MKTG06086 2021 Public Relations

General Details

Full Title
Public Relations
Transcript Title
Public Relations
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
06 - NFQ Level 6
05 - 05 Credits
Start Term
2021 - Full Academic Year 2021-22
End Term
9999 - The End of Time
Catherine McGuinn, Suzanne Ryan
Programme Membership
SG_BMARK_H08 202000 Bachelor of Business (Honours) in Marketing SG_BMKTG_B07 202000 Bachelor of Business in Marketing

This subject aims facilitate the learner's development of key communications and media competencies required to effectively perform a public relations role. The subject will investigate the professional role of the Public Relations Practitioner and introduce the key skills required to effectively perform a public relations role. On completion of this subject the student will be able to appreciate the function of public relations in a variety of contexts.

Learning Outcomes

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


Define public relations and the role of the professional practitioner.


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


Recognise and manage internal public relations.


Review the role of public relations in specialist areas including Crisis PR, PR for Charities and voluntary organisations and Political PR.


Prepare and present a public relations proposal.

Teaching and Learning Strategies

The teaching and learning for this module comprises of lectures and tutorials.  Workshops, readings, case studies, readings and guest lecturers will also facilitate the teaching and learning in this module. Universal design learning principles are embedded in the teaching and learning of this module. 

Module Assessment Strategies

  1. Define public relations and the role of the professional practitioner. Teaching methods - reading, lectures, class discussion, guest lectures, group work. Assessment methods - written report, presentation and exam.
  2. 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  exam.
  3. Recognise and manage internal public relations. Teaching methods- lectures, presentations, guest lecturers/speakers, case studies. Assessment methods- assignment/project, exam and presentation.
  4. Review the role of public relations in specialist areas including Crisis PR, PR for Charities and voluntary organisations and Political PR. Teaching methods- reading, lectures, class discussion, guest lectures, group work and problem based learning. Assessment methods -  report, presentations and exam.
  5. Prepare and present a public relations proposal. Teaching methods- presentations, role play and case studies. Assessment methods assignment/project, exam and presentation

Repeat Assessments

The repeat assessments are the same as outlined above.

Indicative Syllabus

1. Defining Public Relations  (Lo1)                                                                                                                                                              

  • Define public relations. 
  • Examine  the historical context of public relations. 
  • Identify the role of the professional public relations practitioner.
  • Discuss brands, attitudes and opinions.


2.  Ethics in Public Relations     (Lo1)                                                                                         

  • Identify ethical public relations.
  • Describe codes of ethics.
  • Review public relations techniques and the implications of lifestyle and societal change. 
  • Assess the implications of Corporate Social Responsibility. 

3.  Internal Public Relations  (Lo3&4)                                                                                                      

  • Explain the role of internal public relations. 
  • Review employee communications and the need for good company spirit. 
  • Assess the application of internal public relations media and techniques. 
  • Discuss the benefits of internal public relations to employees and management. 
  • Review the role of public relations in specialist areas including Crisis PR, PR for Charities and voluntary organisations and Political PR.

4. Structures and Roles in Public Relations    (Lo1&5)                                                                         

  • Identify structure and management of a public relations consultancy. 
  • Review the stages in preparing and presenting a public relations proposal; including presentation of credentials, taking a brief, research and presentation of proposals. 
  • Assess the role of technology in delivering effective presentations. (3,6)
  • Recognise creative, persuasive and influential skills. (3,6)
  • Identify the role of an in-house press/media officer and assess the skills needed to undertake this role. ( 1,4,5)       

4. The Role of the Media   (Lo2)                                                                                           

  • Describe the multi - media society and evaluate the various sectors.
  • Examine how to develop a working relationship with various media providers. 
  • Demonstrate how to prepare for and manage a media interview. 
  • Define categories of receiver. 
  • Define what is a media release is and recognise the difference between hard and soft news.  
  • Create a media release which complies with industry formats.

5. Public Relations Photography, Print, Video, Internet and Social Media (Lo2)                                                                                         

  • Evaluate the application of visual images in public relations. 
  • Define a photo shoot, a photo call and the types of photography used in a public relations context.
  • Discuss the issues that may arise collaborating with professional photographers. 
  • Demonstrate the ability to write an effective photograph caption.                                                                                                                           
  • Evaluate the application of public relations media including print, video and Internet and social media.
  • Discuss the characteristics and benefits of print management. 
  • Identify the advantages and disadvantages of a public relations video. 
  • Debate the role of the Internet and social media in the context of managing public relations. 

