MKTG06053 2016 Public Relations in Practice

General Details

Full Title
Public Relations in Practice
Transcript Title
Public Relations in Practice
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
06 - NFQ Level 6
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Suzanne Ryan
Programme Membership
SG_BMARK_C06 201600 Higher Certificate in Business in Marketing SG_BDIGI_B07 201900 Bachelor of Business in Digital Marketing SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales

This subject aims to facilitate the learner's development of key communications and media competencies required to effectively perform a public relations role. The subject will be delivered through a problem-based learning approach and the learner will be presented with a series of realistic public relations challenges and through interactive workshops, will  use communication strategies to achieve public relations goals and will be able to evaluate and apply media opportunities.

Learning Outcomes

On completion of this module the learner will/should be able to;


Evaluate the role of the media in the context of public relations.


Prepare and present a media release.


Interpret and apply visual images in a public relations medium.


Demonstrate an awareness of the application of public relations media, including print, video and internet.


Discuss the role of public relations in organising an event.

Teaching and Learning Strategies

The teaching and learning for this module comprises of lectures and tutorials. A problem based learning approach is used through case studies. Workshops, readings and guest lecturers will also facilitate the teaching and learning in this module.

Module Assessment Strategies

  1. Evaluate the role of the Media in the context of public relations. Teaching methods-problem based learning and group activity, class discussion, role plays and reading. Assessment method- role play/problem based learning activities, written assignments and written exam.
  2. Prepare and present a media release. Teaching methods-case studies, guest lectures and workshops. Assessment methods- assignment/project, written exam, case studies.
  3. Interpret and apply visual images in a public relations medium. Teaching methods- workshop, reading, problem based learning. Assessment methods-role play/problem based learning activities, written assignments and written exam.
  4. Demonstrate an awareness of the application of public relations media, including print, video and internet. Assessment methods-workshop, reading, problem based learning. Assessment methods -problem based learning activities, written assignments and written exam.
  5. Discuss the role of public relation in organising an event. Assessment methods-problem based learning and group activity, class discussion, role plays and reading. Assessment methods -problem based learning activities, written assignments and written exam.


Repeat Assessments

The repeat assessments is as outlined above.

Indicative Syllabus

Syllabus Content

1. The Role of the Media                                                                                            

  • Describe the multi - media society and evaluate the various sectors including print, radio and television. (1,2,3)
  • Examine how to develop a working relationship with various media providers. (1,2,3 4)
  • Demonstrate how to prepare for and manage a media interview. (1,3,5)
  • Define categories of receiver. (1,2,3)

2.  Writing a News Release                                                                                     

  • Define what a news release is and recognize the difference between hard and soft news.  (1,2,3)
  • Appreciate the use of language and recognize a newspaper style. (1,2)
  • Demonstrate the ability to identify angles that match the interests of journalists and their readers. (1,2,3)
  • Create a news release for an event which complies with industry formats. (1,2,3,5)                                                                    

3.  Public Relations Photography                                                                            

  • Evaluate the application of visual images in public relations. (3,5)
  • Define a photo shoot, a photo call and the types of photography used in a public relations context. (1,3,5)
  • Discuss the issues that may arise collaborating with professional photographers. (1,3,5)
  • Demonstrate the ability to write an effective photograph caption. (2,3,5)                                                                            

4.  Print, Video and Internet                                                               

  • Evaluate the application of public relations media including print, video and internet media. (1,4,5)
  • Discuss the characteristics and benefits of print management. (4)
  • Identify the advantages and disadvantages of a public relations video. (3,4)
  • Debate the role of the internet in the context of managing public relations. (1,3,4)

5.  Managing a Public Relations Event                                                                  

  • Identify and describe the stages involved in preparing and conducting a public relations event.  (1,2,3,4,5)
  • Demonstrate an ability to evaluate a public relations event. (1,5)
  • Discuss the use of exhibitions, workshops, seminars and conferences as public relations tools in the contemporary Irish context. (1,5)


Coursework & Assessment Breakdown

Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment Continuous Assessment Group Project 40 % Week 11 2,3,4
2 Presentation Practical Oral Exam 10 % Week 12 2,3,4

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 2hr Final Exam Final Exam Closed Book Exam 50 % End of Term 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Not Specified Lecture 1 Weekly 1.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Independent Learning UNKNOWN Self Study 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Recommended Reading
2007-08-12 Public Relations: a practical approach (Second) Gill & Macmillan

This book introduces and positions the strategic roles and functions of PR within general marketing and business objectives. It uses numerous examples, case studies, quotations and current trends from established practices in Ireland and delivers a balanced presentation, illustrating practical advice and current practice. Both internationaal and Irish best practices are presented. Explores various elements of the media in relation to PR, as well as writing press releases, PR photography and event management. Covers the HETAC validated Higher Diploma in Arts in Public Relations syllabus and fully reflects the syllabus of examinations for the Diploma in Public Relations (Public Relations Institute of Ireland). Also suitable for those studying PR as part of a Communications or Marketing course at university/college level.

Recommended Reading
2015-10-05 The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly Wiley
ISBN 1119070481 ISBN-13 9781119070481

The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success

This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns.

