Module Catalogues, Xi'an Jiaotong-Liverpool University   
Module Code: ENG414
Module Title: Public Relations Translation
Module Level: Level 4
Module Credits: 5.00
Academic Year: 2018/19
Semester: SEM2
Originating Department: English
Pre-requisites: N/A
Public relations (PR) is a way for companies, organizations or people to enhance their image. PR usually involves communicating with the media and through the media to present the organization or clients in the most favorable way possible. The module aims to develop students’ knowledge, skills, understanding and competence in the field of public relations translation that help bring a favorable publicity between organizations and the public. The module will introduce students to writing techniques for a variety of Public Relations materials such as press releases, website profiles, public speeches, trade shows, bios, fact sheets and feature articles in both Chinese and English and students are expected to be able to effectively translate such content between Chinese and English. Intense training of students in terms of practical skills and approaches to the translation of topics of public interest is included in the module; also included is the enhancement of students' writing and translation skills in terms of PR materials
Learning outcomes 
A Produce clear and effective PR texts both in English and Chinese;

B Develop an advanced level of cultural sensitivity to the language used in PR writings and understand its implications for PR translation;

C Demonstrate the competence as translator to promote an organization or individual exposure to audiences by translating the topics of public interest and news items;

D Demonstrate enhanced capabilities in translating various publicity materials in persuading the public, investors, organizations, and partners to maintain a certain point of view about products or of political decisions;

E Critically reflect on and evaluate PR translations.

Method of teaching and learning 
The teaching sessions are divided into two components: lectures and tutorials. Lectures are designed to help students acquire theories in the field of PR translation and relevant techniques for writing and translating PR texts; tutorial sessions are designed to help students develop translation competence based on hands-on translation practice.
The syllabus will typically include:

PR writings and styles: an overview

Analytical tools: Text typology

The Functionalist Approach and PR translation

Translating press releases

Translating trade shows

Trade shows translation workshop

Translating website profiles

Website profile translation workshop

Translating fact sheets

Fact sheets translation workshop

Translating public speeches

Public speech translation workshop

Translation workshop:

Students are assigned a small translation task following each lecture after week 3. After the completion of the tasks, students’ translations will be presented, analyzed and discussed in the workshop and relevant translation strategies /skills are brought forth for discussion among students.

Delivery Hours  
Lectures Seminars Tutorials Lab/Prcaticals Fieldwork / Placement Other(Private study) Total
Hours/Semester 26    13      111  150 


Sequence Method % of Final Mark
1 Assignment 1 25.00
2 Assignment 2 25.00
3 Final Exam 50.00

Module Catalogue generated from SITS CUT-OFF: 12/14/2019 3:07:54 PM