Study-Unit Description

Study-Unit Description


TITLE Public Relations

LEVEL 03 - Years 2, 3, 4 in Modular Undergraduate Course


DEPARTMENT Media and Communications

DESCRIPTION An understanding of public relations and how it can be managed as part of integrated marketing communications is necessary for today's and tomorrow's managers whether in the public, in the private sector or in the not-for-profit organisations.

The study-unit is designed to provide students with a link between theory and practice. While explaining some of the theories and principles of public relations, the study-unit aims to provide students with examples of how public relations works in the real world.

- Publics in Public Relations
- Conceptualising differences between Public Relations and Advertising
- Four Public Relations Model
- Strategic public relations: planning for results
- Corporate Public Relations
- Internal Communications
- Media and Media Relations
- Sponsorship
- Corporate Social Responsibility
- Professionalism in Public Relations
- Propaganda
- Persuasive Communication
- Discussion and Overview.

Reading list:

- Cutlip, A. Centre, G. Broom, Effective Public Relations, Prentice Hall International Editions.
- S. Harrison, Public Relations – An Introduction, Routledge.
- D. Wilcox, P. Ault, W. Agee, Public Relations – Strategies and Tactics, Harper Collins.
- Nicoli Nicholas & Komodromos Marcos, “Principles of Public Relations”, University of Nicosia Press, 2013. ISBN 978-9963-711-14-7

Additional Reading:

- J. E. Grunig, Excellence in Public Relations and Communication Management, LEA.


Assessment Component/s Assessment Due Resit Availability Weighting
Assignment SEM2 Yes 100%

LECTURER/S Carmel Bonello

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It should be noted that all the information in the description above applies to study-units available during the academic year 2021/2. It may be subject to change in subsequent years.