A portfolio of work relating to a specified PR campaign which may include a research dossier, action plan, presentation of work (including any published material), an assessment of the project/campaign (including evidence of impact/success), plus a Reflective Evaluation with linkage to PR theory and which will address all Learning Outcomes.

The actual contents of your individual portfolio may be one of the above, or any combination of the above, and will be determined by the individual campaign role(s) allocated to you by the module tutor within the remit of the campaign team as a whole.

You will be working as part of a team and will perform duties as assigned to you as part of that team.

Key Information Set:
100% Coursework

This module provides an intensive period of both individual and teamwork during which you will produce a substantial body of work appropriate to the skills of PR. The range of potential tasks you may be asked to undertake is wide and within that you will be expected to both follow leads/instruction while also contributing initiatives of your own towards the overall team success.
The module combines the demands of meeting a real-world PR brief with simultaneous attention to the knowledge and understanding required to meet the standards set by the PR profession. The focus is on theory used to inform practice and practice used to elucidate, explain and underpin theory.
You will be working on a real-world PR campaign from start to completion and the campaign will be researched, planned, carried out, assessed and evaluated by individual members working as part of the team. Lectures/workshops will take place every two weeks, principally to reinforce the aims of the campaign and to discuss its progress.
Each individual student will be expected to meet the exacting standards of knowledge, understanding, and practice as required by the PR industry.
The campaign will underpin PR studies in theory/practice on previous PR modules under five headings - practice, communication knowledge and theory, business skills and knowledge, professionalism and specialisms.
The campaign will also focus on career enhancement - the module is designed to draw together all the elements of the award as a final calling card to succeed in getting a job or a place on a postgraduate programme. Guidance will be available from your module tutor who will provide support until the project is completed. The focus throughout is on producing work to professional PR standards.

12 x lecture/workshop (2 hours) = 24 hours

To reinforce the requirements of the campaign, to highlight the need for students to meet the exacting standards of knowledge, understanding, and practice as required by the PR industry, to deal with issues, consider progress and reinforce the importance of planning and organisation.

Independent learning in the student's own time to developing a further advanced knowledge and understanding of the demands of specialist areas of Public Relations and allied industries = a minimum 126 hours

Overall time commitment = a minimum 150 hours

Key Information Set:
16% scheduled Learning and Teaching activities.
84% guided independent learning

Media Centre
Computer suite loaded with appropriate editing software
Library resources
OHP / PowerPoint
Audio / video playback facilities
Current newspapers, magazines and radio, web and TV out
The Blackboard virtual learning environment will be available to support this module.
Websites www.cipr.co.uk and www.prweek.com – industry-standard and professional portals for PR practitioners.

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 FLUENCY WITH THE MATRIX OF CONSIDERATIONS IN MODERN PR [Learning]

2. DEMONSTRATE THOROUGH CRITICAL KNOWLEDGE AND UNDERSTANDING OF THE PRACTICAL AND THEORETICAL ASPECTS OF PROFESSIONAL PR [Knowledge & Understanding]

3. COMMUNICATE LOGICALLY, THOROUGHLY AND PROFESSIONALLY IN REQUIRED MODES AND FORMATS [Communication]

4. DEMONSTRATE SOPHISTICATED USE OF APPROPRIATE SKILLS, TECHNIQUES AND KNOWLEDGE [Application]

5. THINK CREATIVELY WHILE MAINTAINING FOCUS ON OUTCOMES AND RESOURCES [Analysis]

6. EXPLORE THE APPROPRIATENESS OF THE RANGE OF PRACTICAL AND THEORETICAL TOOLS IN RESEARCH, PLANNING AND PRODUCTION [Enquiry]

7. DEMONSTRATE RESOLVE, DISCIPLINE AND A CAN-DO ATTITUDE IN REFINING ACTIONS AND PRODUCTS [Problem Solving]

8. CRITICALLY INTERROGATE PERFORMANCE, RECOGNISE AND ADDRESS SHORTCOMINGS AND BUILD ON STRENGTHS [Reflection]