FA5009 - Media and Public Relations

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What will I learn on this module?

This module further develops students’ knowledge and understanding of the theory and practice of media and public relations (PR), fashion communication in a contemporary social, cultural, political, economic and technological context and professional practice. You will develop your experience in media training, learn how to create written and visual promotional content for audio-visual and brand audiences and design a multi-platform public relations strategy to enhance the relationship and engagement between brands, products and consumers.

You will also examine and debate social, ethical, political and environmental issues relating to fashion and associated design industries and how they pertain, affect and influence fashion communication and promotion practice, the industry and the global marketplace.

Through the combination of practical, strategic and design thinking and academic and creative outputs, you will design, produce and present critical and original fashion communication outputs that are directly in line with industry practice and will support you in a holistic approach in your step to becoming a competent promoter and theorist of fashion.

How will I learn on this module?

This module will be taught through a series of lectures, seminars, workshops and studio practice designed to develop knowledge, skills and understanding through the practical application of generated fashion communication ideas and concepts and the critical engagement and debate of contemporary fashion and media debates. Practical experience of team working, communication and negotiation is central to the delivery of this module and working in groups with peers, pitching your concepts and presenting your creative outputs, are all part of developing your professional practice, readying you for industry.

Your promotional and media understanding will evolve through lectures on public relations practices, theory and principles, the contemporary fashion industry, media, and the communication and promotional agendas of consumer brands. Through seminar sessions and workshop activities focusing on case-study analysis, you will be taught how to critically analyse a brand, establish its target audience, consider social media reach, write promotional copy with multi-media considerations and develop an integrated promotional campaign and creative media content, so that you can develop your ability as a strategic, critical and creative thinker, creator, communicator and promoter.

Your creative technical skills will be developed through designing and developing promotional audio-visual outputs that will resonate with a specified brand audience. Traditional, new and emerging technologies are used both in the development, delivery and realisation of outcomes, and you will learn to pitch your ideas using a range of media and communication tools to a variety of audiences. Students will use dedicated Mac Labs and studio based iMacs to create digital portfolios of work and presentations, have the option of using the photography studio and faculty film cameras for image-based/multimedia submissions along with video tutorials and digital reading / research materials being available through the module site to support learning and understanding.

A Cultural and Media Studies lecture programme with guided reading will also support you in the acquisition of information and existing knowledge and help you to research independently and evaluate your own practice and critical understanding of the fashion field. Ultimately, this will inform the originality and professionalism of your creative outputs.

How will I be supported academically on this module?

Module staff will guide and support you through the stages of the project learning by means of: lectures, seminars, group and individual
tutorials, supervised studio and workshop activities and these sessions support you in developing your understanding of the brief, contextual issues and subjects explored and to evolve and progress your work in class. Lecturers and technicians with years of practical experience and supporting research will guide you through the module, developing your understanding of industry standard practice and professional standards.

Module contact time provides the opportunity for you to receive on-going tutor and peer feedback, allow debate and engagement and to use the views of others in the development or enhancement of your work in a group setting. Tutor Guided Independent Learning/Student Independent Learning will help you to make constructive use of feedback received in class, and to take responsibility to direct your own learning needs.

Guest speakers from academia and industry are invited in to deliver contextual lectures and to engage with you in exploratory debate and your personal work. Live projects in association with industry partners such as Dr Martens are tied in where possible with creative briefs to enrich the relevance and value of the project, and this work with external professional partner(s) provides a focus and insight in creating promotional work for specific audiences. It is also designed to support your confidence through developing your understanding of professional practice and techniques within the creative industries.

There are formal formative and assessment points in the module to promote personal responsibility in managing your workload and refining your work. This also provides you with the opportunity to receive formative feedback and improve your competencies before your final summative assessment. Digital submissions through ESAF will support you in submitting work efficiently and the Design School’s software, printing and publishing resources facilitate your production of creative outputs.

Northumbria University student support also includes:
• SASC (Student Advice & Support Centre) provide specialist support with personal issues including: DSSR (Disabled Student Support
Recommendations) statements; PECs (Personal Extenuating Circumstances) and LAs (Late Approved submission) processes.
• If you are an International student, you will receive extra support via weekly ESAP (English for Specific Academic Purposes) sessions.
• The eLP (eLearning Portal) will include all relevant module documentation e.g. module guides, lecture material, reading lists and
any notices relevant to the running of the module.
• IT Helpline, Timetabling, Ask4help, Student Law Office, Careers and Employment Service and the University Library.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding:
1. Demonstrate a critical awareness of historical, cultural and contemporary issues through the investigation of fashion branding / promotion.

2. Show a detailed understanding of contemporary multi-media promotional methods and principles through a PR strategy and campaign.

Intellectual / Professional skills & abilities:
3. Analyse findings of research material and apply independent critical judgement to the process of brand analysis.

4. Show your ability to be experimental and self-reflective in producing output for a variety of audiences and in a variety of media forms.

Personal Values Attributes:
5. Evaluate your own progress, exercise an enhanced level of self-criticism and analysis.

How will I be assessed?

Assessment will be conducted through;

Formative feedback received from tutors and peers during studio, seminar and workshop engagement.

Formal formative feedback
Formal formative tutorials will provide feedback on the portfolio work and essay and informally record academic progress.

There will be formal formative assessment points in the Media and PR portfolio sessions and on the essay, where you will be given verbal or written feedback and if appropriate, a letter grade to indicate the level at which you are currently achieving Module Learning Outcomes. This provides you with the opportunity to apply the feedback to your existing work and improve your competencies before your final summative assessment.

Summative assessment
By collecting a variety of evidence/outputs from the learner via multiple dimensions (coursework, observations, presentations, etc.). Tutors will assess the learner’s overall performance holistically with a (single grade/ single grade in multiple components)

Final summative PR Portfolio (Week 10): PR campaign document of 2000-words (brand analysis; strategic plan); PR pitch presentation (oral and visual) (Week 11)

Final summative Media Portfolio: fashion film with packaging literature; self-evaluation document of 500 words. (Week 12)

Cultural and Media Studies essay of 2000 words (Week 8)

Additional forms of assessment practice may take place within projects in the form of peer assessment/ self-assessment, which may contribute to the overall module outcome.





Module abstract

This module offers you the opportunity to deepen your knowledge and understanding of contemporary media and public relations practices, principles and techniques. It teaches you to research into and critically analyse a fashion brand, design an engaging multi-media PR campaign and produce inspiring audio-visual fashion content that will captivate and influence your target audience. Focusing on contemporary brands and working with industry partners, you will sharpen your understanding of industry practices, to develop creative outputs that reveal your promotional, technical, creative, strategic and presentation skills. A programme of stimulating lectures alongside will develop your understanding and critical engagement with contextual fashion issues, fashion theory and research and industry practices, and support you in writing a thought-provoking research-informed essay. Ultimately, this module will enable you to create industry-relevant, focused and original fashion media and promotional outputs that can be used in a portfolio when applying for industry work placements.

Course info

UCAS Code WP29

Credits 60

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 years with a placement (sandwich)/study abroad

Department Northumbria School of Design

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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