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Module Specifications

Archived Version 2015 - 2016

Module Title
Module Code
School

Online Module Resources

NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Description

To enable students to define key concepts of public relations; To explain the distinction between public relations and advertising and marketing; 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. Recognise public relations activities within an organisation s affairs;
2. Define the nature of public relations within a range of organisations;
3. Differentiate between public relations, advertising and marketing;
4. Deconstruct a public relations plan into its constituent elements;
5. Evaluate the success, or otherwise, of a public relations campaign;
6. Identify appropriate public relations activities for given situations and specific publics.
7. Demonstrate an awareness of issues relating the ethical practice of Public Relations;



Workload Full-time hours per semester
Type Hours Description
Lecture22Weekly class contact and tutor consultation
Assignment Completion30Case Study Assignment
Online activity25Use of course-related material on Moodle
Independent Study48General research and reading
Total Workload: 125

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?
Perceptions of Public Relations; Best practice in Public Relations; Forms of Public Relations; Functions of Public Relations; Defining publics; Public Relations & Advertising; Public Relations & Marketing; Public Relations & Journalism; Measuring the effectiveness of PR.

Public Relations Activities
Media kits; News releases; Photocalls; Video news releases; News conferences: Expert sources; Public service announcements; Reputation advertising; Endorsements; Op-Ed articles; Audience opportunities; Media tours; Public consulation; Crisis management; Corporate Social Responsiblity; Sponsorship; PR, new media and social media.

The News Release
What is a press release?; Effective news releases; Understanding a news story; News angles; Inverted pyramid structure; News release common mistakes; The care and feeding of the press.

Crisis Communications
What is a crisis?; Issues management; Case studies in crisis communications (Tylenol, Exxon, NatWest, Virgin Rail, Brian Cowan, BP); Lessons from 9/11.

Social Media for Public Relations
Web 2.0 & PR 2.0; Channels for online presence; Social Media revolution; RSS; Blogs; Wikis; Facebook; LinkedIn; Twitter; You Tube; Effective Social Media campaigns; Key strategies in using social media for Public Relations.

Toxic Sludge is Good For You
Worst PR practices; Analysis of poor professional standards; Discussion of unethical PR activities.

Ethics in Public Relations
"Good day to bury bad news"; Ambush Marketing; What are ethics?; Myths to avoid ethics; Ethics - duty to whom?; Ethical issues in Public Relations; PRII code of practice; Code of Lisbon; PRSA code of ethics; Decision-making (Potter, Sims); Parson's Pillars; The Four-Way Test; Common ethical issues; Case studies in unethical PR.

The Journalist & the PR Professional
Understanding the role of a journalist; Understanding the environment in which a journalist works; Motivations of a journalist vs. serving a PR client; Churnalism; Labelling PR content in news; The newsroom environment; Targetting the right journalist; The newsroom of tomorrow.

Public Relations for Non-Profits
The third sector; Volunteerism and philanthropy; Role of PR in non-profit organisations; Case studies.

Public Relations Planning and Evaluation
What constitutes a plan?; Key elements of a PR plan; Strategic planning; Ten step planning process; Goals and objectives; PR campaign evaluation.

Industry Guest Speakers
Steven Conlon (The Irish Times); Caroline Kennedy (Kennedy PR); Eoghan O'Neachtain (former Govt Press Secretary); Defence Forces Press Officer.

Assessment Breakdown
Continuous Assessment% Examination Weight%
Course Work Breakdown
TypeDescription% of totalAssessment Date
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

  • Breakenridge, Deirdre: 2008, PR 2. 0: New Media, New Tools, New Audiences., FT Press, Upper Saddle River, N.J., 978-0-32-151007-5
  • Broom, Glen M.: 2008, Cutlip & Center's Effective Public Relations, 10th edition, Prentice-Hall, New Jersey,
  • Carty, F. X.: 1992, Farewell to the Hype – the Emergence of Real Public Relations in Ireland,, Abel Press, Dublin,
  • Carty, F. X.: 1995, From John Paul to Saint Jack, Public Relations in Ireland, Able Press, Dublin,
  • Colley, Michael: 1993, The Communicators: The history of the Public Relations Institute of Ireland 1953 - 1993, Public Relations Institute of Ireland, Dublin,
  • Cooney, John & McGarry, Tony (Eds): 1994, Spin-Doctors: A threat to Democracy?, Humbert Publications, Dublin,
  • Duignan, Sean: 1994, One More Spin on the Merry Go Round, Poolbeg Press, Dublin,
  • Finlay, Fergus: 1998, Snakes and Ladders,, New Island Press, Dublin,
  • Gilmore, Noel: 2005, Clearing the Air: the battle over the smoking ban, Liberties Press, Dublin, 0-9545335-6-9
  • Gunning, Ellen: 2007, Public Relations – a practical approach, 2nd edition, Gill & McMillan, Dublin,
  • Phillips, David & Young, Philip: 2009, Online public relations, Second edition, Kogan Page, London, 978 0 7494 4968 1
  • Watson, Tom: 2007, Evaluating Public Relations: a best practice guide to public relations planning, research and evaluation, Kogan Page, London,
Other Resources

None
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