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Level                            

 

: One

Semester                      

 

: 1

Type                            

 

: Core

Course Code               

      

: PRMM 11214

Title                                   

 

 

: Fundamentals of Public Relations

Learning Outcomes

 

: After the completion of this course unit the students will      be able to demonstrate knowledge in,

  • clarifying the basic definitions of Public Relation.
  • discussing variousaspects and unique characteristics in the field ofPublic Relation.
  • evaluating the use ofthe general Public Relation concepts inthecontext ofa specific profession.
  • applying selected classifications, types, distinctions, models, and its conception and development through the history of PR as a discipline.

 

 

Course Contents

 

 

 

: What is Public Relation, Definitions of Public Relation, 

Scope and key elements of Public Relations ,Types of Public Relations, Distinctions of Public Relations with

Marketing and Advertising, History of Public Relations, Theories, Concepts and Models of Public Relation and its social applicability in the various professions, Government Relations and Public Opinion, Government relations for organization at both the political and public service level including Lobbying, Spin Doctoring, Advocacy and Regulatory issues, Coalition Building, Public Opinion from variety of angles, Media and Democracy, Applied Public Relation Communication, Diversity and Community

Relations, Role and function of a Public Relation Officer

Methodology   

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

 

: Assignments, presentations and examination.

Recommended Readings

 

:

  • Theaker, A. (2006). The Public Relation Hand Book, U.K, Routledge (Second edition).
  • Boorstin, D. J. (1964). the Image; A Guide to Pseudoevents in America: New York ,Harper & Row Publishers
  • Dilenschneider,R.L(1990).Power and Influence; Mastering the Art of Persuasion, New York: Prentice Hall Press.
  • Bernays, E. L.(1986).The Later Years: Public Relations Insights, New York: H & M Publishers.

 

Level                            

 

: One

Semester                      

 

: 1

Type                            

 

: Optional

Course Code               

      

: PRMM 11223

Title                                   

 

 

: Strategic Public Relations 

Learning Outcomes

 

 

: After the completion of this course unit the student should be able to demonstrate knowledge in;

  • clarifying the basic definitions and analysis of Public Relations.
  • discussing various aspects and unique characteristics in the field of Strategic Public Relations.
  • applying the general Public Relation concepts in the context of a specific profession.
  • designing selected classifications, types, distinctions, models, and its conception and development through the history of PR as a discipline.

Course Contents

 

 

:

Introduction to Strategy, Strategic Management, Strategic Communication, Strategic Public Relations, Perspectives of Strategic Public Relations, Strategic Planning for Public Relation programs. Writing For strategic Public Relations, Business Fundamentals for Non- Business Professionals, Multi-media Content Creation for Strategic Public Relations.

Method of teaching & Learning 

 

:  Lectures, Discussions, Active Learning

Scheme of Assessment

 

:  Assignments, Viva presentations and end of semester examination.

Recommended Readings       

:

  • Theaker, A. (2006). The Public Relation Hand Book. U.K, Routledge.
  • Boorstin, D. J. (1964). The Image; a Guide to Pseudoevents in America: New York, Harper & Row Publishers.
  • Dilenschneider, R. L. (1990). Power and Influence; Mastering the Art of Persuasion. New York: Prentice Hall Press.
  • Bernays, E. L. (1986). The Later Years: Public Relations Insights. New York: H & M Publishers.

Level                            

 

: One

Semester                      

 

: 2

Type                            

 

: Core

Course Code               

 

: PRMM 12234

Course Title                

 

 

: Media & Communication Contexts and Applications

Learning Outcomes

 

: After the completion of this course unit the students will be able to demonstrate knowledge in,

  • using Core concepts of communication, Levels of communication,
  • clarifyingthe basic definitions and analysis of media and communication in terms ofPublic Relation
  • applying the usage and behavioral pattern of Public Relation in the media messages and texts.
  • contextualizing the applicability of general Public

 

 

 

Relation concepts in the  context of  a media and communication professions

Course Contents

 

 

 

:Introduction to communication and media, History of

 

