Aims and Fit of Module

The module introduces the core principles, ethical frameworks, contemporary practices of Public Relations (PR), with a specific focus on multimedia campaigns and crisis management.

Bridging theory and practice, the module enables students to evaluate and develop comprehensive communication strategies. Students will explore the critical stages of PR planning, including background research, stakeholder and target audience analysis, and strategic media selection.

Through scenario-based exercise, students will build the skills to formulate realistic PR objectives, assess communication materials, and translate insights into actionable plans and creative assets.

By the end of the module, students will be equipped to strategically analyse, plan, and develop PR materials to engage target audiences and protect organisational reputation.

Learning outcomes

A. Demonstrate an understanding of the core principles, ethical frameworks, and contemporary practices of public relations.

B. Analyse organisational goals, stakeholders, target audiences, and media landscapes to inform PR strategies.

C. Evaluate public relations materials and campaigns for effectiveness, tone, and risks.

D. Develop a strategic public relations assets tailored to specific objectives.

Method of teaching and learning

Lectures

Lab/Practicals