MCH8060 : Strategies and Management in PR
- Offered for Year: 2025/26
- Module Leader(s): Miss Patience Mathambo
- Lecturer: Dr Paulina Kuranchie
- Other Staff: Mr Jonathan Ward, Dr Jesus Salazar, Mrs Anne-Marie Lacey
- 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 2 Credit Value: | 20 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Aims
To develop in students specialist knowledge, analytical skills and critical understanding of the values and culture of public relations and its variations in commercial, public, private and voluntary sectors
To enable students to develop and deploy established techniques of writing and campaign planning in public relations
To develop a critical awareness of the role of digital media in a PR context
This module will build on the key concepts and skills acquired in semester one in MCH8065 and will enable students to develop and experiment with a wide range of professional skills with the focus on strategic planning and digital media. The module structure directly corresponds with its content: mid-semester, students will produce a debate report evaluating two PR campaigns from private, public or voluntary sector organisations; at the end of the semester, students will be required to plan and produce an industry-facing PR campaign aimed at promoting reputation.
Outline Of Syllabus
Topics may include:
Review of the purpose and nature of public relations
How to write effective press releases
How to manage relationships with print and broadcast journalists, bloggers and online influencers
Owned & Shared Digital media
How to plan and deliver events and PR campaigns
Stakeholders and publics in strategic PR
Content writing
Storytelling and social media
Sponsorship
Campaign measurement and evaluation
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 1 | 1:00 | 1:00 | On-campus lecture. |
| Guided Independent Study | Assessment preparation and completion | 2 | 30:00 | 60:00 | Summative assessment preparation |
| Structured Guided Learning | Lecture materials | 2 | 0:15 | 0:30 | Interactive non-synchronous guidance materials related to assessment preparation. |
| Scheduled Learning And Teaching Activities | Lecture | 5 | 2:00 | 10:00 | On-campus lectures. |
| Structured Guided Learning | Lecture materials | 11 | 1:00 | 11:00 | Interactive non-synchronous lecture materials delivered online. |
| Guided Independent Study | Assessment preparation and completion | 1 | 10:00 | 10:00 | Independent preparation for formative assessment |
| Guided Independent Study | Directed research and reading | 11 | 3:00 | 33:00 | Weekly required readings |
| Scheduled Learning And Teaching Activities | Small group teaching | 3 | 1:00 | 3:00 | On-campus seminars. |
| Scheduled Learning And Teaching Activities | Workshops | 4 | 2:00 | 8:00 | On-campus workshops. |
| Guided Independent Study | Independent study | 1 | 63:30 | 63:30 | Guided engagement with pre-seminar and pre-lecture tasks related to module learning & assessment |
| Total | 200:00 |
Teaching Rationale And Relationship
The online interactive materials will introduce the concepts, theories, issues and skills involved in strategic public relations and digital media management in the private, public and voluntary sectors. Through discussion, investigation and analysis of case studies, the lectures and small-group teaching sessions will allow students to develop understanding of theoretical frameworks related to strategic PR as well as practice the skills necessary in real-life situations. The module aims to help students enhance their employability, develop their career or continue into advanced professional study.
The assessment strategy will be presented to students as an opportunity for them to demonstrate their knowledge of and skills in PR through two assessment tasks – they will be required to develop and implement a digital PR campaign.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Written exercise | 2 | A | 40 | Briefing paper assessing current digital PR campaigns. 1,500 words |
| Written exercise | 2 | M | 60 | A plan for a digital PR campaign. 2000 words |
Assessment Rationale And Relationship
The assessment method relates closely to key elements in the module’s outline of work and intended learning outcomes (above). There are two assessments designed to allow students to demonstrate their specialist knowledge, analytical skills and critical understanding of the values and culture of public relations and its variations in commercial, public, private and voluntary sectors and to develop and deploy established techniques of writing and campaign planning in contemporary public relations practice.
The assessment word count will be 3,500 words in total:
There are two assessments for this module:
1.Briefing paper assessing current digital PR campaigns. 1,500 words
2. A plan for a digital PR campaign. 2000 words
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MCH8060's Timetable