MP5010 - Public Relations

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What will I learn on this module?

In ‘Public Relations’ you will be introduced to the study and practise of public relations. This will involve both the analysis of campaigns and the production of materials appropriate to the PR management at a strategic and tactical level including events, corporate identity management, lobbying and other associated activities. The module will also introduce you to an understanding of the conduct of public relations in the context of the media in particular and a due consideration will be give to the reconciliation of client and audience needs and how these might be balanced.

How will I learn on this module?

You will learn through workshops, lectures and seminars and independent learning. Each workshop deals with an aspect of modern public relations, including working online. The module is a good preparation for students wishing to complete work placement in a PR firm in their third year and also engenders knowledge useful for career aspirations within this sector of the industry. However, transferrable skills taught in the module are appropriate for a variety of career paths. You will be assessed via the delivery of a public relations campaign.

How will I be supported academically on this module?

You will be supported in a variety of manners: the module tutor is available to discuss issues both during and outside scheduled teaching. Tutors can discuss issues during pre-determined Office Hours each week, and also via email. Additionally, information, teaching materials and other support is available through the Electronic Learning Portal system.

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:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
KU1: The development of skills in writing effectively for the Public Relations profession across a range of media.
KU2:The development of design skills learnt in Level 4.
KU3: To demonstrable understanding of how PR works in the modern multi-media environment.
KU4: The ability to match a PR message to the demands of a client and their audience.

Intellectual / Professional skills & abilities:
IPSA1: Demonstrate ability to work in a professional communication setting
IPSA2: Draw upon transferable skills (methods, approaches and communicative skills) to formulate solutions for contemporary communication issues

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
PVA1: The themes covered during the module will encourage reflection on the role of promotional industries in contemporary society and the importance of ethical behaviour and responsibilities

How will I be assessed?

You will be formatively assessed in terms of feedback during each workshop.
For the summative assessment, you will create a public relations campaign addressing specific client issues. This will consist of:

An outline plan including a proposed news release to support your campaign ideas (40%)
A website (either live or manually illustrated) that contains a home page, an architecture and four items of content that can support your campaign (60%)





Module abstract

In ‘Public Relations’ you will be introduced to the study and practise of PR theory and practice. You will be instructed in the workings of modern public relations and PR’s interaction with other disciplines including advertising, media and digital marketing. You will also research and deliver your own original PR campaign following instruction and feedback given during workshops. While this module gives you the opportunity to hone a variety of skills which are transferrable across a range of career paths it is particularly valuable for students wishing to gain future employment within the PR field.

Course info

UCAS Code PP35

Credits 20

Level of Study Undergraduate

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

Department Arts

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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