There are no pre-requisites for this module to be added

Public Relations (PR) is how an organisation strategically manages its reputation and relationships with multiple stakeholders and is fundamental to any brand, person or organisation’s success. With the explosion of digital and social media, there has been a remarkable shift in PR from traditional one-way messaging to interactive and authentic conversations with audiences. On this module, you will build on and apply the academic and industry knowledge and practical skills acquired in Public Relations Theory and Practice and other modules in a team-working environment, in response to a live PR brief in partnership with an industry client. You will gain a deeper understanding of PR challenges and opportunities in a complex and connected world, empowering you to shape meaning and drive change.You will consolidate your strategic planning, content production and tactical skills for delivering integrated public relations campaigns across digital and non-digital platforms, as well as addressing the role of research and evaluation in PR.At the end, you will have produced and pitched a high-level strategic and creative communications strategy that aligns with your client's context and values, builds trust and community with their stakeholders, supports their goals and fulfills their objectives. In doing all this, you will experience a sense of ‘really doing’ the subject, developing a portfolio of PR work, including strategic plans, campaign materials and pitches, to showcase professional capabilities, employability and industry readiness.

Upon completion of this module you will be able to

LO1: Demonstrate strategic planning by designing and implementing an integrated PR campaign that aligns with a client’s objectives, values and stakeholder needs.

LO2: Integrate academic theories and concepts with industry best practice to create impactful PR strategies and content.

LO3: Showcase professional teamwork and project management skills by contributing to strategic responses to real-world PR challenges in a collaborative environment.

LO4: Apply strategic communication principles to develop multimedia content that reinforces PR objectives and messaging and resonates with intended audiences.

LO5: Critically evaluate the role of equity, diversity, inclusion and sustainability in strategic communications and apply these principles to purpose-led PR campaigns.

LO6: Communicate strategic and creative PR campaign concepts with clarity and professionalism, demonstrating critical thinking, problem-solving and the ability to engage industry audiences through persuasive, well-reasoned campaigns.