This module covers the infrastructure for communication and the way in which it can be managed strategically, as well as the strategic role of PR in how an organisation’s message is built and communicated. It will focus on the defining of communication goals and how resources can be selected and applied to achieve these goals. Content strategies will be examined through case studies, and you will explore how other business functions come into play in an integrated communications strategy. The strategic role of PR in both the creation and management of organisational reputation and image will also be evaluated, and the course will pay particular attention to the impact of new media technologies on the world of spin, image and relationships.
● Demonstrate knowledge of the fundamental theories and best practices of strategic communication.
● Apply theoretical knowledge to produce a strategic communications plan for a company of your choice.
● Analyse the strategic role of PR in an organisation and evaluate how it can be measured.
● With reference to two brands of your choice, assess the role of PR in the relationship between brand and consumer and identify critical success factors.