Public Relations Practice
- Social Sciences
- 400 level
- 3 credit units
- 114 pages
- 20 units
This course, Public Relations in Practice, is designed for undergraduate Mass Communication students. It provides applicatory knowledge of public relations skills, processes, and practice, guiding students with relevant theories. Students will gain an in-depth understanding of basic principles for effective public relations, acquaint themselves with mainstream literature, and apply core concepts for successful practice. The course offers informative insights into course content and provides relevant materials for familiarity with the subject matter, engaging students in productive thinking.
About this course
- Difficulty
- Intermediate
- Study hours
- 40 hours
- Maths
- None
- Content
- Theoretical, case study
- Practical work
- Yes
- Assignments
- Tutor marked assignments
- Final examination
What you'll read
The real module and unit structure of MAC425, taken from the course material NOUN publishes.
One paragraph, so you can see how it reads
MAC425 · UNIT 2: PUBLICS IN PUBLIC RELATIONS
As Johnston and Zawawi (2004:7) put it, the public relations process can “occur at many levels and can explain the way in which practitioners, whether they are in government, corporations working for a community group, can use the same basic sets of skills and techniques...”.
What you should be able to do
- Understand the core principles of public relations.
- Develop effective communication strategies.
- Manage relationships with various publics.
- Apply public relations theories to real-world scenarios.
- Handle crisis situations effectively.
- Understand the importance of ethical practices in public relations.
What it prepares you for
- Public Relations Manager
- Communications Specialist
- Media Relations Officer
- Corporate Communications Officer
- Public Affairs Consultant
- Corporate Sector
- Government Agencies
- Non-Profit Organizations
- Media and Entertainment
- Consulting Firms
Where it gets hard
The units students slow down on, and what makes each one heavy.
- Module 2: Public Relations Process and Application
Unit 3: Research in Public Relations
Requires understanding of research methodologies and statistical analysis.
- Module 5: Theories in Public Relations Practice
Unit 1: System Theory and PR Practice
Requires understanding of complex systems and their application to communication strategies.
A suggested way through it
13 weeks, about 28 hours in total. Yours will differ.
- Week 1Module 1: Nature of Public Relations
Unit 1: Meaning of Public Relations · 2 hours
Read the definition of public relations and reflect on its implications.. Consider how public relations extends beyond corporate organizations.. Analyze the elements of persuasive and purposive communication..
- Week 2Module 1: Nature of Public Relations
Unit 2: Publics in Public Relations Practice · 2 hours
Differentiate between internal and external publics.. Analyze how an organization's actions impact its publics.. Consider the role of a Public Relations Director in managing relationships..
- Week 3Module 1: Nature of Public Relations
Unit 3: Functions of Public Relations · 2 hours
Examine the factors influencing the growth of public relations.. Discuss the relevance of public relations in organizational management.. Consider the roles public relations plays in corporate and societal lives..
- Week 4Module 1: Nature of Public Relations
Unit 4: Qualities of Public Relations Practitioners · 2 hours
Enumerate the educational qualifications required to practice public relations.. Consider the traits and non-certificated qualities needed to excel.. Reflect on the moral and psychological qualities of public relations practitioners..
- Week 5Module 2: Public Relations Process and Application
Unit 1: Public Relations Strategy · 2 hours
Define public relations strategy.. Explain the specific plan for a public relations strategy.. Enumerate the parameters for assessing performance in PR strategy..
- Week 6Module 2: Public Relations Process and Application
Unit 2: Public Relations Tactics · 2 hours
Define tactics in a public relations context.. List the types of public relations tactics.. Differentiate between controlled and uncontrolled tactics..
- Week 7Module 2: Public Relations Process and Application
Unit 3: Research in Public Relations · 2 hours
Explain the meaning and forms of public relations research.. State the process for executing public relations research.. Categorize public relations research into different forms..
- Week 8Module 2: Public Relations Process and Application
Unit 4: Budget and Budgeting in Public Relations · 2 hours
Define the meaning and essence of a budget.. Explain the basic elements of budgeting.. Describe a typical public relations budget..
- Week 9Module 3: Major Field of Public Relations Practice
Unit 1: Community Relations · 2 hours
Define community relations technically.. Discuss why the practice of community relations is important.. Explain strategic ways for enhancing relationships between organizations and their host communities..
- Week 10Module 3: Major Field of Public Relations Practice
Unit 2: Financial Public Relations · 2 hours
Explain the meaning and nature of financial public relations.. List those involved in financial public relations practice.. Describe what is involved in financial public relations practice..
- Week 11Module 3: Major Field of Public Relations Practice
Unit 3: Media Relations · 2 hours
Define the meaning and state the objectives of media relations.. Explain the synergy between media and public relations.. Discuss media relations instruments or tools..
- Week 12Module 3: Major Field of Public Relations Practice
Unit 4: Government Relations · 2 hours
Explain the rudiments of government relations.. Discuss the major scope of government public relations.. Explain the rudiments of lobbying as a public relations tool..
- Week 13Final Revision
Final Revision · 4 hours
Review all modules and units.. Work on assignments.. Prepare for final examination..
Preparing for the exam
- Review all Tutor-Marked Assignments (TMAs) and Self-Assessment Exercises (SAEs).
- Create concept maps linking key theories from Module 5 to practical applications.
- Focus on understanding the different types of publics and how to tailor communication strategies for each.
- Practice writing press releases and preparing for press conferences.
- Study case studies related to crisis management and issues management.
- Allocate specific time slots for each module, prioritizing areas of difficulty.
- Form a study group to discuss and clarify complex concepts.
Questions students ask about this course
What is MAC425 about?
This course, Public Relations in Practice, is designed for undergraduate Mass Communication students. It provides applicatory knowledge of public relations skills, processes, and practice, guiding students with relevant theories. Students will gain an in-depth understanding of basic principles for effective public relations, acquaint themselves with mainstream literature, and apply core concepts for successful practice. The course offers informative insights into course content and provides relevant materials for familiarity with the subject matter, engaging students in productive thinking.
How many units does MAC425 have?
MAC425, Public Relations Practice, has 20 units across 5 modules, over 114 pages of course material. You can read it one unit at a time.
How many credit units is MAC425?
MAC425 carries 3 credit units, at 400 level in Social Sciences.
Is MAC425 hard?
MAC425 is rated intermediate level, with no mathematical content. It is mostly theoretical and case study work, and it has a practical component.
How long does MAC425 take to study?
About 40 hours of study, spread across its 20 units.
How is MAC425 assessed?
MAC425 is assessed by assignments, tutor marked assignments and final examination.
What can I do with MAC425?
Public Relations Manager, Communications Specialist, Media Relations Officer, Corporate Communications Officer and Public Affairs Consultant.