module specification

Consumer PR can build positive brand perceptions, manage reputation, and connect with their target audience through various communication strategies. This module focuses on the role of public relations (PR) in the commercial activities of consumer facing organisations.  You will address the importance of winning and maintaining customers, meeting competitive challenges in consumer marketing scenario. The module discusses how PR and media relations interfaces with consumer marketing, together with the way in which organisations use PR tools to interact with consumers in a trading environment.
In this module you will also explore PR-related aspects of the media environment, and it  is designed to provide you with the understanding and skills required to exploit digital and non-digital media within the context of designing and delivering consumer-facing public relations campaigns.
The module also aims to assist students in the acquisition of the following skills:
• Research
• Communications/presenting – orally and in writing, including inter-cultural communication
• Creativity
• Academic writing/literacy
• Digital literacy and IT skills
• Career Management & commercial awareness

Available for Study Abroad? YES.

PR & the consumer (LO1)
Campaign Planning Benefits & challenges – stages audit, objectives, strategy, tactics, control & evaluation
PR & Marketing
Segmentation & Targeting consumers
Factors which drive successful consumer public relations campaigns & the benefits that can be generated by a successful consumer public relations campaign
Measurements & tracking PR activity
Press Mentions and Impressions. Share of voice
Website traffic and leads click through rate
Social engagements and mentions
Social media -Vanity metrics- Likes followers shares

PR practice and the PR tool kit (LO2)
Brand relationship & the consumer   
The role of channels -Events, sponsorship
The impact of new media social media – Paid owned & earned media & role in PR practice
Fostering a creative mindset in Consumer PR campaign planning
- Cultivating creativity
- Creative thinking
- Creative ideation processes
Content creation & curation Copy writing techniques e.g. - AI use in content creation
Content formats benefits & limitations -blog video, webinar etc AI as a tool to assist creativity & content
Owned media Brand building content & story telling

Media Relations (LO3)
Media Environments & cultural context
Exchange theory
Agenda setting and framing theory in relationship setting between PR practitioners and journalist
Institutional medialisation Theory & Logic
Measurements of Media

Tools and techniques of practical media relations (LO4)
The media as the gatekeeper
The rise of the influencer 
Delivery channels and methods for media relations e.g. news releases, social media content, Video News Releases (VNRs), photocalls, press briefings, on-line distribution techniques. The role and application of AI in generating press releases & ethical considerations.

The module will be delivered using a workshop approach of three hours, occasionally supported by presentations from guest speakers and pre-assessment two-hour seminars/workshops.

Consumer PR is currently the most significant area of specialist PR practice. Guest speakers who are active in the practice of Consumer PR will be invited where possible to discuss case studies with the students and also outline career opportunities in the sector. Videos and online case studies of Consumer PR campaigns will be used to stimulate discussion in seminars. In the main, seminars will be student-led, and a problem-based approach will be adopted. The module will encourage students to reflect upon these communications campaigns, identify their personal learning and share their thoughts in structured class discussions as a result of their guided independent study. 
The assessment strategy -Where possible a brief will be based on a ‘ live’ practitioner client brief .
Students are expected to begin the adoption of an increasing degree of such 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.
 

On completion of this module the students will be able to:

 LO1 Understand the term ‘consumer public relations’ & apply & evaluate the different types of consumer public relations activity in the development of a targeted consumer campaign & measurement.
LO2 Explore & evaluate PR practice content creativity and apply the PR tool kit in relation theories, PR’s power and influence over media content (paid owned & earned).
LO3 Understand and explain the role & purpose of media relations as part of a strategic PR management function, including its application in different cultural context addressing diversity equity, and inclusion. 
LO4 Understand & apply the tools and techniques of practical media relations 
 

Library Reading List Link
https://rl.talis.com/3/londonmet/lists/BE3ECA64-7902-D31F-0861-EE5F5ACCBFC8.html?lang=en-GB&login=1

Gregory A., Pearse M. (2025) Planning and Managing Public Relations Campaigns A Strategic Approach Kogan Page
https://www.koganpage.com/marketing-communications/planning-and-managing-public-relations-campaigns-9781398620292

Cope, J.  Stuart Mayell S. (2025) Creativity in PR and Communications Concepts and Practices for Innovation Kogan Page

https://www.koganpage.com/marketing-communications/creativity-in-pr-and-communications-9781398620803

Atherton J . (2023) Social Media Strategy .A Practical Guide to Social Media Marketing and Customer Engagement https://www.koganpage.com/marketing-communications/social-media-strategy-9781398609990

Theaker A. (2025) The public Relations Handbook 7th Edition Taylor Francis 
https://www.taylorfrancis.com/books/edit/10.4324/9781003517375/public-relations-handbook-alison-theaker-james-curran

Tench  R.  Waddington S. (2023) Exploring Public Relations and Management Communication, 5th edition Pearson
https://www.pearson.com/en-gb/subject-catalog/p/exploring-public-relations-and-management-communication/P200000005576/9781292721941

Luttrell R., Adrienne A. Wallace A.  (2025) Public Relations and the Rise of AI. Routledge Taylor Francis
https://www.routledge.com/Public-Relations-and-the-Rise-of-AI/Luttrell-Wallace/p/book/9781032671321

Bourne C. (2022) Public Relations and the Digital Professional Discourse and Change Palgrave Macmillan Cham

Johnston J.  Katie Rowney K. (2018) Media Strategies Managing content, platforms and relationships Routledge  Talyor Francis
https://www.routledge.com/Media-Strategies-Managing-content-platforms-and-relationships/Johnston-Rowney/p/book/9781760295196?source

Online:
https://www.cipr.co.uk/

The Office of Communications - www.ofcom.org.uk

https://pracademy.co.uk/insights