| Semester 2 Credit Value: | 20 |
| ECTS Credits: | 10.0 |
| Code | Title |
|---|---|
| MCH1028 | Introduction to Professional Communication |
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.
N/A
- To develop in students introductory a) knowledge of, b) skills in and c) 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
Topics covered may include:
Introduction and definitions of PR
Stakeholders and publics
Media relations
Content creation including news releases
Event management
Internal communications
Crisis communications
PR in the voluntary sector
Introduction to PR planning
Students successfully completing the module should be able to:
K1 - understand the values and culture of public relations and its variations in commercial, public and voluntary sectors
K2 - appreciate the role of crisis management in a PR context
K3 - develop an understanding of how public relations practice can be used to manage reputation via communications with organisational stakeholders
Students successfully completing the module should be able to:
S1 - draft a news release and other media content
S2 - organise a successful event with timeline and budget
S3 - apply the methods of public relations to initiate creative ideas and develop plans for public relations
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 11 | 1:00 | 11:00 | 6 hours on campus; 5 hours online synchronous |
| Guided Independent Study | Assessment preparation and completion | 2 | 20:00 | 40:00 | Independent preparation for two assessments |
| Structured Guided Learning | Lecture materials | 11 | 1:00 | 11:00 | Interactive non-synchronous lecture materials delivered online |
| Guided Independent Study | Directed research and reading | 11 | 2:00 | 22:00 | Guided independent reading |
| Scheduled Learning And Teaching Activities | Small group teaching | 11 | 1:00 | 11:00 | On campus, can be switched online if needed |
| Structured Guided Learning | Structured non-synchronous discussion | 11 | 1:00 | 11:00 | Guided engagement with videos & podcasts, discussion forums and quizzes |
| Guided Independent Study | Independent study | 1 | 94:00 | 94:00 | N/A |
| Total | 200:00 |
The online interactive learning materials will introduce students to various concepts, ideas and topics in public relations which can then be expanded upon within scheduled weekly lectures, which are held either on campus or synchronously online. Scheduled small-group sessions will allow for an element of group work to encourage students to develop knowledge and skills by applying theory and concepts to practical contexts using examples, case studies and activities.
These timetabled small group sessions will be more practical, using current PR practice and award-winning case studies from the Chartered Institute of Public Relations to allow students to assess the use, or not, of theories in practice. These sessions will equip students with the knowledge and skills required to meet the learning outcomes for the module, via formative and summative assessment.
The format of resits will be determined by the Board of Examiners
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Portfolio | 2 | M | 40 | Campaign portfolio (approx. 2000 words) |
| Written exercise | 2 | A | 60 | Written PR presentation and critical reflection (approx. 2000 words) (time-restricted deadline) |
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 (S1, S2, 3). The second assessment will have a time-restricted deadline and requires students to devise a digital 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. Meets knowledge outcomes K1, K2, K3 and skills outcome S1.
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Disclaimer: The information contained within the Module Catalogue relates to the 2021/22 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 2022/23 entry will be published here in early-April 2022. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.