Public Relations and Communications aims to provide students with an advanced knowledge of how PR and communications increasingly overlap with marketing communications, in online contexts. It provides students with the tools to develop communications strategies for identified target markets using a range of public relations tactics. The module therefore challenges students to understand how strategic online PR and communications campaign planning and execution are pursued primarily in online contexts. There are significant downside risks facing companies accompanying inadequate failures to plan and execute communications campaigns and this module demonstrates how marketing initiatives can be undermined by a failure of the company to communicate effectively. This module builds on the approach of the marketing fashion brands module by examining if and how desired perceptions are appropriately and effectively communicated to consumers.
| Indicative syllabus covered in the module and / or in its discrete elements
Essentials of PR, Communications & Marketing Communications PR, Communications & Marketing Communications – introduction Public Relations theory Four Models & Excellence Theory PR 2.0 PESO model Marketing Communications theory Two step model Hierarchy of effects Experiences - Rational and emotional Digital marketing and the marketing mix Evolution of media landscape
PR & Communications Campaign Planning Planning fundamentals Creative brief & principles of design and creative communications Analysis of media channels Omni-channel integration Content strategy: audience profiling & message development Search Engine Optimisation
PR & Communications Campaign Execution Media selection: Paid (advertising, sponsorship, influencers, product placement) Earned (public relations, media relations) Shared (social media) Owned (brand channels/e-commerce & website/selling platforms Instagram, etc.) Design: Online user experiences Optimising design and usability Content: Writing copy & copy writing Product descriptions Photography, video, graphics, podcasts Community communications Brand communications: Blogs, website, emails, e-zines, posts Campaign measurement and analytics Media Interview & Presentation Skills Reputation Management Crisis Management Sponsorship
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Various learning approaches are used in lectures to deliver the principles of PR and communications and their application to real-world and digital marketing contexts. Each class begins with a discussion and analysis of contemporary PR and marketing communications exemplars and the strategic-applied use of these reference points are important to the mastery and reinforcement of learning on this module. Case studies are also incorporated.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |