module specification

This module will develop an understanding of the role and purpose of Public Relations (PR) together with an appreciation of the societal context and global business environment within which PR operates. The module will contribute to an examination of a range PR sectorial industry practices & cases including - PR to consumer, PR in business to business, government PR and not for profit PR . In addition, and from a more generic practical perspective, it will also aim to develop students’ writing skills with a specific focus on public relations content, copywriting for both analogue & digital media platforms. The module provides an introduction to the breadth of oral, written and graphic public relations material, such as press releases, articles, photography, video, social media and related digital content, press notices that are key creative elements of public relations campaigns. The module also considers how the media interacts with public relations practitioners via such forms of communication material and how the media goes on to use various platform contributions from the public relations sector. Additionally, in recognition of the huge increase in global social media usage. The module will examine how this has resulted in an explosion of user-generated content that is significantly influencing how PR is practiced in the 21stC.

Given this changing nature of PR practice the module will:
● Examine the various specialisms within PR practice as set out by the Chartered Institute of Public Relations
● Examine the current research
● Develop an understanding of the wide range of career options within public relations and more broadly, communications management.

In terms of learning related outcomes, the module will promote various graduate attributes, in particular the application of knowledge; communicating and presenting (including inter-cultural communication); critical thinking and writing; reflective professional skills; project and event management; and business and political awareness - together with various other elements in the LMBS Skills Framework.

Available for Study Abroad? NO.

The syllabus will cover the following:
● Definitions and scope of PR practice LO1
● Overview of key PR concepts and theories LO1
● PR as a strategic management function; and its relationship with marketing & other corporate functions LO1
● Societal and international business context within which strategic PR management operates LO1
● Writing and broader communication skills in both an analogue & digital context LO2
● The role of media monitoring in anticipating / analysing emerging trends in business and society LO2
● Project/event management LO3
● Management and organisation of the PR function LO3
● Specialist areas of PR practice and sectoral considerations LO3

Delivery consists of a 3-hour weekly blocks, using a combination of 2 - hours of lecture based (but enhanced) teaching together with one hour of industry related seminar activity. On rare occasions and where appropriate 2 - hour workshops will also be used for skills-based activities and guest lecturers/industrial visits. On such occasions when 2 - hours class contact is used for workshops the remaining hours will be devoted to drop-in surgeries and/or “on-line” surgery time. The module will also seek to exploit the University’s location close to the heart of the PR profession’s highly London-centric positioning. In particular, guest speakers may be invited from various sectors of the economy and in addition, PR graduates from London Met will also be invited to discuss case studies of their work for clients/employers and their career paths to-date. Videos and online case studies will frequently be used to stimulate discussion in seminars. In the main, seminars will be both tutor and student-led to include a problem-based approach. The routine of daily media monitoring will be encouraged and tested informally by means of “spot” team quizzes in class. Students are expected to begin the adoption of an increasing degree of independent learning in line with the on-going roll-out of the module.  Weblearn will be used for the dissemination of learning materials, for assessment briefs, and for regular updates by the tutor. The timely provision of generic feedback following formative assessments will also be facilitated via Weblearn.

At the end of this module, you will be able to:
1. Explain the nature of PR: its role in a democratic society; its relationship to other strategic management functions; and within a wider communications scenario.
2. Assess the role of oral, written and graphic inputs and outputs in a public relations context and the resulting outcomes from media relations and influencer campaigns.
3. Demonstrate competence by completing a wide range of PR activities as defined in the appropriate level of the PRCA / PRET matrix.

Reading Library list link

https://rl.talis.com/3/londonmet/lists/B2E16C83-9DAE-9EF2-379D-D55D9D39CC63.html?lang=en-GB

Core Text:
Tench R & Yeomans L (2024) Exploring PR and Management Communication, 5th Edition, FT Prentice Hall
Recommended Texts:
Zappala J. , Anthony W. D’Angelo A. (2025) Public Relations Writing Worktext. A Practical Guide for the Profession 4th Edition Routledge
Foster, J. 2008. Effective Writing Skills for Public Relations. London: Kogan Page/CIPR. Wilcox, D. & Reber, B.H. (2013.) Public Relations Writing and Media Techniques. London: Pearson Education
Journals:
Journal of Communication
Journal of Public Relations
Journal of Communication Research
International Journal of Communication
Websites:
https://www.cipr.co.uk/
https://www.prweek.com/uk
FT.com
Guardian.com
Electronic Databases: The Office of Communications- www.ofcom.org.uk http://www.radiocentre.org/
AMARC (World Association of Community Radio Stations), http://www.amarc.org
Community Media Association, http://www.commedia.org.uk
Social Media Sources:
Facebook
Instagram
Snapchat
X(formerly Twitter)
Flickr
YouTube
LinkedIn
Pinterest
Threads
WhatsApp