Registry

Module Specifications

Archived Version 2015 - 2016

Module Title
Module Code
School
Online Module Resources
NFQ level	9	Credit Rating	10
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

This module will provide students with a good working knowledge of the theories and practice underlying effective communication management. The module will create an awareness among the students of the range of issues to be considered within communications management.

Learning Outcomes

1. Demonstrate an understanding of theories of communication management.
2. Critically analyse communications case studies.
3. Evaluate media coverage of a given event or campaign.
4. Identify communication priorities in a given situation.
5. Identify key stakeholders and create appropriate messages.
6. Develop and implement appropriate communications strategies.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
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

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 Communications Plan
Background and situation analysis; goals and objectives; research; target audiences / stakeholders; key messages and themes; proof points; communication tools; evaluation.

The Communications Team
Roles on a communications team; Choosing a spokesperson; Best practice in media training.

Managing Communication Relations
Creating, maintaining and developing relationships with the media and key stakeholders.

Key Channels & Messages
Channel preparation; Drafting key messages; Initial response best practice.

Managing Digital Communication
The opportunities and challenges provided by Social Media and other digital platforms in achieving effective and sustained communication with stakeholders.

Internal Communication
Identify internal stakeholders; create, develop and maintain relationships with internal publics; recognise the importance of internal stakeholders in communicating with a wider audience.

Crisis Communications
Crisis communications planing; the particular role of social media in a crisis; internal communications in a crisis; communication priorities before, during and after a crisis.

Case Studies
Case Studies in effective communication management.

Assessment Breakdown
Continuous Assessment	%	Examination Weight	%

Type	Description	% of total	Assessment Date
Course Work Breakdown

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
Unavailable

Indicative Reading List

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,

Other Resources

22611, Web site, Coombs, W. Timothy, 2014, Crisis Management and Communications, Institute for Public Relations, http://www.instituteforpr.org/crisis-management-communications/, 22613, Blog, 0, Bulletproof, Levick Strategic Communications, http://levick.com/insights/crisis, 22614, Blog, 0, Communicating through a Crisis, Dan Hicks, http://crisisexperts.blogspot.ie/,

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