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Metropolitan Leeds University Mass Comm / PR Module Available to Study Abroad Students TABLE OF CONTENTS Introduction to Public Relations Practice Pages 2 to 4 Mass Communication Pages 5 to 7 Persuasive Communication Pages 8 to 10 Professional Practice & Enterprise: Internal Communication & Visual Communication Pages 11 to 14 Professional Practice and Enterprise Competitive Pitch and Portfolio Pages 15 to 18 Professional Practice and Enterprise PR Tools and Techniques Pages 19 to 21 Public Relations Planning and Manage Pages 22 to 24 Public Relations Theory Pages 25 to 27 Specialist Public Relations Pages 28 to 30 Writing for Public Relations Pages 31 to 33 MODULE TITLE LEVEL CREDIT/ECTS POINTS STATUS COMMON CORE ROUTE CORE ELECTIVE AIM Introduction to Public Relations Practice 1 15./ 7.5 4 TU Credits BA (Hons) and Public Relations To introduce students to the key areas (focusing on two broad areas) of public prelations practice whose theory and practice provide essential learning points from which future course modules build on and advance. In relation to these themes, the module aims to give a broad overview of nature, history, goals, practice methods and establish their role in greater public relations practice and the wider business and social environments. INTENDED LEARNING OUTCOMES Upon successful completion of this module students should be able to: Identify the main areas of public relations practice at a holistic level, with greater depth of knowledge with regards to of media relations and events management. Describe the historic framework for the evolution of varying areas of practice. Describe the theoretical and practical framework to these areas of practice. Utilise a core set of skills in media relations and event management to complete practical assignments. Recognise the fit of the areas of practice into the larger spectrum of PR practice and the wider business and social environments. SKILL DEVELOPMENT & ASSESSMENT OPPORTUNITIES PERSONAL SKILLS AND COMPETENCES Opportunity to use/develop X X X X X X Assessed Self Awareness Citizenship Change/Coping with Uncertainty Team/Group Skills Leadership Project Management and action planning CIT Skills Numeracy Skills X X X X 2 Creativity X Entrepreneurship X Written and Oral Communication Skills X Presentation Skills X Listening/ Feedback X Networking X Negotiating X ACADEMIC SKILLS AND COMPETENCES Information Literacy X Questioning and critique X Analysing X Reasoning X Problem Solving and Decision Making X CAREER SKILLS AND COMPETENCES Career and Opportunity Awareness X Transition Skills Awareness of Employer s Needs X Continuing Professional Development THEMATIC DEVELOPMENT X X X X X X This module helps to develop several core themes that students will need to carry through to the completion of their degree. The module introduces the area of PR in practice, and the issues with respect to ethical frameworks and local, national and international (effects of globalisation) varying and convergent practices of PR. The module also provides a framework for students to understand fit with enterprise through practice. LEARNING METHODS Weekly lectures to introduce students to practical theory, frameworks and concepts. Tutor led tutorials to provide students with practical and collaborative learning experiences, enabling them to gain basic practical experience and practice elements, as well as reviewing case examples relevant to the course and discussing them. Guest lectures: To provide students with further interactive and experiential learning opportunities from guests operating in real world environments such as radio stations, newspapers or television stations. PRIOR KNOWLEDGE REQUIRED None ASSESSMENT METHODS There are three elements to the assessment of this module. Individual assignment (45% of course mark): In order to demonstrate an understanding of a variety of practical media relations skills, students will be required to prepare a piece of written work that demonstrates understanding of outcomes 3 and 4 and develop a rationale for the piece demonstrating fulfillment of outcomes 1, 2 and 5. Group assignment (45% of course mark): Within their tutorial groups students operating in teams will organize, host and evaluate an event. Students will be assessed both as an individual team, and tutorial group as a whole. Assessment will be against outcomes 3 and 4, with rationales to place into the context of theory for outcomes 1, 2 and 5 in relation to event management. Module involvement (10% of course mark): Students will receive a mark based on their participation and course involvement. 3 SYLLABUS CONTENT (INDICATIVE) As a whole the module will cover the following topics. PR What is it in practice how does it relate to marketing and other communications activities (Overview of PR practice) Introduction to PR Writing for public relations Introduction to PR events Overview of PR planning Media relations programmes Using Media Disk Event management and planning Introduction to corporate communications/PR practice Introduction to internal communications practice Introduction to community relations practice Introduction to issues and crisis management (PR) practice Introduction to financial PR practice Introduction to CSR communications practice Introduction to sport public relations practice Introduction to fashion and luxury PR practice INDICATIVE LEARNING RESOURCES Ali, M (1997) Copywriting Butterworth-Heinemann Bernstein, D. (1988) Company Image and Reality Thomson Black, S. (1989) Exhibitions and Conferences from A to Z. United States, Modino Press Limited Bland, M, Theaker, A & Wragg, D (1996) Effective Media Relations, Kogan Page Cutlip, S., Center, A. & Broom, G. (2004. 9th edition) Effective Public Relations Prentice Hall Doherty, M. (1992) Writing for Excellence McGraw Hill Gregory, A (2000) Planning and Managing A Public Relations Campaigns Kogan Page Gregory, A (Ed) (1996) Public Relations in Practice Kogan Page Grunig, J.E. & Hunt, T. (1994) Public Relations Techniques Harcourt Harrison, S. (2000) Public Relations: An Introduction (Second Edition) Thomson Kitchen, P J (1997) Public Relations: principles and practice Thomson L Etang, J. Piecka, M. (Eds) (1996) Critical Perspectives in Public Relations Thomson Stone, N. (1995) The Management and Practice of Public Relations Macmillan Theaker, A. (2004. 