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.

Report + portfolio 50 1500 words (LO 1, 4)

Learning diary and personal reflective evaluation 50 1500 words equivalent (LO 5).


Employability

The module is ideal for students interested in seeking employment in the ever-growing field of sports public relations. This is a real world “authentic assessment” in which students work on a year-long public relations campaign, culminating in an “awards” event.


Reflection

Assessment 1 contains a reflective evaluation (Learning Outcome 8)

13 x 2 lecture/workshop (26 hours) = 26 hours

13 x 2 (26 hours) seminars/group tutorials = 26 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 148 hours.

1. Demonstrate thorough critical knowledge and understanding of the practical and theoretical aspects of professional PR

2. demonstrate the ability to work independently and within a team and to assume leadership roles in delivering agreed outcomes

3. employ highly developed marketing, communication and PR skills in liaising with stakeholders in the successful promotion of an event

4. employ highly developed planning and organisational skills to deliver a live and online event

5. critically evaluate and reflect on personal and team performance

Newsroom facilities, including audio editing software

Blackboard

Library

Favorito, Joe (2020) Sports Publicity: A Practical Approach (3rd ed). Routledge

Hobsbawm, J. (2010) Where the Truth Lies: Morality and Trust in PR and Journalism. Atlantic

Hopwood (2015) Sport Public Relations and Communication. Butterworth-Heinemann

L’Etang, Jacquie (2013) Sports Public Relations. Sage

Moloney, K. (2006) Rethinking PR: The spin and the substance. Routledge

Morris & Goldsworthy (2012) PR Today. Palgrave MacMillan

Tench & Yeomans (2013) Exploring Public Relations and Communication (3rd ed). Prentice Hall

Theaker, A. (2020) The Public Relations Handbook (6th ed). Routledge

None

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!