Registry
Module Specifications
Archived Version 2019 - 2020
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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. | |||||||||||||||||||||||||||||||||||||
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 Digital LandscapeThe evolution of social media and digital communications; key players and emerging trends; Social media in a global context; User Generated Content.The Social Media PlayersAn 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 PlanDeveloping a plan for social media presence. Tools to monitor and manage across multiple platforms. Dealing with incidents and comments.Email and Mobile MarketingPermission-based marketing, email applied; Current mobile techniques, future directions.Digital Content StrategiesSEO, the integration of owned, earned, and paid content, as well as inbound marketing, native advertising, mobile, local, and social advertising.Digital metrics & ROIHow 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 StrategiesDeveloping and implementing digital and social strategies;Legal and Ethical frameworkDevelopment of the legal framework around digital communication for Public Relations. Rights and responsibilities in contemporary communications.Case Studies in Contemporary CommunicationsCurrent case studies demonstrating the strategic use of contemporary communications. | |||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||
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