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Module Specifications

Archived Version 2019 - 2020

Module Title
Module Code

Online Module Resources

NFQ level 9 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

To enable students to define key concepts of public relations; 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. Provide a critical understanding of public relations;
2. Evaluate the strategic role of public relations in the creation and maintenance of a corporate or organisational reputation;
3. Analyse a public relations campaign;
4. Illustrate a particular issue or principle of public relations in the practice of PR;
5. Identify the influence of public relations within the Irish media;
6. Demonstrate the influence of public relations within the Irish media.

Workload Full-time hours per semester
Type Hours Description
Lecture22Weekly lecture over one semester
Assignment Completion25Case Study assignment
Assignment Completion35Media Monitoring project
Online activity20Use of Loop resources
Independent Study23General 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?
"Spin, image and relationships": consideration of the understanding - and public impression - of the Public Relations industry.

Role & Function of Public Relations
Consideration of the role and function of Public Relations within an organisation and its relationship to advertising and marketing functions.

Journalism & Public Relations
Examining the relationship between Public Relations practitioners and journalists.

Poacher turned Gamekeeper
Journalists turned Public Relations practitioners.

Advocacy Public Relations
The role of Public Relations within the non-profit, campaigning and voluntary sector.

New Media
The impact of new media technologies on the practice of Public Relations.

Promises, Promises...
Consideration of the evaluation of Public Relations.

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
Indicative Reading List

  • Theaker, Alison: 2012, The Public Relations Handbook, 4th edition,
  • Lloyd, John & Toogood, Laura: 2015, Journalism and PR: news media and public relations in the digital age, I. B. Tauris, London,
  • Capozzi, Louis & Rucci, Susan: 2013, Crisis management in the age of social media: instant crisis, Business Expert Press, New York,
  • Waddinton, Stephen: 2015, Chartered public relations: lessons from expert practitioner, Kogan Page, London,
Other Resources

Programme or List of Programmes