2nd edition) The Public Relations Handbook, Routledge Truss, L (2003) Eats, Shoots & Leaves Profile Books Other resources A range of module specific and related journals, periodicals, and websites. Media Disk, electronic media database and the public relations suite 4 MODULE TITLE LEVEL CREDIT/ECTS POINTS STATUS COMMON CORE MASS COMMUNICATION 1 15/7.5 4 TU credits ROUTE CORE BA (Hons) Public Relations BA (Hons) Public Relations with BA (Hons) with Public Relations BA (Hons) and Public Relations ELECTIVE PRE-REQUISITE(S) AIM To develop an understanding of the mass media, its role in society and the part public relations plays in its content and function. INTENDED LEARNING OUTCOMES Upon successful completion of this module students should be able to: Show understanding of the origins and development of the media and mass communication, including current issues. Apply a variety of communication models to a media story. Make links between media ownership and media content. Describe a range of theories concerning media influence on society, and society s influence on the media. Understand the different roles of journalists and public relations practitioners. Analyse media content for its sources, aims, influence of PR and news values. None SKILL DEVELOPMENT AND ASSESSMENT OPPORTUNITIES PERSONAL SKILLS AND COMPETENCES Opportunity to use/develop Self Awareness Citizenship Change/Coping with Uncertainty Team/Group Skills Leadership X X X Assessed 5 Project Management and action planning CIT Skills Numeracy Skills Creativity Entrepreneurship Written and Oral Communication Skills Presentation Skills Listening/ Feedback Networking Negotiating X X X X X X X ACADEMIC SKILLS AND COMPETENCES Information Literacy X Questioning and critique X Analysing X Reasoning X Problem Solving and Decision Making CAREER SKILLS AND COMPETENCES Career and Opportunity Awareness X Transition Skills Awareness of Employer s Needs X Continuing Professional Development THEMATIC DEVELOPMENT The module addresses: X X X X A) The theme of globalisation through study of the media as a global phenomenon. B) The theme of change through the study of media characterised by rapid changes such as the convergence of media, fragmentation of the audience and changes in media policies C) The theme of ethics through the study of media in a period marked by concerns over communication ethics LEARNING METHODS Lectures, student presentations and tutor-led discussions. Formative feedback is given on the essay plan submitted in advance of the essay. PRIOR KNOWLEDGE REQUIRED None ASSESSMENT METHODS Group presentation (40%) - to encourage students to work in groups, to develop presentation skills, and to explore topics from the syllabus in depth. Individual essay (60%) - to encourage deeper reading and personal exploration of the issues covered in the module; to develop writing styles. 6 SYLLABUS CONTENT (INDICATIVE) The lectures and tutorial presentations will cover most of the following issues: The nature of mass media Different theories & understandings of the media Communications models from Aristotelian linear models to cultural models Role of mass media in communication Ownership & control of media - legal framework, cross-media ownership. Media as global organisations. Role of media in society - liberal and critical/cultural theories - uses of media - news values. Understanding audiences and publics. Public opinion - formation & change. Media role in political process. Journalists need for PR. News sources - official, unofficial, & PR. Different needs of different media. Public Relations need for media - pseudo-events, news management. Use of media to reach target publics. PR & media ethics. Codes of conduct. Legal constraints. Right of reply. Regulating bodies. INDICATIVE LEARNING RESOURCES Branston, G. and Stafford, R. (2003). The media student's book. 3rd ed. London: Routledge. Schirato, T. and Yell, S. (2000). Communication and culture: an introduction. London: Sage. Briggs, A. & Cobley, P. (2002). The Media: An Introduction. 2nd ed. Harlow, Essex: Longman. McQuail, D. (2000). Mass Communication Theory: An Introduction. 4th ed. London: Sage. Belsey, A. & Chadwick, R. (1992). Ethical Issues in Journalism and the Media. London: Routledge. Berger, A.A. (1995). Essentials of Mass Communication. London: Sage. Curran, J. & Seaton, J. (2003). Power without Responsibility. London: Routledge, 6th ed. Downing, J., Mohammadi, A. and Sreberny- Mohammadi, A. (eds.) (1995). Questioning the Media: A Critical Introduction. 2nd ed. Thousand Oaks, CA: Sage. Fiske, J. (1993). Introduction to Communication Studies. London: Routledge. Harrison, S. (2000). Public Relations: An Introduction. 2nd ed. London: Business Press. Hartley, J. (1988). Understanding News. London: Routledge. Herman, E.S. & McChesney, R.W. (1997). The Global Media. Cassell. Hiebert, R.E. (ed.) (1995). Impact of Mass Media: Current Issues. 3rd ed. New York: Longman. McNair, B. (1999). News and Journalism in the UK. 3rd ed. London: Routledge. Michie, D. (1998). Invisible Persuaders. Bantam. Negrine, R. (1994). Politics and the Mass Media. 2nd ed. London: Routledge. Tolson, A. (1996). Mediations: text and discourse in media studies. New York: Arnold. Turner, G. (1999). Film as social practice. 3rd ed. New York: Routledge. Watson, J. (1998). Media communication: an introduction to theory and process. New York: St. Martin's Press. Windahl, S. and Signitzer, B. with Olsen, J. T. (1992). Using Communication Theory: An Introduction to Planned Communication. London: Sage. Web resources Daniel Chandler s Media and Communication Studies page - http://www.aber.ac.uk/~dgc/media.html David Gauntlett s www.theory.org.uk Guardian Unlimited - http://www.guardian.co.uk (Media Guardian on Mondays) IPR - http://www.ipr.org.uk Mick Underwood s web page - http://www.cultsock.ndirect.co.uk/MUHome/cshtml/ Social Sciences Information Gateway www.sosig.ac.uk Magazines Monday Media Guardian Broadcast Campaign Marketing Week Media Week The Journalist PR Week 7 MODULE TITLE LEVEL CREDIT/ECTS POINTS STATUS COMMON CORE Persuasive Communication 2 15/7.5 4 TU credits ROUTE CORE BA (Hons) Public Relations BA (Hons) Public Relations with BA (Hons) with Public Relations BA (Hons) and Public Relations ELECTIVE PRE-REQUISITE(S) AIM To encourage the development of students ability to comprehend and evaluate a range of theory, drawn from the disciplines of social psychology and philosophy, of relevance to communication practitioners. This module builds on prior knowledge acquired in Mass Communication module at Level 1 and provides underpinning for further investigation in the Dissertation at Level 3. INTENDED LEARNING OUTCOMES Upon successful completion of this module students should be able to: Identify and explain a range of theories describing individual and group responses to persuasion; Define and distinguish between persuasion, propaganda and public relations; Compare theories on attitude formation and change; Consider the roles of logic and rhetoric in persuasive communication; Compare theories regarding the ethics of persuasion. None SKILL DEVELOPMENT AND ASSESSMENT OPPORTUNITIES PERSONAL SKILLS AND COMPETENCES Opportunity to use/develop Self Awareness Citizenship Change/Coping with Uncertainty Team/Group Skills Leadership Project Management and action planning CIT Skills Numeracy Skills Creativity Assessed X X 8 Entrepreneurship Written and Oral Communication Skills X Presentation Skills X Listening/ Feedback X Networking Negotiating ACADEMIC SKILLS AND COMPETENCES Information Literacy X Questioning and