Public Relations and Applied Communication, 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

• To describe dominant international theories in public relations, organisational communication and PR- and public campaigning.

Skills and Abilities

• Applaying communication theoretical knowledge in work with public relations and information tasks.

Judgement and Values

• Being able to select appropriate workning methods from inappropriate ones in public relations, organisational communication and campaigning,
• critical assessment of strategic communication, and
• planning public relations in a social and democratic perspective.

Main content of the course

The emphasis in the course is on achieving an understanding of the principles underlying effective organisational communication and basic strategic knowledge. The course starts with the theoretical principles and useful models for the public relations area. Forms for planned applied communication and information campaigns are discussed, as well as risk and crisis communication and mass media relations. The course concludes with a paper on some special subject connected with public relations/planned communication.

Teaching methods

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

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

Examination, 7.5 credits (Code: A001)
Examination will be in the form of continuous assessment and a paper. Active participation in seminars is crucial to the students success.

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).

According to regulations on grading systems for first- and second-cycle education (vice-chancellor's decision 2019-01-15, ORU 2019/00107), one of the following grades is to be used: fail, pass, or pass with distinction. 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 reasons.

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

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

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

Comments on grades

On 13 November 2018, the Vice Chancellor admitted an exception from the U-G-VG grading scale in favour of the A-F grading scale. From the autumn semester 2019, the A-F grading scale may be applied on international courses and study programmes (ORU 2018/06084).

Specific entry requirements

General entry requirements.

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.

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

Tench, Ralph & Yeomans, Liz (2006)
Exploring Public Relations
London: Prentice Hall

Additions and Comments
Additional reading includes articles of 100 pages.