The module provides students with a theoretical and practical understanding of the substantial contribution which PR can make to marketing, as well as training in personal media skills. In the first part of the module we introduce the theory and concepts of PR and examine its role in the context of marketing strategy. We will explore the planning and implementation of PR programmes, using the four step systematic approach of planning, execution, evaluation and measurement of PR performance.
In the second part of the module we will examine media relations and its practice. This will include public relations writing and presentation techniques, via press releases for pro-active and reactive PR. We also examine the use of contemporary social media channels in PR campaigns. We examine PR in the context of customer, employee and community relations. In lectures and workshops we consider those practices involved in engaging the media, from crisis communications to the pro-active use of Twitter for business. During one day workshops we provide intense training in practical media skills and interview techniques for print, radio and TV, working with practicing journalists.