critique X Analysing X Reasoning X Problem Solving and Decision Making CAREER SKILLS AND COMPETENCES Career and Opportunity Awareness Transition Skills Awareness of Employer s Needs Continuing Professional Development THEMATIC DEVELOPMENT X X X This module develops students understanding of ethical issues and debates in relation to the practice of persuasive communication in both local (domestic) and international (global) organisations. Additionally, it develops in students an understanding of how enterprising organisations use persuasive communication to achieve their goals. LEARNING METHODS The module will be delivered through weekly lectures, student-led seminars and tutor-led seminars. In student-led seminars, students will give a presentation and devise a group activity to illustrate the topic being discussed. Tutor-led seminars may involve discussion of case studies and self-monitoring questionnaires. Students will be encouraged to participate in debates on areas of controversy and relate these issues to current public relations and the media. The formal schedule will be arranged to allow time for individual support in the final assignment, through drop-in clinics and surgeries. PRIOR KNOWLEDGE REQUIRED Mass Communication ASSESSMENT METHODS Summative assessment will be through a 2,500 word essay which will involve application of a specified range of academic theories to a practical case study. (This essay will test all the learning objectives. It provides useful evidence both of learning and managing a large amount of complex material, and offers a valuable insight into the rigours of the dissertation). 9 SYLLABUS CONTENT (INDICATIVE) As a whole the module will cover the following topics. Persuasion, propaganda and public relations, defined and distinguished. The process of persuasion the psychology of communication Constructing a persuasive argument (logic and fallacy) The rhetoric of persuasion (emotional appeals) Attitude formation and change Persuading groups and individuals - source perspective Persuading groups and individuals - receiver perspective The ethics of persuasion theory and practice. INDICATIVE LEARNING RESOURCES Baron RA & Byrne D, (2002), Social Psychology, 10th ed Allyn and Bacon Belsey, A & Chadwick R (eds) (1992), Ethical Issues in Journalism and the Media, London:Routledge Berger AA, (1995), Essentials of Mass Communication Theory, Sage Burgoon, M,Hunsaker, FG and Dawson, EJ (1994), Human Communication, 3rd ed Sage Bettinghaus, EP & Cody MJ (1994), Persuasive Communication, 5th Ed, Holt, Rhinehart, Winston Cohen, E. D. (1992) Philosophical Issues in Journalism, Oxford University Press Donaldson J (1992), Business Ethics: A European Case Book, London: Academic Press Heath, RL (ed) (2001) The Handbook of Public Relations, Sage Johnson, RH & Blair, JA (1994), Logical Self Defense, Toronto: McGraw Hill Jowett GS and O Donnell V (1999), Propaganda and Persuasion, 3rd ed, Sage L Etang J (1996), Public Relations and Rhetoric and Corporate Responsibility and Public Relations Ethics in L'Etang J and Piezcka, M Critical Perspectives in Public Relations, ITBP McQuail, D (2000), Mass Communications Theory: an Introduction, 4th ed, Sage O'Keeffe, D (2002) Persuasion: Theory and Research, Sage Perloff RM, (2003), The Dynamics of Persuasion, 2nd ed. Lawrence Erlbaum Associates Seib B, Fitzpatrick K (1995), Public Relations Ethics, Harcourt Brace College Publishers Sparkes A (1991), Talking Philosophy: a wordbook, London: Routledge Thompson P (1999), Persuading Aristotle: a masterclass in the timeless art of strategic persuasion in business. Kogan Page Warburton N (1999), Philosophy: the basics, 3rd Ed London: Routledge Warburton N (2000), Thinking from A to Z, 2nd Ed London: Routledge Windahl, S, Signitzer, B & Olsen, J (1992), Using Communication Theory: An introduction to planned communication, London: Sage 10 MODULE TITLE LEVEL CREDIT/ECTS POINTS STATUS COMMON CORE ROUTE CORE ELECTIVE PRE-REQUISITE(S) AIM Professional Practice & Enterprise: Internal Communication & Visual Communication 2 15/7.5 4 TU credits BA (Hons) Public Relations BA (Hons) Public Relations with Professional Practice & Enterprise: Tactics & Techniques This modules aims to develop students understanding of the importance of corporate image and identity in relation to public relations practice and their fit within the wider business context. It also educates students as to how corporate identities are developed. INTENDED LEARNING OUTCOMES Upon successful completion of this module students should be able to Apply the theory, principles and elements of graphic design to public relations scenarios Select the basic techniques and processes of graphic design, illustration and printing Identify the link between internal communication theory and practice, community relations theory and practice, and public relations strategies Evaluate communication materials for internal and community audiences Demonstrate their public relations skills in a Portfolio of Achievement SKILLS DEVELOPMENT AND ASSESSMENT OPPORTUNITIES PERSONAL SKILLS AND COMPETENCES Opportunity to use/develop X X X X X X Assessed Self Awareness Citizenship Change/Coping with Uncertainty Team/Group Skills Leadership Project Management and action planning CIT Skills X 11 Numeracy Skills X Creativity X Entrepreneurship X Written and Oral Communication Skills X Presentation Skills X Listening/ Feedback X Networking X Negotiating X ACADEMIC SKILLS AND COMPETENCES Information Literacy X Questioning and critique X Analysing X Reasoning X Problem Solving and Decision Making X CAREER SKILLS AND COMPETENCES Career and Opportunity Awareness X Transition Skills X Awareness of Employer s Needs X Continuing Professional Development THEMATIC DEVELOPMENT X X X X X X X X X X The module introduces students to the practice of areas of corporate identity development and image management (enterprise), as well as ethical and cross-cultural issues that arise in identity development. Students tackle the practice areas of internal communications and community relations (enterprise) and understand their fit into the wider business context. Additionally students will learn to consider the ethical implications of these communication activities, as well as for international business activities/international organizations the cross-cultural implications. The Portfolio of Achievement with integrated Learning Log, addresses the themes of enterprise and practice in PR. This requires the use of creative and enterprising solutions to PR issues and challenges. LEARNING METHODS The module will be structured around key lectures (some with guest speakers), students own reading, independent research and preparation and a weekly seminar (some will be tutor-led and some student-led). Students will be required to apply the principles learnt in the lectures to case study situations in the tutorials. A reflective learning log, which runs throughout the Practice element of the course, will enable students to review their learning and more readily apply theory to practice. PACE (Personal, Academic and Career Effectiveness) will be integrated into the delivery of the module. PRIOR KNOWLEDGE REQUIRED Professional Practice & Enterprise: Tactics & Techniques ASSESSMENT METHODS There are three components of assessment. 