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.

1. 3,000wd-report + portfolio (70%)
2. Working as part of a team/client feedback (30%)

(Learning Outcomes 1-8)
Key Information Set:
100% Coursework

20 x lecture/workshop (2 hours) = 40 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 260 hours

Overall time commitment = a minimum 300 hours

Key Information Set:
14% scheduled Learning and Teaching activities.
86% guided independent learning

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 and 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]

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

Work as part of a student PR team helping to promote, organise and deliver our annual Future Journalism Awards into local schools and colleges. This is real-world PR, where your skills and input can make a big difference. Everything you have learned about PR in the previous two years is poured into this module and the buzz from delivering a brilliant event loved by pupils, teachers and parents alike while moving a step closer to completing your degree is second-to-none!