balancing employability & academic rigour public and media relations college of arts &...
TRANSCRIPT
Balancing Employability &
Academic Rigour
Public and Media Relations
College of Arts & Humanities
Sian Rees, Tutor
Employability v Academic Rigour
Employability v Academic Rigour
CHALLENGE
Embed employability and professional skills whilst at the same time combining this with academic rigour
ANSWERTeach practical skillsFramework approach linking industry best practice to academic theory
Practical Modules
Creation of practical, interactive modules Delivered by part-time professional tutors who still work
within the industry Modules cover fundamental professional skills such as:
PR campaign planning Writing press releases Preparing and giving presentations Handling a media crisis
Testing of transferable skills through assignments which require the use of business language, research, summary and presentation
Academic Framework
Practical teaching relies on industry best practice guides and text books
A framework approach links industry best practice to the critique of academic models
Every module, even the most practical ones, link to historic and contemporary academic theories
Students are encouraged to take a critical approach, analysing the impact of PR in society as well as its practical application
Holistic Approach
Level Module Focus
Level 1 Introduction to PR History, industry structures and campaign planning
Level 2 PR Theory Overview of historic and contemporary academic themes relating to PR
Level 2 PR Practice In-depth practical course covering the detail of campaign planning
Level 2 Business & Entrepreneurship
Group based module in which students develop and plan their own business
Level 3 Handling the Media Academic critique of the public sphere plus best practice in crisis management
Level 3 Strategy, Marketing & Branding
Introduction to academic and best practice approaches to branding and the creative industries
MSP301R: Assessment
1. Issue Analysis Essay (1,500 words – 35%)2. Crisis Communications Plan (1,500 words – 35%)3. Crisis Communications Press Conference (30%), a
group activity comprising: A crisis communications press conference (10 minutes) Question and answer session after the press conference
(5 minutes) A press invitation to the conference A press pack
MSP301R Assessment: 1
An exploration of the impact of public relations on democratic processes
Critique of theory relating to: democracy, the public sphere, media sources, communications impacts
Students study a contemporary communications case study of their choice, using it to illustrate the impact of PR on democracy
Marked as a traditional academic essay
MSP301R Assessment: 2
Crisis Communications Plan
Fictional Scenario Must apply best practice
theory Use business language
and reporting style Produce key messages
Assessment of Publics
(Tench & Yeomans 2006:392): Player Map
Positive Neutral
Uninterested Negative
Build common causes Build bridges
Stay vigilant for change Prepare a response
Tench & Yeomans Model
concern
clarity
control
confidence
competence
The 5Cs Effective Communication Model (Tench & Yeomans 2006:403)
MSP301R Assessment: 3
• Group presentation• Present crisis plan• Answer media questions• Filmed in TV studio• Produce a pack for the
media
Additional Employability Skills
• Competitive application for 4 x one-week placements
• MGB PR in Swansea• Golley-Slater PR in Cardiff• Evidence this leads directly to
employment
Creative Industries Advice
MSP300R final lecture on creative industries Industry structures and jobs available Matching university skills to industry skills How to find jobs in the industry (online,
industry journals, recruitment consultancies, work experience – a global approach)
Planning a job search Creating a CV for the creative industries
Matching Your Skills
Good writer
Creative
AnalyticalOrganiser
Advertising copywriting, journalism, public relations
and press office jobs
Media programming, advertising creative work
Experiential, public relations, Advertising account executive
Media planner, marketing
Personable Public relations, account executive,Experiential, marketing
Creative CVs
Applying the Approach
Public relations lends itself to the teaching of transferable skills, however, could you….
Applying the Approach
Use business-style written reporting Use business-style presentations Identify transferable skills (summary / analysis /
research) Identify alumni jobs Create a module which addresses applications
of the subject in different industry areas