MCH8065 : Public Relations Theory and Concepts
- Offered for Year: 2024/25
- Module Leader(s): Mr Jonathan Ward
- Owning School: Arts & Cultures
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 1 Credit Value: | 20 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Aims
This module will introduce the key theory of Public Relations by providing a thorough grounding of these concepts, ideas and skills in theoretical frameworks that underpin the subject area. The module will look at the history and development of PR, current practices and interconnections with the broader media, and will examine ethical principles and develop reflective practice principles for PR professionals – everything that a well-trained PR specialist needs.
Outline Of Syllabus
The following topics may be developed:
- Definitions, history and development of public relations
- Communication theory and public relations concepts
- Defining and prioritising publics and stakeholders
- Corporate social responsibility and ESG
- Internal communications
- PR in the charity and non-commercial sector
- The role of PR in public affairs and influencing political decision making
- Ethics, Professionalism and Codes of Conduct
- Principles of ethical communication
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 2 | 25:00 | 50:00 | Independent preparation for two assessments |
| Scheduled Learning And Teaching Activities | Lecture | 7 | 2:00 | 14:00 | On-campus lectures |
| 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 | Independent reading |
| Scheduled Learning And Teaching Activities | Small group teaching | 7 | 1:00 | 7:00 | On-campus seminars |
| Scheduled Learning And Teaching Activities | Workshops | 2 | 2:00 | 4:00 | On-campus workshops |
| 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 | 81:00 | 81:00 | N/A |
| Total | 200:00 |
Teaching Rationale And Relationship
The online interactive learning materials will introduce students to various academic ideas and concepts around public relations which can then be expanded upon in 11 x 2 hour live lectures and debated via weekly small-group sessions of either one hour seminars or 2 hour workshops.
The timetabled small-group sessions, will be more practical, using current PR practice and case studies from the Chartered Institute of Public Relations to allow students to assess the use, or not, of theories in practice.
There will be an element of group work involved and students will find themselves in the position of defending or advocating a theory which they do not agree with or presenting to fellow students an example which demonstrates theory in practice. It is expected that all students will contribute in discussions.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Oral Presentation | 1 | M | 25 | Workshop Group Exercise |
| Essay | 1 | A | 75 | Academic essay, 2500 words |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Written exercise | 1 | M | Essay plan with annotated bibliography. 1000 words |
Assessment Rationale And Relationship
The formative research proposal requires students to submit an outline plan for the final essay. The essay plan will allow students to formulate a structure, accompanied with an annotated bibliography for the summative essay at the end of the semester. This will be a good indicator for identifying levels of understanding of key learning concepts from the model and will help inform academic essay-writing skills (K1-K5, S1, S2). The essay plan will also allow tutors to provide clear and objective feedback which students can use when writing the longer essay at the end of the module. Students will not receive a grade for this assignment, but submission of the essay plan followed by student engagement with verbal feedback is expected.
The oral examination (25%; K1-K5, S1, S2) requires students to prepare and deliver a seminar presentation and facilitation on a specific week/topic/lecture from the module. Students will be allocated their presentation groups and oral examination date/seminar in the first weeks of the module.
Produced towards the end of the semester, the essay (75%) should indicate if a student has grasped the key theoretical elements and concepts debated in the module and indicate an ability to integrate theory into professional practice. Students will evidence knowledge and skillset developed on the module and while the essay plan and oral presentations will allow students to demonstrate an initial knowledge and understanding of PR theory (K1-K5, S1, S2), the academic essay allows them to look at a specific aspects of PR in more depth (K1-K5, S1, S3-S5).
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MCH8065's Timetable