Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title Public Relations: Issues and Principles
Module Code CM549
School School of Communications
Online Module Resources

NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Description
To enable students to define key concepts of public relations;To familiarise students with the workings of press relations and public relations campaigns;To encourage critical thinking in relation to the practice of public relations.

Learning Outcomes
1. Provide a critical understanding of public relations;
2. Evaluate the strategic role of public relations in the science and enviromental industries.
3. Analyse a science and /or environmental public relations campaign;
4. Illustrate a particular issue or principle of public relations in the practice of science / environmental communication.
5. Identify the influence of public relations within the Irish media;
6. Demonstrate the influence of public relations within the Irish media.



Workload Full-time hours per semester
Type Hours Description
Lecture22Weekly lecture over one semester
Assignment5Report on science / environmental initiatives
Assignment35Media Monitoring project (group)
On-line learning10Use of course-related material on Moodle
Independent learning55General research and reading
Total Workload: 127

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities
What is Public Relations?.
"Spin, image and relationships": consideration of the understanding - and public impression - of the Public Relations industry..

Role & Function of Public Relations.
Consideration of the role and function of Public Relations within an organisation and its relationship to advertising and marketing functions..

Public Relations Ethics.
Consideration of the ethics of Public Relations and the professional codes and practices of the industry..

Journalism & Public Relations.
Examining the relationship between Public Relations practitioners and journalists..

Poacher turned Gamekeeper.
Journalists turned Public Relations practitioners..

The First Casualty.
Public Relations, propaganda and conflict..

Advocacy Public Relations.
The role of Public Relations within the non-profit, campaigning and voluntary sector..

New Media.
The impact of new media technologies on the practice of Public Relations..

Promises, Promises....
Consideration of the evaluation of Public Relations..

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
ProjectA media monitoring (group) project that attempts to identify the influence of public relations activity in a given publiction over a given period.50%Week 8
Report (s) (written / oral)Identify and describe two public relations / advocacy initiatives in science and environmental communication.50%Sem 2 End
Reassessment Requirement
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
This module is category 1
Indicative Reading List
  • J. Robert Cox (Editor): 2009, Environmental Communication and the Public Sphere, Sage Publications, 978-1412972116
  • Mark Neuzil; foreword by Russell E. Train: 2008, The Environment and the Press, Northwestern University Press, Evanston, Ill., 978-0810124035
  • Bernays, Edward L. & Miller, Mark Crispin: 2004, Propaganda, Ig Publishing, New York,
  • Cooney, John & McGarry, Tony (Eds): 1994, Spin-Doctors: A threat to democracy?, Humbert Publications, Dublin,
  • Cottle, Simon (Ed): 2003, News, Public Relations and Power, Sage Publications, London,
  • Dinan, William & Miller, David: 2007, Thinker, Faker, Spinner, Spy, Pluto Press, London,
  • Fitzpatrick, Cathy & Bronstein, Carolyn (eds): 2006, Ethics in Public Relations, Sage Publications, Thousand Oaks,
  • Knightly, Philip: 1975, The First Casualty, Harcourt Brace Jovanovich, New York,
  • Meerman Scott, David: 2007, The New Rules of Marketing and PR, John Wiley & Sons, New Jersey,
  • Parsons, P.: 2008, Ethics in Public Relations: A guide to best practice, 2nd edition, Kogan Page, London,
  • Taylor, Philip M.: 1999, British Propaganda in the Twentieth Century, Edinburgh University Press, Edinburgh,
  • Tumber, Howard & Palmer, Jerry: 2004, Media at War, Sage Publications, London,
Other Resources
None
Array
Programme or List of Programmes
MSCM.Sc. in Science Communication
Timetable this semester: Timetable for CM549
Date of Last Revision08-OCT-10
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