Module manager: Tony Byng
Email: adb@lubs.leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2024/25
This module is not approved as an Elective
Whether for commercial or not-for-profit goals, public relations (PR) and corporate communications professionals are constantly challenged to influence key stakeholders’ actions through soundly structured, deeply engaging and highly persuasive campaigns. In an effort to “reach out to hearts and minds”, persuasive communications must balance logical argument with an appeal to the emotions. This module recognises the vital importance of written opinions and verbal speechmaking in delivering these persuasive communications, online and through traditional media.
The objectives of this module are to:
- Understand the role of persuasive writing and speechmaking in supporting achievement of PR and corporate communications goals
- Explore a range of persuasive techniques for both written and spoken communications
- Help students develop critical knowledge, skills and understanding by exploring the impact persuasive techniques can have on PR and corporate communications.
On completion of this module, students should be able to:
- Critically evaluate the role of persuasive techniques in PR and corporate communications
- Investigate the power of rhetoric and storytelling in persuasive communications
- Discuss the ethics of persuasive communications
- Deliver persuasive written and verbal communications
- Critically assess opinion articles, blogs and speeches
Areas include:
- Principles of persuasion
- Persuasive writing process
- Logical argument and the importance of evidence
- Storytelling and the power of a ‘good story’
- Position statements and opinion articles
- Rhetorical devices and their use in written and verbal delivery
- Speech writing
- Speechmaking and performance
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 10 | 2 | 20 |
| Seminar | 10 | 1 | 10 |
| Private study hours | 120 | ||
| Total Contact hours | 30 | ||
| Total hours (100hr per 10 credits) | 150 | ||
This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.
There will be opportunities for formative feedback throughout the module for seminar activities and Q&A sessions related to coursework.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Essay | 2,000 words | 70 |
| Oral Presentation | 5 minutes | 30 |
| Total percentage (Assessment Coursework) | 100 | |
Students will produce two closely-related assignments requiring them to deliver a strong persuasive platform through both written and verbal communications. Resit will be by 2,000 essay for 100% of the module mark.
The reading list is available from the Library website
Last updated: 8/16/2024
Errors, omissions, failed links etc should be notified to the Catalogue Team