Registry
Module Specifications
Archived Version 2015 - 2016
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Description This module will provide students with an awareness of the current issues that face public relations professionals in Ireland. The module is delivered online and centres around seven recorded discussion panels of Irish Public Relations practitioners. Each discussion panel covers a distinct topic related the contemporary practice of Public Relations. Each discussion is followed by a lecture and an online discussion, drawing together the issues raised by the panel. Each year a number of the discussions will be re-recorded to keep the material current. New topics will be added as they become relevant to contemporary Public Relations practice. | |||||||||||||||||||||||||||||||||||||
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Learning Outcomes 1. Appreciate the continually changing environment within which organisations are operating and be able to anticipate the impact this might have on the practice of Public Relations. 2. Reflect critically on academic and professional aspects of Public Relations. 3. Appreciate the importance of professionalism in developing contemporary Public Relations strategies. 4. Consolidate knowledge and develop innovative approaches to handling contemporary issues. 5. Identify and explain the issues most pertinent to the practice of Public Relations in Ireland. | |||||||||||||||||||||||||||||||||||||
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 Public Relations Practice in IrelandThe evolving role of Public Relations in Ireland: The role and function of Public Relations practitioners has changed as the profession has developed over time, providing expertise in a wide variety of fields. Developments in communication have hastened further change in recent years. What has this meant for Public Relations in Ireland and what does it mean for the future of the sector?"You're a wha?"Lobbying in Ireland: As of 1st September 2015, lobbyists in Ireland are required to join an online register of lobbyists and to disclose their lobbying activities on "specific policy, legislative matters or prospective decisions". What is the impact of the register of lobbyists?Social Media & Public RelationsThe Impact and Rewards of Social Media on Public Relations: how Irish practitioners are adopting and using social media and the extent to which the industry has a handle on the ROI of social media activities.Sensemaking & SensegivingSensemaking is the process by which people give meaning to experiences. The communication function is key to effective sensemaking within organisations. How do Irish Public Relations practitioners provide sensemaking and sensegiving within organisations?Have you been lied to by PR?In March 2012, Dominic Ponsfort (UK Press Gazette) and Roy Greenslade (The Guardian) posed the question "Have you ever been lied to by a PR?". The reaction to both articles underlined the very different perceptions of journalists and Public Relations practitioners to the practice of Public Relations. The symbiotic relationship between these strange bedfellows means that their independence continues, despite these perceptions. To what extent does the practice of Public Relations in Ireland match these perceptions and what is the impact of the professional codes of conduct?Crisis CommunicationsThe growth of social media has had an enormous impact on the communications function of crisis management. While this development has been hailed and cursed in equal amounts, there is no dispute about the extent of its importance in this area. What is effective crisis and reputation management in the world of social and mobile?The Mobile RevolutionMobile communication has become the most rapidly adopted consumer technology in history. What are the opportunities and challenges for Public Relations in this revolution?Corporate Social ResponsibilityThe Minister for Jobs, Enterprise and Innovation published Ireland's national plan for Corporate Social Responsibility, "Good for Business; Good for the Community", in April 2014. The plan calls for Ireland to become a "centre of excellence" for CSR. What is the reality of current CSR practice in Ireland?Measuring Public Relations SuccessThe measurement and evaluation of communication is an enduring discussion in public relations research and practice. How can Irish Public Relations practitioners handle accusations of a "smoke and mirrors" approach and prove Return On Investment (ROI) for their organisations and clients? | |||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||
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