Effective Public Relations

DETAILS OF COURSE

1. COURSE NAME: EFFECTIVE PUBLIC RELATIONS

2. COURSE CODE: PI 2523 (BM)

3. ACADEMIC STAFF:
DSP VENUGOPAL
Bachelor in Social Sciences (USM)
Masters in Management (UUM)

4. PROGRAMME LEARNING OUTCOME (PLO)

Upon successful completion of this diploma programme, graduates will be able to:

Understand the concept of policing, investigation techniques of enforcement

agencies.

Manage, lead and use policing and investigation techniques to form effective and
efficient teams.

Demonstrate knowledge, understanding and the use of skills befitting an officer of

the enforcement agencies.

Apply the knowledge acquired to serve as officers of the enforcement agencies in

any public or private sector organization.

Understand the criminal justice system, the roles and functions of its three
component.

Understand the responsibility, need for cooperation and commitments for the
preservation of peace and safety through effective policing, enforcement and
investigation.

Understand crime and deviant behaviour, their causes, how to prevent and
investigate them.

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Effective Public Relations

5. RATIONALE FOR INCLUSION OF THE MODULE IN THE PROGRAMME:

This module is designed to introduce students to effective public relations, in particular to

law enforcement environment and in general to corporate business environment. Most
importantly, the outcome of this course is aimed at developing competencies where
students will be able to establish and maintain mutually beneficial relationships between
an organization, commercial or non-commercial, and the audiences or "publics" on
which the success of these entities depends. Such relationships are dependent upon
positive image portrayal by organizations. Thus, the inclusion of this course in this
programme is envisaged to implicitly enable the potential students to develop positive
persuasion skills in support of their organizations relative image.

6. PROGRAM OBJECTIVES (PO)

By the end of this course, the student will:

Be familiar with the concept theory and models of effective public relations.
Understand the importance of public relations as a critical element for continued
survival of the organization.
Be able to relate the importance of creating and maintaining a positive image of the
organization.
Understand the internal and external factors influencing the organizations image.
Be able to appreciate the various communications media that help secure and
maintain a positive image.
Recognize the correct strategies for the implementation of public relations.

7. SEMESTER AND YEAR TAUGHT: Year 2 Semester 5

8. STUDENT LEARNING TIME

Face to Face
L=Lecture, T=Tutorial, P=Practical
O=Others* Total Guided and Independent
Learning
TOTAL STUDENT *site visit, seminar, workshop, project
LEARNING TIME etc.
(SLT) L T P O Guided Independent
31 11 0 10 52 85

137/40= 3.425

9. CREDIT VALUE: 3

10. PREREQUISITE: Nil.

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11. COURSE LEARNING OUTCOMES (CLO)

At the end of this course students will be able to:

Explain the concept, theory and models of effective public relations.

Describe public relations as a critical element for the survival of an organization.
Explain the role of public relations professional in the organization.
Discuss factors influencing the organizations image.
Describe strategies for managing image and reputation.
Explain various communications media to secure and maintain a positive image.
Differentiate various strategies and tactics for the implementation of public relations
activities.
Develop a basic communications plan.

12, TRANSFERABLE KNOWLEDGE & SKILLS

The competencies acquired in this course, particularly the communication strategies and
persuasive techniques are effective tools for investigative purposes. Thus the knowledge
and skills learned in this course can be readily transferred to courses like Principles of
Investigation.

13. TEACHING & LEARNING AND ASSESSMENT STRATEGY

The students will be equipped with knowledge and understanding of the subject through
classroom lectures. More importantly, class discussions, colloquiums based on case
studies will also be given to students to reinforce their theoretical perspective. Besides,
students will be directed and guided to involve in research activities and their
presentations on their research materials and findings will be effectively critiqued upon
as part of the evaluation process.

14. COURSE SYNOPSIS

What is Public Relation? Aspects of communication that involve promoting a desirable

image for a person or group or an organization seeking public attention. It is a form of
communication that is primarily directed toward gaining public understanding and
acceptance. It tends to deal with issues rather than specifically with products or services.
The practice of PR is used to build rapport with the various publics, i.e. a company, an
individual, or organization may have (i.e., employees, customers, stockholders, voters,
competitors, or the population in general. It emphasizes information and persuasion as
opposed to packaging and paid media, diplomacy as opposed to force. Owing to its
subtleties, it is occasionally viewed as propaganda or, in more current jargon, spin,
the intentional manipulation of public opinion without regard for what is accurate or true.
Basically it is a positive image portrayal by organizations to stay in favour with their
clients both in times of certainty and uncertainty.

