Programme And Module Handbook
Course Details in 2019/20 Session

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Module Title LI Public Relations
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 19419
Module Lead Hazel Westwood
Level Intermediate Level
Credits 10
Semester Semester 2
Co-requisites LI Event Management - (07 19316)
Restrictions None
Contact Hours Guided independent study-78 hours
Lecture-22 hours
Total: 100 hours
Description This module investigates the development and evolution of public relations as a discipline and profession. The module begins with a description of the purposes of public relations and the manner in which the public relations function deals with corporate problems and opportunities. Key topics dealt with include the interface between public relations and employee relations. Other aspects of public relations examined include media relations, community relations (including CSR), PR issues and crisis communications, consumer relations and ethics. Areas examined include the codes of practice and regulation of PR; the relationship of PR and other elements of the communications mix; and PR's business, political and socio-economic context.

Throughout the module, communications theories and their application in influencing perception, motivation, attitudes and behaviour are utilised in examining practical and contemporary case studies. To this extent, key functional aspects of PR, including message styles, the role of visual elements, such as video and digital, and the use of social media in PR and integrated campaigns. The module allows students to explore the distinctive role of public relations as a discipline and in the context of integrated marketing campaigns in today's people-oriented businesses. The module provides a comprehensive analysis of contemporary case studies in PR issues; including a selection of familiar current and classic precedent-setting cases. Case topics that students will examine include broad matters of public concern such as trust in business and media channels, reputation, and corporate responsibility. PR planning models and campaign measurement focus equips students with a good foundation on which to base future practical experience of PR.
Learning Outcomes By the end of the module students should be able to:
  • demonstrate knowledge and understanding of the development of public relations and a range of public relations tactics, tools and planning techniques
  • critically assess and explain key public relations models and theory
  • outline and illustrate different methods of public relations delivery
  • identify and critically appraise relationships between public relations, and other disciplines including marketing, advertising and journalism; including the use of PR as a part of an integrated marketing campaign
  • identify and analyse risks and issues faced by particular organisations
  • classify crises and apply crisis communications models to deliver appropriate responses
  • analyse the role of PR in building trust and protecting reputation of organisations
  • understand current practices and concerns in measuring PR campaigns
Assessment 19419-03 : Exam : Exam (Centrally Timetabled) - Written Unseen (100%)
Assessment Methods & Exceptions 2 hour examination (100%) Reassessment: 2 hour examination (100%)
Reading List