Module Title:Theories and Best Ethical Practice in Public Relations
Language of Instruction:English
Credits: 5
NFQ Level:6
Module Delivered In 2 programme(s)
Teaching & Learning Strategies: •• Lectures - Communication of knowledge and ideas between lecture and student. • Problem Solving Exercises – students will individually and as part of a team 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.
Module Aim: This module aims to assist students in understanding the link between the theory and the practice of public relations. Students will be guided through various theories and theoretical approaches to PR. They should develop an understanding of Best Practice in Public Relations and will look particular at the area of Ethics in Public Relations
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Critique various theories in Public Relations
LO2 Analyse the practice of PR in the context of PR theory
LO3 Understand the importance of Ethics in 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
Theories in Public Relations
What is Theory? Theories of Relationships (Systems Theory, Situational Theory). Theories of Persuasion (Social Exchange Theory, Diffusion Theory, Social Learning Theory). Theories of Mass Communication (Uses and Gratifications Theory, Framing, Agenda Setting).
Ethics in PR
Defining Ethics; 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; Lobbying in Public Relations; Corporate Social Responsibility (CSR);
Assessment Breakdown%
Continuous Assessment50.00%
End of Module Formal Examination30.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case Studies Research and Present a Case Study showing an example from PR Practice and how it relates to PR Theory 1,2 40.00 n/a
No Project
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Practical/Skills Evaluation The Real 'Truth' - Debates critiquing the ethics of Public Relations 3 30.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam 2 hour written exam 1,2,3 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 Every Week 3.00
Estimated Learner Hours Every Week 6.00
Total Hours 9.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_BHCPR_B Bachelor of Arts (Honours) Public Relations and Media 2 Mandatory
CW_BHCPR_D Bachelor of Arts in Public Relations and Media 2 Mandatory