1. individual project - typically the conceptualisation and visualisation of a corporate (visual) identity or corporate publication, based on thorough research and a rationale. This project will enable students to apply design theory and principles, and select illustrative and printing techniques within a business context. The individual project will be worth 30% of the module mark. 12 2. An unseen, closed book, 90 minute exam students will be given a case study of a crisis situation for a particular organisation and must develop either an internal communications or a community relations strategy for the situation. They must detail the actual tools they would use as part of the strategy, as well as the channels used for communication, and explain their rationale. The exam will enable students to relate theory of internal communication or community relations to practice. The exam will be worth 30% of the total module mark. The remaining 40% of assessment will be the Portfolio of Achievement, which will consist of 9 items. This practical work will enable students to assess and demonstrate a variety of their own public relations skills. The assignments for the semester may be included in the Portfolio, but will not be assessed again and will not be counted as part of the required 9 items. Students will submit a learning log with the portfolio to demonstrate that they have achieved the learning outcomes associated with the PACE module. SYLLABUS CONTENT (INDICATIVE) As a whole the module will cover the following topics. Semester 1: Corporate image and identity: theory and case studies. Visual corporate image: design language and principles, words and graphics. Understanding and using imagery. Selecting and briefing a designer. Design for print media. Design for online media. Semester 2: Internal communications and community relations overview. Internal communications, community relations and PR strategies. The communications audit: assessing communications effectiveness. Barriers to effective internal communications. Communications styles. Communications channels. Change management. Crisis management. INDICATIVE LEARNING RESOURCES Baird, McDonald, Pittman, and Turnbull. (1993) The Graphics of Communication (6th Edition), Harcourt Brace Balmer, J. T. and Greyser, S. A. (eds) (2003) Revealing the corporation: perspectives on identity, image, reputation and corporate branding, London: Routledge Barnard, C., Peacock, J., and Berrill, M. (1994) The Blueprint Handbook of Print and Production, PIRA International Clay, A. (2002) Designing online identities: successful graphic strategies for brands on the web Gloucester, Mass.: Rockport Durie, Bruce, (2001) Creating a Web Site, How To Books Dowling, G. (2001) Creating Corporate Reputations: Identity, Image and Performance, Oxford University Press English, M., (2000) Designing Identity: graphic design as a business strategy, Rockport Jolly, A. (2001) Managing Corporate Reputations, London: Kogan Page Jones, G. (1995) How to Publish a Newsletter, 2nd Revised ed. Plymouth: How to Books Morris, S. (2000) Wired words: language is the new identity, London : FT.com Nelson, K. (ed) (2001) Websites: the future of business and design on the Internet, RC Publications Olins, W. (1999) Corporate Identity: making business strategy visible through design, Thames and Hudson (London) Parker, R. C. and Berry, P. (1998) Looking Good in Print (4th Ed) Scottsdale, Arizona: The Coriolis Group Rowden, M. (2000) The Art of Identity: Creating and managing a successful corporate identity, Gower Schultz, M. Hatch, M. J., Larsen, M. H. (2000) The Expressive Organization: Linking Identity, Reputation and the Corporate Brand, New York: Oxford University Press Theaker, A. (2001) The Public Relations Handbook, Routledge 13 Internal Communications Grunig, J(ed)( 1992) Excellence in public relations and communications management. Hillsdale, NJ: Lawrence Erlbaum. Chapter 20. Seitel, F(1998) The Practice of Public relations. Upper Saddle River, NJ: Simon & Schuster. Chapter 14. Periodicals and journals British Printer (monthly) Creative Review (monthly) Design Week (weekly) Journal of Communication Management (UK) Corporate Communications: An International Journal PR Week 14 MODULE TITLE LEVEL CREDIT/ECTS POINTS STATUS COMMON CORE ROUTE CORE ELECTIVE PRE-REQUISITE(S) Professional Practice and Enterprise Competitive Pitch and Portfolio 3 15/7.5 4 TU credits BA (Hons) Public Relations BA (Hons) Public Relations with Professional Practice and Enterprise: Internal Communication and Visual Communication AIM The key aim of the module is to enable students to synthesise and evaluate the practical skills gained through the course. To build employability through working as a team on a live PR pitch and through the development of their individual Portfolios of Achievement. INTENDED LEARNING OUTCOMES Upon successful completion of this module students should be able to: Analyse a PR live Brief from a leading private/public sector organization. Develop the skills and confidence to deal with client organizations and be able to critically evaluate the client/consultancy relationship Utilise pitching skills and ability to analyse new business briefs. Improve interpersonal skills and team working in a consultancy project environment. Demonstrate essential PR skills: oral presentation, research, analysis, writing, creative thinking, entrepreneurship and project management. Develop entrepreneurship/employability skills SKILL DEVELOPMENT AND ASSESSMENT OPPORTUNITIES PERSONAL SKILLS AND COMPETENCES Opportunity to use/develop X X X X X Assessed X X X X Self Awareness Citizenship Change/Coping with Uncertainty Team/Group Skills Leadership Project Management and action planning 15 CIT Skills X Numeracy Skills X Creativity X Entrepreneurship X Written and Oral Communication Skills X Presentation Skills X Listening/ Feedback X Networking X Negotiating X ACADEMIC SKILLS AND COMPETENCES Information Literacy X Questioning and critique X Analysing X Reasoning X Problem Solving and Decision Making X CAREER SKILLS AND COMPETENCES Career and Opportunity Awareness X Transition Skills Awareness of Employer s Needs Continuing Professional Development THEMATIC DEVELOPMENT X X X X X X X X X X X X X X X X This module addresses the theme of enterprise and practice in PR. This requires the use of creative and enterprising solutions to PR issues and challenges. The theme of ethics will be addressed in the pitch. LEARNING METHODS The module will be structured around a series of key lectures(some with guest speakers), applied workshops, students own reading, independent research preparation and and a weekly seminar/tutorial(some will