Handbook

This subject provides students with an introduction to the relational and communication concepts that underpin public relations. The aim is to provide students with the concepts to compare, debate, and evaluate different approaches to public relations from a theoretical perspective. Key concepts studied include management and organisation of public relations; social media and associated analytics; audiences, stakeholders and publics; media relations; issues and crisis management; creativity and communication. A social innovation orientation is adopted to emphasize the dynamics of change, power and ethics. Public relations concepts will be applied to relevant contemporary issues and case studies in order to analyse the implications for practice.