PR

Description:
This unit allows students to explore the history and evolution of public relations (PR) theory and practice, and the role of PR in organisations and society. It explores use of the media and other communication techniques to achieve PR and broader communication ambitions, and to understand the inter-connections between the media and business and social institutions that use the media to promote their products/politics/ideals. Within this, consideration will be given to the ethics, law and regulations relating to PR and media sponsorship and the financial considerations of the industry. Through this Unit, students will be introduced to PR as a social science and considerations of its related disciplines such as marketing and journalism.

Assessment:
1 x individual presentation in class (25% Set individually)
1 x 2,000 word essay (50%)
6 x 500-word blog assignments (25%)

Description:
The first part of this unit will focus on a general introduction to news reporting and news gathering, and to the essential journalistic skills and disciplines required in the production process such as researching, interviewing and writing in a prescribed format, accurately and to deadline. During the Spring and Summer terms, the focus turns to the specifics of writing for Public Relations, covering issues such as persuasion, form, style, accuracy, ethics, channels, publics and media relations. Students will explore how the PR industry engages with different kinds of media for different purposes, and identify the range of communication approaches that achieve media coverage in broader communication campaigns. Students will also explore how Web.2.0 initiatives are shaping the nature of communications activities and campaigns for business, and the rules that govern writing for this two-way communication exchanges

Assessment:
A newswriting portfolio. (30%)
A portfolio comprising of 6 assignments from the weekly sessions (25%)
A photography project (20%)
A portfolio comprising of 4 assignments from the weekly sessions (25%)

Description:
Media and Popular Culture introduces students to the diversity of media in the UK and globally and focuses on the role of the media in relation to issues of history, cultural and economic institutions, ownership and control, social relations and culture. It employs studies of popular culture to introduce students to the key concepts of ideology and representation and to key theoretical perspectives to facilitate an understanding of many forms of popular media. Students are provided with appropriate analytical tools to enable them to develop a critical engagement with media texts and forms. The unit also aims to equip students with a range of study and research skills as well as enable them to develop the skills and abilities they need in order to function as independent learners.

Assessment:
A Porfolio – analysis (part 1)
A 2,500 word Essay
A Portfolio – analysis (part 2)

Description:
This unit provides a guide to the legal and political framework that governs media production in the UK. You will develop a working knowledge and critical appreciation of the legal process as it affects journalists, with particular reference to defamation, contempt, copyright, confidentiality, press freedom and privacy. The course will consider and critically analyse the political and economic influences that shape media production both in a specific and wider context.

Assessment:
Law Exam

Description:
This module aims to develop campaign strategy, production, management and presentation skills. In particular, it explores the creation and implementation of PR strategies for communicating with defined audiences, both nationally and internationally. During the autumn term, you will work in partnership with students at the Pontifical University of Rio Grande del Sol (PUCRS) in Brazil via web conferencing, to create a campaign suitable for use in Brazil. The PUCRS students will provide you with information about their country to help you optimise your campaign for Brazilian audiences.In turn, you will provide your Brazilian partner students with information about UK society, culture and media to enable them to produce a campaign suitable for the UK market. Your focus for this campaign will be on media relations. During the spring term, you will work within your UCF groups to create a campaign to roll out to UK audiences. Your focus for this campaign will be on using social media.

Assessment:
Group presentation for international PR campaign: 50% (25% for presentation, 25% for visual aids)
Public speaking overview presentation: 50% (25% for presentation, 25% for presentation ‘script’)

Description:
n this unit you will prepare for and undertake a successful case study or research project around one or more media institutions. This is likely to include a work placement at your chosen institution(s) as part of your research. As a piece of extended individual research, the case study is intended to provide you with an introduction to the experience of the major study which you will undertake in your final year of study. The preparatory part of the unit mainly comprises workshops and seminars although it also includes lectures and class presentations of your own work. In recent years students have organised placements with a wide range of institutions and companies.

Description:
Issues management is a strategic activity that aims to identify and engage with existing or potential issues affecting an organization or its publics. It uses the mobilization and coordination of organizational resources to influence the development of such issues and render their outcome mutually acceptable to both the organisation and its publics.

Because issues management attempts to anticipate and fix problems before they escalate, the process can prevent an issue taking root and growing into a full-scale crisis for an organisation. With reference to recent examples of issues management, this 20 CATS unit will highlight practical and theoretical aspects of issues management.

