Media, Communication and Public Relations (MLLSM05)

MSc International Events Management

Module Handbook:

Media, Communication and Public Relations (MLLSM05)

Module Leader: Heike Puchan

Department of Cultural Business (DCB)

20010/11 Semester A

Credit Points 15

Pre-requisites: None

Introduction

This module provides students with a critical understanding of the structure and operation of global and local media; and specific understanding, knowledge and practical skills in public relations. Introductory theoretical, conceptual, occupational, practical and historical concepts will lead into practical media relations skills (lab & workshop based)

Learning outcomes

On successful completion of the module, students will be able to:

Demonstrate a critical understanding of the principal theories of the media’s role, function, structure and economic basis in differeing societies

Demonstrate a critical understanding of the various specialised principles within the general field of media and public relations

Demonstrate a critical awareness of current issues emerging regarding the practice of public relations

Use most of the principal skills required of media relations to develop original and creative media relations campaigns.

Teaching and Learning Strategy

A programme of distance learning materials will form the core of the module material, utilising readings, recorded audio lectures, and Blackboard discussion board contributions. The key contact hours will centre on two eight hour weekends directed via a case study approach and involving a series of interactive seminars, guest speakers, field visits, Blackboard evaluations and discussion of formative assessments. A second and final phase of further distance learning thereafter will prepare students to necessary reflection for the summative case-study assessment.

The primary hub of delivery for the module will be via the web based learning resource Blackboard. Lectures will be uploaded in MP3 format for students to download and listen to at their leisure. Each lecture will be 30-40 minutes in length and students will have access to these lectures a week in advance (this will allow students time to have listened to lectures prior to the intensive teaching weekends (which take place at the end of weeks 4 and 8). Lectures will be accompanied by a number of set readings which can be downloaded from the Blackboard site.

A Discussion Board and/or Blog will run simultaneously alongside lectures. Here students can interact with fellow students and module staff.

Notional Student Hours

Lectures 8

Seminars16

Independent Learning100

Directed Learning16

Assessment10

Total Hours150

Transferable skills

This module aims to provide students with the following transferable skills:

C & I.T. skills
Critical and analytical skills
Interactive and group skills
Independent learning

Attendance Policy
Students must allow adequate time each week to engage with the materials provided. Presence and contributions to discussion threads on the blog is essential for the collegiate and collective nature of the learning experience of the module. Attendance at the intensive weekends is a compulsory requirement. If a situation occurswhich may jeopardise contributions and, in particular, attendance at the intensive weekend’s students must inform the MSc Programme Leader (Jenny Flinn) at the first available opportunity.

Staff Information

Heike Puchan (module leader / lecture author / podcast lecturer)

Room M311(GeorgeMooreBuilding)

+44 (0) 141 331 8489

Nick Bevens (tutor on media / press relations at intensive teaching weekends)

Room M306 (GeorgeMooreBuilding)

+44 (0) 141 331 3488

Lecture Programme

Week Commencing / Lecture Title / Lecturer / Readings
E = Essential
R = Recommended
Week 1
(w/c 21st September 2009) / Introduction to PR – history & background / Heike Puchan / (E) Tench, Ralph & Yeomans, Liz ( 2006) Exploring Public Relations,London: Pearson. Chapter 1 & 3
Public Relations origins: definitions & history
Role of the public relations practitioner
(E)L'Etang, Jacquie., (2008) "Public Relations: Defining the Discipline and the Practice." from L'Etang, Jacquie., Public Relations: Concepts, Practice and Critique. pp.16-45, London: Sage Publications
(R) Tench, Ralph & Yeomans, Liz ( 2006) Exploring Public Relations,London: Pearson. Chapter 2
Week 2
(w/c 28th September 2009) / The media environment today / Heike Puchan / (E)Tench, Ralph & Yeomans, Liz ( 2006) Exploring Public Relations,London: Pearson. Chapter 4
Media context of contemporary public relations and journalism
Week 3
(w/c 5th October 2009) / Media Relations strategy / Heike Puchan / (E)Tench, Ralph & Yeomans, Liz ( 2006) Exploring Public Relations,London: Pearson. Public relations & democracy, Chapter 5
Week 4
(w/c 12th October 2009) / Media Relations tactics / Heike Puchan / (E)Tench, Ralph & Yeomans, Liz ( 2006) Exploring Public Relations,London: Pearson. Chapter 16
Media relations
Week 5
(w/c 19th October 2009) / Public Relations planning / Heike Puchan / (E)Tench, Ralph & Yeomans, Liz ( 2006) Exploring Public Relations,London: Pearson. Chapter 10: Public Relations as planned communication
(E)Tench, Ralph & Yeomans, Liz ( 2006) Exploring Public Relations,London: Pearson. Chapter 12: Audiences. stakeholders and publics
Week 6
(w/c 26th October 2009) / Corporate identity, image and reputation / Heike Puchan / (E)Tench, Ralph & Yeomans, Liz ( 2006) Exploring Public Relations,London: Pearson. Chapter 13: Corporate image, identity and reputation
(R) Tench, Ralph & Yeomans, Liz ( 2006) Exploring Public Relations,London: Pearson. Chapter 21: Consumer PR
(E)Meech, Peter., (2006) "Corporate Identity and Corporate Image.”, L’Etang, J & Pieczka, M. (2006) Public Relations: Critical debates and contemporary practice, Lawrence Erlbaum pp.389-403.
Week 7
(w/c 2nd November 2009) / Crisis communication / Heike Puchan / (E)Tench, Ralph & Yeomans, Liz ( 2006) Exploring Public Relations,London: Pearson. Chapter 20: Crisis public relations management
(E)Fearn-Banks, Kathleen., (2001) "Crisis Communication: a Review of Some Best Practices." from Heath, Robert L., Handbook of Public Relations.Sage Publications, pp.479-485.
Week 8
(w/c 9th November 2009) / Public Relations Evaluation & Research / Heike Puchan / (E)Tench, Ralph & Yeomans, Liz ( 2006) Exploring Public Relations, London: Pearson. Chapter 11: Public Relations research and evaluation

