| Module Title |
Communication Management |
| Module Code |
MCO1045 (ITS: CM5021) |
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Faculty |
Communications |
School |
Humanities & Social Sciences |
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NFQ level |
9 |
Credit Rating |
10 |
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Description
This module will provide students with a good working knowledge of the theories, practices and key issues underpinning effective communication management.
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Learning Outcomes
1. Demonstrate an understanding of how to resource and manage a communications function.
2. Demonstrate an awareness of the role of the communications function within the wider organisation.
3. Identify the required skills and capabilities to design and execute a communications programme.
4. Measure and evaluate the outcomes and impact of a communications activities within organisational context.
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| Workload | Full time hours per semester | | Type | Hours | Description |
|---|
| Lecture | 20 | Weekly online lectures, via Loop. | | Online activity | 25 | Engagement with discussion forums on Loop. | | Online activity | 55 | Engagement with digital materials. | | Assignment Completion | 50 | Researching and completion of course assignments. | | Independent Study | 100 | Sourcing and reading module-related materials. |
| Total Workload: 250 |
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| Section Breakdown | | CRN | 11004 | Part of Term | Semester 1 | | 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 | Martin Molony |
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| Assessment Breakdown |
| Type | Description | % of total | Assessment Date |
|---|
| Presentation | Students are required to research, analyse and present a summary of a contemporary Public Relations tool. | 20% | Every Week | | Research Paper | Develop a research plan to inform and guide communications planning for a new campaign. | 40% | Week 7 | | Group project | Students will draft a creative ideas proposal as part of a communications planning process using a range of methods. In addition, students will compile an individual reflective report on their insights and learnings from the project. | 40% | Sem 1 End |
| 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
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Pre-requisite |
None
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Co-requisite |
None |
| Compatibles |
None |
| Incompatibles |
None |
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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
The Public Relations Ecology
Overview of the public relations industry and practice; models of public relations practice from public to private sector; in-house versus agency working
The Communications Team
Public Relations roles and competencies; Structures and processes; building your network
Research and Insights
Understanding the role and purpose of research; research methods, project scoping, campaign planning
Planning and Project Management
Principles and methods of project management best practice; the LEAN principles; R.A.C.E.; scope and risk management
Stakeholders Ambassadors and Champions
Where theory meets best practice; optimising investment and support; building engagement; role and importance of internal communication
Creativity and Ideation
Harnessing creativity as a powerful communications tool; processes and methods of creative thinking as a tool of public relations; tips and tactics in developing creative campaigns
Measurement and Evaluation
From the Barcelona Principles to AMEC framework; review of existing measurement and evaluation models
Relationship Management
Building collaboration and partnership across networks; unlocking support and allies; tactics and tips for managing communication with multiple partners
Earned Media in the Digital Age
Understanding the world of media; public relations versus journalism; best and worst practice
Integrated Communications
Public relations as a driver of integrated communications; case studies in effective communication management
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Indicative Reading List
Books:
- Capozzi, Louis & Rucci, Susan: 2013, Crisis management in the age of social media, Business Expert Press, New York,
- Gruing, James E.: 1992, Excellence in Public Relations and Communication Management, Routledge,
- Hearit, Keith Michael: 2006, Crisis management by apology: corporate responses to allegations of wrongdoing, Lawrence Erlbaum Associates, Mahwah, N.J,
- Lukaszewski, James E: 2013, Lukaszewski on Crisis Communication: What Your CEO Needs to Know about Reputation Risk and Crisis Management, Rothstein Publishing,
- Theaker, Alison: 2012, The Public Relations Handbook, 4th, Routledge,
- Clarke Caywood: 2011, The Handbook of Strategic Public Relations and Integrated Marketing Communications 2/E, 2nd, McGraw Hill Professional, 640, 9780071767460
- Regina M. Luttrell,Luke W. Capizzo: 2018, Public Relations Campaigns, 1st, SAGE Publications, Incorporated, 304, 9781506332512
Articles:
None |
Other Resources
- Web site: Coombs, W. Timothy, 2014, Crisis Management and Communications, Institute for Public Relations, http://www.instituteforpr.org/crisis-management-communications/
- Blog: Bulletproof, Levick Strategic Communications, http://levick.com/insights/crisis
- Blog: Communicating through a Crisis, Dan Hicks, http://crisisexperts.blogspot.ie/
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