MCH8058 : Researching Media and PR
- Offered for Year: 2025/26
- Module Leader(s): Dr Jesus Salazar
- Lecturer: Dr Chris Haywood, Ms Kellie Daniels
- Owning School: Arts & Cultures
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 1 Credit Value: | 20 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Aims
Researching Media and PR introduces students to a range of methodologies and data collection techniques that are central to research in Public Relations. It aims to develop students' knowledge and understanding of how these methods function in practical, real-world settings, and to build the technical skills necessary for undertaking major research projects. Students explore foundations of ontology, epistemology and methodology and learn techniques for collecting and analysing data, with a focus on specific qualitative and quantitative methods that are essential in Public Relations. This foundation prepares students to strategically align PR activities with organisational goals, providing them with the skills to plan and assess the impact of PR practices and to produce a research project in academia or industry.
Outline Of Syllabus
Researching Media and PR offers an engaging and interactive learning environment where students gain critical and practical knowledge essential for conducting research in Public Relations. Throughout the semester, a weekly programme of lectures, seminars, group discussions, and online materials will provide comprehensive insights into research practices.
Topics covered in the module may include:
Ontology, epistemology, and methodology;
Quantitative and qualitative research methods and analysis;
Digital ethnography;
Case studies, focus groups, and interviews;
Surveys;
Textual and content analysis;
Research with media technologies;
Ethical considerations in PR research;
Research proposal writing.
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 11 | 1:00 | 11:00 | Lectures to be delivered on campus. |
| Guided Independent Study | Assessment preparation and completion | 2 | 20:00 | 40:00 | N/A |
| Structured Guided Learning | Lecture materials | 11 | 1:00 | 11:00 | Interactive non-synchronous lecture materials delivered online |
| Scheduled Learning And Teaching Activities | Small group teaching | 11 | 1:00 | 11:00 | On-campus seminars. |
| Guided Independent Study | Independent study | 1 | 127:00 | 127:00 | Guided self-study |
| Total | 200:00 |
Teaching Rationale And Relationship
Interactive digital learning materials and structured guided learning prepare students each week for in-classroom or online scheduled learning activities and allow them to consider key topics at their own pace. Lectures consolidate key areas of learning and keep students on track by emphasising key critical contexts for their work. Seminars encourage interaction and the development of cognitive and key skills and the ability to articulate ideas and findings. Students learn how to apply these skills to the professional contexts that they are likely to encounter upon completion of the course. Classes will mix formal instruction experiences with informal advice sessions. Directed and independent research and reading are core components of the teaching for this module. The assessment strategy allows students to enhance the skills needed to conduct a research project in academia or industry on the programme.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Portfolio | 1 | M | 50 | Portfolio, 2,000 words, mid-module |
| Research proposal | 1 | A | 50 | Research proposal, 2,000 words, end-of-module. |
Assessment Rationale And Relationship
Assessment 1: Portfolio (mid-module) (K1; K2; K3; K4; K6; S1; S2; S4; S5; S6)
Students produce a 2,000-word portfolio that helps them identify their personal research interests, present research ideas, and develop their knowledge and understanding of research methods in Media and PR as examined during the module.
Additional task-specific criteria are as follows:
- Rigorousness of the definition of the topic, informed by engagement with and understanding of primary and secondary research.
- Demonstration of understanding of how research methods facilitate studies of media and PR.
- Analysis of research methods in order to make conclusions about their strengths and weaknesses for studying media and PR.
- Quality of the written structure, including the suitability of academic tone and analysis at postgraduate level.
Assessment 2: Research Proposal (end-of-module) (K1; K2; K3; K4; K5; K6; S1; S2; S3; S4; S5; S6; S7)
Students produce a 2,000-word research plan in relation to their proposed research or final project. This should include clearly articulated research question(s) or aims and objectives, a theoretical framework or initial literature review, a proposed set of methods, ethical considerations, a working bibliography, and/or any other components specified in the assessment brief.
Additional task-specific criteria are as follows:
- Methodological quality of the approach and design of the proposed dissertation or final project, how it aligns with the methodologies taught in the module and the ethical implications of the project.
- Awareness of theoretical and research context and framework drawing on both primary and secondary sources.
- Use of research context and theoretical framework to inform the production of research questions.
- Quality of the structure and planning of the proposal, including the suitability of academic tone at postgraduate level and the quality of referencing.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MCH8058's Timetable