219209

Public Relations Practice

An introductory study of public relations and its use to create and maintain communication between organisations and their internal and external publics. Theoretical and practical approaches are combined so that students are introduced to the diversity of contemporary public relations theory and techniques and have opportunities to develop key skills in practical assignments.

Course code

Qualifications are made up of courses. Some universities call these papers. Each course is numbered using six digits.

219209

Level

The fourth number of the course code shows the level of the course. For example, in course 219206, the fourth number is a 2, so it is a 200-level course (usually studied in the second year of full-time study).

200-level

Credits

Each course is worth a number of credits. You combine courses (credits) to meet the total number of credits needed for your qualification.

15

Subject

Communication and Journalism

Course planning information

General progression requirements

You must complete at least 45 credits from 100-level before enrolling in 200-level courses.

Learning outcomes

What you will learn. Knowledge, skills and attitudes you’ll be able to show as a result of successfully finishing this course.

  • 1 Describe and apply key concepts and theoretical models that inform public relations practice.
  • 2 Analyse and evaluate terms, concepts and theories that inform public relations practice.
  • 3 Appraise and apply selected aspects of the professional code of ethics for public relations practitioners.
  • 4 Select and use concepts and appropriate PR theory to guide implementation and evaluation of a selected range of professional practice tasks.

Learning outcomes can change before the start of the semester you are studying the course in.

Assessments

Assessment Learning outcomes assessed Weighting
Written Assignment 1 3 4 15%
Written Assignment 1 3 4 35%
Test 1 2 3 40%
Practical/Placement 1 2 3 4 10%

Assessment weightings can change up to the start of the semester the course is delivered in.

You may need to take more assessments depending on where, how, and when you choose to take this course.

Explanation of assessment types

Computer programmes
Computer animation and screening, design, programming, models and other computer work.
Creative compositions
Animations, films, models, textiles, websites, and other compositions.
Exam College or GRS-based (not centrally scheduled)
An exam scheduled by a college or the Graduate Research School (GRS). The exam could be online, oral, field, practical skills, written exams or another format.
Exam (centrally scheduled)
An exam scheduled by Assessment Services (centrally) – you’ll usually be told when and where the exam is through the student portal.
Oral or performance or presentation
Debates, demonstrations, exhibitions, interviews, oral proposals, role play, speech and other performances or presentations.
Participation
You may be assessed on your participation in activities such as online fora, laboratories, debates, tutorials, exercises, seminars, and so on.
Portfolio
Creative, learning, online, narrative, photographic, written, and other portfolios.
Practical or placement
Field trips, field work, placements, seminars, workshops, voluntary work, and other activities.
Simulation
Technology-based or experience-based simulations.
Test
Laboratory, online, multi-choice, short answer, spoken, and other tests – arranged by the school.
Written assignment
Essays, group or individual projects, proposals, reports, reviews, writing exercises, and other written assignments.

Textbooks needed

Textbooks can change. We recommend you wait until at least seven weeks before the semester starts to buy your textbooks.

Compulsory

STRATEGIC PLANNING FOR PUBLIC RELATIONS

Author
SMITH, R. D.
ISBN
9780367903848
Edition
6TH EDITION
Publisher
TAYLOR & FRANCIS
Notes
5th edition can also be used for 2022

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