SHE Level 2
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M2P322861
Module Leader Heike Puchan
School Glasgow School for Business and Society
Subject Media and Journalism
  • A (September start)-B (January start)

Pre-Requisite Knowledge

Completion of Level 1 of any GSBS programme

Summary of Content

This Module is intended as an introductory course to public relations theory and practice. It will develop students' understanding of the profession's demands, opportunities and working practices within the context of the cultural industries sector. It emphasizes the centrality and importance of persuasive and promotional communication for those seeking to work in the creative and cultural industries sector. It is designed to develop students' skills for critical analysis whilst also providing them with relevant written, spoken and visual techniques to communicate effectively.


Introduction to Public Relations Definitions of Public Relations in the context of promotional occupations Historical evolution of Public Relations in the UK and internationally Theorising Public Relations Media context of communication disciplines and promotional work The Public Relations process Key activities in Public Relations Key practical skills and tools An introduction to Public Relations specialisms Ethics and professionalism in Public Relations Public Relations as planned, strategic, promotional communication Implementation and evaluation of Public Relations activity

Learning Outcomes

1 Learning OutcomesOn successful completion of this module, the student should be able to:1 Demonstrate a broad understanding of the key theories of public relations, and their relationship with other communication disciplines and promotional occupations (e.g. marketing, advertising, journalism)2 Analyse and critically evaluate the effectiveness of public relations ' promotional strategies & tactics3 Use some of the appropriate practical skills, techniques and tools required to produce an outline public relations campaign4 Demonstrate understanding of the ethical and legal framework within which public relations and promotional activity in general is practised

Teaching / Learning Strategy

Lectures will introduce the fundamentals of public relations theory and practice including the history and evolution of public relations, relevant theories and appropriate practical applications; and this material will be concentrated in the first half of the module. Seminars are intended to provide students with real life examples and case studies of current public relations strategy and practice to critically analyse, leading to an assessed group case study presentation & report in these seminars. This will help to contextualise what has been learned through lectures and guided group study. Further support and materials and various media will be provided via Blackboard. Guest speakers from the industry will provide students with further insights into professional fields, e.g. health, tourism, entertainment & events, sports. In the second half of the module there will be a total of 11 practical workshops where teams will explore some of the key skills required for devising, planning and writing a PR campaign proposal and PR materials, in preparation for submission of the second assessment, group PR campaign proposal at the end of the 2 nd half of the Module.

Indicative Reading

-567 Books and articles: -360 Bland, Michael; Theaker, Alison & Wragg, David. 2005. Effective Media Relations . London: Kogan Page. 3 rd ed Cutlip, Scott M; Centre, Allen H. & Broom, Glen M. 2012. Effective Public Relations, London. Prentice-Hall Internation, 11th edition. Davis, Aeron, 2002. Public Relations Democracy; Public relations, politics and the mass media in Britain. Manchester: Manchester University Press Heath, Robert L, & Vasquez, Gabriel M, eds. 2010. The Sage Handbook of Public Relations. London : Sage Journal of Communication Management Journal of Public Relations Research L'Etang, Jacquie. 2004. Public Relations in Britain: A History of Professional Practice in the 20th Century. Lawerence Erlbaum Associates L'Etang, Jacquie. 2008. Public Relations: Concepts, Practice and Critique . London:Sage Gregory, Anne. 2013. Planning and Managing Public Relations Campaigns: A Strategic Approach . London: Kogan Page Public Relations Review Regester, Michael & Judy Larkin. 2002. Risk Issues and Crisis Management . London: Kogan Page. Smith, Ron. 2013. Public Relations: The Basics. London: Routledge Tench, Ralph & Liz Yeomans, 2009. Exploring Public Relations . London: FT Prentice Hall Theaker, Alison. 2010. The Public Relations Handbook , London: Routledge Wilcox, Dennis & Reber, Bryan, 2013. Public Relations Writing and Media Techniques . Pearson. -567 Online sources: PR Week

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: Self-confidence Awareness of strengths and weaknesses Creativity Ability to prioritise tasks Time management Interpersonal skills Presentational skills Ability to work in teams Leadership skills Commercial awareness Flexibility Innovation

Module Structure

Activity Total Hours
Lectures 11.00
Assessment 18.00
Seminars 11.00
Practicals 22.00
Independent Learning Hours 138.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 50.00 35% Coursework (Case study, Group Presentation and Report) 1500 words (Tri A, wk 9-12)
Coursework 2 n/a 50.00 35% Coursework (Media realtions campaign) 1500 words (Tri B, wk 14)