Rationale

The course explores the theoretical framework that constitutes the public relations discipline, from its historical to contemporary perspectives. The students will gain an understanding of public relations concepts and approaches to evaluate the applicability of each theory in different contexts. They will also focus on the ways practitioners and organisations integrate theory within their public relations activities to critically analyse potential opportunities and challenges and develop the appropriate strategic foundations for corporate social responsibility. Among topics to be explored are the Grunig’s and Hunt’s theories, Excellence theory and other global public relations theories.

Learning outcomes

At the end of the course students will be expected to:
(i)    Define the main theories and concepts of public relations.
(ii)   Describe how public relations theory is applied in different organisational settings.
(iii)  Interpret a variety of perspectives as communicated by leading scholars of the field.
(iv)  Examine public relations theory from both historical and contemporary perspectives.
(v)   Identify opportunities and current challenges in theory application.
(vi)  Apply public relations theory as the basis for an organisation’s social responsibility strategy.