Module Specifications.
Current Academic Year 2024 - 2025
All Module information is indicative, and this portal is an interim interface pending the full upgrade of Coursebuilder and subsequent integration to the new DCU Student Information System (DCU Key).
As such, this is a point in time view of data which will be refreshed periodically. Some fields/data may not yet be available pending the completion of the full Coursebuilder upgrade and integration project. We will post status updates as they become available. Thank you for your patience and understanding.
Date posted: September 2024 No Banner module data is available
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Description This module will equip students to identify what messages need to be delivered to whom, when and the form and content of the messages. | |||||||||||||||||||||||||||||||||||||||||
Learning Outcomes 1. Identify, map and prioritise all stakeholders. 2. Distinguish between data, information and messages. 3. Create clear, concise and comprehensible messages. 4. Critically evaluate proactive and reactive messages within campaigns. | |||||||||||||||||||||||||||||||||||||||||
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
StakeholdersStakeholder identification; Stakeholder mapping (interest vs impact); Stakeholder management; Adapting the message to suit the market or target audience.Drafting key messagesHow to write clearly and with purpose. Testing your message. The importance of securing consensus and approval.Delivering the MessageGetting the message out to the target audience, internally or externally; reactive and pro-active communication; selecting appropriate channels; timing and frequency.Effective Personal CommunicationCommunicating effectively in one-to-one and group environments.What Makes News?Timeliness / currency; Proximity; Prominence; Usefulness; Human interest; Novelty; Conflict.Pitching Your StoryIdentifying your target audience; Knowing your media and their journalists; Thinking like a freelance journalist; Identifying online influencers; Pitching to the point; Pitch a story, not your organisation.Press ReleasesThe news test; Timing: news deadlines an and embargoes; Write like a reporter; Who, why, what, where, when and how; Making headlines work; The news pyramid; The Gunning fog index;Being concise: less is more; Boiler-plate text; Quotations; Tone and pace in writing; Ethical and legal considerations; Traps, snares ad pitfalls: Classic failures in media releases.Digital CommunicationCreating content for digital platforms: blogs, web sites and social media; Linear vs. non-linear stories; The 24-hour news cycle; SEO: use of meta-data: titles, description and keywords. | |||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||||||