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2021/22 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 2021/22

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 through a combination of interactive workshops, 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

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

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Delivery typeNumberLength hoursStudent hours
Workshop112.0022.00
e-Lecture101.0010.00
Private study hours118.00
Total Contact hours32.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information


Coursework
Assessment typeNotes% of formal assessment
Group ProjectSimulated PR activities100.00
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: 30/06/2021 15:20:03

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