European Institute of Communications

This module aims to build on previous modules and in particular Module 1. It allows students to explore the theory and practice of PR in the context of specialised areas of activity. It includes content related to: Crisis management; sponsorship; event management; internal PR; community relations; corporate social responsibility (CSR); public consultation; PR for non-profit organisations; consumer PR; corporate and financial PR; working with external organisations; political lobbying; and looking at the growing number of sectors across the PR profession.

Learning Outcomes

On successful completion of this module, students should demonstrate an understanding of the theoretical and practical approach to:

Crisis and issue management
Event management
Sponsorship
Internal communications
Corporate Social Responsibility (CSR),Community Relations and public consultation
PR in non-profit organisations
Corporate and financial PR
Consumer PR incorporating healthcare
Public affairs and managing relationships with external organisations
Online Public Relations

Content

Crisis and issue management

Issue management – definition and theory of risk issues management. Preparing, managing and evaluating an issues management strategy.
Definition of and preparing for a crisis.
The crisis management plan and crisis management team.
Reputation management – understanding and managing the corporate reputation in relation to issues and crisis management.

Event management

· Event Management versus event management PR.

· Managing PR for local and major Irish and international events

· Advance pre, during and post event media coverage, working with the relevant authorities, detailed planning from start to finish, on site media, crisis event planning, media announcements, tools and techniques, outsourcing specialist services, sponsorship opportunities, and evaluating impact of the event.

Sponsorship

Definitions and historical development of the sponsorship market and sponsorship vehicles.
PR / business objectives of sponsorship and evaluating sponsorships.
Importance of target publics and sponsorship reach and fit.
Financial and contra sponsorships.
The sponsorship proposal.
How sponsorship fits in with wider PR campaigns.

Internal Communications

The rationale for effective internal communications and its value to the team/organisation, importance of management commitment, formal plan and clear link between employee roles and business goals.
Linking internal PR to business goals and its relationship with HR.
Mechanisms for effective internal communications

Community relations, public consultation and Corporate Social Responsibility (CSR)

· Purposes of community relations, public consultation and CSR. · Tools and techniques of all three areas. PR for non-profit organisations

· Understanding the nature, goals and use of PR in the not-for-profit sector.

· Applying PR techniques to fund-raising and public awareness on specific issues.

Consumer PR

The various stages of a consumer relationship – advertising, promotional programmes, personal relationships, influencing the influencers, communicating benefits, social responsibility, handling products in trouble (e.g. food and safety scares).
Growth of healthcare and link with consumer.
Importance of branding.

Corporate and Financial PR

Defining corporate and financial PR.
Legal requirements and regulation.
Investor relations and business-to-business PR strategies. Annual reports, AGMs and financial literature.
Corporate image, corporate identity, corporate reputation.

Public Affairs, Advocacy and managing relationships with external organisations

Integrating lobbying and media campaigns.
Political lobbying – how to influence public policy.
Planning and managing lobbying campaigns.
Managing relationships with activist groups. Coalition building and third-party endorsements. Working with trade associations, unions, charities etc.

Online Public Relations

Understanding the dynamics of online communications and social media.
The use of online communications in the market place.
How social and online media impacts on strategy.
Planning, developing, managing and evaluating an online communications strategy.
Managing an organisations online presence.

Assessment 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 Module 1.

Required reading - There are 4 core textbooks for this module:

Exploring Public Relations; 2nd Edition; Ralph Tench, Liz Yeomans; Jun 2009; Paperback; ISBN13: 9780273715948
Risk Issues and Crisis Management in Public Relations; Michael Regester; Published by Kogan Page; Jun 2008; ISBN: 9780749451073
The New Rules of Marketing & PR; David Meerman Scott; published by John Wiley & Sons, Inc, New Jersey; 2009 ISBN 978-0-470-37928-8.
New strategies for Reputation Management; Andrew Griffin; Publisher Kogan Page; 2008; ISBN: 978-0-7494-5633-7