This unit will help you understand the public sphere as an intermediary between society and politics both as a communication and social system. You will also learn to distinguish between the systems of markets and public spheres to be aware of the factors for and against the commercialisation of the public sphere. You will be able to analyse and critique the public opinion industry. As a PR practitioner you will study the process of establishing relations with other public opinion influentials such as pollsters, journalists, celebrities and public opinion leaders.

Writing for the Professions studies various forms of writing that are used extensively in professional contexts and examines how these texts work from the perspective of the reader and the professional context in which they are used. Students will gain knowledge and skills in elements of professional writing style and text production processes including researching, audience analysis and editing. They will also be introduced to a range of complimentary theories and issues of writing such as rhetoric and persuasion, plain English, text layout and design, readability, influence of culture and the impact of various computer technologies on the processes of writing and reading.

This unit develops to a greater extent the theories and practices presented in Public Relations Theory and Practice. It establishes an understanding of the relationship between the client and professional and uses a variety of resources to achieve strategic outcomes.

This unit covers flow and transmission views and theory and research in organisational communication. The major theorists in the field; internal and external factors affecting organisational communication techniques. It expolres problems in organisational communication; communication skills in organisations and communication audits.

Politcal Public Relations examines the convergence of public relations, advertising and political consulting in marking a new chapter in the history of political campaigns. The central topic is the ongoing process of professionalisation and internationalisation of electioneering and campaign practices in media-centred democracies. It examines comparatively the diffusion theory of directional convergence processes and the modernist theory of fragmentation of the public sphere and its associated structural change. The study of professional norms and standards of political consultants - the new power elite - is relatively new, requiring us to adopt a historicist perspective in order to evaluate contemporary political public relations.

The study of events promotion has emerged as a distinctive academic focus in response to the worldwide growth of events as a public relations activity. Events represent a unique service to satisfy diverse publics including consumers, government, community and cultural groups, media, and business sponsors or financiers. Accordingly, the study of events promotion is valuable for students of public relations as events increasingly serve a mainstream public relations role for both public and private sector bodies. Students will learn the strategies necessary to host a viable event and learn how important the events are to the practice of public relations.

This unit explores the principles and practice of issues management to avoid crises, managing a crisis if one arises, and looking for opportunities to learn and benefit from it where possible, using effective public relations. It investigates the development of crisis management plans, also testing and implementing these plans. Dealing with the media and pressure groups is covered, along with also training a crisis communication team and organising response to a crisis situation.

Students will learn about key aspects of the public relations management process. This unit provides the opportunity to link and apply theoretical understanding with writing, planning and presentation skills gained during the public relations sequence, in response to a client brief. The real life situation allows students to demonstrate their capacity for problem analysis and to develop appropriate and timely program solutions. Assignments enable students to demonstrate their capacity to develop a public relations campaign and prepare themselves for a public relations position, either in an in-house or consultancy role.

This unit provides students with the opportunity to apply the skills and knowledge they are developing during their studies to tasks within a workplace (the host organisation). The unit is likely to involve substantial contact with the public through workplace placements and, for this reason, it is deemed a professional placement. The unit is restricted to students in their third year of study (or part time equivalent).