Module: Contemporary Communication Channels

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Contemporary Communication Channels
Module Code	MCO1009 (ITS: CM5025)
Faculty	Communications	School	Humanities & Social Sciences
NFQ level	9	Credit Rating	10

Description

This module introduces students to the strategic use of emerging communication technologies for effective Public Relations practice. The module will create an awareness among the students of the range of issues to be considered in the strategic use of digital communication channels within contemporary Public Relations.

Learning Outcomes

1. Critically analyse emerging platforms in the digital arena.
2. Select the appropriate tools for effective digital communications in Public Relations practice.
3. Develop appropriate metrics to ensure the efficacy of digital media campaigns.
4. Evaluate the strategic role of digital media within a communications campaign.
5. Develop and defend coherent and persuasive arguments for the use of emerging technologies in contemporary Public Relations.

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Lecture	20	Lectures on module topics
Online activity	40	Use of course-related material on Loop.
Independent Study	40	Daily, critical, observation of contemporary communications across a range of media and platforms.
Assignment Completion	30	Research, preparation, presentation and submission of module assignments.
Group work	20	Students will participate in groups on a project for a given client.
Independent Study	100	Personal research, study and skills development.
Total Workload: 250

Section Breakdown
CRN	20553	Part of Term	Semester 2
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Madeline Boughton	Module Teacher	Craig Dwyer, Darragh Doyle, Martin Molony

Type	Description	% of total	Assessment Date
Assessment Breakdown
Research Paper	Individual case study: a detailed analysis and assessment of a specific example of the use of contemporary communication channels as part of a strategic Public Relations strategy.	40%	Week 9
Completion of online activity	Weekly online commentary on current developments / activities in the use of contemporary communications in Public Relations practice.	20%	Every Week
Group assignment	Group project to develop a digital communications plan for a client.	40%	Week 12

Reassessment Requirement Type
Resit arrangements are explained by the following categories; RC1: A resit is available for both^* components of the module. RC2: No resit is available for a 100% coursework module. RC3: No resit is available for the coursework component where there is a coursework and summative examination element. ^* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

Indicative Content and Learning Activities

The Digital Landscape
The evolution of social media and digital communications; key players and emerging trends; Social media in a global context; User Generated Content.

The Social Media Players
An examination of the main players in social media; Successful strategies for participation in these sites; Key metrics for each; This would currently include Facebook, Twitter, LinkedIn, Instagram, Pinterest and Google+.

The Social Media Plan
Developing a plan for social media presence. Tools to monitor and manage across multiple platforms. Dealing with incidents and comments.

Email and Mobile Marketing
Permission-based marketing, email applied; Current mobile techniques, future directions.

Digital Content Strategies
SEO, the integration of owned, earned, and paid content, as well as inbound marketing, native advertising, mobile, local, and social advertising.

Digital metrics & ROI
How data and analytics can be used for strategic contemporary communications; How contemporary communications activities can be assessed in providing an appropriate return on investment (ROI); Evaluation, tools and best practices in integrating social media metrics into a strategic plan.

Digital & Social Strategies
Developing and implementing digital and social strategies;

Legal and Ethical framework
Development of the legal framework around digital communication for Public Relations. Rights and responsibilities in contemporary communications.

Case Studies in Contemporary Communications
Current case studies demonstrating the strategic use of contemporary communications.

Indicative Reading List

Books:

Capozzi, Louis & Rucci, Susan: 2013, Crisis Management in the age of social media: instant crisis, Business Expert Press, New York, 1606495801
Holloman, Christopher: 2013, The Social Media MBA in practice, Wiley, Hoboken, New Jersey, 276, 1119963230
Motion, Judy; Leitch, Shirley; Heath, Robert L (Robert Lawrence): 2016, Social media and public relations: fake friends and powerful publics, Routledge, New York, 0415856264
Noor Al-Deen, Hana S. & Hendricks, John Allen: 2013, Social Media and Strategic Communications, Palgrave,
Qualman, Eric: 2013, Socialnomics, 2nd, John Wiley & Sons, Inc.,, Hoboken, New Jersey, 316, 1118232658
Scott, David Meerman: 2013, The new rules of marketing & PR, John Wiley & Sons, Hoboken, New Jersey, 1118488768
Sitrick, Michael S: 2016, Spin Faster: Saving your reputation in the age of social media, Regnery Publishing, 1621572862

Articles:

Allagui, Ilhem & Breslow, Harris: 2016, Social media for public relations: Lessons from four effective cases, Public Relations Review, Vol 42 (2016) 20-30, http://dx.doi.org/10.1016/j.pubrev.2015.12.001, 20297
2009: Paradigms of global public relations in an age of digitalisation, PRism, Vol 6, No 2, http://shonaliburke.com/wp-content/uploads/2010/10/GRUNIG.pdf, 20327, 1
Social Media and Strategic Communication: A Three-Year Study of Attitudes and Perceptions about Social Media among College Students: Public Relations Journal, Summer 2016, http://www.prsa.org/Intelligence/PRJournal/past-editions/Vol10/No1/Lewis.pdf, 20298, 1, Luo, Yi: Jiang, Hua; Kulemeka, Owen
International Journal of Strategic Communication: Vol 9, No 3, 1533-1198, http://dx.doi.org/10.1080/1553118X.2014.960083, 20328, 1, Naylor, Walker, 2012
Vol 76, No 6, p 115-130: 20299, 1, Waters, Richard D; Tindall, Natalie, T J; Morton, Timothy S, 2010, Media Catching and the Journalist - Public Relations Practitioner Relationship: How Social Media are changing the practice of public relations
24126: 1532-754X,

Other Resources

None