Registry
Module Specifications
Archived Version 2020 - 2021
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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. | |||||||||||||||||||||||||||||||||||||
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. | |||||||||||||||||||||||||||||||||||||
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 PracticeThe evolving role of Public Relations: How is it organised? What is the relationship between client and agency? What is the role and function of professional bodies? The trusted adviser and influencer.Stakeholder Relationship ManagementStakeholder management is central to all effective communications and Public Relations planning and implementation. Leading practitioners will tell us about challenges of managing multiple stakeholders. This can range from local community engagements to national Government lobbying, which is increasingly regulated.Social Media & Public RelationsThe Impact and Rewards of Social Media on Public Relations: how it is impacting on the practice of Public Relations and communications and how practitioners are coping.Practising in an Instant WorldThe right or wrong message can circulate around the world in an instant. While this has great potential, it can create enormous challenges. How do practitioners cope?The Importance of CredibilityHonesty, integrity and consistency are essential to ethical Public Relations practice. How is the profession meeting these standards?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 | |||||||||||||||||||||||||||||||||||||
Programme or List of Programmes | |||||||||||||||||||||||||||||||||||||
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