Introduction to Public Relations

This module introduces public relations, its history and the development of public relations theory. It illustrates the variety of forms of public relations practice used by practitioners in Ireland and abroad.  The module also highlights the interdependence of public relations and the media. It asks the student to consider how public relations should be practised in a variety of situations and contexts, meeting the practitioner's obligations including that to the environment and society.

1. Indicate the role, function and responsibilities of public relations

2. Identify the key characteristics of public relations, and the skills required of an effective public relations professional.

3. Describe and explain the role of in-house PR services and outsourced PR services.

4. Discuss the importance of public relations in enabling an organisation to develop and maintain mutually beneficial relationships with its stakeholders.

5. Outline the importance of the media in the practice of public relations including the key role the media plays in shaping public opinion.