This module provides an intensive period of study at the end of which you will have produced a substantial portfolio 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. 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.



You will execute a real-world PR campaign/initiative in conjunction with a third-party organisation. The project or initiative will be researched, planned, carried out, assessed, and evaluated with teaching sessions being 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 content underpins PR studies and falls under five headings - PR practice, communication knowledge and theory, business skills and knowledge, professionalism and specialist subjects and roles.



It will also focus on career enhancement via the acquisition optionally of Chartered Institute of Public Relations (CIPR) approved micro-credentials.



Guidance will be available from your allotted project supervisor who will provide tutorial support until the project is completed.

ASSESSMENT ONE: A RESEARCH REPORT [LOs 1,3,4]

3000 words

An academic Research Report highlighting research and independent study skills which demonstrate an understanding of PR theory and its practical applications. The report will also draw on the project and campaign.

The report question and content is to be negotiated with the module leader.



ASSESSMENT TWO: A REFLECTIVE VIVA 1000 WORDS [LOs 2, 3, ]

15 minutes

A Reflective Evaluation outlining personal progression during the module, including skills learned and applied, areas of strength, areas for development, an assessment of employability, and future career aspirations. The viva can be supported by and/or with documentation from any working notebooks and evidence from the practical project.



All individually marked

Mixed mode delivery is promoted across the module to offer an interactive approach bringing ideas around the exacting standards of knowledge, understanding, and practice required by the PR industry and your own experiences to select and assess sources to develop your own learning and skill set.



Workshops and tutorials will be based around different case studies with independent study used to complete research tasks, preparation activities and wider reading.

1. COMMUNICATE A CRITICAL KNOWLEDGE AND UNDERSTANDING OF THE PRACTICAL AND THEORETICAL ASPECTS OF PROFESSIONAL PUBLIC RELATIONS (PR) AND COMMUNICATION PRACTICES THROUGH YOUR WORK.

Knowledge & Understanding

Learning

2. APPLY APPROPRIATE PR/COMMS SKILLS AND TECHNIQUES IN DECISION-MAKING THROUGH A RANGE OF CONTEXTS.

Application

Problem Solving

3. CRITICALLY EVALUATE YOUR PERFORMANCE, RECOGNISING AND ADDRESSING AREAS OF IMPROVEMENT AND BUILDING ON STRENGTHS.

Analysis

Reflection

4.ARTICULATE A COMPREHENSIVE UNDERSTANDING AND A CRITICAL EVALUATIVE AWARENESS OF USING APPROPRIATE RESEARCH METHODOLOGIES TO INFORM PLANNING AND PRODUCTION.

Enquiry

Hopwood, M. et. al (2012). Sport Public Relations and Communication. London: Routledge.

Morris, T. and Goldsworthy, S. (2015). PR Today. 2nd ed. London: Red Globe Press.

Pedersen, P. ed. (2017). Routledge Handbook of Sport Communication. London: Routledge. Tench, R. and Yeomans, L. (2021). Exploring Public Relations. 5th ed. London: Pearson Higher Education.

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

Newsroom, Blackboard, Library, and online resources, Audio/IT playback facilities.


The Blackboard VLE will be available to support this module. Details will be supplied in the module materials.

Pro PR is a unique module which combines an understanding of the theory and practice of Public Relations alongside practical experience. You will learn the essential basics of Public Relations theory, study examples of PR practice from industry, and step into the real world of Public Relations by helping to deliver a campaign in tandem with an external partner. You will also have an opportunity to begin your own journey of Professional Development by acquiring a range of micro-qualifications via short courses.



This module will enable you to research, plan, deliver and measure the success of PR work and to understand the subtle variations required to successfully reach and engage with the variety of stakeholder audiences.