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Module

MCH8060 : Strategies and Management in PR

  • Offered for Year: 2022/23
  • Module Leader(s): Mr Jonathan Ward
  • Other Staff: Miss Ramona Slusarczyk, Mrs Anne-Marie Lacey, Miss Patience Mathambo
  • Owning School: Arts & Cultures
  • Teaching Location: Newcastle City Campus
Semesters
Semester 2 Credit Value: 20
ECTS Credits: 10.0

Aims

• To develop in students specialist knowledge, analytical skills and critical 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 established techniques of writing and campaign planning in public relations
• To develop a critical awareness of the role of digital media in a PR context

This module will build on the key concepts and skills acquired in semester one in MCH8065 and will enable students to develop and experiment with a wide range of professional skills with the focus on strategic planning and digital media. The module structure directly corresponds with its content: mid-semester, students will produce a debate report evaluating two PR campaigns from private, public or voluntary sector organisations; at the end of the semester, students will be required to plan and produce an industry-facing PR campaign aimed at promoting reputation.

Outline Of Syllabus

Topics may include:

• Review of the purpose and nature of public relations
• How to write effective press releases
• How to manage relationships with print and broadcast journalists, bloggers and online influencers
• Owned & Shared Digital media
• How to plan and deliver events and PR campaigns
• Stakeholders and publics in strategic PR
• Content writing
• Storytelling and social media
• Sponsorship
• Campaign measurement and evaluation

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials111:0011:00Interactive non-synchronous lecture materials delivered online.
Guided Independent StudyAssessment preparation and completion135:0035:00Mid-module assessment preparation
Guided Independent StudyAssessment preparation and completion135:0035:00Independent preparation for end-of-module assessment
Scheduled Learning And Teaching ActivitiesLecture52:0010:00On-campus lectures
Structured Guided LearningLecture materials20:150:30Interactive non-synchronous guidance materials related to assessment preparation.
Scheduled Learning And Teaching ActivitiesLecture11:001:00On-campus lecture
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 ActivitiesWorkshops42:008:00On-campus workshops
Guided Independent StudyIndependent study163:3063:30Guided engagement with pre-seminar and pre-lecture tasks related to module learning & assessment
Total200:00
Teaching Rationale And Relationship

The online interactive materials will introduce the concepts, theories, issues and skills involved in strategic public relations and digital media management in the private, public and voluntary sectors. Through discussion, investigation and analysis of case studies, the lectures and small-group teaching sessions will allow students to develop understanding of theoretical frameworks related to strategic PR as well as practice the skills necessary in real-life situations. The module aims to help students enhance their employability, develop their career or continue into advanced professional study.

The assessment strategy will be presented to students as an opportunity for them to demonstrate their knowledge of and skills in PR through two assignment tasks – they will be required to produce a critical analysis of two PR campaigns from the same sector and devise a creative PR campaign alongside relevant written materials. Both pieces of assessment will enhance students’ analysis and 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 exercise2M50Briefing paper assessing current PR campaigns. 2,000 words
Written exercise2A50PR campaign plan including press release or a blog post. 1,500 words.
Assessment Rationale And Relationship

The assessment method relates closely to key elements in the module’s outline of work and intended learning outcomes (above). Both assessment pieces are designed to allow students to demonstrate their specialist knowledge, analytical skills and critical understanding of the values and culture of public relations and its variations in commercial, public, private and voluntary sectors and to develop and deploy established techniques of writing and campaign planning in public relations.

The assessment word count will be 3,500 words in total:
Assessment 1: Debate Report, 2,000 words
Assessment 2: PR plan 1,500 words

Reading Lists

Timetable