Module Catalogue 2024/25

Pre Requisite Comment

N/A

Co Requisite Comment

N/A

Aims

To broaden understanding of the complexities of communicating across borders and through cultures within the NGO sector.

To become knowledgeable about how public relations has developed and is practiced in other countries by critically assessing a public relations campaign(s).

To deploy a range of techniques for PR campaign planning in an international, cross-cultural context.

To articulate a creative, culturally, politically, environmentally and legally appropriate response to a PR brief.

This module will build on students' knowledge of strategic PR planning, media law, culture, society and politics in a global context they acquire in MCH8065 in Semester 1 and will enable them to reflect on the expertise and skills they gain from MCH8060 taught in Semester 2.

Students will be required to submit a group debate presentation evaluating the impact of the political system, media system, economic system and other variables on the development and practice of PR abroad.

At the end of the module, students will deliver a group pitch presentation of a communications campaign in response to a brief from an NGO operating overseas.

Outline Of Syllabus

Topics may include:

- Role of PR in NGO management
- PR in developing countries
- Client briefing
- Big Ideas
- Environmental Communications
- How to write a PR proposal
- Competitive PR pitches
- Globalising strategies, localising tactics
- International media relations
- Alternative communication channels
- Measurement and evaluation in PR

Intended Knowledge Outcomes

Students successfully completing the module will have developed:
K1. Critical understanding of the role PR plays in NGOs management including internal communications.
K2. Critical understanding of PR development internationally.
K3. Advanced understanding of cross-cultural communication.
K4. Critical understanding of environmental communications.

Intended Skill Outcomes

Students successfully completing the module will have:
S1. Research and reflection skills for campaign planning in an international context.
S2. Advanced professional writing skills, including proposal writing.
S3. Advanced persuasive communication skills in the production and delivery of PR proposals.
S4. Advanced media relations and cross-cultural communication skills.

Teaching Rationale And Relationship

The online learning materials and lectures will focus on the examination and analysis of PR case studies within a variety of cultural and political contexts with the emphasis on the voluntary sector. To foster curriculum internationalisation and develop students’ global perspectives of the discipline, some of the lectures will be led by guest speakers, including practitioners working internationally.

Scheduled small-group teaching sessions will give students the opportunity to critically reflect on the extent of the theory application within the industry practice and help them with their assessment planning.

The guided independent study time will be dedicated to students’ work on their campaigns planning and group pitches delivery with guidance from tutors provided in seminars and via discussion forums on Canvas.

The assessment strategy will be presented to students as a valuable PR experience that could serve as a showcase for future employment. It will give students the opportunity to apply their knowledge of and skills in PR through the planning of a creative PR campaign overseas and the completion of a PR proposal. This will enhance their critical thinking, strategic planning and cross-cultural communication skills.

Assessment Rationale And Relationship

The assessment will be divided into two parts directly corresponding with the intended module learning outcomes.

In groups, students will be rewarded for their ability to deliver a creative and persuasive PR pitch with accompanying presentation slides supported by a proposal in response to a client‘s brief (K1, K2, K3, K4, S1, S2, S3, S4)

Individually, students will submit a reflective log on learning and skills development, including collaborative working. (K1, K2, K3, K4, S1, S2, S3, S4)


Students will also have opportunities for ongoing classroom-based feedback on their ideas. These opportunities include seminar group presentations that support the oral examination and allow formative feedback on presentation skill and their ability to identify relevant variables (political, cultural, economic and environmental) and critically assess their impact on public relations practice as well as offer recommendations for its future development (K2, K3, K4, S1, S2).

General Notes

N/A