Introductory description

This module will critically examine the practices and theories of PR across cultures. You will be introduced to the current state of global PR, its ethics and applicability to address culturally diverse publics. Moreover, you will explore PR disciplines (e.g., media and social media relations) and their practices whilst practising your presentation skills to be able to "pitch" a PR concept to clients. Simultaneously, you will develop your own cross-cultural PR concept in a group with the potential of its actual implementation. This will help you to not only gain a theoretical understanding of PR tools and practices across cultures by using concepts of cultures as taught in ET908, but also practical experience in planning and presenting a reputation and relationship management concept in a competitive environment. Thus, by the end of this module, you will have gained excellent (group) presentation skills and a strategic mindset to employ PR tools in a global context.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Week 2: Introduction to PR & Assignment Brief
Week 3: Introduction to Global PR & Conceptualisation I
Week 4: Re-Brief & Conceptualisation I to II
Week 5: Presentation skills
Week 6: PR Case Study student presentation (Europe), Introduction to Media Relations, & Conceptualisation II
Week 7: PR Case Study student presentation (Asia/Middle East), Introduction to Social Media Relations, & Conceptualisation II
Week 8: PR Case Study student presentation (America/Africa), Introduction to Internal Communication, & Tactics
Week 9: Schedule & Evaluation

Learning outcomes

By the end of the module, students should be able to:

• At the end of the module students should be able to: - Demonstrate in-depth understanding and knowledge of the main theoretical approaches of Public Relations (i.e., elements of PR conceptualizations, ethics, presentation skills), some of its disciplines and the influence of culture on PR conceptualization, presentation and disciplines - Understand and critically discuss the different approaches to global Public Relations (top down vs bottom up) - Be familiar with different Public Relations tools and develop fundamental Public Relations skills including strategic conceptualization, effective presentation and writing skills and how to apply them to everyday public relations tasks in reference to different cultural settings

Indicative reading list

• Anderson, C. (2016). TED talks: The official TED guide to public speaking. Boston, USA: Houghton Mifflin Harcourt.
• Brown, R., & Waddington, S. (2013). Share this too: More social media solutions for PR professionals. Chartered Institute of Public Relations (CIPR). Chichester, West Sussex: Wiley.
• Cialdini, R. B. (2007). Influence: The psychology of persuasion. New York: Collins.
• Morley, M. (2002). How to manage your global reputation: A guide to the dynamics of international public relations. Basingstoke: Palgrave Macmillan.
• Smith, R. (2014). Public relations: The basics. London, UK: Routledge.
• Taylor, M., & Yang, A. (2015). Have global ethical values emerged in the Public Relations industry? Evidence from national and international professional public relations associations. Journal of Business Ethics, 130, 343-555. doi: 10.1007/s10551-014-2226-4
• Theaker, A. (2016). The public relations handbook. 5' ed. Abingdon, Oxon: Routledge.
• Toledanoa, M., & Avidarba, R. (2016). Public relations, ethics, and social media: A cross-national study of PR practitioners. Public Relations Review, 42, 161-169. doi: 10.1016/j.pubrev.2015.11.012

Research element

Students will conduct descriptive research (situation analyses) to inform their PR concept.

Interdisciplinary

The module combines theories from psychology and communication studies.

International

The module will discuss to what extent cultural variations play a role in PR practices. Moreover, the assessment topic focuses on how cultural differences need to be respected to create a successful PR concept. Lastly, students will work in teams in class exercises as well as in their assessment. Given the cultural diversity of the cohort, students get an opportunity for intercultural relationship building in these exercises.

Subject specific skills

Be familiar with different Public Relations tools and develop fundamental PR skills including strategic conceptualisation, effective presentation and writing skills and how to apply them to everyday PR tasks.

Transferable skills

• Communicate ideas effectively in oral form, using appropriate planning, dramaturgy and rhetoric.
• Work collaboratively in teams.
• Communicate ideas effectively in writing, using appropriate structure and wording.
• Communicate clearly and contribute effectively to discussions.
• Plan and manage time and workload to meet deadlines