2019/20 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 2019/20
Module replaces
LUBS 5437MThis 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 websiteLast updated: 12/12/2018 16:33:09
Browse Other Catalogues
- Undergraduate module catalogue
- Taught Postgraduate module catalogue
- Undergraduate programme catalogue
- Taught Postgraduate programme catalogue
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