ET326-15 Global Public Relations
Introductory description
What is global Public Relations? How are various PR disciplines (e.g., media and social media relations, internal and crisis communications) implemented across countries? How can PR specialists address diversifying target groups? These are some of the questions you and your peers will explore in this module. Moreover, you will use these insights to develop and pitch your own strategic global communication concept as part of a competition. 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
The aims of this module are to:
- develop students’ understanding of recent theoretical approaches within the area of global Public Relations (e.g., the Excellence Project)
- familiarise students with different Public Relations disciplines (e.g., media relations, social media, and internal communications) in a global context
- facilitate students’ development of fundamental Public Relations skills (i.e., strategic conceptualization; effective presentation- and writing skills)
- provide an opportunity for students to design a small scale global Public Relations project to test and improve their level of proficiency in fundamental Public Relations skills
In so doing, the module will also contribute to the achievement of the 1st, 3rd, and 4th aim of the degree programme, namely:
(i) to demonstrate a thorough knowledge and understanding of theories and research findings related to language, culture and communication;
(iii) demonstrate sensitivity and effectiveness in using language in intercultural contexts;
(iv) design and carry out an investigative study of an area within language, culture and communication.
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.
- Introduction to Global PR
- PR disciplines & Global PR theories; Global PR Project Brief
- Workshop: Presentation/Communication skills
- Media relations in a global context; Conceptualization I
- Crisis management in a global context; Conceptualization II
- Social Media relations in a global context; Tactic I
- Internal communication in a global context; Tactic II
- Third sector PR in a global context; Evaluation
- Group Presentations
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 a critical understanding of the main theoretical approaches of global Public Relations Understand key challenges relating to the different Public Relations disciplines in a global context Be familiar with and develop fundamental Public Relations skills including strategic conceptualization, effective presentation and writing skills with a particular focus on the global Public Relations context. Design and present a small scale global Public Relations concept.
Indicative reading list
- Morley, M. (2002). How to manage your global reputation: A guide to the dynamics of international public relations. Basingstoke: Palgrave Macmillan.
- Anderson, C. (2016). TED talks: The official TED guide to public speaking. Boston, USA: Houghton Mifflin Harcourt.
- Rittenhofer, I., & Valentini, C. (2015). A "practice turn" for global public relations: an alternative approach. Journal of Communication Management, 19, 2-19. doi: 10.1108/JCOM-11-2013-0084
- Smith, R. (2014). Public relations: The basics. London, UK: Routledge.
- Sriramesh, K., Rhee, Y., & Sung, M. (2013). Aligning public relations with the demands of globalization: Conceptual foundations for a theory of global public relations. In K. Sriramesh, A. Zerfass, and J.-M. Kim (Eds.), Public relations and communication management: Current trends and emerging topics (pp. 108-125). New York: Routledge.
- Theaker, A. (2016). The public relations handbook. 5th ed. Abingdon, Oxon: Routledge.
Research element
The module will be assessed by students developing their own PR project and pitch. This requires country and product specific research (e.g. SWOT analysis) and a good overall grasp of doing research in PR which will be introduced through critical discussions of case studies and reading empirical research articles.
Interdisciplinary
This module draws on research in the fields of PR and marketing, anthropology, area studies and intercultural communication.
International
The module focuses on global PR strategies and how they can and have been localised to fit different national, cultural and linguistics contexts. As such considering the international dimension of PR in a globalised world is the main focus of the module.
Subject specific skills
Demonstrate a thorough knowledge and understanding of theories and research findings related to global Public Relations.
Understand and critically discuss the different approaches to global Public Relations across several of its disciplines.
Transferable skills
Be familiar with different Public Relations tools and develop fundamental Public Relations skills including strategic conceptualization, effective presentation and writing skills.
Apply theoretical approaches of global Public Relations and their tools to the development of a Public Relations concept as well as apply effective presentation approaches to the oral delivery of the global Public Relations concept.
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.
Study time
| Type | Required |
|---|---|
| Lectures | 9 sessions of 2 hours (12%) |
| Seminars | 9 sessions of 1 hour (6%) |
| Private study | 123 hours (82%) |
| Total | 150 hours |
Private study description
Reading subject materials, homework tasks, group work, assignments
Costs
No further costs have been identified for this module.
You do not need to pass all assessment components to pass the module.
Assessment group A3
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
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| Group Project | 50% | Yes (extension) | |
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Group project, consisting of two deliverables: A joint group report (word count equivalent to 1000 words per team member) & a presentation of the group report. |
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Reassessment component is the same |
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Assessment component |
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| Individual Assignment | 50% | Yes (extension) | |
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2000 word individual assignment |
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Reassessment component is the same |
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Feedback on assessment
Written feedback on the assignment will be provided on the Centre's standard feedback sheets, which conform to Faculty regulations. This will include both summary and detailed feedback. Where appropriate, additional feedback may be provided via personal meetings with the tutor.
Courses
This module is Core optional for:
- Year 3 of UETA-Q1T6 Undergraduate Linguistics with Arabic
This module is Optional for:
- Year 3 of UETA-X3Q5 Undergraduate Language, Culture and Communication
- Year 4 of UETA-X3Q8 Undergraduate Language, Culture and Communication (with Intercalated Year)
- Year 4 of UETA-Q1A9 Undergraduate Linguistics with Arabic (with Intercalated Year)
- Year 3 of UETA-Q1T1 Undergraduate Linguistics with Chinese
- Year 4 of UETA-Q1A7 Undergraduate Linguistics with Chinese (with Intercalated Year)
- Year 3 of UETA-Q1R1 Undergraduate Linguistics with French
- Year 4 of UETA-Q1A1 Undergraduate Linguistics with French (with Intercalated Year)
- Year 4 of UETA-Q1A2 Undergraduate Linguistics with German (with Intercalated Year)
- Year 3 of UETA-Q1T2 Undergraduate Linguistics with Japanese
- Year 4 of UETA-Q1A8 Undergraduate Linguistics with Japanese (with Intercalated Year)
- Year 4 of UETA-Q1A6 Undergraduate Linguistics with Russian (with Intercalated Year)
- Year 3 of UETA-Q1R4 Undergraduate Linguistics with Spanish
- Year 4 of UETA-Q1A4 Undergraduate Linguistics with Spanish (with Intercalated Year)
- Year 4 of UPSA-C805 Undergraduate Psychology with Linguistics (with Intercalated Year)
- Year 3 of UETA-Q310 in English Language and Linguistics
- Year 4 of UETA-Q311 in English Language and Linguistics (with Intercalated year)
This module is Option list D for:
- Year 3 of UPSA-C802 Undergraduate Psychology with Linguistics