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 PR Report Continuous Assessment Written Report 50 % Week 11 1,2,3,4,5
2 Report presentation Continuous Assessment Oral Exam 10 % Week 12 1,2,3,4,5
3 MCQ Continuous Assessment Closed Book Exam 40 % Week 15 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Tiered Classroom Lecture 2 Weekly 2.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Independent Learning Not Specified Independent Learning 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Required Reading
Public Relations Macmillan International Higher Education
ISBN 9781352002799 ISBN-13 1352002795

Now in its third edition, this core textbook provides students with a highly engaging and accessible introduction to the world of PR, covering diverse topics such as event planning, press releases, crisis management, ethics, managing your own PR agency and how to use social media effectively. The author draws on over 25 years of hands-on experience as a PR practitioner and lecturer to provide cutting-edge and insightful examples and debates relating to key contemporary issues, from Twitter-storms and whistleblowing, to the Ebola crisis and media relations in the White House. With information drawn from a wide range of international experts, the book offers case studies that cross continents and cover small, local and large multinational organisations, resulting in a truly global perspective. This new third edition has been comprehensively revised and updated throughout, equipping readers with the practical skills they need to succeed as a PR professional in the twenty-first century. Public Relations: A Practical Guide is a must-have companion for all those studying practitioner courses on Public Relations taught and accredited by PR professional organisations. It will be also be an essential textbook for undergraduate and postgraduate students studying introductory Public Relations modules at universities.

Required Reading
2012-07-20 Think Public Relations Prentice Hall
ISBN 0205857256 ISBN-13 9780205857258

THINK Currency. THINK Relevancy. THINK Public Relations. The engaging visual design of THINK Public Relations provides an introduction to the field of public relations that successfully blends theory and practice in an easy-to-read format. Students are introduced to exciting and innovative public relations campaign examples in the contract of relevant theory and core concepts that they will need to succeed in the world of public relations. The authors offer a practical approach to the study of public relations and emphasize competition and conflict management, while providing a concise, comprehensive overview of the profession. A better teaching and learning experience This program will provide a better teaching and learning experience--for you and your students. Here's how: Personalize Learning--MySearchLab delivers proven results in helping students succeed, provides engaging experiences that personalize learning, and comes from a trusted partner with educational expertise and a deep commitment to helping students and instructors achieve their goals. Improve Critical Thinking--Questions and cases throughout the text encourage students to think critically about public relations topics. Engage Students--An appealing visual design and real-world applications engage students in the material. Apply Ethics-- Feature boxes introduce readers to the important ethical and legal issues facing public relations practitioners today. Support Instructors--Activities and assessment in MySearchLab offer instructors supplemental materials to help their students succeed. Note: MyMySearchLab with eText does not come automatically packaged with this text. To purchase MySearchLab, please visit: or you can purchase a valuepack of the text + MySearchLab (at no additional cost): ValuePack ISBN-10: 0205916783 / ValuePack ISBN-13: 9780205916788

Recommended Reading
2016-10-19 Crisis Proofing Oxford University Press, USA
ISBN 0190303360 ISBN-13 9780190303365

All organizations- regardless of size, structure or nature of business are vulnerable to a crisis and one of the greatest vulnerabilities is the belief that it wont happen to us. No organization is immune: the threat and impact of a crisis applies equally to corporations, governments, charities and not-for-profit organizations, as well as institutions such as hospitals and schools. Crisis Proofing introduces readers to the concept of crisis proofing the corporation to help business executives and communication professionals recognize that a crisis is one of the greatest financial and reputational risks to an organization. It provides practical steps on what can be done to reduce the chances of a crisis and how to minimize the damage if a crisis should occur. The book explores the benefits and limitations of crisis proofing (and the cost of failing to crisis proof an organization), as well as some of the challenges and techniques for effective crisis proofing, such as the balance between fact and perception, how to navigate the legal minefield and how to manage potential crisis risks across borders.

Required Reading
2018-03-08 Public Relations Campaigns SAGE Publications, Incorporated
ISBN 150633251X ISBN-13 9781506332512

Public Relations Campaigns: An Integrated Approach introduces you to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools you will need when working in the industry. Authors Regina M. Luttrell and Luke W. Capizzo present real examples and current case studies to help you develop practical skills for creating more effective PR campaigns. You are given multiple opportunities to practice and build your skills throughout the book by learning how to incorporate the PESO modelPaid media, Earned media, Social media, and Owned media. The PESO model helps students understand the importance of creating integrated campaigns that coordinate PR efforts with both advertising and marketing. Key Features The book offers a timely focus on the PESO model and its use in integrated campaigns, providing students with an understanding of todays best practices in PR. Numerous case studies and exercises throughout the book aid in a deeper understanding of how research, perspective, and insights can be leveraged in public relations campaigns. Real-world information including sample PR plans with budgets prepare students for success in their future careers.

