TPRS401 Public Relations Theories and Applications

This unit introduces students to the theoretical principles of Public Relations (PR), as part of the managerial strategy, and will help them to apply this theoretical knowledge in the context of PR practice in business, not-for-profit, and government sectors. This unit will introduce students to the main PR theoretical concepts, and will help them understand the roles and responsibilities of PR practitioners. It will further provide a historical overview of PR practices from early days, and its function in the industrialised world and global economy. Students will learn basic researching skills, media planning, media monitoring, and audience segmentation. The concepts of ethics, public responsibility, liability, government regulations, and legal responsibility will be explained in the context of the PR profession. The application of PR strategic management will be emphasised in the practical segment of this unit, where students will learn how to apply the above mentioned frameworks in the context of a PR campaign. Students will need to select proper media vehicles and communication channels, develop tactics and apply PR techniques to successfully deliver different types of PR campaigns.