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Module

MCH2034 : Introduction to Public Relations

  • Offered for Year: 2020/21
  • Module Leader(s): Mr Jonathan Ward
  • Lecturer: Miss Hannah McMahon, Ms Laurel Hetherington
  • Owning School: Arts & Cultures
  • Teaching Location: Newcastle City Campus
Semesters
Semester 2 Credit Value: 20
ECTS Credits: 10.0

Aims

• 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

Teaching Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials94:0036:00Interactive non-synchronous lecture materials delivered online. Each hr of lecture equates to 2 hrs
Guided Independent StudyAssessment preparation and completion220:0040:00Independent preparation for two assessments
Scheduled Learning And Teaching ActivitiesSmall group teaching91:009:00Present in person sessions
Guided Independent StudyReflective learning activity188:0088:00Guided engagement with readings, videos & podcasts
Guided Independent StudyIndependent study92:0018:00Guided independent reading
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time91:009:00Group online synchronous learning consolidation
Total200:00
Teaching Rationale And Relationship

The online interactive learning materials will introduce students to various concepts, ideas and topics on public relations which can then be debated via small group (present-in-person) and online consolidation hours. There will be an element of group work involved and students may well find themselves in the position of defending or advocating concepts which they do not agree with. It is expected that all students will contribute in discussions.

The timetabled small group sessions (present-in-person) 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.

Assessment Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

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

Other Assessment
Description Semester When Set Percentage Comment
Portfolio2M40Campaign portfolio (approx. 2,000 words)
Written exercise2A60Written 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 (S1, S2, 3). 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.Meets knowledge outcomes K1 and K2.

Reading Lists

Timetable