Module Specifications..
Current Academic Year 2023 - 2024
Please note that this information is subject to change.
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Description To enable students to define key concepts of public relations; To explain the distinction between public relations and advertising and marketing; To familiarise students with the workings of press relations and public relations campaigns; To encourage critical thinking in relation to the practice of public relations. | |||||||||||||||||||||||||||||||||||||||
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Learning Outcomes 1. Recognise public relations activities within an organisation. 2. Define the nature of public relations within a range of organisations. 3. Differentiate between public relations, advertising and marketing. 4. Deconstruct a public relations plan into its constituent elements. 5. Evaluate the success, or otherwise, of a public relations campaign. 6. Identify appropriate public relations activities for given situations and specific publics. 7. Demonstrate an awareness of issues relating the ethical practice of Public Relations. | |||||||||||||||||||||||||||||||||||||||
All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml |
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Indicative Content and Learning Activities
What is Public Relations?Perceptions of Public Relations; Best practice in Public Relations; Forms of Public Relations; Functions of Public Relations; Defining publics; Public Relations & Advertising; Public Relations & Marketing; Public Relations & Journalism; Measuring the effectiveness of PR.Public Relations ActivitiesMedia kits; News releases; Photocalls; Video news releases; News conferences: Expert sources; Public service announcements; Reputation advertising; Endorsements; Op-Ed articles; Audience opportunities; Media tours; Public consulation; Crisis management; Corporate Social Responsiblity; Sponsorship; PR, new media and social media.The News ReleaseWhat is a press release?; Effective news releases; Understanding a news story; News angles; Inverted pyramid structure; News release common mistakes; The care and feeding of the press.Crisis CommunicationsWhat is a crisis?; Issues management; Case studies in crisis communications (Tylenol, Exxon, NatWest, Virgin Rail, Brian Cowan, BP); Lessons from 9/11.Social Media for Public RelationsWeb 2.0 & PR 2.0; Channels for online presence; Social Media revolution; RSS; Blogs; Wikis; Facebook; LinkedIn; Twitter; You Tube; Effective Social Media campaigns; Key strategies in using social media for Public Relations.Toxic Sludge is Good For YouWorst PR practices; Analysis of poor professional standards; Discussion of unethical PR activities.Ethics in Public Relations"Good day to bury bad news"; Ambush Marketing; What are ethics?; Myths to avoid ethics; Ethics - duty to whom?; Ethical issues in Public Relations; PRII code of practice; Code of Lisbon; PRSA code of ethics; Decision-making (Potter, Sims); Parson's Pillars; The Four-Way Test; Common ethical issues; Case studies in unethical PR.The Journalist & the PR ProfessionalUnderstanding the role of a journalist; Understanding the environment in which a journalist works; Motivations of a journalist vs. serving a PR client; Churnalism; Labelling PR content in news; The newsroom environment; Targetting the right journalist; The newsroom of tomorrow.Public Relations for Non-ProfitsThe third sector; Volunteerism and philanthropy; Role of PR in non-profit organisations; Case studies.Public Relations Planning and EvaluationWhat constitutes a plan?; Key elements of a PR plan; Strategic planning; Ten step planning process; Goals and objectives; PR campaign evaluation. | |||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||||
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