be student led and some tutor led). Students will be required to apply the principles learnt in the lectures to case study scenarios/role play exercise in tutorials. The Competitive Pitch is assessed separately. An initial lecture will be followed by the preparation and presentation of the Pitch with supporting tutorials with tutors. A Reflective Learning Log, which runs throughout the PPE core modules, will enable students to review their learning and more readily apply theory to practice. PACE(Personal, Academic and Career Effectiveness)will be integrated into the delivery of the module. PRIOR KNOWLEDGE REQUIRED Professional Practice and Enterprise: Internal Communication and Visual Communication ASSESSMENT METHODS There are two elements to the assessment of this module: The Individual Portfolio of Achievement will form 80% of the assessment for the module. The Portfolio will include items of self generated work undertaken on short and long term work placements/adoptions in the PR industry or for individual clients secured by the student. Students will submit a Self- 16 Assessment Learning Log included within this Portfolio to demonstrate the learning outcomes for PACE. This Learning Log will review previous learning and develop progressively from Level 2 within the Professional Practice and Enterprise Modules. It will require a compulsory Development Plan/Reflection item for students making the transition from education to employment or contemplating other lifestyle choices. The Pitch Presentation and Report will form 20% of the assessment of this module. SYLLABUS CONTENT (INDICATIVE) A Competitive Pitch for new business based on a real/live brief provided by a nationally recognised Public Relations Consultancy. The Brief may provide an initial analysis of business environment/communications issues of client organisation. Student research will form basis of Pitch to client. Content will require analysis of issues, theoretical basis for proposals to client, objectives, strategies, tactics, budgets and evaluation. Presentation skills, working as a team working enterprisingly and independently, interview skills, selfpresentation skills, writing skills, skills for employability, social awareness and citizenship, enterprise. INDICATIVE LEARNING RESOURCES Foster, J(2000) Effective Writing Skills for Public Relations, 2nd ed IPR/Kogan Page Theaker, A.(2001)The Public Relations Handbook, Routledge Gregory,A (2000)Planning and Managing a Public Relations Campaign. 2nd ed:Kogan Page Saunders, Mark, Research Methods for Business Students . Financial Times Prentice Hall, 2002. Periodical and Journals Creative Review Design Week Journal of Communication Management(UK) PR Week Marketing Week Books & Pamphlets Student members of the Institute of Public Relations (IPR) may access summaries of the IPR s annual Sword of Excellence Awards for best practice in public relations. See http://www.ipr.org.uk. Copies are available in the Learning Centre, Headingley Campus. Copies of the PR industry trade paper, PR Week , Headingley Campus Websites EBSCO Academic Search Elite EBSCO Business Source Premier EMERALD ANBAR Past Student Communications Audits Some previous Competitive Pitch Documents , can be found in the Learning Centre, Headingley Campus Other Sources A good selection of corporate news and marketing information is available e.g. the new LEXIS-NEXIS EXECUTIVE service and Mintel. All PR students will be directed to the extensive resources available in the Company and Market Research source guides in the Learning Centre, Headingley Campus. 17 In addition to the core level 3 reading list, students should pay particular attention to current developments in public relations employment. This can be achieved by monitoring trends and surveys produced by the CBI or recruitment agencies, for example, and by regular reading of broadsheets. Students are encouraged to access The Institute of Public Relations and Public Relations Consultants Association web-sites for current information regarding industry trends in pitching and agency appointments. 18 MODULE TITLE LEVEL CREDIT/ECTS POINTS STATUS COMMON CORE ROUTE CORE ELECTIVE PRE-REQUISITE(S) AIM Professional Practice and Enterprise PR Tools and Techniques 1 15/7.5 4 TU credits BA (Hons) Public Relations BA (Hons) Public Relations with None The key aim of the module is to introduce students to the practical skills and competencies of Public Relations. To build student employability through working individually and as a team, demonstrated through the development of their individual portfolios of achievement and through a series of workshops and lectures run by practitioners. INTENDED LEARNING OUTCOMES Upon successful completion of this module students should be able to: Identify key PR tactics and techniques Recognise the advantages and challenges of working in a team and gained enhanced team working abilities Develop individual enterprise skills in PR practice through short term placements/adoptions and projects Develop competence in project management Develop an ability to reflect on their own learning, including the critical analysis of the link between theory and practice SKILL DEVELOPMENT AND ASSESSMENT OPPORTUNITIES: PERSONAL SKILLS AND COMPETENCES Opportunity to use/develop X X X X X Assessed Self Awareness Citizenship Change/Coping with Uncertainty Team/Group Skills Leadership Project Management and action planning X X 19 CIT Skills X Numeracy Skills Creativity X Entrepreneurship X Written and Oral Communication Skills X Presentation Skills X Listening/ Feedback X Networking X Negotiating X ACADEMIC SKILLS AND COMPETENCES Information Literacy X Questioning and critique X Analysing X Reasoning X Problem Solving and Decision Making X CAREER SKILLS AND COMPETENCES Career and Opportunity Awareness X Transition Skills Awareness of Employer s Needs Continuing Professional Development THEMATIC DEVELOPMENT: X X X X X X X X X X X The scope of this module addresses the theme of enterprise and practice in PR. This requires the use of creative and enterprising solutions to PR issues and challenges. LEARNING METHODS The module will be structured around a series of key lectures (some with guest speakers), applied workshops, students own reading, independent research and preparation and a weekly seminar/tutorial(some will be student led and some tutor led). Students will be required to apply the principles learnt in the lectures to case study scenarios in the tutorials. A Reflective Learning Log, which runs throughout the PPE core modules, will enable students to review their learning and more readily apply theory to practice. PACE(Personal, Academic and Career Effectiveness)will be integrated into the delivery of the module. PRIOR KNOWLEDGE REQUIRED None ASSESSMENT METHODS There are two elements to the assessment of this module: The Individual Portfolio of Achievement will form 70% of the assessment for the module. The Portfolio will include items of self generated work undertaken on short term work placements/adoptions in the PR industry or for individual clients secured by the student. A compulsory item for a PR client will be included (ie:- Press release/event). Students will submit a Self-Assessment Learning Log included within this Portfolio to demonstrate the learning outcomes for PACE. This Learning Log will be reviewed and developed progressively from Level 1 to Level 2 and 3 within the Professional Practice and Enterprise Modules. 