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15. MODE OF DELIVERY

Lecture, Discussion, practical work, and guided independent learning.

Approaches:
Deductive, Socrative, Situational, ILS, Mastery Learning, Problem based and Outcome
based Learning.

Participation/Quiz 5%
First Test 10 %
16. ASSESSMENT METHODS
Second Test 10 %
AND TYPES:
Assignment 15 %
Group Discussions/Presentations 20 %
Final Examination 40 %

TOTAL 100 %

17. Mapping of the Programme Objectives to the Programme Learning Outcomes

Programme
Learning
Outcomes
PLO2

PLO3

PLO4

PLO5

PLO6

PLO7
PLO1

(PLO)

Programme
Objectives
1 3 2 3 1 2 3
PO 1
2 2 2 2 2 2 2
PO 2
2 2 2 3 1 2 2
PO 3
1 2 3 2 2 2 2
PO 4

PO 5 2 2 2 2 2 2 2

1 2 2 2 2 2 2
PO 6

LEGEND

1 = related to PO
2 = partial fulfillment of the PO
3 = total fulfillment of the PO

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PROGRAMME OBJECTIVES (PO)

PO 1 Be familiar with the concept theory and models of effective public relations.
PO 2 Understand the importance of public relations as a critical element for continued survival of the
organization.
PO 3 Be able to relate the importance of creating and maintaining a positive image of the organization.
PO 4 Understand the internal and external factors influencing the organizations image.
PO 5 Be able to appreciate the various communications media that help secure and maintain a positive image.
PO 6 Recognize the correct strategies for the implementation of public relations.

PROGRAMME LEARNING OUTCOMES (PLO)

PLO 1 Understand the concept of policing, investigation techniques of enforcement agencies.

PLO 2 Manage, lead and use policing and investigation techniques to form effective and efficient teams.

PLO 3 Demonstrate knowledge, understanding and the use of skills befitting an officer of the
enforcement agencies.

PLO 4 Apply the knowledge acquired to serve as officers of the enforcement agencies in any public or
private sector organization.

PLO 5 Understand the criminal justice system, the roles and functions of its three component.

PLO 6 Understand the responsibility, need for cooperation and commitments for the preservation of
peace and safety through effective policing, enforcement and investigation.

PLO 7 Understand crime and deviant behaviour, their causes, how to prevent and investigate them.

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Effective Public Relations

18. Mapping of the Course Learning Outcomes to the Programme Learning Outcomes
Programme
Learning Delivery Assessment
Outcomes Methods Methods

PLO2

PLO3

PLO4

PLO5

PLO6

PLO7
PLO1
(PLO)
Course
Learning
Outcomes
(CLO)
Case study,
Lecture
CLO 1 2 2 3 3 1 1 2 Assignment
Discussion
and Exam
Case study,
Lecture
CLO 2 1 2 3 2 1 2 3 Assignment
Discussion
and Exam
Case study,
Lecture
CLO 3 1 2 2 2 2 2 2 Assignment
Discussion
and Exam
Case study,
Lecture
CLO 4 2 2 3 2 2 2 2 Assignment
Discussion
and Exam
Case study,
Lecture
CLO 5 1 2 3 2 2 1 2 Assignment
Discussion
and Exam
Case study,
Lecture
CLO 6 1 1 3 2 2 2 2 Assignment
Discussion
and Exam
Case study,
Lecture
CLO 7 1 2 2 3 1 2 3 Assignment
Discussion
and Exam
Case study,
Lecture
CLO 8 2 2 2 3 2 2 2 Assignment
Discussion
and Exam

LEGEND

1 = related to PLO without formal assessment

2 = partial fulfilment of the PLO with formal assessment
3 = total fulfilment of PLO with formal assessment

COURSE LEARNING OUTCOMES (CLO)

CLO 1 Explain the concept, theory and models of effective public relations.
CLO 2 Describe public relations as a critical element for the survival of an organization.
CLO 3 Explain the role of public relations professional in the organization.
CLO 4 Discuss factors influencing the organizations image.
CLO 5 Describe strategies for managing image and reputation.
CLO 6 Explain various communications media to secure and maintain a positive image.
CLO 7 Differentiate various strategies and tactics for the implementation of public relations activities.
CLO 8 Develop a basic communications plan.

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PROGRAMME LEARNING OUTCOMES (PLO)

PLO 1 Understand the concept of policing, investigation techniques of enforcement agencies.

