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MCH3013 : Global Public Relations

  • Offered for Year: 2024/25
  • Module Leader(s): Miss Ramona Slusarczyk
  • Owning School: Arts & Cultures
  • Teaching Location: Newcastle City Campus

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


- 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 and strategic PR planning, and develop professional writing skills they acquired in MCH2034 and apply them in a global context.

Students will be required to develop a feature 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 strategic PR 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
- Writing an executive summary
- Competitive PR pitches
- Globalising strategies, localising tactics
- Alternative communication channels
- Measurement and evaluation in PR

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion220:0040:00Assessment preparation
Scheduled Learning And Teaching ActivitiesLecture111:3016:30Lectures to be delivered on campus, can be delivered online if necessary
Structured Guided LearningLecture materials110:305:30Lecture replacement materials, delivered non-synchronously online
Scheduled Learning And Teaching ActivitiesSmall group teaching111:0011:00Delivered on campus but can be delivered online if necessary
Structured Guided LearningStructured non-synchronous discussion110:0010:00Online discussion forum
Guided Independent StudyIndependent study1117:00117:00N/A
Teaching Rationale And Relationship

To nurture curriculum internationalisation and develop students’ global perspectives of the discipline, the lectures and non-synchronous lecture materials will focus on the examination and analysis of international PR case studies with the emphasis on the voluntary sector.

The on-campus seminars 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 strategic PR campaign materials with tutors’ guidance provided via the Discussion Forum on Canvas.

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 and cross-cultural communication skills and have the potential to serve as a showcase for future employment.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Written exercise1M50Individual profile article (1000 words) with images and a chosen publication rationale (500 words).
Oral Presentation1A50Group-produced slides pitching a PR campaign in response to a client's brief and a group-produced executive summary (1,000 words).
Assessment Rationale And Relationship

Mid-module, students will be required to develop a profile feature article suitable for placement in an international publication supported by relevant images and a strong rationale for the choice of the selected media outlet in which the story will run.

The final piece will comprise of a persuasive group PR pitch in response to a client brief. Each group will need to submit a PR pitch document in the format of PowerPoint slides and a group-produced executive summary (1,000 words). 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