Module manager: Tony Byng
Email: A.G.D.Byng@leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2024/25
This module is not approved as an Elective
This module aims to provide students with the skills and knowledge essential for delivering effective practice in the Public Relations (PR) profession. The module will be delivered through a combination of interactive workshops, focusing on practical applications of key PR tools and techniques.
Upon completion of this module students will be able to critically assess:
- The key elements of strategic PR planning and key communications techniques essential for delivering practical PR programmes
- the importance of creativity in the development of both strategic and tactical PR plans and PR writing
- the diverse needs of a variety of media channels, both traditional and digital and analyse the specific needs of a given media channel
Upon completion of this module students will be able to:
Transferable
- Prepare and deliver professional quality oral presentations
- Work as an effective team player
- Apply principles, theories and skills learned to practical and professional settings and contexts
Subject specific
- Research, assimilate and analyse relevant information to inform and direct PR strategies
- Develop PR strategies and campaign plans
- Produce professional quality written corporate communications and public relations materials
- Respond to and reflect upon crisis situations using PR tools
Indicative content
PR strategy & planning
Media targeting
Creativity in PR
Writing for PR
Event Planning
Handling the media – press conferences & interviews
Crisis and issues management
Campaign research and evaluation
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 10 | 1 | 10 |
| Seminar | 10 | 2 | 20 |
| 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 |
|---|---|---|
| Group Project | Simulated PR activities | 100 |
| Total percentage (Assessment Coursework) | 100 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
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