2017/18 Taught Postgraduate Module Catalogue

LUBS5416M Creative Public Relations

15 creditsClass Size: 100

Module manager: Tony Byng
Email: adb@lubs.leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2017/18

This module is not approved as an Elective

Module summary

In a highly competitive world, public relations practitioners have to employ an increasingly broad range of communications strategies in order to achieve organisational goals. Often, the key factor upon which success depends is creativity. Further, while creativity expressed through writing is still vitally important, words alone are no longer enough.Creativity must be expressed through a range of communications vehicles, including written, visual and interactive techniques.

Objectives

The objectives of this module are to:
- Understand the role of creativity in supporting the achievement of public relations goals
- Explore a range of creative strategies for developing influential public relations campaigns
- Help students develop critical knowledge, skills and understanding by exploring the impact creativity can have on public relations.

Learning outcomes
On completion of this module, students should be able to:
- Critically evaluate the role of creativity in public relations
- Analyse the concepts of storytelling and thought leadership
- Discuss the ethics of persuasive communications
- Deliver creative public relations materials

Syllabus

Areas include:
- Definitions of creativity and relevance to PR
- Storytelling
- Thought leadership
- Creative strategies for PR
- Visual literacy
- Integrated PR campaigns
- Advanced PR tools for delivering creative strategies
- Thought leadership and opinion-led media relations
- Social media management combining written, visual and interactive content
- Public speaking and event orchestration

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	10	1.00	10.00
Private study hours			120.00
Total Contact hours			30.00
Total hours (100hr per 10 credits)			150.00

Private study

Students will be expected to read a number of journal articles throughout the module and demonstrate their understanding through discussions in lecture and seminar sessions.
A range of case studies for analysis and discussion during seminars. Students will be expected to conduct research around the given cases and apply theory in providing answers to the questions given.

Opportunities for Formative Feedback

- Progress will be monitored via frequent question and answer sessions during lectures and seminars.
- There will also be provision for meetings outside the main teaching sessions to discuss progress and identify/respond to areas of difficulty.
- Formative feedback will be given during seminar sessions.
- Assignment clinics will provide further opportunities for specific formative feedback.
- Summative feedback will be provided for assessed course-work.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay	2,000 words	70.00
Presentation	Five-minute verbal presentation	30.00
Total percentage (Assessment Coursework)		100.00

Students will produce two closely-related assignments requiring them to deliver a strong creative platform through both written and verbal communications. The resit for this module will be 100% by coursework

Reading list

The reading list is available from the Library website

Last updated: 01/12/2017

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