Module: Public Relations: Issues & Principles

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Public Relations: Issues & Principles
Module Code	MCO1058 (ITS: CM5970)
Faculty	Communications	School	Humanities & Social Sciences
NFQ level	9	Credit Rating	5

Description

To enable students to define key concepts of public relations; 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.

Learning Outcomes

1. Provide a critical understanding of public relations;
2. Evaluate the strategic role of public relations in the creation and maintenance of a corporate or organisational reputation;
3. Analyse a public relations campaign;
4. Illustrate a particular issue or principle of public relations in the practice of PR;
5. Identify and demonstrate the impact of integrated communications campaigns within public relations practice

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Lecture	22	Weekly lecture over one semester
Class Presentation	25	Case Study assignment
Assignment Completion	35	End of semester essay
Online activity	30	Use of course related material on moodle
Independent Study	127	General research and reading
Seminars	11	Weekly class discussion over one semester
Total Workload: 250

Section Breakdown
CRN	20700	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	Martin Molony

Type	Description	% of total	Assessment Date
Assessment Breakdown
Group project	Working in small groups, students will analyse and critique a crisis communications campaign. The students will deliver a presentation and written report on their findings.	30%	Week 12
Essay	Students will write an essay selected from a range of topics on current issues and trends in contemporary public relations practice which have been covered over the course module.	70%	Sem 2 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

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

What is Public Relations?
"Spin, image and relationships": consideration of the understanding - and public impression - of the Public Relations industry.

Role & Function of Public Relations
Consideration of the role and function of Public Relations within an organisation and its relationship to advertising and marketing functions.

Journalism & Public Relations
Examining the relationship between Public Relations practitioners and journalists.

Poacher turned Gamekeeper
Journalists turned Public Relations practitioners.

Advocacy Public Relations
The role of Public Relations within the non-profit, campaigning and voluntary sector.

New Media
The impact of new media technologies on the practice of Public Relations.

Promises, Promises...
Consideration of the evaluation of Public Relations.

Indicative Reading List

Books:

Lloyd, John & Toogood, Laura: 2015, Journalism and PR: news media and public relations in the digital age, I. B. Tauris, London,
Capozzi, Louis & Rucci, Susan: 2013, Crisis management in the age of social media: instant crisis, Business Expert Press, New York,
Waddinton, Stephen: 2015, Chartered public relations: lessons from expert practitioner, Kogan Page, London,
Capozzi, Louis & Rucci, Susan: 2013, Crisis management in the age of social media: instant crisis, Business Expert Press, New York,
Fink, Stephen: 2013, Crisis communications: the definitive guide to managing the message, McGraw Hill, New York,
LLoyd, John & Toogood, Laura: 2015, Journalism and PR: news media and public relations in the digital age, I. B. Tauras, London,
Meerman Scott, David: 2013, The New Rules of Marketing and PR, John Wiley & Sons, New Jersey,
Waddington, Stephen: 2015, Chartered public relations: lessons from expert practitioners, Kogan Page, London,
Anholt, Simon: 2010, Places, Identity, Image and Reputation, 1st, Macmillan, London,
Parsons, P.: 2008, Ethics in Public Relations: A guide to best practice, 2nd, Kogan Page, London,
Theaker, Alison: 2020, The Public Relations Handbook, 6th, Routledge, New York,

Articles:
None

Other Resources

1: Website, Public Relations Institute of Ireland, Public Relations Institute of Ireland website,
416318: 1, Website, Chartered Institute of Public Relations, Chartered Institute of Public Relations website,
https://www.cipr.co.uk/: 416319, 1, Website, Stephen Waddington, Stephen Waddington website and resources
https://wadds.co.uk/: