A portfolio (equivalent to 2500w) of assignments consisting of course work produced in the student's own study time and in workshops, including assessments and essays. [Learning outcomes 1-8]

Key Information Set:
100% Coursework

This is a continuation of the introductory study PR practices, broad and detailed, to provide the fundamental toolkit to become an effective modern PR (public relations) practitioner and can only be taken after the completion of PR in Practice 1. The programme of lectures and workshops will be delivered by specialists and staff tutors with in-depth real-world experience and academic credentials. 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, games, music, 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 still 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.

University library: 24/7 access, for books, journals (PR Week and www.prweek.com a recommended
window to the industry) and electronic resources including access to www.cipr.co.uk the industry-standard and professional portal for PR practitioners.

Blackboard: 24/7 access online, for course information, notes, links to publications and updates.

The Media Centre: Editing suites and studios and free loans of all equipment including audio kit, video and stills cameras.

Hobsbawm, J. (2007) Where the Truth Lies: Morality and Trust in PR and Journalism. Atlantic
Hopwood (2010) Sport Public Relations and Communication. Butterworth-Heinemann
Moloney, K. (2006) Rethinking PR: The spin and the substance. Routledge
Morris & Goldsworthy (2012) PR Today. Palgrave MacMillan
Tench&Yeomans (2009) Exploring Public Relations and Communication (2nd ed). Prentice Hall
Theaker, A. (2012) The Public Relations Handbook (4th ed). Routledge

1. DEMONSTRATE A COHERENT GRASP OF PRACTICAL AND THEORETICAL ASPECTS OF THE PROGRAMME [Knowledge & Understanding]

2. DEMONSTRATE THAT THE INDIVIDUAL COMPONENTS OF THE PROGRAMME HAVE BEEN ABSORBED [Learning]

3. FIND AND EXPLORE INFORMATION PERTINENT TO PR [Enquiry]

4. EVALUATE AND IMPROVE PERFORMANCE [Analysis]

5. RECOGNISE, OVERCOME AND LEARN FROM PROBLEMS [Problem Solving]

6. COMMUNICATE EFFECTIVELY IN REQUIRED MODES AND FORMATS [Communication]

7. DEMONSTRATE ACCURATE USE OF APPROPRIATE PR SKILLS, TECHNIQUES, KNOWLEDGE AND BEHAVIOUR [Application]

8. REFLECT CRITICALLY, ACCURATELY, CONSTRUCTIVELY AND PRODUCTIVELY [Reflection]

13 x lectures (1 hour) - total 13 hours
To introduce and outline concepts, terminology, functions, purposes, responsibilities and duties.

13 x workshops (2 hours) - total 26 hours
To learn and develop core skills and knowledge and incorporate them into comprehensive PR practice.
To deal with issues, consider progress and reinforce the importance of planning and organisation.
Directed study and independent learning in the student's own time - total 111 hours

Overall time commitment - 150 hours

Key Information Set:
25% scheduled Learning and Teaching activities.
75% guided independent learning