Module Catalogue 2019/20

MCH2034 : Introduction to Public Relations

  • Offered for Year: 2019/20
  • Module Leader(s): Mr Jonathan Ward
  • Owning School: Arts & Cultures
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 20
ECTS Credits: 10.0
Pre Requisites
Code Title
MCH1028Introduction to Professional Communication
Pre Requisite Comment

Students can request an exemption from the pre-requisite from the module leader on satisfaction they have completed similar studies or have relevant industry related knowledge and experience.

Co Requisites
Code Title
MCH1028Introduction to Professional Communication
Co Requisite Comment

Please note MCH1028 or similar is a pre-requisite for this module. All requests as to otherwise must be made to module leader


• To develop in students an introductory knowledge, skills and understanding of the values and culture of public relations and its variations in commercial, public, private and voluntary sectors
• To enable students to develop and deploy techniques of writing and campaign and event planning in public relations
• To develop the ability to apply the methods of public relations to initiate and carry out practical projects in public relations
• To introduce an understanding of the dangers of a range of crises to organisational reputation

Outline Of Syllabus

Introduction and definitions of PR
Stakeholders and publics
Media relations – print and broadcast
Event management
Internal communications
Crisis communications
PR in the voluntary sector
Introduction to PR planning

Learning Outcomes

Intended Knowledge Outcomes

At the end of the module students should be able to:
• understand the values and culture of public relations and its variations in commercial, public and voluntary sectors
• appreciate the role of crisis management in a PR context

Intended Skill Outcomes

At the end of the module students should be able to:
• draft a news release
• organise a successful event
• apply the methods of public relations to initiate creative ideas and develop plans for public relations

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture122:0024:00Weekly lectures
Guided Independent StudyAssessment preparation and completion225:0050:00Two assessments – mid semester and at end of semester
Guided Independent StudyDirected research and reading122:0024:00Course readings
Scheduled Learning And Teaching ActivitiesSmall group teaching121:0012:00Weekly seminars
Guided Independent StudyReflective learning activity121:0012:00Industry research and practice - reflection on industry, case studies etc
Guided Independent StudyIndependent study178:0078:00N/A
Teaching Rationale And Relationship

This module will contain a mix of lectures, seminars, group work, and lively two way debates and discussions. You will be expected to keep up with current news and events in both the business and corporate worlds, and there are two non assessed picture quizzes built into the course to check your news sense.

Reading Lists

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Portfolio1M40Campaign portfolio (approx. 2,000 words)
Written exercise1A60Written PR presentation and critical reflection (approx. 2000 words) (time restricted deadline)
Assessment Rationale And Relationship

The first assessment is designed to test two of the key skills employers are looking for; the ability to organise events and the ability to translate a PR brief into a portfolio of industry standard resources. The second assessment will have a time restricted deadline and requires students to devise a PowerPoint presentation (slides and notes) relating to the role of PR within organisations. This will be supported by a critical reflection of their written presentation In both assessments there will be a limited choice of topics.


Past Exam Papers

General Notes


Disclaimer: The information contained within the Module Catalogue relates to the 2019/20 academic year. In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described. Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2020/21 entry will be published here in early-April 2019. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.