PR and Organizations, 7.5 credits

Aims and objectives

General aims for first cycle education

First-cycle courses and study programmes shall develop:

• the ability of students to make independent and critical assessments
• the ability of students to identify, formulate and solve problems autonomously, and
• the preparedness of students to deal with changes in working life.

In addition to knowledge and skills in their field of study, students shall develop the ability to:

• gather and interpret information at a scholarly level
• stay abreast of the development of knowledge, and
• communicate their knowledge to others, including those who lack specialist knowledge in the field.

(Higher Education Act, Chapter 1, Section 8)

Course objectives

Knowledge and Understanding
After completing the course, students should show

• general knowledge of public relations, organizing and organizations.

Competence and Skills
After completing the course, students should be able to

• apply theories in the field of public relations in situations that information officers and communicators face in their professional practice.

Judgement and Approach
After completing the course the student shows the ability to

• based on different criteria, distinguish between appropriate and less appropriate working methods in public relations,
• critically review strategic communications, and
• place public relations in an organizational and societal context.

Main content of the course

The course offers the students the opportunity to develop their knowledge about PR and its organizational context. The students will develop knowledge about organizational theory and organizational communication, and international as well as external communication.

Teaching methods

Teaching may be conducted in the form of lectures, seminars, workshops, groupwork and exercises.

Students who have been admitted to and registered on a course have the right to receive tuition and/or supervision for the duration of the time period specified for the particular course to which they were accepted (see, the university's admission regulations (in Swedish)). After that, the right to receive tuition and/or supervision expires.

Examination methods

PR and Organization I, 5 credits (Code: A006)
Take-home examination.

PR and Organization II, 2.5 credits (Code: A004)
Mandatory elements in the form of practical exercises and seminars.

For students with a documented disability, the university may approve applications for adapted or other forms of examinations.

For further information, see the university's local examination regulations (in Swedish).

Comments on examination methods

Examination deadline
If the deadline for the examination is exceeded, the examiner will decide how the examination should be conducted and, when applicable, set the timeframe for it.

Supplementary assignments for a passing grade
The examiner may decide that a student who has not received a passing grade for the course may submit supplementary assignments instead of taking a re-examination. Supplementary assignments should be submitted to the lecturer within one week after the student is notified of the failing grade.

Absence from compulsory components of the course
Upon absence from compulsory components, the university's general rules for re-examination apply. If there are special reasons to deviate from the time frame, the examiner decides when the compulsory component should be carried out. However, the examiner can decide that a make-up assignment should be given.

Grades

According to the Higher Education Ordinance, Chapter 6, Section 18, a grade is to be awarded on the completion of a course, unless otherwise prescribed by the university. The university may prescribe which grading system shall apply. The grade is to be determined by a teacher specifically appointed by the university (an examiner).

In accordance with university regulations regarding grading systems for first and second-cycle courses (Vice-Chancellor’s decision ORU 2018/00929), one of the following grades shall be used: Fail (U), Pass (G) or Pass with Distinction (VG). For courses that are included in an international Master’s programme (60 or 120 credits) or offered to the university’s incoming exchange students, the grading scale of A-F shall be used. The vice-chancellor, or a person appointed by the vice-chancellor, may decide on exceptions from this provision for a specific course, if there are special grounds.

Grades used on course are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

PR and Organization I
Grades used are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

PR and Organization II
Grades used are Fail (U) or Pass (G).

For further information, see the university's local examination regulations (in Swedish).

Comments on grades

The final cours grade is based on the grade of the examination PR and Organization I, 5 credits. However, Pass (G) on all other examinations are required for a passing grade to be awarded for the full course.

Specific entry requirements

30 credits in Social Science or Humanities.

For further information, see the university's admission regulations (in Swedish).

Transfer of credits for previous studies

Students who have previously completed higher education or other activities are, in accordance with the Higher Education Ordinance, entitled to have these credited towards the current programme, providing that the previous studies or activities meet certain criteria.

For further information, see the university's local credit transfer regulations (in Swedish).

Other provisions

The course is given in English.

This course cannot be included in a degree in combination with the course Media and Communication Studies, Intermediate Course, 30 Credits.

Transitional provisions

Should the course undergo changes to such an extent that it is not possible to examine the student in accordance with this course syllabus, opportunities for special examination sessions will be provided in accordance with the university's local guidelines. If this occurs, the university will inform the students involved.

Reading list and other teaching materials

Required Reading

Bolman, Lee G. & Deal, Terrence E. (latest edition)
Reframing organizations
New York: Willey

Charest, Francine & Bouffard, Johanie (2016)
"Public relations and social media: Deliberate or creative strategic planning". Public Relations Review, 42(4), p.530-538

Coombs, Timothy (2015)
"The value of communication during a crisis: Insights from strategic communication research". Business Horizons, 58(2), p. 141-148

Coombs, W. Timothy & Holladay, Sherry J. (2013)
It's not just PR: Public relations in society
Malden, MA: Wiley Blackwell

Additional Reading

Mumby, Dennis K. (2012)
Organizational Communication: a Critical Perspective
CA: Sage Publications Inc, (selected parts)

Additions and Comments
Research articles or chapters in research volumes of about 100 pages are added.