European Institute of Communications

This module is the cornerstone of the Diploma course. As such, it aims to both build on the knowledge created in previous modules and provide students with some new learning, so that they can devise a comprehensive public relations campaign. It includes content related to: PR case studies; the strategic process in PR; presentation skills; creativity in public relations; the role of research in public relations; and evaluation of PR activity. Students will thus conclude the Diploma course by applying all the knowledge gained in previous modules to a particular, practical situation.

While much of the content of this module will be taught in class (as outlined below), students should realise that by this stage they ought to be capable of independent learning to a considerable degree.

Learning Outcomes

On successful completion of this module, students should:

Understand the importance of strategy and planning in public relations and develop the ability to think strategically
Develop their oral communication skills, particularly in relation to presenting a pitch for campaigns
Be familiar with the theoretical elements of the creative process, and indicate in their strategies how they have applied that theory practically
Be capable of implementing and reviewing a campaign
Show an awareness of the importance of both research and evaluation in public relations, both in terms of academic theory and of how that has been used in their strategies; and
Demonstrate an understanding of the theory, guidelines and professional applications which relate to specialist areas within public relations
Demonstrate an ability to speak and present in public.

Content

Case studies

Analysis of a range of PR case studies/campaigns.

Strategic process

Situation analysis, research, objectives, publics, implementation, budgets and timetables, evaluation. Planning and managing a PR campaign.

Creativity

· The creative process and techniques.

Research in public relations

The importance of research in PR. The nature and measurement of attitudes and public opinion. Achieving attitudinal and behavioural change. Research material and sources.

Evaluation in public relations

· Evaluating PR activities – the range of evaluation methods. Critically analysing PR theory and practice.

Examples from industry

· Includes panel speakers from industry to convey their advice and experience.

Presentation skills

Structuring and delivering a short presentation (3-5 minutes) to the company executives, board members, or in-house staff.
How to construct an impactful presentation using the three basis components of storytelling – beginning, middle and end.
Preparation and research. How to arouse audience interest. Overcoming nervousness. Eye contact, body language, speech delivery and variety, vocal variety, gestures. The use and abuse of audiovisual equipment. Flip charts and Powerpoint.
It is recommended that the presentation be saved on a Memory Stick and CD in a number of software packages e.g. Microsoft 2003.XP, Vista 2007 or MAC and make sure the Memory Stick is not encoded. Nonetheless the student is making the presentation and the emphasis will therefore be on delivery rather than on power pointslides.

Assessment

80% public relations campaigns project (pass mark 32/80)

20% presentation exercise (pass mark 8/20)

PR Campaigns

This project will be undertaken by students individually (worth 80% of the marks). It involves two elements. Firstly, each student will select an Irish based 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). Detailed guidelines for producing this proposal will be distributed at the start of the module. Proposal must be submitted before 12 noon on the specified date to the PRII, 8 Upper Fitzwilliam Street, Dublin 2.

Secondly, students will then make an oral presentation on their suggested strategy, lasting no more than five minutes (worth 20% of the marks). 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.

N.B Students must pass both the Public Relations Campaigns Project and the presentation exercise in order to pass the overall module.

Reading

Required reading

There are two core textbooks for this module:

Ann Gregory, Planning and Managing Public Relations Campaigns. London: Kogan Page, 2000.

· Ellen Gunning, Public Relations: A Practical Approach Gill & Macmillan, 2003.