when answering questions.
Professional Environment
100% examination
Students will sit a three hour written examination for this module, worth 100% of the marks. Four questions must be answered – one compulsory question on the wider professional environment or marketing from a choice of two, plus another three questions from a choice of six which will test knowledge of: Marketing communications; advertising; professional services and the management of print and design work; client and in-house relationships; and other aspects of the course.
Business Environment
100% examination
Students will sit a three hour written examination for this module, worth 100% of the marks. Four questions must be answered, one from each section of the syllabus covered from a choice of two questions per section.
Examples of PR campaigns should be quoted at all times where relevant when answering questions.
Specialised Areas of Public Relations
100% examination
Students will sit a three hour written examination for this module, worth 100% of the marks. Four questions must be answered from a choice of six which will test knowledge of both this module and the module, Public Relations in Practice.
Advanced PR Writing
100% examination
Students will sit a three hour written examination for this module, worth 100% of the marks. Three questions must be answered - one compulsory question asking for a press release to be written, plus another two questions from a choice of four which will test students’ ability to write: A statement; speech notes; a feature article; and an interview brief.
PR Campaigns & Presentation Skills
80% public relations project
20% presentation exercise
Coursework
This coursework will be undertaken by students individually. It involves two elements. Firstly, each student will select an organisation in need of a comprehensive public relations strategy, and then go on to prepare such a campaign proposal (based strictly on parameters set by the subject examiner and distributed to all students at the start of the module). Secondly, students will then make an oral presentation on their suggested strategy, lasting no more than five minutes. Given that this presentation is explicitly intended to be a generic business presentation rather than a specific ‘business pitch’, the briefs will make it clear that both the written strategy and the oral presentation should be undertaken in the context of an in-house PR department rather than of a consultancy. Detailed guidelines for producing this proposal will be distributed at the start of the module.
