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Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

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Page 1: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Balancing Employability &

Academic Rigour

Public and Media Relations

College of Arts & Humanities

Sian Rees, Tutor

Page 2: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Employability v Academic Rigour

Page 3: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Employability v Academic Rigour

CHALLENGE

Embed employability and professional skills whilst at the same time combining this with academic rigour  

 

ANSWERTeach practical skillsFramework approach linking industry best practice to academic theory

Page 4: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Practical Modules

Creation of practical, interactive modules Delivered by part-time professional tutors who still work

within the industry Modules cover fundamental professional skills such as:

PR campaign planning Writing press releases Preparing and giving presentations Handling a media crisis

Testing of transferable skills through assignments which require the use of business language, research, summary and presentation

Page 5: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Academic Framework

Practical teaching relies on industry best practice guides and text books

A framework approach links industry best practice to the critique of academic models

Every module, even the most practical ones, link to historic and contemporary academic theories

Students are encouraged to take a critical approach, analysing the impact of PR in society as well as its practical application

Page 6: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Holistic Approach

Level Module Focus

Level 1 Introduction to PR History, industry structures and campaign planning

Level 2 PR Theory Overview of historic and contemporary academic themes relating to PR

Level 2 PR Practice In-depth practical course covering the detail of campaign planning

Level 2 Business & Entrepreneurship

Group based module in which students develop and plan their own business

Level 3 Handling the Media Academic critique of the public sphere plus best practice in crisis management

Level 3 Strategy, Marketing & Branding

Introduction to academic and best practice approaches to branding and the creative industries

Page 7: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

MSP301R: Assessment

1. Issue Analysis Essay (1,500 words – 35%)2. Crisis Communications Plan (1,500 words – 35%)3. Crisis Communications Press Conference (30%), a

group activity comprising: A crisis communications press conference (10 minutes) Question and answer session after the press conference

(5 minutes) A press invitation to the conference A press pack

Page 8: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

MSP301R Assessment: 1

An exploration of the impact of public relations on democratic processes

Critique of theory relating to: democracy, the public sphere, media sources, communications impacts

Students study a contemporary communications case study of their choice, using it to illustrate the impact of PR on democracy

Marked as a traditional academic essay

Page 9: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

MSP301R Assessment: 2

Crisis Communications Plan

Fictional Scenario Must apply best practice

theory Use business language

and reporting style Produce key messages

Page 10: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Assessment of Publics

(Tench & Yeomans 2006:392): Player Map

Positive Neutral

Uninterested Negative

Build common causes Build bridges

Stay vigilant for change Prepare a response

Page 11: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Tench & Yeomans Model

concern

clarity

control

confidence

competence

The 5Cs Effective Communication Model (Tench & Yeomans 2006:403)

Page 12: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

MSP301R Assessment: 3

• Group presentation• Present crisis plan• Answer media questions• Filmed in TV studio• Produce a pack for the

media

Page 13: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Additional Employability Skills

• Competitive application for 4 x one-week placements

• MGB PR in Swansea• Golley-Slater PR in Cardiff• Evidence this leads directly to

employment

Page 14: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Creative Industries Advice

MSP300R final lecture on creative industries Industry structures and jobs available Matching university skills to industry skills How to find jobs in the industry (online,

industry journals, recruitment consultancies, work experience – a global approach)

Planning a job search Creating a CV for the creative industries

Page 15: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Matching Your Skills

Good writer

Creative

AnalyticalOrganiser

Advertising copywriting, journalism, public relations

and press office jobs

Media programming, advertising creative work

Experiential, public relations, Advertising account executive

Media planner, marketing

Personable Public relations, account executive,Experiential, marketing

Page 16: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Creative CVs

Page 17: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Applying the Approach

Public relations lends itself to the teaching of transferable skills, however, could you….

Page 18: Balancing Employability & Academic Rigour Public and Media Relations College of Arts & Humanities Sian Rees, Tutor

Applying the Approach

Use business-style written reporting Use business-style presentations Identify transferable skills (summary / analysis /

research) Identify alumni jobs Create a module which addresses applications

of the subject in different industry areas