Module Details

Module Code: PUBL H1401
Module Title: Theories and Best Ethical Practice in Public Relations
Title: Theories and Best Ethical Practice in Public Relations
Module Level:: 6
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Pauline Flanagan
Domains:  
Module Description: This module aims to assist students in understanding the link between the theory and the practice of public relations. Students will be guided through various theories and theoretical approaches to PR. They should develop an understanding of Best Practice in Public Relations and will look particular at the area of Ethics in Public Relations
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critique various theories in Public Relations
LO2 Analyse the practice of PR in the context of PR theory
LO3 Understand the importance of Ethics in Public Relations
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Theories in Public Relations
What is Theory? Theories of Relationships (Systems Theory, Situational Theory). Theories of Persuasion (Social Exchange Theory, Diffusion Theory, Social Learning Theory). Theories of Mass Communication (Uses and Gratifications Theory, Framing, Agenda Setting).
Ethics in PR
Defining Ethics; Ethics in Public Relations; Individual Ethics in Public Relations; Managerial Ethics; Managing Ethical Behaviour; Codes of Ethics for Public Relations; Communicating Ethical Principles and Values; Lobbying in Public Relations; Corporate Social Responsibility (CSR);
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment50.00%
Practical20.00%
End of Module Formal Examination30.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Case Studies % of Total Mark 40
Timing n/a Learning Outcomes 1,2
Non-marked No
Assessment Description
Research and Present a Case Study showing an example from PR Practice and how it relates to PR Theory
No Project
Practical
Assessment Type Practical/Skills Evaluation % of Total Mark 30
Timing n/a Learning Outcomes 3
Non-marked No
Assessment Description
The Real 'Truth' - Debates critiquing the ethics of Public Relations
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 30
Timing End-of-Semester Learning Outcomes 1,2,3
Non-marked No
Assessment Description
2 hour written exam
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 3.00 3
Estimated Learner Hours Non Contact No Description Every Week 6.00 6
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Mark Sheehan,Jane Johnston. (2014), Public Relations Theory and Practice, Allen & Unwin, p.440, [ISBN: 9781743436844].
  • Dick Martin and Donald K Wright. (2015), Public Relations Ethics: How To Practice PR Without Losing Your Soul.
  • Jim Macnamara. (2012), Public Relations: Theories, Practice, Critiques, Pearson, Australia, [ISBN: 9781442543294].
  • Patricia Houlihan Parsons,Patricia J. Parsons. (2008), Ethics in Public Relations, Kogan Page Limited, p.179, [ISBN: 074945332X].
Supplementary Book Resources
  • Cutlip, Center and Broom. (2008), Effective Public Relations, Pearson International Edition.
  • Hendrix, J.A. (2001), Public Relations Cases, 5th edition, Wadsworth, Belmont, CA..
  • Kendall, R. (1996), Public Relations Campaign Strategies: Planning for Implementation, Harper Collins Publisher, New York.
Recommended Article/Paper Resources
  • Journals and other relevant material can be accessed at www.library.itcarlow.ie.
Other Resources
Discussion Note: