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MCH8013 : Global Public Relations

  • Offered for Year: 2022/23
  • Module Leader(s):
  • Owning School: Arts & Cultures
  • Teaching Location: Newcastle City Campus
Semester 2 Credit Value: 20
ECTS Credits: 10.0


• 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, 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.

Individually, students will be required to submit a debate report 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 work in groups to deliver a 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
• How to write a PR proposal
• Competitive PR pitches
• Globalising strategies, localising tactics
• International media relations
• Alternative communication channels
• Measurement and evaluation in PR

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion135:0035:00End-of-module group assessment preparation
Scheduled Learning And Teaching ActivitiesLecture52:0010:00On-campus lectures
Structured Guided LearningLecture materials111:0011:00Interactive non-synchronous lecture materials delivered online
Scheduled Learning And Teaching ActivitiesLecture11:001:00On-campus lecture
Guided Independent StudyAssessment preparation and completion135:0035:00Mid-module assessment preparation
Guided Independent StudyDirected research and reading113:0033:00Weekly required readings
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00On-campus seminars
Scheduled Learning And Teaching ActivitiesSmall group teaching42:008:00On-campus workshops
Structured Guided LearningStructured research and reading activities20:150:30Non-synchronous assessment guidance delivered online
Guided Independent StudyIndependent study163:3063:30Guided engagement with pre-seminar and pre-lecture tasks related to module learning outcomes
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 Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Written exercise2A50Individual debate report on the development and PR practice internationally (2000 words).
Oral Examination2M50Group PR pitch with supporting slides and notes (2000 words maximum) in response to a client’s brief.
Assessment Rationale And Relationship

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

Individually, students will be required to submit a debate report outlining variations in PR practice in different political and cultural contexts. Students will be marked on their ability to identify relevant variables (political, cultural, economic) and critically assess their impact on public relations practice as well as offer recommendations for its future development (K2, K3, S1, S2).

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

Reading Lists