The role of communication to build lasting relationships between an organisation and its stakeholders is critical in today’s interconnected world. This module introduces students to concepts related to the strategic communication process of public relations (PR). In turn, this equips them with the working knowledge to plan and implement communication strategies as well as PR progammes to engage key stakeholders.
This module also covers media relations strategies and techniques, reputation management, internal communication, online community engagement, and the application of social media analytics to PR. Furthermore, students will learn to prepare for and react to crises – minimising damage to an organisation’s reputation. The learning scope will also look at how companies and organisations manage information, stakeholders, and media before, during, and after an incident or crisis takes place.
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