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.

REPORT weighted at 100%.

A 3,000 word 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). 100% of the overall module grade [Learning outcomes 1-5]

Key Information Set:
100% Course work

Team lecturers and guests will deliver a programme of lectures and seminars examining real-world PR operations, professionals who deliver real-world PR. 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 the materials and experience they provide for the media. Lectures 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 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.

11 x lectures (1 hour) - total 11 hours
To introduce, outline and examine real-world PR.

11 x seminars (1 hour) - total 11 hours
To consider and discuss PR practice in negotiation with theoretical texts and formulate case-study
plans.

Total 22 hours.

Directed study and independent learning focused on in the student's own time - total 128 hours.

Overall time commitment - 150 hours

Key Information Set:
15% scheduled Learning and Teaching activities
85% guided independent learning

Hobsbawm, J. (2007) Where the Truth Lies: Morality and Trust in PR and Journalism. Atlantic

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 DETAILED KNOWLEDGE AND UNDERSTANDING OF REAL-WORLD PR.
Knowledge & Understanding

2. DEMONSTRATE PERSISTENCE, TACT AND AWARENESS IN OBTAINING INFORMATION.
Enquiry

3. EVALUATE AND ANALYSE A PR OPERATION FROM PRACTICAL AND THEORETICAL PERSPECTIVES. Analysis

4. COMMUNICATE FINDINGS ACCURATELY, CONCISELY, LOGICALLY AND THOROUGHLY.
Communication

5. DEMONSTRATE A CRITICAL AND PERCEPTIVE CONSIDERATION OF PR'S POTENTIAL AND CONSTRAINTS. Reflection