Course Overview
Explore the Public Relations Profession, its main historical origins, definitions, theories,
codes of ethics and its application and relevance in modern society
Analyse the specific role of Public Relations and its relationship with other communications
professions including marketing, advertising, sales promotion and journalism
Examine the Public Relations environments of in-house departments and consultancy and
the commonalities and differences in services offered
Examine and apply the key criteria for developing and managing Public Relations proposals
and campaigns, to include, situation analysis, identification of key publics and objectives,
selecting relevant activities, evaluating outtake/outcomes and appreciation of costs
Examine Public Relations Practice to include – media relations, sponsorship, managing
events, corporate communications, internal communications, crisis management and public
affairs
Employ communication skills in carrying out public relations functions and roles
Examine and apply media styles and formats, adapting writing skills to various media outlets
Compose appropriate media and Public Relations material
Apply Public Relations methods and techniques to specific sectors and situations
Examine new media and emerging communication channel
This programme module aims to equip the learner with the knowledge, skill and
competence in the role, functions and techniques of Public Relations within a range of
contexts.