20 A Group Report and Presentation on the Tools and Techniques of PR will form 30% of the assessment of the module. SYLLABUS CONTENT (INDICATIVE) Tactics and Techniques of PR: Press launches, event management, sponsorships, photo-opportunities, product launches, electronic PR, proposals. Presentation skills, working as a team, working enterprisingly and independently, interview skills, selfpresentation skills, writing skills, skills for employability, social awareness and citizenship, enterprise. INDICATIVE LEARNING RESOURCES Ali, M (1997) Copywriting Butterworth-Heinemann Bartram, J. (1995) How to write a press release How to Books Bland, M, Theaker, A & Wragg, D (1996) Effective Media Relations, Kogan Page Burton, C & Drake, A (2004) Hitting the Headlines in Europe, Kogan Page Cutlip, S., Center, A. & Broom, G. (2004. 9th edition) Effective Public Relations Prentice Hall Davis, A (2004) Mastering Public Relations Palgrave Macmillan Doherty, M. (1992) Writing for Excellence McGraw Hill Gregory, A (2000) Planning and Managing A Public Relations Campaigns Kogan Page Gregory, A (Ed) (1996) Public Relations in Practice Kogan Page Grunig, J. & Hunt, T. (1984) Managing Public Relations Holt Rinehart & Winston Grunig, J.E. & Hunt, T. (1994) Public Relations Techniques Harcourt Hargreaves, I (2003) Journalism: Truth or Dare Oxford University Press Harrison, S. (2000) Public Relations: An Introduction (Second Edition) Thomson Holz, S (2002 2nd edition) Public Relations on the Net Amacom Keeble, R. (12001) The Newspapers Handbook Routledge Kitchen, P J (1997) Public Relations: principles and practice Thomson Olins, W (2003) Wally Olins on Brand Thames and Hudson McElreath, M (1997 2nd edition) Managing Systematic and Ethical Public Relations Campaigns Brown and Benchmark Ridgway, J. (1998 2nd edition) Practical Media Relations Gower Stone, N. (1995) The Management and Practice of Public Relations Macmillan Theaker, A. (2004. 2nd edition) The Public Relations Handbook, Routledge Other resources Students are encouraged to be aware of other resources such as PR Journals, websites, periodicals, media pages of quality broadsheets, broadcast news etc. and take responsibility for broad awareness of social, political, ethical environmental and technical developments, innovation and issues in PR and society. Magazines PR Week Monday Media Guardian Campaign Marketing Week Media Week 21 MODULE TITLE LEVEL CREDIT/ECTS POINTS STATUS COMMON CORE Public Relations Planning and Management 2 15 / 7.5 4 TU credits ROUTE CORE BA (Hons) Public Relations BA (Hons) Public Relations with BA (Hons) with Public Relations BA (Hons) and Public Relations ELECTIVE PRE-REQUISITE(S) AIM This module aims to develop: 1. awareness of the contribution of planned public relations to overall business strategy across a variety of sectors, and to the realisation of organisational goals 2. awareness of the strategies, planning and management necessary to initiate and redirect public relations programmes 3. the knowledge and skills necessary to plan and manage public relations, campaigns Public Relations Theory INTENDED LEARNING OUTCOMES Upon successful completion of the module students should be able to: Identify the wider strategic context in which public relations operates, and the differing priorities and approaches for practitioners in various sectors and forms of employment (1) Apply the link between public relations and communications theory to the practice of public relations planning (2,3) in semi-open situations Apply the various elements of public relations planning (1, 2, 3), e.g. research and evaluation, project management, resourcing and budgeting Devise a detailed public relations plan for a hypothetical client (1,2,3) SKILLS DEVELOPMENT AND ASSESSMENT OPPORTUNITIES PERSONAL SKILLS AND COMPETENCES Opportunity to use/develop X Assessed Self Awareness Citizenship 22 Change/Coping with Uncertainty X Team/Group Skills X Leadership X Project Management and action planning X CIT Skills X Numeracy Skills X Creativity X Entrepreneurship X Written and Oral Communication Skills X Presentation Skills X Listening/ Feedback X Networking X Negotiating X ACADEMIC SKILLS AND COMPETENCES Information Literacy X Questioning and critique X Analysing X Reasoning X Problem Solving and Decision Making X CAREER SKILLS AND COMPETENCES Career and Opportunity Awareness X Transition Skills X Awareness of Employer s Needs X Continuing Professional Development X X X X X X X X X THEMATIC DEVELOPMENT Students consider the ethical implications of their proposed campaigns, and put forward public relations strategies and tactics for dealing with the challenges presented to organizations faced with significant change. LEARNING METHODS The module is structured around a series of key lectures (guest speakers included), guided reading, independent research and preparation. Seminars support the lecture programme and are conducted in a variety of ways: tutor-led; student-led presentations; group work, using case study scenarios; a focused planning workshop; project work. PRIOR KNOWLEDGE REQUIRED Public Relations Theory. ASSESSMENT METHODS Assessment for this module is 100% by group assignment (a written report preceded by a group presentation). 50% of the marks will be allocated by the tutor, and 50% using the peer group marking system. SYLLABUS CONTENT (INDICATIVE) History of public relations as a management function; strategic planning: definitions, approaches and influences (external and internal); environmental turbulence and unpredictability; functional v strategic public relations roles; corporate and marketing communications; boundary spanning; systems theory; gate 23 keeping; the contribution of public relations to the achievement of overall strategic objectives; decision making; Planning theory: communications model: sender, message, channel, receiver; traditional v grass roots campaigns; campaign objectives and effects; distribution v processing strategy; analysis and understanding of publics: hypodermic and two-step flow models, diffusion of innovations, degrees of innovativeness; stakeholder theory; power/interest and power/predictability matrices; situational analysis of publics Setting objectives; issues identification; desired response; message selection; channel preferences; tactic selection; resources and budgeting; project management skills; quality control; crisis planning The role of research in public relations planning; research design and techniques; evaluation levels and techniques; measuring