Public Relations

This module explores the historical and contemporary and contexts of Public Relations and traces its professional and theoretical evolution. In doing so it defines PR and its strategic role and remit in organisations (or for brands and individuals), as trusted advisor, and in a position of influence and power. The module considers contemporary challenges in PR, such as the use of AI, and PR as propaganda. Your learning draws on examples and contexts from around the world.

Module content includes:

• The historical and contemporary contexts of PR, from global perspectives
• Critical perspectives on PR and its associations with propaganda
• New developments in PR such as Artificial Intelligence, and the ethics, opportunities, risks and challenges associated with these
• Understanding the application of PR from corporate to standalone campaigns, and across sectors
• Professional ethical practice including industry codes of conduct
• Exploring PR in practice, including through the Global Alliance professional competencies framework

The module challenges you to deepen your research, analytical and strategy skills through producing a sustained piece of work. It is an opportunity to study a specific aspect of public relations practice in greater depth and you are supported to identify an area of interest, developing it as a portfolio of work (such as a strategy or campaign) alongside a critical evaluation, or as a dissertation of extended length. The module enables you to develop expertise in your chosen area, supporting your professional ambitions.
 

You will lead your learning in this module and direct the focus of your work, supported by tutors. Chosen topics typically are of professional relevance to you,or involve the investigation of a public relations issue of contemporary importance.

This module introduces you to PR specialisms that engage with a range of environments and scenarios in society. From the dynamic challenges of crisis communications to PR’s role in politics and lobbying, to social responsibility - including in climate change - you’ll develop an understanding of the diversity of PR applications.
The module explores the theoretical and practical skills and knowledge needed to understand, critique and apply PR techniques across sectoral, geographic, and situational contexts. A collaborative online project with students from outside the UK enables a global perspective on contemporary PR practices.

You’ll study topics such as:

• Crisis communications - theories and concepts, managing through crisis, news and social media in a crisis
• Corporate culture and leadership, internal communications
• Corporate social responsibility
• Public affairs – role of politics, media and political communications, lobbying techniques, fake news, disinformation, politics and power
• Activism in relation to governmental, commercial and not-for-profit sectors

This practically focused module explores communications and campaign planning principles: research, identifying target audiences and channels, setting objectives, measurement and evaluation. You’ll apply your learning to respond to real world briefs and develop a range of strategy and campaign skills. You will learn to develop targeted, task specific and media friendly written and creative content: an essential PR skill.

You’ll study topics such as:

• Stakeholder mapping, communication and engagement
• Reputation – what it is and why it matters
• Using data analytics to inform strategy
• Content creation: writing skills (news media pitches, briefings and press releases, social media platforms, thought leadership articles), video and podcasting, storytelling
• Search engine optimisation with a focus on consumer public relations

This module explores the principles of social science research design and explains, and compares and contrasts, the principal research methods relevant to the study of public relations, communication, and media. You will gain practical experience of using a range of approaches to data collection and analysis, develop your skills in critically evaluating those methods, and apply your knowledge and experience to the design of your own research project. This includes the identification of research topics, development of research questions, determining sampling criteria, and the identification of appropriate data collection and analytic methods.
You will develop the understanding, awareness and skills necessary for rigorous and ethical research to support impactful public relations and communication work.

You’ll study topics such as:

• Research design
• Data collection and analysis
• Critical reflection and evaluation
• Research Ethics including AI in academic research
• Using and evaluating literature and professional material in research
• Effective communication: writing and presentation