Additional guest specialist or case study podcast lectures may be offered as well during the course.

Assessments

There are two elements of assessment for this module:

1. Media relations case study (30%)

The first assignment will consist of an assessed media relations case study/portfolio of individual and group-based public relations materials which will handed out and started during the first teaching weekend (week 4) and which has to be completed by week 6 and which will be worth 30% of the final mark for this module.

Anyone who is unable to attend this weekend should alert the programme leader (Jenny Flinn) and module leader (Ken Garner) as soon as possible so that alternative arrangements can be made.

2. Case Study (70%)

The purpose of this case study is to allow students to develop a theoretical and practical response to a contemporary public relations issue impacting upon events practice in the form of a case study. This case study should analyse and isolate a contemporary public relations issue or scenario focused upon a particular event or organisation and propose a public relations campaign to deal with the issue.

In their case study students are expected to cover the following topics:

Introduction to issue/scenario
History of the event/organisation
Context of the issue/scenario
Public relations campaign to address the issue including
Situation analysis
Analysis of key publics
Aims and objectives of the campaign
Messages
Tactics
Evaluation

The case study should be written as a formal report utilising Harvard Referencing with a full reference list being given at the end of the submission.

The word count for this assessment is 4000 words. Students should refer to Blackboard for the submission date for this assignment

Feedback Strategy

In accordance with the Division of Cultural Business Feedback Strategy all modules adopt three mechanisms for feedback. These are related to general module content, formative and summative assessment and are:

General Module Issues – through the Blackboard portal students will be able to access a ‘module issues’ discussion board. This mechanism provides ongoing feedback for students. Here students can post questions regarding general module content and any issues which may arise. Anonymous posts are enabled on this board. Feedback for this discussion board will be given within one week of posting.

Case Study Assessment – the case study assessment will provide formal feedback via the ‘Assessment Marking Criteria and Feedback’ proforma shown overleaf. Students will be able to access such feedback within 3 weeks of the submission date. If students should wish to discuss their assessment performance they should contact the module leader.

Case Study AssessmentMarking Criteria and Feedback

MSc International Events Management

Case Study Assessment Feedback Sheet

Name:

Matric Number:

Date Marked:

Marked by:

Final Mark:

Case Study Assessment (70%) / % Marks Available / Q.1. % Marks Awarded / Q.2 % Marks Awarded / Q.3. % Marks Awarded
Presentation: including standard of written English / 5%
Structure of the Submission: Ensures that the response is relevant to the assignment and constructs a logical argument. / 10%
Knowledge and Understanding:. Ability to accurately outline relevant concepts, theories, policies and/or practice / 25%
Use of Evidence: Draws on appropriate materials (e.g. course materials, texts, web-sites) and personal reflection whilst excluding extraneous materials. Examines materials critically / 20%
Analysis and Evaluation: Demonstrates critical analysis and exploration of relevant issues. Examines the relationship between theory and practice and engages in self-evaluation where appropriate. / 25%
Conclusions: Demonstrates an ability to develop clear and coherent conclusions and recommendations relevant to the purpose of the assignment. / 15%

General and Additional comments from assessor

Essential Reading

Each lecture will be accompanied by an essential reading available from an e-book contained in full on the university library online site, which students must undertake; and a recommended reading that students are encouraged to read. Furthermore, a list of additional texts which support the module are listed below.

Set Books:

(e) Tench, Ralph & Yeomans, Liz ( 2006) Exploring Public Relations, London: Pearson.