and evaluating media coverage; evaluating behavioural change; quantitative and qualitative research Creativity and brainstorming; in-house and consultancy planning; the specific needs of different sectors (not for profit, private, public); single issue (pressure group) campaigning INDICATIVE LEARNING RESOURCES Key Text Cutlip S A Center and G Broom (2004) Effective Public Relations 9th ed.Prentice Hall Dowling GR (2002) Creating Corporate Reputations Oxford University Press Fombrun, C & van Riel CBM (2004) Fame & Fortune: how successful companies build winning reputations Pearson Education Gregory A (2000) Planning and Managing a Public Relations Campaign, 2nd ed. Kogan Page Gregory A, ed. (1996) Public Relations in Practice Kogan Page Grunig JE, ed. (1992) Excellence in Public Relations and Communication Management Lawrence Erlbaum Associates Grunig JE and T Hunt (1994) Managing Public Relations Holt, Rinehart and Winston Hart N (1995, ed.) Strategic Public Relations MacMillan Haywood R(2002) Manage Your Reputation: how to plan public relations to build and protect the organization s most powerful asset Kogan Page Johnson G and K Scholes (2004) Exploring Corporate Strategy. 7th ed. Prentice Hall Jolly A (2000) Managing Corporate Reputations Kogan Page Quirke B(2000) Making the Connections: Using Internal Communication to turn Strategy into Action Gower Schutt R (1996) Investigating the Social World Pine Forge Press (Sage) Solomon MR (1996) Consumer Behaviour Prentice Hall Theaker A (2005) The Public Relations Handbook 2nd ed. Routledge van Riel CBM (1995) Principles of Corporate Communicatio; Prentice Hall White J and L Mazur (1995) Strategic Communications Management Addison Wesley Windahl S, B Signitzer with J Olson (1992) Using Communication Theory Sage Journals Corporate Communication: an International Journal Journal of Communication Management Public Relations Review PR Week Strategic Communications Management 24 MODULE TITLE LEVEL CREDIT/ECTS POINTS STATUS COMMON CORE PUBLIC RELATIONS THEORY 1 15/7.5 4 TU credits ROUTE CORE BA (Hons) Public Relations BA (Hons) Public Relations with BA (Hons) with Public Relations BA (Hons) and Public Relations ELECTIVE PRE-REQUISITE(S) AIM To introduce students to the study and theories of public relations. INTENDED LEARNING OUTCOMES Upon successful completion of this module students should be able to: Describe the nature and origins of public relations, its theoretical frameworks and the development of contemporary practice of PR as a profession. Interpret PR activities, practices and techniques in terms of the theoretical frameworks studied. Identify the role of public relations in business and society. SKILL DEVELOPMENT AND ASSESSMENT OPPORTUNITIES PERSONAL SKILLS AND COMPETENCES Opportunity to use/develop Self Awareness X Citizenship X Change/Coping with Uncertainty Team/Group Skills Leadership Project Management and action planning CIT Skills Numeracy Skills Creativity Entrepreneurship Written and Oral Communication Skills None Assessed X 25 Presentation Skills Listening/ Feedback Networking Negotiating Information Literacy Questioning and critique Analysing Reasoning Problem Solving and Decision Making X ACADEMIC SKILLS AND COMPETENCES X X X X CAREER SKILLS AND COMPETENCES Career and Opportunity Awareness X Transition Skills Awareness of Employer s Needs Continuing Professional Development THEMATIC DEVELOPMENT: This module helps to develop awareness of professional ethics and issues of globalisation in respect of multicultural publics in public relations. LEARNING METHODS Lectures and tutorials focusing on theoretical development. Tutorials will engage students in the application of theory to practice situations, illustrating the role of PR in business and society. PRIOR KNOWLEDGE REQUIRED None ASSESSMENT METHODS Closed book exam focused on applying the theory to a case study. Students are informed of the case to be studies in advance but the precise questions set will be unseen. SYLLABUS CONTENT (INDICATIVE) PR: what is it, how does it work? The media and agenda setting Brief history of the profession Contemporary nature of the profession and its activities; ethics Theoretical frameworks including multidisciplinary perspectives from the humanities and social sciences; as well as theories of public relations Uses and roles of PR in different political/social contexts Multiculturalism in PR INDICATIVE LEARNING RESOURCES Center, A. H. and Jackson, P. (2003) Public Relations Practices: Managerial Case Studies and Problems. 6th ed. Upper Saddle River, NJ: Prentice Hall. Cutlip, S. M., Center, A. H. and Broom, G. M. (2004) Effective Public Relations. 9th ed. Upper Saddle River, NJ: Prentice-Hall. 26 Grunig, L. A., Grunig, J. E. and Dozier, D. M. 2002. Excellent Public Relations and Effective Organizations: A study of communication management in three countries. Mahwah, N.J.: Lawrence Erlbaum. Stauber, J. and Rampton, S. 1995. Toxic Sludge is Good for You: Lies, Damn Lies and the Public Relations Industry. Monroe, ME: Common Courage Press. Theaker, A. 2004. The Public Relations Handbook. 2nd ed. London: Routledge. Windahl, S. and Signitzer, B. with Olsen, J. T. 1992. Using Communication Theory: An Introduction to Planned Communication. London: Sage. 27 MODULE TITLE LEVEL CREDIT/ECTS POINTS STATUS COMMON CORE ROUTE CORE ELECTIVE PRE-REQUISITE(S) Specialist Public Relations 2 15/7.5 4 TU credits BA (Hons) Public Relations BA (Hons) Public Relations with BA (Hons) and Public Relations Professional Practice and Enterprise: Tactics & Techniques AIM To extend awareness of the organisational cultures and environments; employability issues, and the specific public relations techniques and approaches required by the public and private sectors, while further developing presentation and writing skills. INTENDED LEARNING OUTCOMES Upon successful completion of this module students should be able to: Differentiate between the varying public relations needs of different public and private sector organisations Analyse the specific abilities, knowledge and experience required of practitioners. Evaluate one particular sector PR specialism. Develop investigative skills in researching specific sectors. Demonstrate the skills of working as a group Develop writing skills through the production of an induction manual. SKILL DEVELOPMENT AND ASSESSMENT OPPORTUNITIES PERSONAL SKILLS AND COMPETENCES Opportunity to use/develop Self Awareness X Citizenship Change/Coping with Uncertainty X Team/Group Skills X Leadership X Project Management and action planning X CIT Skills X Numeracy Skills X Creativity X Entrepreneurship X Written and Oral Communication Skills X Presentation Skills X Listening/ Feedback X Assessed X X X 28 Networking X Negotiating X ACADEMIC SKILLS AND COMPETENCES Information Literacy X Questioning and critique Analysing X Reasoning Problem Solving and Decision Making X CAREER SKILLS AND COMPETENCES Career and Opportunity Awareness X Transition Skills X Awareness of Employer s Needs X Continuing Professional Development THEMATIC DEVELOPMENT X X X X X This module asks students to investigate PR practice. In doing so they will encounter the issues of professional ethics; and the changing environmental contexts relating to specific PR sectors. LEARNING METHODS Guest lecturers from practitioners in relevant PR sector specialisms. Lectures on how the different sectors use public relations to support corporate and business strategies. Seminars will be used to develop students research skills, and for student presentations. PRIOR KNOWLEDGE REQUIRED Professional Practice and Enterprise: Tactics & Techniques ASSESSMENT METHODS Students will work in small groups where they will be assessed using the following methods: 50% group poster presentation. 