Teaching Responsibility

LJMU Schools involved in Delivery:

Humanities and Social Science

Learning Methods

Lecture
Workshop

Module Offerings

5104MEDCUL-JAN-MTP

Aims

1. To introduce students to public relations as a significant component of the media, cultural and communications industries which shapes social and cultural life. 2. To evaluate the textual forms, strategic goals and cultural practices of public relations activity 3. To write clearly and concisely in response to defined public relations communications needs.

Learning Outcomes

1.
Evaluate specific examples of public relations practice and principles
2.
Select and employ appropriate writing strategies in order to meet a given public relations brief.
3.
Research appropriately to meet the requirement of public relations aims and communications.

Module Content

Outline Syllabus:Strategic and stakeholder public relations; Internet research and evaluation skills; Ethics and corporate social responsibility; Journalism and public relations; Writing skills for public relations; Public relations campaigns and campaigning; Public relations, media industries and the changing demands of the digital environment; Managing social media.
Module Overview:
The module examines a distinct field of communications practice, that of public relations but its not just a module for students with PR in mind as a career option.  Were all familiar with the concept and the language of spin. PR practices have become pervasive: tactics that we see people engaging in all the time, from politicians to reality TV celebrities. This module enables you both to critique what goes on in the name of public relations and also to make creative use of its tools and practices.  Central to the module is the idea of producing effective communication in our case, effective, persuasive writing. We think about how organisations go about doing this: how they cope with challenges that threaten their reputation, and how they take advantage of opportunities to build up their reputation.
Additional Information:The module enables students to study the development of public relations and its contemporary practice. It aims to prepare students not simply for working in the public relations industry, but to develop broader skills in persuasive and evaluative communications that will serve them well in a wide range of professional careers.

Assessments

Report
Portfolio