Principles of Public Relations


This subject provides an overview of the theories, concepts and practice of public relations as a discipline, examining the fundamental principles that underpin the operations of the industry. This is achieved through a deconstruction of its history, an examination of the role of public relations in organisations and an exploration of what constitutes socially responsible and ethical practice. In addition, the subject examines key models of communication theory and explores these within the context of contemporary public relations case studies, making explicit connections between theory and practice. Students will also learn to critique current news stories, analysing them in terms of newsworthiness and identifying their key characteristics, distribution, and potential strategic impact, whilst learning how to produce and distribute their own media releases in response to a variety of given scenarios.