The aims of the module are to enhance critical understanding of PR industries, contexts and practices as part of promotional culture and the media industries and to develop practical skills which enhance employability for students wishing to work within PR, promotional writing and related communication fields. The first block provides students with an understanding of the historical development of PR in the West including its part in the growth of neoliberal capitalism and branded cultures, and enables critical reflection on its relationship with the wider reporting media and its industries. Further, the course aims to provide students with knowledge of mainstream and alternative organisations’ perspectives on the role of public relations in building images, reputations and brands as part of wider promotional activities, and on the ways they approach the practice of promotional writing. The second block develops knowledge and experience of promotional writing skills including those associated with PR such as news releases and media packs, and those associated with promotional writing such as blogs and social media posts. The course aims to support students to develop practical skills though critical engagement with theoretical frameworks and tools, case study analysis and practical exercises. The module also aims to develop student understanding of legal, regulatory and professional frameworks associated with PR, promotional writing and the role of social media and networked journalism in the contemporary communications workplace.

(LO1) Students will be able to demonstrate their knowledge and understanding of relevant PR and media theory.

(LO2) Students will be able to apply and use professional frameworks for PR and promotional writing.

(LO3) Students will be able to show their ability to critically evaluate PR campaigning approaches.

(LO4) Students will be able to show their understanding of PR campaigning practices.

(S1) Students will be able to develop academic writing skills.

(S2) Students will be able to develop PR and promotional writing skills.

(S3) Students will be able to develop critical thinking skills.

(S4) Students will be able to develop their creativity.

The module comprises two blocks. The first block focuses on key historical and theoretical perspectives on PR cultures, contexts and practices. This block considers what PR is, the antecedents of modern-day PR and its links to propaganda through historical case studies of WWII. The block explores the emergence of modern PR and its role as an integral part of contemporary branding and promotional cultures including questions around the changing politics of identity and celebrity. The second block focuses on developing key skills in PR and promotional writing including understanding how PRs can write for news media and devices and legal and professional frameworks for promotional writers. The block offers practical advice on both PR and more general persuasive writing techniques and explores the contexts in which these techniques are employed. Finally, the block considers the ways in which converged networked technologies are shaping professional practice of promotional writers in the contemporary workplace.

Topics may include:
Approaches to studying PR
PR or propaganda?
Individualism and consumer culture
Brand and celebrity culture
PR, journalists and social media
PR Campaigning, strategy and tactics
Understanding news and news writing
Press release writing
PR blogs and social media writing
Interviews, compliance and editing

Independent Study Week: Week 7

Teaching Method 1 - 2-hour workshop with lecture bursts and breakouts with group discussions.

Description of how self-directed learning hours may be used:
Reading and preparing/writing assignments