Module Title:Public Relations 1
Language of Instruction:English
Credits: 10
NFQ Level:6
Module Delivered In No Programmes
Teaching & Learning Strategies: • Lectures - Communication of knowledge and ideas between lecture and student. • Problem Solving Exercises – students will work as part of a team and will work together to resolve various scenarios. • Class Discussion/Debate - Students will be encouraged to actively participate in the class sessions which will develop their analytical and communication skills. • E-Learning – learner participation and creativity; input of information onto Blackboard
Module Aim: The aim of this module is to introduce the students to the core areas of public relations and public affairs. This will provide them with a foundation that will be built on in years 2 and 3. They will understand the relationships between the client and the various communications functions undertaken by public relations practitioners and develop an understanding of the political arena in Ireland, Europe and worldwide.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Describe the foundations of public relations and its development to the present day and be aware of its likely future directions;
LO2 Discuss the range of functions, activities and specialist areas encompassed by the public relations profession
LO3 Understand the importance of online writing for the public relations industry
LO4 Comprehend the importance of crisis public relations and know the basic techniques for implementing a crisis PR plan
LO5 Evaluate PR-STV and its strengths and weaknesses
LO6 Discuss the history and role of the political parties and of local government in the state.
LO7 Discuss Ireland’s role in the EU.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed

Module Content & Assessment

Indicative Content
The History and Nature of Public Relations
Evolution of the concept Definitions of public relations Inhouse vs consultancy The Situational Theory of Publics in Public Relations
Media Relations
Role Of The Press Officer Role of a PR Consultant Writing Press Releases And Feature Articles Presentation Of Press Material International, National And Provincial Press
Tools in Public Relations
Organising functions and events Writing press releases and photocall notices Seminars, meetings and conferences Photographs and visual media Internet, electronic and online social media
Ethics in Public Relations
Individual Ethics in Public Relations Managerial Ethics Managing Ethical Behaviour Codes of Ethics for Public Relations Communicating Ethical Principles and Values Corporate Social Responsibility (CSR)
Crisis Public Relations
How to prepare for a crisis – not ‘if’ but ‘when’ Case Studies
The Foundation of the State
The Prelude to Statehood The establishment of Statehood The consolidation of Statehood
The Electoral System
The Proportional Representation How PR-STV Works The Political Consequence of PR-STV
The Political Parties
The Origins of the Party System Competition between Parties The Changing Party System Making Policy Seanad Eireann Government Departments The Functioning of the Government Monitoring Irish Government Interest Groups and the Political Process Influencing Public Policy Political Lobbying Debating
Ireland and the EU
Historical Overview of EU Ireland’s Relationship with the EU EU Institutions and Ireland Consequences of an expanded EU for Ireland
Assessment Breakdown%
Continuous Assessment50.00%
End of Module Formal Examination50.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case Studies 10% - Crisis PR assessment. Group assessment. Students decide on a case study of their choice and critique the crisis that occurred from a PR point of view. Group presentation of case study in class. 2,4 10.00 n/a
Written Report Writing assessment - writing news release and photocall notice 2 10.00 n/a
Other Write, design and create an infographic 2,3 20.00 n/a
Case Studies 10% - Debate in class (politically orientated) 5,6,7 10.00 n/a
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam Three hour written exam 1,2,4,5,6,7 50.00 End-of-Semester

ITCarlow reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture 30 Weeks per Stage 3.00
Estimated Learner Hours 30 Weeks per Stage 3.67
Total Hours 200.00