This is an intensive introduction to PR practices, broad and detailed, to provide the fundamental toolkit to become an effective modern PR (public relations) practitioner. 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;; providing and managing web content (for websites, blogs, Facebook and Twitter); 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; ; the impact of PR on the employer organisation or client, society generally and, crucially, the target customers/consumers.

Produce a press release 20% 400 words (LO 1, 2, 3)

Crisis PR exercise 20% 400 words (LO 1, 3, 4))

Essay to explain theory/practice in proactive/reactive/crisis PR 60% 1,500 words (LO 1, 3, 4)


Employability

Assessments 1 and 2 are the sort of daily activities required in many roles in the sports journalism industry, across all media platforms. They are authentic assessments.


Diversity

Assessments 1 and 2 can both use real-life scenarios involving diversity issues.


Reflection

Assessment 3 incorporates element of reflective evaluation

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 161 hours

1. Demonstrate a knowledge of the practice and theory of PR

2. Recognise the relationship between image and print in PR

3 Communicate effectively in required modes and format

4 Demonstrate accurate use of appropriate PR skills, technique, knowledge and behaviour

Newsroom facilities, including audio editing software

Blackboard

Library

Favorito, Joe (2020) Sports Publicity: A Practical Approach (3rd ed). Routledge

Hobsbawm, J. (2010) Where the Truth Lies: Morality and Trust in PR and Journalism. Atlantic

Hopwood (2015) Sport Public Relations and Communication. Butterworth-Heinemann

L’Etang, Jacquie (2013) Sports Public Relations. Sage

Moloney, K. (2006) Rethinking PR: The spin and the substance. Routledge

Morris & Goldsworthy (2012) PR Today. Palgrave MacMillan

Tench & Yeomans (2013) Exploring Public Relations and Communication (3rd ed). Prentice Hall

Theaker, A. (2020) The Public Relations Handbook (6th ed). Routledge

A different use of sports journalism skills. Sport Public Relations is big business and the media departments of professional sports clubs and organisations is where sports journalism meets sports PR. But what does this mean? This module tells you and shows you how. Combining these talents can be the key to early job opportunities.