This fifth editionthe most extensively revised edition yetincludes:

  • Dozens of compelling case studies with revisions
  • Real-world examples of content marketing and inbound marketing strategies and tactics
  • A fresh introduction
  • A new chapter on sales and service
  • Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat

The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business.

David Meerman Scott is a marketing strategist, bestselling author of ten booksincluding three international bestsellersadvisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.

Recommended Reading
2012-07-02 Cutlip and Center's Effective Public Relations (11th Edition) Prentice Hall
ISBN 0132669153 ISBN-13 9780132669153

Cutlip & Center offers students the gold standard in public relations, providing the most up-to-date reference in the market.

This edition features several new chapters, examples, and information on how social media and globalization are shaping PR.

Recommended Reading
1656 Public Relations by Paul Baines (2003-12-17) Routledge; 1 edition (2003-12-17)

Recommended Reading
2009-07-27 Marketing Public Relations: A Marketer's Approach to Public Relations and Social Media Prentice Hall
ISBN 0136082998 ISBN-13 9780136082996

KEY BENEFIT: Marketing Public Relations breaks from the norm by presenting public relations using a marketing, rather than a communications studies or journalism, approach. This text recognizes the similarities between PR, word-of-mouth, and social networking media and creates a framework for constructing marketing strategies that incorporate these highly credible and cost-effective tools.

: An Introduction to Marketing Public Relations; Marketing Public Relations and the Marketing Communications Mix; Marketing Public Relations and the Organization it Serves; The MPR Framework - Objectives, Target, Connectors, Message & Measure; About the Media; Non-Media Connectors and Word-of-Mouth; Building a Connectors List; The Press Kit and Press Release; Selling the Story; Social Media; Events; Experts and Interviews; Crisis Management; Planning and Measuring

: For readers interested in learning the theory and then how to apply it, in order to do Marketing Public Relations in the real world.

Recommended Reading
2010-10-14 Skilled Interpersonal Communication: Research, Theory and Practice, 5th Edition Routledge
ISBN 0415432049 ISBN-13 9780415432047

There is a fundamental, powerful, and universal desire amongst humans to interact with others. People have a deep-seated need to communicate, and the greater their ability in this regard the more satisfying and rewarding their lives will be. The contribution of skilled interpersonal communication to success in both personal and professional contexts is now widely recognised and extensively researched. As such, knowledge of various types of skills, and of their effects in social interaction, is crucial for effective interpersonal functioning.

Previous editions have established Skilled Interpersonal Communication as the foremost textbook on communication. This thoroughly revised and expanded 5th edition builds on this success to provide a comprehensive and up-to-date review of the current research, theory and practice in this burgeoning field of study. The first two chapters introduce the reader to the nature of skilled interpersonal communication and review the main theoretical perspectives. Subsequent chapters provide detailed accounts of the fourteen main skill areas, namely: nonverbal communication; reinforcement; questioning; reflecting; listening; explaining; self-disclosure; set induction; closure; assertiveness; influencing; negotiating; and interacting in, and leading, group discussions.

Written by one of the foremost international experts in the field and founded solidly in research, this book provides a key reference for the study of interpersonal communication. This theoretically informed, yet practically oriented text will be of interest both to students of interpersonal communication in general, and to qualified personnel and trainees in many fields.

Recommended Reading
2010-05-01 The Media Student's Book Routledge
ISBN 0415558425 ISBN-13 9780415558426

The Media Student's Book is a comprehensive introduction for students of media studies. It covers all the key topics and provides a detailed, lively and accessible guide to concepts and debates.

Now in its fifth edition, this bestselling textbook has been thoroughly revised, re-ordered and updated, with many very recent examples and expanded coverage of the most important issues currently facing media studies. It is structured in three main parts, addressing key concepts, debates, and research skills, methods and resources. Individual chapters include:

  • approaching media texts
  • narrative
  • genres and other classifications
  • representations
  • globalisation
  • ideologies and discourses
  • the business of media
  • new media in a new world?
  • the future of television
  • regulation now
  • debating advertising, branding and celebrity
  • news and its futures
  • documentary and reality debates
  • from audience to users
  • research: skills and methods.

Each chapter includes a range of examples to work with, sometimes as short case studies. They are also supported by separate, longer case studies which include:

  • Slumdog Millionaire
  • online access for film and music
  • CSI and detective fictions
  • Let the Right One In and The Orphanage
  • PBS, BBC and HBO
  • images of migration
  • The Age of Stupid and climate change politics.

The authors are experienced in writing, researching and teaching across different levels of undergraduate study, with an awareness of the needs of students. The book is specially designed to be easy and stimulating to use, with:

  • a┬áCompanion Website with popular chapters from previous editions, extra case studies and further resources for teaching and learning, at:
  • margin terms, definitions, photos, references (and even jokes), allied to a comprehensive glossary
  • follow-up activities in Explore boxes
  • suggestions for further reading and online research
  • references and examples from a rich range of media and media forms, including advertising, cinema, games, the internet, magazines, newspapers, photography, radio, and television.

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