COURSE LEARNING OUTCOMES - to view individual module content click links on to the left.
The course content has been developed by the PRII so that the academic content and levels of practice is appropriately suited to the needs of the industry.
The final goal of the course is to equip students with the knowledge and skills which will enhance their prospects for employment or continuing professional development.
Aims The course aims to provide students with a knowledge and critical understanding of both the theoretical study of public relations and its application in professional practice in Ireland.
The aims of the course are:
to enable students to develop a critical understanding and expertise in the academic and professional bases of public relations, and their applications;
to provide a structured curriculum which provides students with the foundation knowledge upon which they will build that detailed understanding;
to allow students to become proficient in the writing of a range of material common in the practice of public relations;
to develop the ability of students to undertake themselves credible and comprehensive public relations strategies; and
to equip students with the knowledge and skills which will enhance their prospects for employment or continuing professional development.
Learning Outcomes
Upon completion of the course, the student should:
have acquired a core understanding of the central questions within both academic and professional contexts of public relations;
be able to combine theoretical and academic understanding with professional skills within strategic and applied contexts;
appreciate the strategic importance of public relations as a key form of communication by organisations;
develop a critical appreciation of the ethical and legal issues involved in PR;
be capable of describing and discussing the various elements of a PR strategy;
be able to analyse the main sectors in which PR operates as well as key media specialisations;
demonstrate a knowledge and critical understanding of the nature of the mass media and of how to develop effective relationships with the media;
demonstrate an understanding of how PR functions in organisations and agencies;
understand the wider professional environment within which public relations operates;
understand how business, politics, government and society interact with each other in Ireland;
understand the importance of strategy and planning in public relations and develop the ability to think strategically;
have the capacity to reflect on their own learning and to demonstrate critical, analytical and independent thinking;
be able to communicate effectively and persuasively in speech and writing;
use information and communication technology for the retrieval, manipulation and presentation of qualitative and quantitative information; and
have experience of working both independently and in small teams.