50% production of a mini induction pack for a junior public relations assistant. These methods will test all the learning outcomes through the process of working as a group towards the completion of two tasks. SYLLABUS CONTENT (INDICATIVE) Public and private sectors specific use of public relations techniques including media relations, internal communication, financial PR, crisis management, sponsorship, community relations, marketing PR, fundraising, lobbying. INDICATIVE LEARNING RESOURCES Texts, including electronic Baines P, Egan J & Jefkins F (2004) Public Relations Contemporary Issues and Techniques, Elsevier Butterworth-Heinemann Corby S & White G eds. (2002) Employee Relations in the Public Services (electronic resource), Routledge 29 Center AH & Jackson P (2003) Public Relations Practices: managerial case studies & problems, Prentice Hall Davis A (2003) Everything you should know about public relations: direct answers to over 500 questions, Kogan Page Daymon C & Holloway I (2002) Qualitative Research Methods in Public Relations and Marketing Communications, Routledge Fombrun C & van Riel CBM (2004) Fame and Fortune: how successful companies build winning reputations, Pearson IPR (2003) Unlocking the Potential of PR; developing good practice, Institute of Public Relations Regester M & Larkin J (2002) Risk Issues and Crisis Management: a casebook of best practice. 2nd ed. Kogan Page Wilcox DL (2004) Public Relations: Strategies and tactics. 7th ed. Allyn & Bacon For students researching the different sectors, the main secondary sources will be web based, including the specific web pages of organisations within the chosen sector under investigation eg the BBC. Useful websites include: www.ipr.org.uk (see sectoral groups such as local government) www.prca.org.uk www.lgiu.gov.uk www.assochealth.org.uk www.careers.civil-service.gov.uk 30 MODULE TITLE LEVEL CREDIT/ECTS POINTS STATUS COMMON CORE ROUTE CORE ELECTIVE SUBJECT BOARD MODULE IDENTIFIER PRE-REQUISITE(S) CO-REQUISITE(S) AIM WRITING FOR PUBLIC RELATIONS 1 15/7.5 4 TU credits BA (Hons) Public Relations BA (Hons) Public Relations To build an understanding of and basic facility with practical, written communication (a core skill for PR practitioners). This practical skills module supports the concurrent Professional Practice and Enterprise module. INTENDED LEARNING OUTCOMES Upon successful completion of this module students should be able to: Identify the stylistic differences between different types of communications tools. Distinguish between the communications requirements of different target media. Apply appropriate written English skills to a range of communications tools. Demonstrate the ability to translate public relations messages/content into a range of different communications tools. Show the ability to write effectively and accurately to deadlines (i.e. at speed and under pressure). SKILL DEVELOPMENT AND ASSESSMENT OPPORTUNITIES PERSONAL SKILLS AND COMPETENCES Opportunity to use/develop Self Awareness Citizenship X Assessed 31 Change/Coping with Uncertainty Team/Group Skills Leadership Project Management and action planning CIT Skills Numeracy Skills Creativity Entrepreneurship Written and Oral Communication Skills Presentation Skills Listening/ Feedback Networking Negotiating X X X ACADEMIC SKILLS AND COMPETENCES Information Literacy Questioning and critique Analysing X Reasoning X Problem Solving and Decision Making CAREER SKILLS AND COMPETENCES Career and Opportunity Awareness X Transition Skills Awareness of Employer s Needs X Continuing Professional Development THEMATIC DEVELOPMENT X X Ethics: This module addresses the question of ethics and professionalism in public relations by emphasising the importance of facts in PR writing and teaching the distinction between facts and opinions. Globalisation and enterprise: English is the language of international business and the lingua franca of the internet. This module will introduce the concept of international English and the challenges of writing for international audiences. Change: Public relations writing must operate within dynamic news and organisational environments. In particular, writing for the media requires an ability to work to deadline and meet the demands of a 24/7 media news environment. LEARNING METHODS Lectures will introduce key concepts. These will be complemented by tutor-led tutorials devoted to various PR writing genres. There is also a requirement for lab-based teaching (eg PR Studio) when online sources are involved and when students are learning concepts such as hypertext writing. PRIOR KNOWLEDGE REQUIRED None ASSESSMENT METHODS By exam: writing a news release from a brief (2 hours) plus one other item of specialist writing. 32 SYLLABUS CONTENT (INDICATIVE) General skills o o o o Primer on grammar, punctuation and spelling Principles of effective business writing Editing and proof-reading skills Report writing Specialist skills o o o o o o o o News release writing Feature article writing Photo stories/photo captions Letters to editors Speech writing Newsletter copywriting and editing Internal memos Pitches and proposals INDICATIVE LEARNING RESOURCES Ali, M. (1997), Copywriting, Butterworth-Heinemann. Anon, (1996), The Economist Style Guide, Hamish Hamilton / Economist Books Bartram, P (1995), How to Write a Press Release, How To Books Bivins, T (1996), Handbook for Public Relations Writing, NTC Business Books Bland, M; Theaker, A and Wragg, D (1996), Effective Media Relations, Kogan Page Foster, J. (1998), Effective Writing Skills for Public Relations, Kogan Page McAlpine, R (2001), Web Word Wizardry: A Guide to Writing for the Web and Intranet, Ten Speed Press Newson, D and Haynes, J (7th ed. 2005), Public Relations Writing: Form and Style, Wadsworth Ritter, R (2002), The Oxford Guide to Style, Oxford University Press Simon, R and Zappala, J (1996), Public Relations Workbook: Writing & Techniques, NTC Business Books Tucker, K; Derelian, D and Rouner, D (1997), Public Relations Writing: an issue-driven behavioural approach, Prentice Hall Wilcox, D and Nolte, L (1997), Public Relations Writing & Media Techniques, Longman 33

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