Module Overview

PR and Media Relations

To provide students with a comprehensive understanding of all factors contributing to the successful planning and co-ordination of a public relations program. This knowledge will provide the student with the foundations upon which to manage public and media relations.

Module Code

PBRL H2000

ECTS Credits


*Curricular information is subject to change

Section One

Introduction to Public relations: what is PR, the PR professional Practitioner, Misconceptions about PR. Converting Negative Images into Positive Attitudes, PR In the 21st century, Digital PR

Section Two

The Public relations Planning Process: setting objectives, understanding publics, Using PR tools.

Section Three

PR and the Media: Working with Media, writing News releases, Media Interviews, the Media Pack.

Section Four

Corporate Public relations:The corporate PR process, how an organisations image is conctructed, implementing corporate identity programs, Corporate social responsibility.

Section Five

PR applied to specialist areas: Crisis PR, Internal PR, International PR.

Content Modification

Course content will be modified as appropriate, on an ongoing basis to reflect and changes in PR practice or thinking

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)30
Formal Examination70