European Institute of Communications

This module 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 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, development and services of the Public Relations sector:

· Definitions of PR. History and development of PR in Ireland and globally.

· PR’s relationship with other functions/professions (advertising, marketing, etc).

· Professional and industry bodies (PRII, PRCA, CIPR etc). PRII – its structure and its role within the industry.

· Trends in PR services and entrepreneurship in the sector.

Ethics

· The principal ethical codes which underpin the practice of PR.

PR as a management function

PR’s role in the organisation
Counselling the organisation
Strategic Role of PR underpinning the business plan
The role of the PR practitioner (both in-house and in consultancies) at strategic and operational level.

The public relations planning process

· Role of Research – strategic and summative

· Six point planning model ( see also module PR Campaigns)

· Theory in practice via award-winning example case studies.

Tools and techniques

The role of the PR professional in selecting and producing:

· Controlled media such as newsletters, brochures, video, websites, electronic press kit (EPK), disc, film etc.

· Uncontrolled media, i.e. publicity in terms of print, photography, broadcast and internet including social media.

· Event management (exhibitions, conferences, product launches, etc.)

Media Relations

· Role of Press Officer

· Preparing media material

· Managing Media events

· Print, radio and television interviews. Interview techniques, preparation, scripts, sound bites, keeping control, live or recorded, phone or in-person, statements etc.

PR working environment

The public relations market in Ireland
Company and organisational structures (staffing levels, costs and structures, client billing, contracts, hours, timesheets, working teams/units, sourcing additional consultants in specialised areas, account terms and conditions).
Pitching for business, competition within the market place, client brief, the PR plan, and managing client accounts.
In-house departments and relationships within the organisation, preparing the plan, working with PR consultants, managing staff

Ongoing developments in speed, reach, access and affordability of communication, viral messaging, citizen journalism and the impact on the PR working environment.

Assessment

100% examination

Exam

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 amounting to 40% of the marks - from a choice of six.

Students must pass the exam in order to pass the module overall.

Reading

Required reading

There are two core textbooks for this module:

· Cutlip, S., Center, A., and Broom, G. (2000). Effective Public Relations. Eighth Edition. Upper Saddle River: Prentice Hall.

· Gunning, E. (2003). Public Relations: A Practical Approach. Dublin: Gill & Macmillan.