Reputation Management is increasingly important for businesses, it’s influenced by performance, behaviour and by the way organisations communicate with all stakeholder groups. This module examines how reputations are built, and sometimes threatened or destroyed. It analyses the use of communications across a range of contemporary channels which influence perceptions of organisations. The pedagogic approach involves extensive analysis of highly contemporary, international case studies which track reputation through different PR strategies during pro-active Public Relations campaigns but also through organisational crises. The module examines trends in both reputation and trust and analyses attempts at trust building by businesses and organisations. In doing so the module encourages a multi-perspective approach to case studies and so builds student understanding of the challenges of PR. Grounded in theoretical frameworks, the module builds insight into, and understanding of the way in which PR is used to engage and influence a range of different stakeholders with different needs. It further encourages students to think critically about how organisations manage the flow of information to stakeholders, using a range of contemporary media channels to manage their relationships to develop relationships, build trust and influence. To achieve this, the module includes demonstration of how reputation can be managed through use of PR planning techniques, due concern for ethical decision making, issues tracking and crisis communications planning, and the use of tools to assist with creative campaigns for competitive edge, including those which either support, or are integral to, marketing campaigns. The module therefore equips future business leaders and communicators with core knowledge and frameworks to understand how to manage reputation in relation to brand image, employee behaviour, and ethical values.
Learning Outcomes
By the end of the module students should be able to:
Apply the various elements of public relations planning, e.g., research, objective-setting, publics, media, and evaluation
Critically apply the methods of public relations to initiate and carry out practical projects within the communications industry.
Evaluate theory and practice related to public relations concepts including digital PR tools.
Examine and evaluate the role of public relations in both organisational and societal contexts including the ethical implications of the practice.
Apply written and verbal communication techniques to produce public relations tools.
