Public Relations and Applied Communication, 7.5 credits

Learning outcomes

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.

Content

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.

Examinations and grades

Examination, 7.5 credits (Code: A001)
Grades used are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

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 determine which grading system is to be used. The grade must be determined by a teacher specifically nominated by the university (the examiner).

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

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

Modes of assessment

Examination, 7.5 credits (Code: A001)
Written assignments and oral presentations.

Comments on modes of assessment
Examination deadline
An examination shall be carried out at the time decided by the university. If an examination, which involves that the student can do the assignment in another place than in the university's premises (for example take-home examination), can not be submitted on time, the examiner decides how the examination shall be handled.

Supplementary assignments for a passing grade
The examiner may decide that a student who has not received a passing grade on the examination may submit supplementary assignments instead of taking a re-examination. Supplementary assignments must be carried out according to the teacher’s instructions and submitted to the teacher within one week after the student is notified of the failing grade.

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

For further information, see the university's local examination regulations.

Specific entry requirements

General entry requirements for university studies.

For further information, see the university's admission regulations.

Other provisions

This course cannot be included in a degree in combination with the course Media and Communication Studies, Intermediate Course, 30 Credits or the course Public Relations and Organizations, 7,5 Credits.

The course is given in English.

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.

Reading list and other learning resources

Required Reading

Ralph Tench and Liz Yeomans (2017)
Exploring Public Relations: Global Strategic Communication (4th Edition)
London: Harlow

Additions and Comments
Additional reading includes articles of 250 pages.