Effective campaigning and the structural processes of campaign extension are key components of 21st Century PR practice.
Building on the Level 1 Effective Copywriting and Design module, this unit will introduce new areas of theory and of practical and creative application.
This module considers harnessing a professionally literate visual element to a coherent and integrated PR offer. It will look at such things as speech writing and presentations; exhibitions and events; press conferences and briefings; webcasts and podcasts; ‘news spotting’ and ambush marketing; and cultural referencing.
It will also introduce some of the corporate necessities such as annual reports and prospectuses that students will study in depth in Level 3.
This unit will therefore analyse and critique some existing campaigns and corporate endeavours and set workshop tasks and challenges to construct a sense of cultural and promotional values.
- Semiotics and visual languages
- Press conferences, briefings
- Photo calls and media events
- Exhibitions and roadshows
- News Spotting, Ambush Marketing and viral campaigns
- Speech writing and presentation protocols
- Consumer culture as a PR reference point
Communicating in the Public Sphere is about the process of engaging citizens and voters in the practical as well as the ideological aspects of public administration, it touches on many aspects of political (with a small 'p') communications.
An initial grounding in Public Administration for PR practitioners and journalists will have been offered in the first year; this module builds on that. It looks at the relationship between the citizen (voter), the established political order and the media.
The PR professional needs not only to have a full grasp of the communications techniques open to the 21st C practitioner but also to be aware of the need for impartiality, balance and openness in dealing with public communications.
Well managed, well directed and reliable two-way communications between the politicians and their constituents, via whichever media is appropriate, could be the key to countering the 'democratic deficit' of fewer people voting at elections.
As party politics becomes less engaging, citizens and voters are increasingly politically active on issues that motivate them.
This module will look at the mainstream communications methods, mechanisms and messages but also at the alternative political communications communities.
It addresses issues such as media relationships with officials, representatives, and politicians and examines limitations on, and opportunities for, the reporter to obtain information that institutions prefer the public not to know.
Students can look at examples, case studies and reporting trends to assess the function of reporters and media organisations in presenting these important areas of public concern to their audiences.
Community engagement is the process by which businesses and individuals build ongoing relationships with the purpose of achieving a collective vision for the benefit of a community. This increasingly important aspect of Public Relations can prove challenging as both persuasion and influence techniques are required. During this module, students will have the opportunity to evaluate current communication techniques used in persuasion, negotiation and counselling (eg neuro-linguistic programming and transactional analysis).
Today’s Public Relations operates through multiplatforms of sound and vision, thus students need to understand the essential legal and ethical responsibilities associated with multiplatform communication, working with journalists and with the news agenda.
Students will have the opportunity to examine a range of different audiences and channels of communication from tweets, blogs, news media and speeches to weighty consultation and strategy documentations to justify policies.
Students will also have the chance to develop an understanding of the legal issues around reputation as an essential skill for a PR journalist. A PR professional must have a basic understanding of contract law and of the legal rights and responsibilities of freelancers.
This module provides an insight into the strategic management of events of all sizes and types. The module provides a framework of the event planning process, using short and long-term strategies and an overview of operational strategies. Students are expected to organise an event of their own in this module and all that it entails. The event is assessed from conception through to operation and evaluation.
The module considers the role of Public Relations (PR) in the context of the changing nature of communication between organisations and their publics. The rapidly evolving technological context that is transforming the environment within which communication takes place is of particular concern to communication. Technological change has also had a social impact in terms of individuals' use of media, access to information and social interaction that all have implications for communication. Through completion of the module students can begin to plan and evaluate the contribution of PR within an integrated communications campaign strategy and develop their skills in presenting and defending their ideas within a realistic context.
Effective management of PR does not depend on luck; there are Codes of Conduct for practitioners to follow and the typical client / consultant relationship is usually organised into a Contract. This module will look at Public Relations and how it works as a business in its own right, together with how it works as a function of other businesses in order to provide students with a clear image of the establishment, structure and style of a PR consultancy, linked to the professional processes that go on within the business. As well as the world of PR consultancies, this unit will consider and discuss the role of PR within an organisation, considering the similarities and differences between the structure and performance of consultancy and in-house PR resources.
The main aim of this module is to encourage students to consider the relationships between the media and audiences, to ask critical questions relevant for their field of study, and to choose the right method to answer them. It introduces qualitative research methods for communications and guides students through the practical dimensions of conducting a research project into media audiences. In order to help students to understand basic research methods commonly used in communication and media studies and their limits this unit will include discussions on contemporary critiques of these methods, as well as their ethical and philosophical dimensions. Students will examine the multidisciplinary character of these methods and their historical origins in the fields of sociology, anthropology, and psychology. The contribution of literary criticism, history and economy to what is often referred to as 'critical analyses' of contemporary cultural production and reception will be also a matter of discussions.