The Meaning and Development of Public Relations
Definitions of PR. PR's Relationship with other Functions/Professions - Advertising, Marketing, etc. History and Development of Public Relations in the UK and globally. Professionalism and Industry Bodies.
Public Relations Strategic Process
Situation Analysis, Research, Objectives, Publics, Implementation, Budgets and Timetables, Evaluation. Planning and Managing a Public Relations Campaign.
Public Relations Sectors
Corporate, Consumer, Business to Business, Voluntary Sector. Financial PR, including Communicating Financial Performance, PR during Mergers, Takeovers, Share Offerings, Shareholder Communications. PR's role in the Annual Report and Accounts.
Public Relations Ethical and Legal Issues
Principle Ethical Codes which underpin the Practice of Public Relations. Legal Issues in PR - Copyright, Libel, Slander, Freedom of Information.
Public Relations Media Specialisations
Charity, Consumer, Fashion, Technology, Healthcare, Tourism, Environment, Agriculture, Sport.
Public Relations: The Professional Environment
Consultancy Structures, Client Relationships, Pitching for Business, Managing Client Accounts, In-house Departments, Relationships within the Organisation, Preparing an In-house Strategy, Relationships with Public Relations Consultants, Managing Staff. Entrepreneurship - Identifying gaps in the Market and Developing Services to fill those gaps, Launching a New Product/Service.
Public Relations as a Management Function
PR's Role in the Organisation - Internal Communication, Communicating Performance, Counselling the Organisation, Strategy. The Role of the Public Relations Practitioner, both in-house and in Consultancies. Business Strategy and Operation.
Public Relations Crisis Management
Definitions and Typologies of Crises. The Crisis Management Plan and Crisis Management Team. Communicating in a Crisis. The aftermath of a Crisis. Reputation Management.
Public Relations: Sponsorship and Community Relations
Definitions and Historical Development of the Sponsorship Market. Why Organisations engage in Sponsorship. Using Sponsorship to Target Particular Publics. What can be Sponsored? The fit between the Sponsor and the Sponsored. The Sponsorship Proposal. How Sponsorship fits in to wider Public Relations Campaigns. Evaluating Sponsorships. Why Organisations engage in Community Relations. The Range of CR activities.
Public Relations: Political Lobbying
Interest Groups and Lobbying. How to influence Public Policy. Planning and Managing Lobbying Campaigns. The Role of Coalitions. Public Affairs - Integrating Lobbying and Media Campaigns. Involving the Public in Lobbying Campaigns.
Public Relations: Outreach
Managing Relationships with Activist Groups. Coalition Building and Third-party Endorsements. Working with Trade Associations, Unions and Charities.
Public Relations Case Studies
Analysis of a range of Public Relations Case Studies and Campaigns.
Preparation, Content, Structure, Delivery, Visual Aids, Management of Locations and Audiences.
Online PR Module Content
The Social Media Landscape
Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.
The Internet as a Media
Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.
Online PR building blocks
Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation.
Social Media and PR strategy
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
Media and Media Writing Skills
The Elements of the Mass Media in the UK - TV, National and Local Radio, National and Local Newspapers, Trade Publications, Specialist and Consumer Magazines, the Internet. The Functions of Different People in the Media.
The Relationship between Public Relations and the Media
What the Mass Media needs from Public Relations, and what Public Relations needs from the Mass Media. The Factors involved in Building Effective Relationships with the Media. Dealing with the Mass Media, i.e. Pitching Stories, Interviews, Press Conferences, Photography, Media Relations in a Crisis. Publicity versus Press Relations.
How to Segment Audiences. Serving the Client/Organisation and Serving the Media. The 'Readership Profile'. Media Lists. How to Match Media with Publics. The Role of Press Releases in Public Relations. Creating Angles in Press Releases. Identifying the News Angle in a Story. The Role of Photography. The Ethics of Media Relations. Evaluating Media Relations. Media Monitoring.
Press Release Writing
Date, Headline, Structure, Wording, Contact Details, Note to Editor. Structuring a Press Release - the Inverted Pyramid Model. The appropriate use of Language for Press Releases. As part of the teaching of this section, students will also cover such issues as, being able to provide reasoning for the Press Release Content, Distribution Lists, Additional Information to be added for a Press Pack, a description of a Photographic Idea and Caption. Writing Styles for different Media and Publics. Analysing a number of Press Releases, and the Media Coverage generated.
Writing Interview Briefs
Preparing Clients for Interviews, Interviewing Styles and Techniques, Audiences, Preparing Questions and Answers, use of Newsworthy Quotes.
Writing for Statements and Speeches
Statements - Tone, Wording, Structure, Clarifications. Speeches - Preparation, Audience, Speech Notes, Structuring of Speech, Use of Language.
Business Material for Public Relations
Writing Proposals, Business Plans, Presentations, Reports.
Writing for Publication
Writing Feature Articles - Structure, Headlines, Awareness of the Journalist's Agenda. Writing for the Internet.The Basic Rules of Grammar
Public Relations and the Professional Environment
The Professional Environment
Public Relations and the Range of Associated Professional Activities. How Public Relations fits into an Organisation's wider Communication. Relationships between the rest of the Organisation. Client Relationships; Managing Client Accounts, and Managing Expectations.
Definitions, Historical Development, Market Research and Information, Products, Branding, Marketing Communications, Marketing Management and Organisation. The role of PR in Marketing Management.
Definitions, Historical Development, the Advertising Industry and Professional Bodies, Codes of Practice, Advertising Agencies, Selecting an Agency and working with it, Advertising Campaign Planning and Management, Advertising Media. Types of Advertisements - Magazines, Newspapers, Posters, Billboards, Ambient Advertising. The Relationship between Advertising and Public Relations.
Public Relations' Role within Corporate Management
Management's Role in Communicating. Public Relations' Function as Management Counsellor. The Internal Communication Process in Organisations. The Senior Management Team. The Business Plan, and where Public Relations fits into it. Public Relations' input into Corporate Productions - Ideas, Budgets, Commissioning, Managing Subcontracted Work.
Organisations' Impact on Society
The increasing Importance of Corporate Social Responsibility, Globally and in UK. The Ethics of CSR. CSR as an Integral Element of Overall Business Strategy.
Event Management Planning, Co-ordinating Events, Marketing Events, Event Risk Management, Corporate Event Management, Organising Conferences, Exhibition Management and Sporting Event Management.