Public Relations Management

This module builds upon content covered in earlier public relations modules and focuses on how public relations operates within the context of overall business planning and how public relations can assist in the achievement of strategic goals. The module examines the practice of public relations by focussing on programme planning and management and the main specialised areas of public relations.

1. Explore public relations strategies and programmes to assist in the achievement of overall organisational objectives.

2. Explore the role of corporate personality and how to manage organisational reputation.

3. Investigate sponsorship and crisis management as specialised areas of public relations management.

4. Analyse ethical issues relating to public relations.

5. Examine the importance of strategy and planning in public relations and demonstrate the ability to think strategically.