2017/18 Taught Postgraduate Module Catalogue

LUBS5446M Public Relations in Practice

15 creditsClass Size: 100

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

Taught: Semester 2 (Jan 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:
- The key elements of strategic PR planning and key communications techniques essential for delivering practical PR programmes
- the importance of creativity 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
- 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
- Respond to and reflect upon crisis situations using PR tools

Syllabus

Indicative content

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	12	4.00	48.00
Private study hours			102.00
Total Contact hours			48.00
Total hours (100hr per 10 credits)			150.00

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.

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	100.00
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: 02/12/2015

Disclaimer

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