European Institute of Communications

This module aims to give students a broad knowledge of the social and economic environment within which public relations operates. It includes content related to: Corporate management; PR’s role within corporate management; organisations’ impact on society; and the strategic function of public relations. Students will thus receive an overview of how public relations relates to both the organisation and the wider community.

Learning Outcomes

On successful completion of this module, students should:

Have a knowledge and understanding of the theoretical and practical underpinnings of management in its academic and professional contexts
Develop an appreciation of the central role of the public relations function within a management team, and as a strategic function in its own right
Demonstrate a critical understanding of the importance of corporate social responsibility, particularly in the Irish context

Understand how business, politics, government and society interact with each other in Ireland.

Content

Section 1 - Management

· Definitions, development of the schools of management

· Functions of management

· The business environment, decision making, planning, objective setting, organisational cultures.

· Systems theory.

PR’s role within corporate management

· Public relations’ function as management counsellor.

· Dealing with conflict in organisations.

· The internal communication process in organisations.

· PR’s role in integrated marketing communications.

Section 2 - Organisations’ impact on society

· Corporate Social Responsibility (CSR) as an integral element of overall business strategy.

· Relationship Management.

· Corporate Governance / ethical business practice and role of PR

Section 3 - The strategic function of public relations

· Public relations as a proactive strategic tool.

· Issue management, crisis management, change management. Reputation management.

Section 4 - The Government Environment

The Irish political framework and system (National and Local).
Political campaigning and electoral communication strategy.
Internal communications in Irish political parties.
Lobbying – PRII code / new regulation / legislation.
Interest groups and lobbying.
Public Relations at EU level.

Assessment

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 from a choice of two questions per section.

Examples of PR campaigns should be quoted at all times where relevant when answering questions.

Reading

Required reading:

Organizational Behaviour – An Introductory Text (Fourth Edition) – Andrzej Huczynski & David Buchanan: Prentice Hall, 2005.
Modern Management – Theory and Practice for Irish Students. Tiernan, Morley and

Foley (Third Edition): Gill & McMillan, 2007.

· A Guide to Irish Politics – Ellen Hazelkom & Tony Murray – Dublin 1995