This paper introduces students to the practices of public relations (PR). It provides an overview of PR’s areas of expertise and professional activities in business, government, and non-profit organisations. Discussions will focus on the social responsibilities of PR professionals and emphasise ethical conduct while communicating on behalf of organisations.

In the current market environment, organisations depend on professional communicators who are able to build trustworthy relationships with different stakeholders. The public relations industry is growing and specialising in areas such as customer relations, investor relations, employee relations, fundraising, lobbying, community relations, events management, crisis management, media relations (including social media) and content management. This paper will clarify to students the diverse practices and expectations in each PR area of expertise and prepare them for second and third level PR papers. It overviews different PR functions but does not focus on media relations which is the topic of PUBRL201.

Each lecture will introduce a different PR area of expertise and discuss its major challenges, tactics, principles, and typical ethical issues. The lecture notes will be posted on the paper's Moodle page before the lecture and students will be expected to read it as well as the weekly prescribed resources. Students should use the lecture time for discussions about the content of the lecture notes and reading.

The lecture will be recorded and available for students on the paper's Moodle page.

Tutorials will be delivered in person and via zoom. Students will be asked to select a tutorial group before the start of the trimester.

Tutorials provide students with an opportunity to discuss and experience the content presented in the lecture. In tutorials we will use case studies and role playing simulations to clarify issues involved in the practice of public relations. Students participation in tutorials is essential for their learning experience and success in this paper.

Students will bring to the first 5 tutorials examples that demonstrate the specific area of expertise discussed in the most recent lecture. The marked examples might be a case or a story drawn from the media or other sources. Students will present, share, and discuss the examples (see details in the Assessment section of this outline).

In the last two weeks' tutorials students will present their analysis of a specific organisation from a public relations perspective (assignment 3).

Students will be asked to evaluate relevant materials (visual or texts) that would be provided before the lecture or in tutorials.

Professionals from the communication industry will visit some of the lectures and share their work experiences.

Students are expected to read emails and check announcements on the paper's Moodle page on a regular basis.

ATT: This paper will be delivered as a FLEXI paper. Students active participation is required either online or in-person.

Further information on this paper will be provided in Moodle closer to the start of A Trimester once enrolment numbers are known.

1. Page, J. T. & Parnell, L. J. (2020). Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication. (2nd ed.). Thousand Oaks, CA: Sage.

2. Lattimore, D., Baskin, O., Heiman, S. & Toth, E. L. (2012). Public relations: The profession and the practice (4th ed.). New York: McGraw Hill.

3. Resources posted online on PUBRL101 Moodle page.