PR Practice in a Globalizing World

Module code: ML3011

Module co-ordinator: Dr Christian Morgner 

Module Outline

The module will introduce students to PR practice in a rapidly globalising and interconnected world. The evolution in the theory and practice of PR will be charted historically. Particular emphasis will be on examining how PR practice in a global world increasingly involves intercultural communication. The module will illustrate how theories of intercultural communication can be employed to improve contemporary PR practice. Frameworks for evaluating the efficacy and ethicality of PR practice in international/intercultural contexts will be engaged with. These issues will be taken up in relation to PR case studies employing both traditional and new media platforms.

Teaching and Learning Methods

  • Weekly lecture sessions and follow up seminars involving guided reading, the remaining time for private study comprising guided reading and preparation associated with classes; student self-directed reading; preparation and production of assessed work.
  • As well as selected reading, video, audio and other materials are used for illustration.

Assessment Methods

  • 1,500 word essay examining transformations in PR theory and practice (40%)
  • 3,000 word essay examining PR case study (60%)

Set Texts

No set texts. Readings will be prescribed in line with the requirements of the lectures/seminars.

Recommended Background Reading and Additional Resources

Public Relations: Critical Debates and Contemporary Practice (L’Etang and Pieczka 2012)

Public Relations in Global Cultural Contexts: Multi-paradigmatic Perspectives (Bardhan and Weaver 2012)

New Media and Public Relations (Duhé 2007)

Public Relation (Baines, Egan and Jefkins 2004)

Public Relations (Bernays 2004)