NEW PROFESSIONAL (6-WEEK) EVENING COURSE

By designing creative advertising campaigns students on this course will explore the world of marketing and promotion and acquire an excellent understanding of this field. They will acquire a thorough grounding and learn the importance of marketing communications to the development of a business and make a positive contribution to the work of a Marketing, Advertising & Public Relations department.

Areas covered include:

The Role of Public Relations in Organisations:
Public relations – a management discipline, models of public relations practice, public relations practitioners’ roles, boundary spanning & systems theory.

The Evolution of Public Relations – Principles & Practice:
Definitions & meaning of public relations, relations between PR & Marketing, functional areas of public relations, public relations activities, Marketing PR.

Strategic Perspective of Public Relations:
Defining the concept of strategy, strategic implications for public relations, generic approaches to strategy, the strategic potential of public relations, strategic management for public relations.

Internal & External Public Relations:
Implications of organisational structure and culture, implications for the role and scope of public relations, researching the organisation, external people and groups, the organisation publics, evaluating public relations activities, corporate identity & image, strategic public relations, new developments in external public relations.

Corporate Social Responsibility:
The social responsibilities of organisations, community & environmental responsibilities, the demands of public opinion, discharging the organisations’ social responsibilities, ethical implications, long-term implications.

Financial & Investor Public Relations:
Importance of public relations to financial services, publics for stock and currency markets, publics for insurance, Fund Manager Publics, retail publics, Public relations strategies in relation to financial services, research and its applications to financial and investor public relations.

Government & Lobbying Activities:
Theoretical perspective underpinning lobbying practices, government activities and lobbying from the public relations perspective, main elements of lobbying, measurement of effectiveness.

Corporate Advertising:
Introduction to corporate advertising, value of corporate advertising, media for corporate advertising, effective corporate campaigns, psychological perspectives on corporate advertising, branding strategy & brand equity, criticisms of corporate advertising, the future of corporate advertising.

Issue & Crisis Management:
Introduction to issues management, nature of crisis, planning to communicate in a crisis, the risk audit, defining the audiences/publics, procedure development, training required, testing – exercise simulation.

Interaction between Public Relations & Marketing:
Debate issues between public relations & marketing, increased importance of public relations, marketing public relations (MPR) & corporate public relations (CPR), the marketing perspective of public relations, spheres of responsibility for marketing & public relations, marketing public relations (MPR) in the marketing mix, using marketing public relations.

Developing a Research Framework & Evaluating the PR Efforts:
Development of research methods & objectives, research design – practical applications of research methods, the nature of evaluation, barriers to effective evaluation, models of evaluation, new evaluation approaches, integration & planning of campaigns & programmes.

Core Text: Public Relations: Principles & Practice – P J Kitchen (Thompson Learning)

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