• 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
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
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 Assessment
50.00%
End of Module Formal Examination
50.00%
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
SETU Carlow Campus reserves the right to alter the nature and timings of assessment