Recommended Reading
2018-09-06 Cases in Public Relations Strategy SAGE Publications, Incorporated
ISBN 1506349153 ISBN-13 9781506349152

Cases in Public Relations Strategy, by Burton St. John III, Diana K. Martinelli, Robert S. Pritchard, and Cylor Spaulding, draws on original, real-world case studies to provide you with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, you will explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows you how to systematically evaluate and adapt to the needs of a particular clientwhether big or small, global or local, for-profit or nonprofitin order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give you the knowledge and skills you need for success in the field.

Recommended Reading
Understanding Public Relations Theory, Culture and Society Sage

Recommended Reading
2014 Issues and Crisis Management Oxford University Press, USA
ISBN 0195529081 ISBN-13 9780195529081

The intersection of issues and crises management with risk and reputation is one of the most dynamic and challenging areas of professional communication.Written by one of Australia's leading experts in issue and crisis management, this book introduces and examines each of these elements, and explores their relationship as an integrated model within the broader contexts of public relations, communication and management. It provides comprehensive analysis and discussion of theoretical perspectives and current field research, and introduces industry examples of best practice. Issue and Crisis Management equips students and practitioners with key knowledge and skills to manage the communication process within organisations, and inform strategic responses to issues and crises. Key featuresCase studies at the end of each chapter connect theory to practical examples from the Asia Pacific regionDiscussion of the role and impact of social media usage is incorporated throughoutKey points, activities and discussion questions support student learningIncludes a fully-worked example of a detailed issue management plan.

Recommended Reading
2012-03-07 Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing McGraw Hill Professional
ISBN 9780071791090 ISBN-13 0071791094

Looks at how brands are using the world's most powerful online celebrities, like bloggers and tweeters, to market products and shows how this same system can be used by the reader to achieve goals.

Required Reading
2012-04-17 Social Media and Public Relations FT Press
ISBN 9780132983228 ISBN-13 0132983222

In Social Media and Public Relations: Eight New Practices for the PR Professional, social marketing pioneer Deirdre Breakenridge teaches and demonstrates the eight new skills and mindsets PR/marketing pros need to build brands and engage customers in a social world. This concise, action-oriented book shows practitioners how to systematically expand their roles, improve their processes, and sharpen their strategies to engage with todays more sophisticated and socialized customers. Drawing on her extensive client experience, Breakenridge helps you respond to consumers who demand control over their own brand relationships marry communications with technology more effectively, and become your organizations go-to resource on social technology decisions reflect social media realities throughout your policies and governance generate greater internal collaboration, eliminating silos once and for all listen to consumers conversations, and apply what youre learning build communications crisis plans you can implement at a moments notice develop profound new insights into how consumers construct and perceive their brand relationships.,. practice reputation management on steroids take the lead on identifying and applying metrics and much more. For all PR, marketing, and communications executives and professionals; and for students intending to enter these fields.

Required Reading
2012-12-29 Public Relations Practices Prentice Hall
ISBN 0133127648 ISBN-13 9780133127645

Directed primarily toward undergraduate marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. Written by two of the most respected individuals in the field, Public Relations Practices presents timeless case studies to help future practitioners develop agility in the principles and applications of effective two-way communications likely to confront them and their employer.

Recommended Reading
2020-08-17 Our Future in Public Relations Emerald Group Publishing
ISBN 9781839095962 ISBN-13 1839095962

In an era of fake news and diminishing trust, its time to ask exactly what our future in public relations will be. Aimed primarily at communications management professionals, Our Future in Public Relations delves into whether public relations are dead, or rather more important than ever before as a driver of purpose-driven organizations.

Required Reading
2020-10-06 Introduction to Public Relations SAGE Publications
ISBN 9781544392035 ISBN-13 1544392036

Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication presents a comprehensive introduction to the field of public relations (PR) with a focus on new media and social responsibility. Recognizing that the shifts in technology, business, and culture require a fresh approach, authors Janis Teruggi Page and Lawrence J. Parnell show students how today's PR professionals create persuasive messages with modern technologies while working in line with the industry's foundations. The authors balance this approach with a focus on understanding communication theory, history, process, and practice, and how all these concepts can be applied to strategic PR planning. The Second Edition features new and refreshed content throughout, including cases, chapter-opening scenarios, and profiles of both young and senior practitioners with tips and career guidance for student success.

Module Resources

Non ISBN Literary Resources

Journal Resources
  • Irish Marketing Journal
  • Public Relations Review 
  • Public Relations Journal 
  • Journal of Communication Management 
  • Public Relations Inquiry
URL Resources

Other Resources


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Additional Information