A report consisting of a case study of a real-world PR operation appropriate to your specialist area of study, requiring close contact with and examination of the responsible organisation, including description and evaluation, illustrated by evidence, of their output, both self-controlled and produced (i.e. online, in print, events, campaigns and projects) and through relationships with the media (i.e. press packs, press releases, formal media meetings and one-to-one contact). Total word count c. 2,000. 100% of the overall module grade. LO 1-5

Team lecturers and guests will deliver a programme of lectures and seminars examining real-world PR operations, professionals who deliver real-world PR. These will be supplemented by visits to PR departments/organisations. Lectures and seminars will also focus on the experiences of media professionals - reporters, sub-editors, editors and radio and TV producers - who work with PR operators and their materials and experience they provide for the media.
Lectures and visits will provide a detailed portrait of working in PR and the seminars will reinforce, elaborate and inform knowledge and understanding of these operations from practical and theoretical perspectives. Students will identify and negotiate with appropriate PR professionals to set up a route to conduct a detailed case study.
The case study must be a thorough examination, picking up on best-practice examples and weaknesses and linking these to theoretical, academic and practical perspectives including: excellence theory; crisis management; the marketing mix with particular attention to digital operations including the web, mobile technology and in-house TV; budgets, staff management, planning and internal communications; the psychology of PR; critical considerations of PR; sponsorship, campaigns and projects. The overall study must provide an illuminating snapshot of the matrix of modern PR activities and considerations.

CIPR (Chartered Institute of Public Relations) various CIPR authors (2007) PR in Practice (15-book series) Routledge
(The CIPR is currently completing a custom-developed single volume from this series designed to be the principal guiding text for university-level PR students, in conjunction with Pearson Education. It is due for publication in autumn 2009 and will be added to this advised text list.)
Hobsbawm, J., ed. (2007) Where the Truth Lies: Morality and Trust in PR and Journalism. Atlantic
Theaker, A. (2008) The Public Relations Handbook (3rd edition) Taylor and Francis

12 x lectures (1 hour) ¿ total 12 hours
To introduce, outline and examine real-world PR.

12 x seminars (1 hour) ¿ total 12 hours
To consider and discuss PR practice in negotiation with theoretical texts and formulate case-study plans.

2 x visits to PR departments ¿ total 16 hours

Directed study and independent learning focused on in the student¿s own time ¿ total 110 hours

Overall time commitment ¿ 150 hours

The module will be supported by the standard VLE.

University library, 24/7 access, for books, journals (PR Week and www.prweek.com a recommended window to the industry) and electronic resources.
Blackboard, 24/7 access online, for course information, notes, links to publications and updates.
The faculty media centre editing suites and studios and free loans of all equipment including audio kit, video and stills cameras.