MK3S86 - Public Relations and Reputation Management 01 Sep 2023 - 31 Aug 2027 | Version 6
Associated Module Information
| Module Code: | MK3S86 | ||
|---|---|---|---|
| Module Title: | Public Relations and Reputation Management | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Business Management | ||
| Faculty Sub Group: | Business Management | ||
| Module Leader: | Callum Evans | ||
| Module Team: | Francesca Carpanini, Lauren Thomas | ||
| First Intended Intake: | SEP 2020 | Final Year of Intake: | |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 6 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100075 - marketing | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 6 |
|---|---|
| Valid From | 01 Sep 2023 |
| Valid To | 31 Aug 2027 |
Module Aims
- This module aims to equip students with an understanding of public relations and reputation management knowledge which they can use to confidently manage multiple stakeholders and brand reputations in a variety of organisational situations.
Content Summary
Public relations is a marketing communications tool which has diversified into an exciting and rapidly growing industry. Organisations use public relations to develop a positive image, but also to carefully manage their brand image when facing controversy.
Through this module you’ll develop a range of strategic communications skills and competencies which will benefit you in a range of careers. You’ll be assessed via an innovative simulation which trains you to manage a reputation management issue.
You can expect to cover the following topics as a part of this module:
- An Introduction to Public Relations & Reputation Management
- Marketing Public Relations
- PR and Publics
- Social Media and PR
- PR Planning
- Corporate Identity, Image and Reputation
- Communication Theory
- The Media and PR
- Digital PR
- Issue and Crisis Management
- PR and Internal Communication
- Writing Skills for PR
- Media Relations
- PR Measurement and Evaluation
- PR Crisis Communication
- PR, Ethics and the Law
- Future Trends in Public Relations
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 10 |
| Tutorial | 10 |
| Practical classes and workshops | 10 |
| Work based learning | 30 |
| Independent Study | 110 |
| Directed Study | 20 |
| Formative Assessment - Independent | 2 |
| Groupwork | 8 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Recognise the importance of reputation management in the public relations sector |
| LO2 | Apply a range of skills and competencies required in PR reputation management. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Presentation (Asynchronous) 1 | A critical individual review of an organisation's response to a reputational crisis. | 30 | N/A | 80 | No | 40 |
| Asynchronous Assessment | Practical Written Work 1 | A reflection on how the module content relates to your desired career path | 0 | 1200 | 20 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Presentation (Asynchronous) 1 | ✔ | ✔ | |
| Practical Written Work 1 | ✔ | ✔ | |