Module Title:Public Relations 3
Language of Instruction:English
Credits: 10
NFQ Level:8
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: The aim of this module is to acquire the necessary analytical skills to critically appraise and document contemporary public relations problems and opportunities and influence their solutions. The module also aims to prepare graduates for entry into the Public Relations industry.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Design a brief for a consultancy firm and liaise between client and consultant.
LO2 Complete a Public Relations campaign for a 'real' client
LO3 Analyse and think critically about public relations and public relations campaigns
LO4 Deconstruct the advanced theories and techniques used in planning and executing public relations/communications campaigns.
LO5 Understand and explain how the Public Relations industry functions and how to pursue employment opportunities within the industry.
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
Theoretical design and strategic choice of Public Relations Campaign
Theoretical foundations of modern Public Relations practice
Liaising between client and consultant
Designing, writing and presenting a brief
Designing a campaign
Target audience selection Objectives and Strategy PR tools and techniques
Advanced Public Relations practice
Evaluation of contemporary Public Relations issues and campaigns through case study analysis
Intrapreneurship and Entrepreneurship
Working in a public relations company Starting your own company Curriculum vitae/cover letter/portfolio/mock interview
Assessment Breakdown%
End of Module Formal Examination30.00%
No Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Research, prepare and present a public relations communications campaign for a real client. Presentations to client will be recorded for perusal by the external examiner, given that it is a 50% CA. 1,2,3,4 50.00 n/a
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Practical/Skills Evaluation Students prepare themselves for employment market by attending a 'mock job interview'. 5 20.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam n/a 3,4,5 30.00 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