• 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 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 an academic writing component to help understand the link between academic theory and practice.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1
Conduct basic public relations research including online research
LO2
To construct a PR Evaluation Project
LO3
Critique Public Relations Evaluation (PRE)
LO4
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
Requirements
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
Designing a PR campaign questionnaire
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
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 Assessment
70.00%
End of Module Formal Examination
30.00%
Continuous Assessment
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Project
PR Evaluation Project – student will monitor and evaluate the online and traditional media coverage of an organisation of their choice.
2,3
30.00
n/a
Written Report
Academic Writing. Students attend a two hour literature review workshop following on from which they complete a review of relevant literature in the public relations field
4
20.00
n/a
Practical/Skills Evaluation
Research, Prepare, Design and Present a Research Questionnaire
1
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
2 hour written exam
1,2,3,4
30.00
End-of-Semester
SETU Carlow Campus reserves the right to alter the nature and timings of assessment