Programme And Module Handbook
Course Details in 2025/26 Session

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Module Title LI Public Relations and Reputation Management
SchoolBirmingham Business School
Department Marketing
Module Code 07 32263
Module Lead Module lead: Jo Matthews
Level Intermediate Level
Credits 20
Semester Semester 2
Restrictions None
Contact Hours Lecture-40 hours
Practical Classes and workshops-4 hours
Guided independent study-156 hours
Total: 200 hours
Description 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:
  • Identify and critically appraise the relationship and key differences between public relations and marketing, and analyse the use of PR as a part of an integrated marketing campaign.
  • Demonstrate knowledge, understanding and an ability to apply a range of public relations tactics, tools and theories to examples of practice.
  • Critically evaluate an organisation’s current reputation and create a plan to improve reputation through a public relations programme of campaigns.
  • Apply crisis communications and reputation management models and theories to deliver appropriate responses to a range of threats to reputation.
  • Develop an innovative theory-driven communication plan based on building trust and enhancing or protecting reputation.
  • Understand and analyse the ethical challenges and practices as experienced by PR professionals and the impact and influence of organisations decisions on reputation.
Assessment 32263-01 : Report : Coursework (50%)
32263-02 : Video : Coursework (20%)
32263-06 : Campaign and Press Release : Coursework (30%)
Assessment Methods & Exceptions Assessment:
1000-word individual assignment (40%)
500-word assignment (20%)
5-minute individual oral presentation (40%)

Reassessment:Reassessment by component
Reading List