Programme And Module Handbook
Course Details in 2020/21 Session

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Module Title LM PR and Media Skills
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 21437
Module Lead Hazel Westwood
Level Masters Level
Credits 10
Semester Semester 2
Pre-requisites LM Contemporary Issues in Strategic Marketing - (07 20814)
Restrictions MSc Strategic Marketing and Consulting (optional) MSc Marketing Communications (corel)

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.

Learning Outcomes

By the end of this module students should be able to:

  • demonstrate comprehensive knowledge and understanding of the role and challenge of PR in context of corporate, public and non-profit applications;
  • analyse PR issues critically, systematically and creatively to identify problems, and to propose and evaluate alternative approaches to solving these problems;
  • critique relevant literature, PR case studies, information, and challenge viewpoints, ideas and concepts;
  • devise PR strategies within the context of a firm's culture;
  • deliver effective PR messages through written media as well as aurally in challenging situations (e.g. press conferences).
Assessment 21437-10 : 21437-01 : PR : Practical (15%) : Practical (15%)
21437-11 : 21437-02 : Media Skills 1 : Practical (25%) : Practical (25%)
21437-12 : 21437-04 : Assignment : Coursework (50%) : Coursework (50%)
21437-13 : 21437-05 : Group Presentation : Presentation (10%) : Presentation (10%)
Assessment Methods & Exceptions Individual assignment, 2,000 words (50%) Media skills practical (25%) PR practical (15%) Group presentation (10%) Reassessment: 2,000 word assignment (100%)
Reading List