SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3P322879
Module Leader Heike Puchan
School Glasgow School for Business and Society
Subject Media and Journalism
  • B (January start)

Pre-Requisite Knowledge

Introduction to Public Relations (Module level 2) OR equivalent

Summary of Content

This Module is designed to build on the conceptual and practical learning begun in the prerequisite Introduction to Public Relations (Module level 2) and it aims to develop both students' understanding of practical skills in general and specialised areas of public relations practice. A programme of lectures in the first half of the module will be accompanied by tutorials and practicals. Emphasis will be on developing key skills and competencies required in public relations practice such as creativity, media relations, crisis management, interpersonal skills, mastery of language in written and verbal form, strategic planning and research methods GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within 3 working weeks of submission.


-567 Communication and persuasion concepts and strategies PR in the Digital Media Age Media Relations in the Social Media Age Copywriting for traditional and new media Events Management, trade shows and exhibitions Crisis Management and crisis press conferences Presenting yourself in the media - audio and video Strategic Planning: Uses of research Campaign planning: Identifying Publics, Budgeting and Costing, Consultancy vs. In-House Devising a Strategy: Creativity, Brainstorming, Focus on Communication Objectives Selling the Strategy: the Proposal Document Planning to Pitch: Team Roles, Communication, Client Relations Pitching: Timing, Clarity, Simplicity, Confidence, Engagement Evaluation: The Press-Clippings File, Audience measurement & Content Analysis, Reflecting on Feedback

Learning Outcomes

On successful completion of this module, the student should be able to:1.Demonstrate an understanding of the contemporary media, communications and business environment of public relations practice2. Be able to present themselves professionally during media events such as interviews and crisis news conferences3. Use a selection of public relations writing, creative and campaign development skills, including (for example) news releases, media lists, campaign schedules, campaign proposals, publics/stakeholder research and communications4. Understand and critically apply the pricing, economic and costing structure of public relations consultancies; and present a creative campaign pitch to an outside client, in response to a defined brief, to a professional level

Teaching / Learning Strategy

Weekly one hour conceptual and skills lectures Weekly one hour tutorial, Assessed crisis press conference Weekly two hour practical Final pitch of campaign proposal followed by critical reflection, review and report/analysis in assessment period)

Indicative Reading

-567 Books and articles: -450 Bland, Michael; Theaker, Alison & Wragg, David. 2005. Effective Media Relations . London: Kogan Page. 3 rd edition 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 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 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. Journals: -450 Journal of Communication Management Journal of Public Relations Research Public Relations Review Online sources: -567 <> <>

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
Independent Learning (FT) 128.00
Tutorials (FT) 11.00
Practicals (FT) 22.00
Assessment (FT) 28.00
Lectures (FT) 11.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 50.00 35% Coursework 1 - Crisis press conferenceand press pack (group work),
Coursework 2 n/a 50.00 35% Coursework 2 - PR Campaign and Pitch proposal (group work),