Module Details

Module Code: RECH
Module Title: Public Relations Research and Evaluation
Title: Public Relations Research and Evaluation
Module Level:: 7
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Pauline Flanagan
Domains:  
Module Description: This module aims to provide students with the skill set necessary to plan, implement and evaluate a public relations campaign. Equal emphasis is placed on understanding and skill development. It also includes an academic writing component to help understand the link between academic theory and practice.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Conduct basic public relations research including online research
LO2 To construct a PR Evaluation Project
LO3 Critique Public Relations Evaluation (PRE)
LO4 Understand the professional literature of 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
Designing a PR campaign questionnaire
Questionnaire design; Research process;
Administration of a questionnaire, analysis of the data gathered
Constructing a sample Conducting fieldwork Collecting data Data analysis Introduction to data analysis Quantitative methods in PR campaign evaluation
Evaluation in Public Relations
Evaluation research process Levels of programme evaluation Implementation criteria and methods Interpreting and using results of evaluation
Literature Review
What is a literature review? How to write a literature review Literature examples/templates
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment70.00%
End of Module Formal Examination30.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Project % of Total Mark 30
Timing n/a Learning Outcomes 2,3
Non-marked No
Assessment Description
PR Evaluation Project – student will monitor and evaluate the online and traditional media coverage of an organisation of their choice.
Assessment Type Written Report % of Total Mark 20
Timing n/a Learning Outcomes 4
Non-marked No
Assessment Description
Academic Writing. Students attend a two hour literature review workshop following on from which they complete a review of relevant literature in the public relations field
Assessment Type Practical/Skills Evaluation % of Total Mark 20
Timing n/a Learning Outcomes 1
Non-marked No
Assessment Description
Research, Prepare, Design and Present a Research Questionnaire
No Project
No Practical
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 30
Timing End-of-Semester Learning Outcomes 1,2,3,4
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
  • Don W. Stacks. (2016), Primer of Public Relations Research, Third Edition, Guilford Publications, p.404, [ISBN: 146252270X].
  • Tom Watson & Paul Noble. (2007), Evaluating public relations, 2. Kogan Page, London, [ISBN: 0749449799].
Supplementary Book Resources
  • Ralph Tench and Liz Yeomans. (2009), Exploring Public Relations, 2nd. Prentice Hall.
  • Ellen Gunning. (2018), Public Relations, 3. Red Globe Press, p.258, [ISBN: 9781352002782].
  • Cutlip, Center and Broom. (2008), Effective Public Relations, Pearson International Edition.
Recommended Article/Paper Resources
  • Journals and other relevant material can be accessed at www.library.itcarlow.ie.
Other Resources
Discussion Note: