BMAUX105 – Introduction to Public Relations

Module code

BMAUX105

Module title

Introduction to Public Relations

Prescription

The first part of this course introduces students to the theory and practises of public relations. Students will develop an awareness of the strategies, techniques and structures needed for public relations activities. The course also t introduces students to some of the basic concepts and techniques used in advertising.

NZQA Level

Level 5

NZQA Credits

Delivery method

Not Web enabled

Learning hours

Total learning hours: 150

Resources required

Learning Outcomes: 2.1Develop a process for systematically addressing public relations and advertising practices
discuss, reflect and interpret project briefs
participate in directed research and practical assignments
demonstrate the systematic development of a process through the generation, regeneration, manipulation and synthesis of ideas
define a self-critical working process for developing and refining ideas
2.2Appreciate what PR is, and its role in society
define public relations
distinguish between advertising, marketing, promotion and PR
discuss the notion of ethics as they apply to PR
understand the role of different types of PR practitioners
identify the role of PR in an organisation
2.3Appreciate the different types of PR
identify the various publics of PR practitioners
examine the difference between external and internal PR
discuss the role of PR practitioners within management
understand the function of PR as a profession in NZ
2.4Understand the elements of the public relations process
examine the elements of the public relations process
describe research methods used in the public relations process
describe techniques of audience analysis
describe the process of matching audience and media
2.5Understand how PR works in a campaign
identify the role of PR in a campaign
discuss how PR attempts to shape opinion
discuss how PR can shape opinion
practise applying PR methods to a simple campaign
consider the various media outlets available to a campaign
2.6Understand selected research methods and their relevance to a domain.
produce written comparisons and analyses of selected texts
produce oral and written descriptions of self-practice
use conventional writing strategies to analyse texts
participate in conventional presentations of outcomes
test the use of selected methods in the production of works
2.7Develop a curiosity about products and services
identify key questions to ask about products and services to identify unique qualities in different products and services
conduct elementary product research
understand the process of product or service definition
assess competition
explain an advertising point of view
2.8Be aware of the components that contribute to an advertising strategy
identify business objectives
determine ways of reaching target market
understand the relationship between research and strategy
set advertising objectives
identify elements of copy strategy
2.9Develop an awareness of the process of ideas generation
generate ideas
critically evaluate ideas
2.10Develop an awareness of different advertising communication methods
identify strengths of the particular methods identified
identify some of the legal and ethical restraints of the methods identified
identify some of the technical requirements of print/TV production
2.11Understand the relationship between PR and advertising
discuss how PR moulds or changes public attitudes
identify ways PR can be used to enhance perception of a product or service
2.12Appreciate the importance of monitoring advertising/PR activities
identify methods of monitoring advertising/PR effectiveness
2.13Understand assessment methodology within the context of an educational institution
develop a vocabulary for describing work
demonstrate the ability to interpret and analyse objectives
participate in group and class critiques
consider and reflect upon self and peer design decisions
participate in formative assessment
Content: 3.1 What PR is, and its role in society
Definitions of public relations
Advertising, marketing, promotion and PR
Ethics and PR
Different types of PR practitioners
The role of PR in an organisation

3.2 Different types of PR
The various publics of PR practitioners
External and internal PR
PR within management
PR as a profession in NZ
Introduction to event management
Introduction to crisis management

3.3Elements of the Public Relations Process
PR process models
Public relations research methods
Audience analysis techniques
Matching media and audience analysis

3.4 Collecting information
Qualitative and quantitative research methods
Information needed for a PR campaign
Why and how PR people collect information
Importance of media contacts for PR people

3.5Public relations in a campaign
The role of PR in an advertising campaign

3.6How PR shapes opinions/attitudes and promotes successful consumer behaviour
PR methods/tactics in a simple promotional campaign

3.7Knowledge of product or service to be advertised
Getting to know the product
Client briefs agency team on new project or service
Team gathers knowledge about product or service
Competitive products are evaluated
The marketing environment is assessed
The competition is analysed
Media strategy
Desired consumer reaction

3.8Advertising Proposals
The advertising concepts take shape
Concepts are developed
Concepts evaluated against creative strategy
Concepts tested with potential consumers
Finished ideas presented to client

3.9Public Relations
How PR helps deliver the advertising message, other functions of PR practitioners
PR presents a favourable public image of the client
PR shapes public attitude to the product or service
Creates news and awareness of the product or service
Different kinds of PR practice: internal and external

3.10Monitoring the advertising and PR
How well did it work
Measuring advertising awareness
Audience numbers reached in press and TV
Measuring sales
Measuring direct mail response
Monitoring PR achievements in media

3.11Communicating with a range of cultures
Content of interest to a Mori audience New Zealand cultural identities
Content from at least one other culture
Modes of address appropriate to the audience
Assessment Criteria: Assessment 1AT202.1 - 2.13
Assessment 2AT402.1 - 2.13
Assessment 3AT402.1 - 2.13