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Module

MCH3013 : Global Public Relations

  • Offered for Year: 2020/21
  • Module Leader(s): Dr Altman Peng
  • Owning School: Arts & Cultures
  • Teaching Location: Newcastle City Campus
Semesters
Semester 1 Credit Value: 20
ECTS Credits: 10.0

Aims

• To develop awareness of the complexities of cross-cultural communication within the NGO sector.

• To recognise the differences in public relations’ role and practice in other countries by proposing an international public relations campaign.


• To develop a range of techniques for PR campaign planning in an international, cross-cultural context.

• To articulate a creative, persuasive and culturally appropriate response to a PR brief.


This module will build on students' knowledge of key PR concepts, including media relations, PR in the voluntary sector, strategic PR planning, and develop professional writing skills they acquired in MCH1028 and MCH2034 and apply them in a global context.

Students will be required to develop an NGO-linked profile article suitable for placement in an international publication and offer a rationale for their personality and publication choice.

At the end of the module, students will be required to propose a communications campaign for an NGO operating overseas. The proposal will be delivered as a group verbal pitch, presented in response to a real-life scenario brief.

Outline Of Syllabus

Topics may include:

• Role of PR in NGO management
• PR in developing countries
• Client briefing
• Features writing: profile
• Big Ideas
• How to write a PR proposal
• Competitive PR pitches
• Globalising strategies, localising tactics
• Alternative communication channels
• Measurement and evaluation in PR

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 materials94:0036:00Lecture replacement materials. Each hour of lecture equates to 2 hours of delivery time.
Guided Independent StudyAssessment preparation and completion165:0065:00Assessment preparation
Scheduled Learning And Teaching ActivitiesSmall group teaching91:009:00Present in person sessions
Structured Guided LearningStructured non-synchronous discussion110:0010:00Online discussion forum
Guided Independent StudyIndependent study171:0071:00N/A
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time91:009:00Online seminars
Total200:00
Teaching Rationale And Relationship

To nurture curriculum internationalisation and develop students’ global perspectives of the discipline, the non-synchronous lectures will focus on the examination and analysis of international PR case studies with the emphasis on the voluntary sector. Some of the lectures will be delivered by guest speakers, including academics and PR practitioners from overseas.

The online seminar sessions will focus on students’ critical assessment of the extent to which theory can be applied in relation to their campaign planning.

The Guided Independent Study time will be dedicated to students’ research and subsequent preparation for writing assessments and campaigns proposals with tutors’ guidance provided via Discussion Board on Blackboard.

The assessment strategy will be presented to students as a valuable PR experience providing them with the opportunity to apply their knowledge of and skills through the planning of a creative PR campaign for an overseas NGO. It will enhance their critical thinking, professional writing, media relations as well as cross-cultural communication skills and have the potential to serve as a showcase for future employment.

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
Written exercise1A50Group-produced slides pitching a PR campaign PR pitching slides in response to a brief
Written exercise1A50Individual profile article (1000 words) with images and a chosen publication rationale (500 words)
Assessment Rationale And Relationship

Module assessment is a group portfolio comprising two parts related to the same project delivered by students.

One component of the assessment requires students to develop a profile article suitable for placement in international publication supported by relevant images and a strong rationale for the choice of selected media outlet in which the story will run.

The other component of the assessment requires students to develop a persuasive group PR pitch in the format of PowerPoints slides in response to a client brief. Students will be marked on their ability to deliver an engaging pitch outlining a creative PR campaign in line with their client’s organisational goals.

Reading Lists

Timetable