Module Overview

Public Relations

The aim of this module is to provide the learner with: A comprehensive understanding of the strategic role of public relations and its function as part of the marketing communications mix in both an online and offline context. A practical understanding and knowledge of the public relations industry and the key stakeholders that operate within the PR environment. The ability to develop a successful PR strategy and plan using a variety of PR tools. Understand the critical role of maintaining brand reputation and an ability to develop brand and crisis management plans and strategies. A comprehensive analysis of PR strategies and case-studies in both the for-profit and not-for-profit sectors. An ability to negotiate ethical issues, standards and regulation within the PR industry.

Module Code

DMKT H2018

ECTS Credits


*Curricular information is subject to change

The Strategic Role of PR

The origins of PR, understanding PR, the role and function of PR within an organisation, Corporate PR, Product PR, PR’s unique capabilities as a communications tool, integration of PR as part of the marketing communications mix.

The PR Landscape

Understanding the PR industry, Client / Agency relationships. Building relationships with opinion leaders, press and stakeholders. Pitching for a Public Relations Account, managing a PR account. The influence of PR within the Irish and international media. The changing PR landscape, industry challenges and opportunities.

Public Relations Strategy & Planning

Developing a Public Relations Plan: situation analysis, PR objectives, target audience analysis and understanding, PR strategy and concepts, budgeting, critical path, implementation and campaign evaluation. The integration of online and offline PR to create a co-ordinated PR strategy and campaign. Analysis of public relations campaigns in a variety of product and service sectors.

The PR Tool Kit

Blogging, Vlogging, press releases, promotions (online & offline), Content and Social Amplification. Online Influencers.Newsletters, events, social media marketing, press conferences, press coverage, product placement. Writing effectively for Public Relations.

Reputation and Crisis Management

Key issues in reputation management, risk assessment, building a crisis management strategy, responding to a crisis management situation, post-crisis evaluation, case-studies of effective and ineffective crisis management.

Enhancing Corporate Image through Online CSR

Developing an online CSR platform, building online relationships with customers, how non-profit organisations are using social media to create successful campaigns.

Ethics and Regulation

PR Codes of Conduct and Practice.

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)100