COURSE INFORMATION
Course Title: Public Relations Theory and Practice
Course Code: PRT721S
DEPARTMENT: Journalism and Media Technology
PROGRAMME: Bachelor of Journalism and Media Technology Degree (07BJMT)
CONTACT HOURS: 3 per week
*Mondays: 18.40HRS-20:00HRS (6.40PM – 8:00PM)… *according to current timetable
*Wednesdays: 17:15HRS – 18:40HRS (5:15PM – 6:40PM) …*according to current timetable
*Venue: RM D4/2/2.42 (CLASSROOM C)*according to current timetable
NQF Level 7
Notional Hours 140 hours 56 contact hours; self-directed learning: 64 hours (including group research project); Assessment: 20 hours
NQF Credits 14
Prerequisites: None
Options (compulsory or elective) Core(Compulsory)
Semester Offered: Semester 4
COURSE DELIVERY METHODS:
The following communication tools will be used in this course:
Communication in the classroom: Physical Classroom Lectures and occasional Online (Virtual) via MS Teams when necessary.
E-mail/Telephone/Whatsapp
Discussion board posts/NUST E-Learning
Comments and Review of Assignments/assessments
EFFECTIVE DATE: Monday, 15th July, 2024 (Academic activities open: Monday, 15th July, 2024).
LECTURER INFORMATION
Course Lecturer/Facilitator: DR. CHUDEY PRIDE
Position: Senior Lecturer
Email: cpride@nust.na
Office phone: +264 61 207 2357
Office location: Science and Technology Building, Second Floor, RM 2.81
Consultation Hours: Mondays: & Wednesdays : 10.00HRS - 13.00HRS(10am-1pm)
COURSE AIMS:
This Course emphasizes Public Relations Theory and Practice. It guides participants through the various definitions, concepts and misconceptions of the subject, Principles of Public Relations, Public Relations theory and relationship to its practice, Public Relations history and modern evolution; various components of Public Relations practice, roles and expectations, Public relations practice within and outside the organization, and the scientific approach to public relations planning and execution. It provides the framework for participants’ understanding and appreciation of Public Relations as a profession, management function and an art as well as a social science.
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SPECIFIC LEARNING OUTCOMES
Upon successful completion of this course students will, through assessment activities, show their understanding of, and capability to:
· 1. Demonstrate the role and importance of public relations in organizational communication objectives, strategies, planning and implementation.
· 2. Utilize the various media/platforms of Public Relations relevant for different PR campaign objectives.
· 3. Recognize the necessity for various publics and public opinion in Public Relations practice.
· 4. Participate as effective team members in Public relations plans and projects based on their fundamental learning and knowledge of the principles and theories of Public relations.
· 5. Appreciate the significance of research and application of research methods in Public Relations.
· 6. Engage in any of the various strands or aspects of Public Relations practice in public or private sector environments.
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Comprehensive Learning Outcome
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Empower the participants to function effectively within commensurate job roles in Public Relations in public and private sector organisations/institutions in national and international environments.
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Methods of Facilitating Learning
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Methods of Facilitating Learning
The following methods of delivery will be used:
- Face-to-face (Physical Classroom) Lectures and occasional Online Lectures Facilitation using Lecture Guides and Powerpoint Slides.
- E-learning discussions forums
- Student reading and engagement with recommended Study Resources
- Project based learning
- Video Viewing and clips/links of PR Resources and discussions
- Invited Guest lecture(s) (Online) by qualified PR practitioner(s) in Namibia
- Group project/Assignments.
- Role-playing/Microteaching
- Individual assignments and presentations
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Assessment Strategies
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Assessment
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Weight
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Continuous Assessment (60%) and Examination(40%)
Four (4) Assessments as follows:
Assessment 1: Individual Assignment/Course mini project 20%
Assessment 2: Group Assignment/Class Project 20%
Assessment 3: Online Mid Semester TEST 20%
Assessment 4: Examination: Online, On-Campus/physical presence 40%
Total
Assessment 1: Individual Assignment/Course mini project 20%
Assessment 2: Group Assignment/Class Project 20%
Assessment 3: Online Mid Semester TEST 20%
Assessment 4: Examination: Online, On-Campus/physical presence 40%
Total 100%
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100%
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Four (4) Assessments as follows:
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Assessment 1: Individual Assignment/mini project 20%
Four (4) Assessments as follows:
Assessment 1: Individual Assignment/Course mini project 20%
Assessment 2: Group Assignment/Class Project 20%
Assessment 3: Online Mid Semester TEST 20%
Assessment 4: Examination: Online, On-Campus/physical presence 40%
Total 100%
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Assessment 2: Group Assignment/Class Project 20%
Assessment 3: Online Mid Semester TEST 20%
Assessment 4: Examination: Face-to-Face, On-Campus 40%
Total 100%
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Quality Assurance Arrangements
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Moderation of assessment instruments will be done in accordance with the Rules and Guidelines on Moderation of the Namibia University of Science and Technology.
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Student Support and Learning Resources
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STUDENT SUPPORT
The student will have access to:
· Allocated Lecture room with full compliance to National Health Guidelines/protocols NUST e-learning portal
· MS Teams Course Virtual Classroom
· NUST library
· Mac lab
· Student services through the Office of the Dean of students
· Course outline
· All time Online communication/interaction with Course facilitator via email, MyNUST elearning, and other course chat platforms.
LEARNING RESOURCES/RECOMMENDED READING
Prescribed Textbook
Skinner, C. Mersham, G. and Benecke, R. (2013). Handbook of public relations. (10th Edition). Cape Town: Oxford University Press
Recommended Reading
Adler, R. et al (2016). Looking out, looking in. (12th Ed). Boston, MA:
Wadsworth Publishing.
Clear, A. and Linda W. (2004). Dynamics of public relations and journalism: A practical guide for media studies. (2nd Edition). Cape Town, South Africa: Juta and Company Limited.
Conrad, Charles and Marshall Scott Poole. (2012) Strategic organizational communication in a Global economy. (Seventh Edition). New York: Wiley-Blackwell Publishers.
Larson, U. (2012). Persuasion: Reception and responsibility. (13th Edition). Boston, MA: Cengage Learning.
Newsom, D., Van Slyke Turk, J. and Kruckeberg, D. (2009). This is PR:The realities of public relations. (Seventh Edition). Boston, MA: Wadsworth Publishing
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