RECH - Public Relations Research and Evaluation

Module Title:Public Relations Research and Evaluation
Language of Instruction:English
Credits: 5
NFQ Level:7
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 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
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 Assessment70.00%
End of Module Formal Examination30.00%
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


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 3 Mandatory
CW_BHCPR_D Bachelor of Arts in Public Relations and Media 3 Mandatory