Unit 1.1 – Managing PR
Suggested teaching time - 40%
(a) Defining PR and its role in the organisation
Aim: To provide a general introduction to public relations as a management activity.
(b) PR and communication theory
Aim: To develop an understanding of communication processes and how they are used in PR.
- introduce the background to how public relations has developed
- critically examine the various definitions of public relations
- consider how public relations is managed in organisations and how organisations use public relations to achieve their objectives
- introduce communication theory and how it is used in public relations
- examine how new media is changing public relations practice
- encourage study skills and essay/report writing.
At the end of Unit 1.1 you will be able to:
- use your knowledge of what public relations is to broaden your understanding and plan your career
- understand how public relations can enable organisations to achieve objectives
- develop your own professional expertise through your understanding of communication theory
- use your knowledge of new media to enhance practice.
- introduction to history and definitions of PR
- PR's differences from marketing, advertising and journalism
- introduction to media relations, internal communications, public affairs, CSR
- introduction to systems theory, management theory, organisational structures and impact on PR.
Assignment: Critical Reasoning Test.
Unit 1.2 - PR in action (vocational skills)
Suggested teaching time – 45%
Aim: To provide an introduction to planning and primary tactics used in public relations.
- examine the way in which public relations plans are developed
- review the principles and practice of media relations
- encourage an understanding of the importance and purpose of internal communications
- develop the ability to deploy a range of PR techniques.
At the end of Unit 1.2 you will be able to:
- develop and manage public relations plans
- use a range of effective media relations techniques
- manage a full range of internal communications activities.
- case study
- planning models and effective communication, targeting publics, developing messages, selecting channels
- media training, writing, interviews, writing genres and styles, writing media releases, managing launches, internal communications activities including employee research, employee engagement activities, employee briefings, intranet pages, speeches, presentations.
Assessment: Planning Assignment.
Unit 1.3 - Professional development (personal development)
Suggested teaching time – 15%
Aim: To provide an introduction to management skills and reflective professional practice.
- support students conducting a self-directed research investigation
- develop an understanding of effective management skills
- examine what professionalism is and how it relates to public relations practice
- put public relations into context as a developing discipline.
At the end of Unit 1.3 you will be able to:
- improve your management skills
- implement a personal Continuing Professional Development plan
- actively reflect on how to contribute to the development of public relations.
- management skills, including organising and managing effective meetings, making effective contributions to meetings, personal time management, making presentations, pitching, managing resources and information systems, negotiating and problem solving
- professionalism, personal and professional ethics, personal learning approaches, personal planning skills
- completion of personal plan for Continuing professional development.