PLO 2 Manage, lead and use policing and investigation techniques to form effective and efficient teams.

PLO 3 Demonstrate knowledge, understanding and the use of skills befitting an officer of the
enforcement agencies.

PLO 4 Apply the knowledge acquired to serve as officers of the enforcement agencies in any public or
private sector organization.

PLO 5 Understand the criminal justice system, the roles and functions of its three component.

PLO 6 Understand the responsibility, need for cooperation and commitments for the preservation of
peace and safety through effective policing, enforcement and investigation.

PLO 7 Understand crime and deviant behaviour, their causes, how to prevent and investigate them.

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19. COURSE OUTLINE

Week Topics Lecture Tutorial Independent

Hours Hour Learning Hour
I
NTRODUCTION TO THE MODULE
1. 1 5
What is Public Relations? 2
Concept, Theory and Models of Public
Relations
PR's relationship with other Functions
within an organization

2. THE IMPORTANCE OF PUBLIC RELATION

Importance of Image to an organization 2 1 5
Public Relations role in the organization
The Critical Factors in PR
The Crisis and its Consequences

3. THE ROLE OF PR PROFESSIONAL 3 5

The Role of a PR Personnel
Personality Traits and Competency for
PR personnel
Ethical and moral obligations
PR's function as Management
Counselors

4. FACTORS INFLUENCING THE IMAGE OF 2 1 10

THE ORGANIZATION

The Organization and its Environment

The internal System: Culture & Politics

5. ADMINISTRATION OF TEST 1 1 5
FACTORS INFLUENCING THE IMAGE OF
THE ORGANIZATION
2

Internal Conflicts and Confrontations

Public Expectations
Realigning the strategies

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6. IMAGE AND REPUTATION 2 1 5

What is Image?
What is Reputation?
Public Relations as a Management
Function

7 IMAGE AND REPUTATION . Contd 2 1. 5

Identifying the Management Tools
The Corporate Social Responsibility an
integral part of organizations strategy
The Community Outreach strategy

8. COMMUNICATIONS MEDIA 2 1 10
The Communication Strategies
Types of Communications Media
Media psychology
Technological, Legal and Ethical
Considerations

9 ADMINISTRATION OF SECOND TEST 1 5

STRATEGIES FOR COMMUNICATION 2
Public Relations Plan
How to create a PR Plan
Objectives and Strategy of PR Plan

10. STRATEGIES FOR COMMUNICATION 2 1 5

Writing a News Release
Press Briefing and Press Conference
Interview Mantras

11 STRATEGIES FOR COMMUNICATION 3 5

Exercise in Writing a News Release
Preparing a Press Briefing
Practicing a press release and interview

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12 BASIC COMMUNICATIONS PLAN 2 1 5

The Objective of the Plan
The intended target group
Selection of communication media
Plan Implementation strategies
Follow-up actions and techniques

13. MEDIA RELATIONS 2 1 5

Understanding Media Relations
Guidelines for Media Relations
Presentation Skills
Building Media Relationship
Managing Damage Control

14. Revision & Discussion 3 10

TOTAL SLT 31 11 85

20. REFERENCES

The Practice of Public relations, by Black, S. London, Butterworth.

PR Malaysia Experience, by Benedict, M. Hamdan (1986). K L Institute of Public

relations Malaysia.

Effective Public Relations, by Cutlip, S.M., Center, and Broom G.M (1994) New Jersey :
Prentice Hall.

Public Relations Techniques, by Jefkin, F. (1994). UK Readwoods Books.

Managing Public Relations, by Grunig, J.E., and Hunt, T (1984) New York Holt Thinehart
Winston.

Public Relations Principles and Practice, by Kitchen, P. (1997) London International

Thomson Business Press

Public Relations Strategy and Application: Managing Influence by W. Timothy

Coombs, Sherry J. Holladay, Wiley-Blackwell, 2009.

Public Relations Writing and Media Techniques (6th Edition): by Dennis L. Wilcox,
Publisher: Allyn & Bacon, 2009

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21. OTHER ADDITIONAL INFORMATION

Independent learning is provided essentially for students to explore the subject matter at
their own time and pace. All aspects of their assignment or course works are to be
carried out during these periods. Students are expected to do library research, internet
research, field observations and discussions with industry practitioners. A portion of the
marks for all assignments and course works are allocated for independent learning. The
award of appropriate marks for the assignment or course work is dependent upon the
evidence shown for the conduct of independent learning.

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