MP6033 - Public Relations in Context

The module is taught via a 2 hour-long tutor-led lecture, and a 1 hour-long workshop during which you will address and discuss issues raised in the lecture session. During the taught sessions, you will develop skills in applying Public Relations theory to practice-based tasks. These tasks will allow you to receive formative feedback, and so your work in these sessions will lead you towards the module’s summative assessed pitch.

You will be supported in a variety of manners: the module tutor is available to discuss issues both during and outside scheduled teaching. Tutors can discuss issues during pre-determined Office Hours each week, and also via email. Additionally, information, teaching materials and other support is available through the Electronic Learning Portal system.

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

Knowledge & Understanding:
KU1: Critically evaluate PR theory and apply to practice.

KU2: Plan and propose realistic strategic solutions to the case study, and deliver these in a PR pitch to encourage employability.


Intellectual / Professional skills & abilities:
IPSA1: Demonstrate ability to work collaboratively in teams.

IPSA2: Critically assess and analyse a Public Relations brief.

The module will be summatively assessed with the delivery of a 15-20 minute PR pitch (worth 70%) which is underpinned by an individual 1500 word critical report (worth 30% of final mark).

The PR pitch will be 15-20 minutes in length, and will be delivered in groups. The pitch will allow you to demonstrate your strategic thinking, as well as your ability to present with flair and creativity. The 1500 word critical report will allow you to reflect on your practice within and contribution to the pitch in greater detail.

You will receive formative feedback on your understanding of Public Relations theory and concepts during the workshops. Class discussion will test your ability to critically engage with issues relating to the application of Public Relations theory in an academic fashion and allow you to demonstrate your understanding of the theoretical concepts raised in the lecture sessions. You will also have the opportunity to discuss your ideas with your peers during the workshop sessions.

Under normal circumstances, you will receive written feedback on your summative submissions within 20 working days. The feedback will normally be supplied electronically as part of the ESAF process. This feedback will provide a detailed account of your research/methodological skills, critical engagement and communicative ability, as well as supporting future learning by indicating areas for development. You can also request additional verbal feedback on your submissions by arranging a meeting with the module tutor.

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Public Relations is developing at break-neck speed in the 21st Century, and the pitch is at the heart of securing a new client base. This module aims to develop your understanding of the principles of Public Relations theory and concepts so you can apply them to real-world public relations strategies. You will develop your skills in presenting and working in teams. The module aims to develop skill-sets that are key to working in the Public Relations industry, and which will be invaluable in terms of future employability.