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

You will examine in depth, public relations concepts, techniques and practice in well-defined contexts and apply this knowledge in real-time situations with clients. You will explore, through case study analysis, the operating nature of professional practice within agency, freelance and in-house roles in a diverse range of specialisms such as sports, celebrity, voluntary/charity, environmental, business to business, public sector, public affairs and consumer-orientated specialisms. Students will apply action learning techniques and lead the case study analysis each week.A key focus of this module is working in groups to project develop and manage a live client campaign including research and analysis, objective-setting and tactical planning, through to campaign execution and meaningful evaluation.

Upon completion of this module you will be able to

LO1: Make effective use of public relations theory underpinning the practice of contemporary public relations to diagnose and create solutions to specific problems and situations.

LO2: Apply the various elements of public relations planning, e.g. research, objective-setting, publics, media, evaluation, project management, resourcing and budgeting, and design a meaningful public relations plan that delivers organisational result.

LO3: Accurately assess the wider strategic context in which public relations operates, and the differing priorities and approaches for practitioners in various sectors and forms of employment.

LO4: Further develop critical skills in proposal writing, campaign planning, media relations, measuring and evaluating campaigns and wider public relations skills.

LO5: Demonstrate and reflect upon the role of PR consultant and practitioner.