2017/18 Taught Postgraduate Module Catalogue

LUBS5438M Public Relations in Practice

30 creditsClass Size: 125

Module manager: Tony Byng
Email: A.G.D.Byng@leeds.ac.uk

Taught: Semesters 1 & 2 (Sep to Jun) View Timetable

Year running 2017/18

Module replaces

LUBS 5437M

This module is not approved as an Elective

Objectives

This module aims to provide students with the skills and knowledge essential for delivering effective practice in the Public Relations (PR) profession. The module will be delivered largely in an interactive workshop mode, focusing on practical applications of key PR tools and techniques.

Learning outcomes
Upon completion of this module students will be able to critically assess:
- key elements of strategic PR planning
- key communications techniques essential for delivering practical PR programmes
- the importance of creativity and rhetoric in the development of both strategic and tactical PR plans and PR writing
- the diverse needs of a variety of media channels, both traditional and digital and analyse the specific needs of a given media channel

Skills outcomes
Upon completion of this module students will be able to:
Transferable
- Prepare and deliver professional quality oral presentations
- Work as an effective team player
- Create and manage a social media campaign
- Reflect on their own qualities, capabilities and performance in order to produce and manage a personal development plan
- Apply principles, theories and skills learned to practical and professional settings and contexts

Subject specific
- Research, assimilate and analyse relevant information to inform and direct PR strategies
- Develop PR strategies and campaign plans
- Produce professional quality written corporate communications and public relations materials
- Critique the handling of crisis scenarios and respond to crisis situations using PR tools

Syllabus

Indicative content
Self awareness - identifying skill sets, personality traits and opportunities for personal development
Reflection and critical thinking
Personal communications skills (Presenting, Speech Making, Negotiating)
PR strategy & planning
Media targeting
Creativity in PR
Writing for PR
Event Planning
Handling the media – press conferences & interviews
Crisis and issues management
Campaign research and evaluation

Teaching methods

Delivery type	Number	Length hours	Student hours
Workshop	24	4.00	96.00
Private study hours			204.00
Total Contact hours			96.00
Total hours (100hr per 10 credits)			300.00

Private study

Students are required to work both individually and in groups to cover core topics and develop key skills. In addition, groups will have to plan and deliver a simulated PR campaign via a ‘role play’ exercise. While learning outcomes will be partially achieved in workshops, students will have to undertake individual reading and secondary research to build on the key concepts and work both independently and in groups to deliver coursework deliverables.

In addition, students are required to reflect on their own skills and assess their progression against personal development plans established at the outset of the module. This task will require further reading and study at an individual level.

Opportunities for Formative Feedback

Student progress will be monitored partially through assessed work and partially through informal exercises in reflection carried out both in-class and during independent study.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Group Project	Simulated PR activities including PR Planning, Press Materials, Crisis Management and Event Management	50.00
Presentation	Public speaking	15.00
Reflective log	Personal Development reflective statement	10.00
Report	Semester One press release	5.00
In-course Assessment	Semester Two timed press release	5.00
Report	Develop a Social Media Profile	15.00
Total percentage (Assessment Coursework)		100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 23/09/2015

Disclaimer

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