1. DEMONSTRATE DETAILED KNOWLEDGE AND UNDERSTANDING OF FUTURE INNOVATIONS IN THE PR, MARKETING AND COMMUNICATIONS INDUSTRY WITH SPECIFIC KNOWLEDGE OF FUTURE GAMES PR INNOVATIONS.
Knowledge & Understanding

2. DEMONSTRATE PERSISTENCE, TACT AND AWARENESS IN OBTAINING INFORMATION ABOUT FUTURE INNOVATIONS IN THE GAMES PR, MARKETING AND COMMUNICATIONS INDUSTRY.
Enquiry

3. EVALUATE AND ANALYSE A FUTURE PR INNOVATION FROM PRACTICAL AND THEORETICAL PERSPECTIVE.
Analysis

4.DEMONSTRATE A CRITICAL AND PERCEPTIVE REFLECTION ON KEY PR OPERATIONS
Reflection

The module assessment is a 3,000 word report focused on one of the key PR operations highlighted during the sessions. LO1-4

Building up on introduction to Games PR: Thinking 360, this module focuses on actual PR Operations with a look at how the industry is now and may be in the future. Enhancing your fundamental understanding of what games PR is and how it works in the games marketing mix, you will now look at the different roles and operations within the field of games PR. You will examine the differences between key operations and how they operate now and may operate in the future as traditional and digital roles blend together due to new technological advancements and changes in the industry. This includes taking a look at a variety of PR operations and case studies focused on, but not limited to, in-house PR operations (PR Manager, PR Director, VP Communications), trade operations (B2B agencies and in-house teams), PR agencies (from creative agencies to social media agencies to traditional PR agencies and specialist games PR agencies). You will draw upon academic and industry research to gain a deep understanding of an evolving industry including research into digital cultures, digital audiences, transmedia storytelling and future transmedia marketing. You will also get the examine the impact of grassroots games PR and how PR may change over the upcoming years through various PR innovation case studies including, AR/ VR/ 360 film / mobile / app / drone /and immersive experiences.

Team lecturers and guests will deliver a programme of lectures and seminars examining innovations in PR, marketing and the communications industry. Lectures will focus on sharing best practice in terms of innovations and seminars will give students the opportunity to share their learning and adapt it to different situations. Seminars will help to reinforce, elaborate and inform knowledge and understanding of key innovations from practical and theoretical perspectives.

For the assessment, students will identify a key games industry PR or marketing operation and will examine the way it works now and may evolve and develop in the future. 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 in digital culture, digital audience research and transmedia storytelling alongside knowledge and understanding of the marketing mix with particular attention to digital operations including the web, mobile technology and immersive experiences. The overall study must provide an illuminating snapshot of the matrix of modern PR activities and considerations.

Developing an advanced knowledge and understanding of the future innovations in the PR industry.

24 x 2hr interactive sessions

There will also be a Facebook page and group set up for the module and it’s compulsory that students engage with the content on a weekly basis, sharing and discussing best practice examples of future PR, marketing and communications innovations.

Greenwood, Sue, Future Journalism (London: Routledge: 2018).
Heinze, Aleksej, Fletcher, Gordon, Rashid, Tahir, Digital and Social Media Marketing: A Results Drive Approach (London, Routledge, 2017).
Pill, Elliott, "Celebrity culture and public relations" in Tench, Ralph and Yeomans, Liz, Exploring Public Relations, Third edition (Harlow, Pearson, 2014).
Solis, Brian, Share This Too: More Social Media Solutions for PR Professionals.
Fuchs, Christian, Social Media: A Critical Introduction (London, Sage: 2017).
Roberts-Bowman, Sarah, "Public Relations and Communications" p. 27 in Theaker, Alison, The Public Relations Handbook (London, Routledge).
The Drum (website)
PR Week (website)
Campaign (website)

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.

Pre-requisites Games PR: Thinking 360

Building up on introduction to Games PR: Thinking 360, this module focuses on actual PR operations with a look at how the industry is now, and may be in the future. Enhancing your fundamental understanding of what games PR is and how it works in the games marketing mix, you will now look at the different roles and operations within the field of games PR. You will examine the differences between key operations and how they operate now and may operate in the future as traditional and digital roles blend together due to new technological advancements and changes in the industry.