2016/17 Undergraduate Module Catalogue

COMM2940 Introduction to Public Relations

20 creditsClass Size: 60

Module manager: Dr Jairo Lugo-Ocanda
Email: j.lugo-ocanda@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2016/17

This module is not approved as a discovery module

Module summary

This module introduces students to public relations, gives them an understanding of the key processes and practices of the profession, and engages them in analyses of the social and cultural effects of the industry. The module is grounded in theory relating to public relations, the public sphere, cultural intermediation, and the functions and practice of the media and cultural industries. Students will analyse real-world cases of PR campaigns during the module and develop their own conclusions about the social and cultural implications of PR’s ubiquity in today’s society.

Objectives

To enable students to understand and analyse the function and practice of public relations, including third sector / not for profit organisations, the media and cultural industries, as well as the political and commercial sectors.

To enable students to understand the social and cultural role played by public relations in society more broadly, as a cultural intermediary.

Learning outcomes
By the end of the module students will be able to:
1. Describe the basic principles and techniques of public relations in organisations and explain their use in a range of contexts
2. Critically analyse the purpose of public relations as means of influencing formal and informal news agendas
3. Apply a range of sociological theories to the analysis of public relations’ effects on society
4. Work as part of a team to develop a public relations campaign

Skills outcomes
Understanding of the social, cultural and organisational contexts for PR work;

Knowledge of PR strategies and tactics;

Understanding of PR’s role in media, cultural and commercial industry contexts, as well as the wider social implications of the ubiquity of the profession.

Syllabus

Public relations as an organisational function;
Public relations as a news source;
PR strategies: Campaign development, messages and media channels;
Analysis of Public Relations in as a cultural, promotional industry and cultural intermediary;
Critical assessment of public relations in the context of democracy and inequality

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	11	1.50	16.50
Seminar	11	1.00	11.00
Private study hours			172.50
Total Contact hours			27.50
Total hours (100hr per 10 credits)			200.00

Private study

Students are required to complete background reading for each seminar (est. 8 hours per seminar) and to prepare for seminars (e.g. PR campaign research; est. 30 hours over the semester). The remaining private study time should be dedicated to researching, preparing and writing the essay and group project

Opportunities for Formative Feedback

Attendance will be monitored at lectures and tutorials. Office hours will be available for students to come and discuss the module and assessment (e.g. essay and campaign plans) throughout the semester.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay	1 x 2,500 - 3,000 words	60.00
Group Project	1 x 3,500 - 4,000 words	40.00
Total percentage (Assessment Coursework)		100.00

The resits will be an essay (2500-3000) or, if the failed component is the group project, an individual analysis (2500-3000) of the communication context, problems and possible solutions, for an organisation chosen by the student.

Reading list

The reading list is available from the Library website

Last updated: 29/07/2016

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