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Key concepts, perspectives and issues in the contemporary management of strategic Public Relations will be examined in depth. The module will commence with a brief historical overview, and will move swiftly on to consider the rapid development of the theoretical base of the subject, and the growing recognition of the importance of the function in reputation management.

Aspects of different specialism’s (including media relations and global public relations) will also be considered. The relationship between journalism; public relations; marketing; and advertising will be evaluated. The rapid development of social networks will figure largely in the module, as will the dictates of 24/7 media liaison. In particular, you will develop the skills necessary to act as a spokesperson on behalf of a client organisation, and to participate ethically and effectively in public discourse on the key communication issues of the day (both national and international). To this end there is a practical and vocational focus built into the module and the student will have the opportunity to develop appropriate & relevant practical skills.

Upon completion of this module you will be able to:
1: Demonstrate an effective understanding of the theories, concepts, and perspectives of strategic public relations management in the public, private, not-for-profit sectors, and in the fourth estate.
2: Evaluate the inter-relationship of public relations with other strategic functions.
3: Demonstrate a sound understanding of the role of key specialism’s (current and emerging) including government public relations; investor relations; customer-focused relationships; and the role of PR 2.0).
4: Evaluate key issues in the management of strategic public relations (including ethical and related considerations in the public domain).
5: Demonstrate a range of practical, vocational skills and an appreciation of effective engagement.