This module provides an intensive period of independent study in which you will produce a substantial body of work appropriate to the skills of PR. The range of project formats, subjects and topics which can be used is extremely wide and you are encouraged to choose a mode of working which fits your career aspirations. Possibilities include a campaign to raise media coverage(or public awareness) of an organisation, social media strategies, events organisation and management, volunteer campaigns, or a combination of several of the aforementioned. 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. Students will devise a real-world PR campaign or initiative and execute that campaign/initiative in conjunction with a third party organisation. The project or initiative will be researched, planned, carried out, assessed and evaluated by the individual student themselves. An initial lecture will be used principally to reinforce the outline of the requirements of the module and to highlight the need for students to meet the exacting standards of knowledge, understanding, and practice as required by the PR industry. This syllabus is the underpinning of students PR studies and falls under five headings - PR practice, communication knowledge and theory, business skills and knowledge, professionalism and specialist subjects and roles. The syllabus 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 allotted project supervisor who will provide tutorial support until the project is completed. The focus throughout is on producing work to professional PR standards.

1 x Lecture (2 hours) - total 2 hours
To reinforce the outline of the requirements of the module and to highlight the need for students to meet the exacting standards of knowledge, understanding, and practice as required by the PR industry
8 x individual tutorials (4 per Semester) (0.5 hours) - total 4 hours
To deal with issues, consider progress and reinforce the importance of planning and organisation. Year-long directed study and independent learning in the student's own time - total 294 hours
Overall time commitment - 300 hours

Key Information Set:
2% scheduled Learning and Teaching activities.
98% guided independent learning

Developing an advanced knowledge and understanding of the demands of specialist areas of Public Relations and allied industries.

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
Theaker, A. (2012) The Public Relations Handbook (4th ed). Routledge
Tench &Yeomans (2009) Exploring Public Relations and Communication (2nd ed). Prentice Hall

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.

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

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

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

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

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

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

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

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

A portfolio of work relating to the PR campaign (70%) including 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 (30%) with linkage to PR theory. [Learning Outcomes 1-8]. Total 7,000 words.