Core Module Information
Module title: Public Relations Theory and Practice

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: JAC09108
Module leader: Gary Lunt
School School of Arts and Creative Industries
Subject area group: Media and Humanities


Description of module content:

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.

Learning Outcomes for module:

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.

Full Details of Teaching and Assessment
2022/3, Trimester 2, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 003
Primary mode of delivery: FACE-TO-FACE
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Gary Lunt
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
Learning & Teaching Methods (see Learning outcomes 1-5):
A blended approach with regard to public relations theory and practice will develop your analytical skills in Lectures and tutorials, where you will be encouraged to identify options for the management of strategic issues and develop your practical, vocational skills.

Team working will be encouraged, particularly in student-led tutorials and in working towards your 2nd assessment project. You will also develop independent learning skills, and will be required to undertake secondary research. Public Relations Management is an exciting and rapidly developing strategic discipline (reflecting learning outcomes 1 & 5). This module will develop your appreciation of the nature and potential of the function and its relationship with other strategic communication functions (aligned to learning outcome 2). PR specialisms will also be covered; this will include ethics, as well as the global context for PR and PR practice (this relates to learning outcomes 3 & 4).

Employability (see learning outcomes 1, 2, 4 & 5):
Ability to demonstrate practical & strategic skills in the application of key theories and concepts is also essential for graduates in this field. You will be introduced to established key concepts & theories and how these relate to the practice of PR. On this module you will develop expertise and the skills relevant to strategic planning and management of PR practice & campaigns. The ability to present and pitch your PR solutions for a corporate client or a cause is also essential for public relations professionals, and is also addressed in this module.

An in-depth understanding of the challenges and opportunities posed for society in general and public relations in particular by the speed of change in information technology is an essential attribute for graduates seeking a career in this dynamic field.

Formative Assessment:
formative assessment

Summative Assessment:
Summative assessment

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Tutorial 22
Independent Learning Guided independent study 166
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 50 1-3 8 HOURS= 0, WORDS= 2500
Oral Presentation 40 1,2,3,4,5 14/15 HOURS= 0, WORDS= 0
Essay 10 4,5 13 HOURS= 0, WORDS= 1000
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader