24 x lectures (1 hour) - total 24 hours
To introduce and outline concepts, terminology, functions, purposes, responsibilities and duties.

24 x workshops (2 hours) - total 48 hours
To learn and develop core skills and knowledge and incorporate them into comprehensive PR practice.

4 x group tutorials (0.5 hours) - total 2 hours
To deal with issues, consider progress and reinforce the importance of planning and organisation.

1 x visit to PR Departments - Total 8 hours

Year-long directed study and independent learning in the student's own time - total 218 hours

Overall time commitment - 300 hours

The module will be supported by the standard VLE.

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.)
Theaker, A. (2008) The Public Relations Handbook (3rd edition) Taylor and Francis

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.

1. A portfolio of assignments from semester one consisting of course work produced in the student's own study time and in workshops, including class tests and presentations. 50% of the overall module grade. LO 1-8
To be completed by a deadline at the end of the first semester.

2. A portfolio of assignments from semester two consisting of course work produced in the student's own study time and in workshops, including class tests and presentations. 50% of the overall module grade. LO 1-8
To be completed by a deadline at the end of the second semester.

This is an intensive introduction to sports PR practices, broad and detailed, to provide the fundamental toolkit to become an effective modern PR (public relations) practitioner. The year-long programme of lectures and workshops will be delivered by specialists, staff tutors and guests with in-depth real-world experience and academic credentials. These will be supplemented by visits to PR Departments/Organisations. The purpose, roles, duties and responsibilities of PR will be established and then demonstrated through the components of PR practice, exactly what is actually done in the workplace, with appropriate focus on specialist sectors relevant to students' awards - e.g. sport, business, consumer, B2B etc. These components of expertise and knowledge will include: writing skills for external and internal communications as print and online content; basic stills photography, video filming, audio recording; providing and managing web content (for websites, blogs, Facebook and Twitter) including uploading video and audio; legal and ethical issues; research, planning, budget issues, time management and team working; project and campaign management and design; understanding of PR's place in the marketing mix and the use of advertising for promotion and direct income generation; purpose, value and management of commissioned external experts, such as pollsters; the impact of PR on the employer organisation or client, society generally and, crucially, the target customers/consumers.