Assessment:
A 2,750 word essay (50%)
A 10 minute presentatio: (50%)

Description:
This unit aims to support students in:
- Exploring the various epistemological, organisational, and professional approaches to media ethics
- Examining the range of legal frameworks and formal and informal regulatory frameworks affecting media production in the UK
- Exploring historical and recent case studies in which media ethics have been called into question, and analysing the dilemmas they represent for media professionals, legislators and media publics.
- Constructing an individual framework for ethical decision making and practice
- Demonstrating an awareness of their own ethical beliefs and responsibilities as media practitioners, and of the external forces contingent on those within the context of the media industry.
- Developing an awareness of global human rights issues, and demonstrating how media representation may impact on public awareness of such issues

Assessment:
To run a seminar presentation in groups of three or four (40%)
An individual essay, selecting from any of the questions listed (60%)

Description:
Info coming soon

Assessment:
Info coming soon

Description:
In this unit you will research, write, design and build an online website on a topic of your choice. You will look at the various ways of presenting information online and will use a variety of media to help you sell your site and its content.

Assessment:
A presentation of site ideas. (40%)
A presentation of site and hand in. (60%)

Description:
The unit requires that students research and organise their own data for research towards a dissertation or extended case study. This can take a variety of forms and subjects. The important thing is to be absolutely sure what your thesis is before you get too far into writing up your project.

Assessment:
1 proposal of up to 2,000 words
1 dissertation 10,000 words or equivalent

Description:
The unit builds on the range of PR practices developed through Level 2 – allowing students to develop advanced practice in particular elements of the market. The specialist focus of this unit is Fashion Marketing Communications and this unit is taught in tandem with Level 3 BA (Hons) Advertising students.

Assessment:
1 x individual class presentation (40%)
3 x 500-word weekly assignments (20%)
1 x 3,000-word campaign critique OR 3,000-word original campaign (40%)

Description:
The unit explores the global dimensions of PR; how a country’s political structures, social norms and media environments shape the way that the industry operates. In an increasingly globalised world, where the election campaigns of small nation states are run by multinational global PR companies, the unit compares and contrasts techniques and tactics in different locations. It will enable students to understand the principles of intercultural communication, and to hear from practitioners from different countries how these principles play out in practice.

Assessment:
1 x 2,500 word essay (50%)
1 Group presentation (50%)

Description:
This unit requires students to produce a varied portfolio of media or public relations texts and campaigns, drawing on the core skills that they have developed in the previous two years. Students are encouraged to generate a range of innovative and workable ideas that respond to campaign aims and effectively manage the research, writing and production of media or public relations projects. As well as writing they may chose to utilise multimedia skills that have been acquired on the course. Alongside their portfolio students will be asked to produce a logbook documenting their thought and research processes, an account of campaign aims and contexts, and a critical reflection of the material they have produced which demonstrates an awareness of the legislative and regulatory frameworks that govern journalists. Students will be supported throughout this project by lectures, small group work and individual supervision.

Assessment:
An Interim presentation for 5 mins (10%)
A Portfolio of 4,000 words (50%)
A Log book and critique of 3,000 words (20%)
A Poster presentation of portfolio (20%)

Description:
- Developing a critical and practical understanding of the factors that shape the production and reception of media or public relations , informed by and informing a set of intellectual, practical, professional and vocational skills and abilities
- Managing time and project work effectively, collaborating with others and developing the skills to evaluate and manage their own learning development needs in order to promote life-long learning
- Communicating accurately and effectively across a range of academic and professional forms and genres
- Demonstrating self-direction and creativity in problem-solving
- Researching, evaluating and organising information, ideas and arguments
- Exercising independent thought and judgement
- Engaging in reflective practice
Carrying out journalistic practice at a professional level

Assessment:
Info coming soon

Assessment:
- Enhance students’ understanding of how book publishing works, in terms of professional relationships and contemporary editorial and business practices.
- Explore some of the ways in which new technologies have impacted on modern day publishing, within an evolving creative and cultural economy.
- Understand the process of publishing, from initial pitch to final publication.
- Improve students’ ability to identify concepts and develop brands, in intellectual and commercial terms, and to successfully present those concepts/brands to different audiences

Assessment:
A Project management portfolio of 2,000 words (50%)
A Pitch for a new title of 1,000 words (30%)
A Presentation (20%)