Module Title:Public Relations 2
Language of Instruction:English
Credits: 10
NFQ Level:7
Module Delivered In No Programmes
Teaching & Learning Strategies: • Lectures • 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: This module aims to provide students with the skill set necessary to plan, implement and evaluate a public relations campaign. Equal emphasis is placed on understanding and skill development. It also includes a critical thinking component that requires each student to read about, analyse, and discuss current public relations communication activities and issues.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Create a public relations campaign including references to online campaigns
LO2 Conduct basic public relations research including online research
LO3 To construct a Media Relations Project
LO4 Critique Public Relations Evaluation (PRE)
LO5 Understand the professional literature of public relations
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
Selecting a campaign type and target audience(s) & identifying research needs
The role of research Defining problem situations Completing a media log project
Designing a PR campaign questionnaire and an interview strategy
Questionnaire design Research process
Administration of a questionnaire, analysis of the data gathered
Constructing a sample Conducting fieldwork Collecting data Data analysis Introduction to data analysis Quantitative methods in PR campaign evaluation
Setting campaign goals, preparing a campaign action plan and setting a budget
Setting objectives Decision making in organisations Working with other departments Costing and controlling costs
Evaluation in Public Relations
Evaluation research process Levels of programme evaluation Implementation criteria and methods Interpreting and using results of evaluation
Literature Review
What is a literature review? How to write a literature review Literature examples/templates
Assessment Breakdown%
Continuous Assessment50.00%
End of Module Formal Examination50.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Other 10% - Literature Review. Students attend a two hour literature review workshop (worth 20% of their overall mark) following on from which they complete a review of relevant literature in the public relations field 4,5 10.00 n/a
Case Studies 20% - Group PR Campaign presentation incorporating research design (questionnaire) (group) 1,2,3,4,5 20.00 n/a
Case Studies 20% - Media Relations and Evaluation Project – student will create the tools to endeavour to generate publicity and monitor the print, broadcast and online media coverage of a company/organisation of their choice for one month. After this duration, a media relations project will be prepared and presented in class by each student. They will also write an essay outlining different methods media evaluation. 1,3,4,5 20.00 n/a
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam 3 hour written exam 1,2,3,4,5 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