 

 

 

communication models and evolution  along with PR

 

 

 

 

techniques, Perspectives, Basic components, Definitions

 

 

 

 

,Classifications and types of communication Social

 

 

 

 

psychology of  communication and Public Relation, Mass

 

 

 

 

media  effects, Media Culture, Popular culture, context  in

 

 

 

 

which  media operate(regulation, practical

 

 

 

 

constrains),building  relationship with journalists, media

 

 

 

 

theory and current trends in media uses and technology,

 

 

 

 

strategies and tools for communicating through media,

 

 

 

 

including massage development, spokesperson training

 

 

 

 

and media events, crisis and risk communications 

Methodology 

 

 

 

 

:  Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

 

: Assignments, presentations and examination.

Recommended Readings

 

 

:

Schramm,W.(1988).The  Story  of Human Communication: Cave Painting to Microchip, New York: Harper & Row Pub

 

 

 

 

Wilcox, D. L.( 2000). Public Relations writing and Media Techniques. NewYork. Routledge.

 

 

 

Bivins, T. H.(  1989  ).Public Relations Writing: the essentials of Style and format

 

 

 

 

Wilcox, D. L and Cameron, G. T.(1988). Public Relations: Strategies and Tactics (8thEdition). London. Sage. 

 

Level                            

 

 

: TWO

Semester                      

 

 

: 1

Type                            

  

 

: Core

Course Code               

   

 

: PRMM 21414

Course Title                

 

   

 

: Advertising & Marketing in Public Relations

Learning Outcomes

 

 

: After the completion of this course unit the students will be able to demonstrate knowledge in,

 

 

using Core concepts of and  levels of advertising and Marketing in the process of  Public Relation

 

 

clarifying  the basic definitions ,Concepts and Theories in Advertising and Marketing

 

 

applying Various Public Relation strategies used in the Advertising and Marketing Campaigns and Programmes

 

 

Contextualizing the applicability of general Public Relation concepts with the context Advertising and Marketing.

Course Contents

 

 

 

 :Introduction to Advertising and Marketing with concepts, models, theories  models and evolution  along with PR techniques, Perspectives, Basic components ,Definitions ,Classifications and types of  Advertising and Marketing, different aspects of Marketing operations, analysis and research of market opportunities, planning ,implementation and control of the Marketing programme( Product,

promotion ,distribution and pricing),

Methodology               

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

 

 

: Assignments, presentations and examination.

Recommended Readings

:

 

 

 

 

Scott, D. M.(2007)The New Rules of Marketing and PR. London. Sage.

 

 

Kotler, P. (2004).Advertising Vs. PR: Kotler on Kotler. NewYork. Routledge.

 

 

Ries, Al and Ries, Laura.(2004) The fall of Advertising and the Rise of PR.NewYork.Sage.

 

 

Standley, Adela. ( 2003). Careers in Marketing Advertising  and Public Relations. London, Kogan Page Limited.

Level                            

 

: TWO

Semester                      

 

: 1

Type                            

  

: Core

Course Code               

   

: PRMM 21424

Course Title                

 

   

: Advanced Strategic Public Relations Planning

Learning Outcomes

 

: After the completion of this course unit the student should be able to demonstrate knowledge in;

  • clarifying the definitions of Advanced Strategic Public Relations.
  • discussing various aspects and unique characteristics in the field of Advanced Strategic Public Relations.
  • applying the general Public Relation concepts in the context of a specific profession.
  • designing advanced public relation planning and campaigning

 

Course Contents

 

 

:

 Introduction to Advanced Strategic Public Relations, Perspectives of Strategic Public Relations, Formative research( Analyzing the  Situation, Organization and Publics), Strategy ( Establishing Goals and Objectives, Formulating Action and Response, Using Effective Communication),Tactics ( Choosing Communication Tactics, Implementing Strategy Plan), Evaluative research.

Method of teaching & Learning 

 

:  Lectures, Discussions, Active Learning

Scheme of Assessment

 

:  Assignments, presentations and semester end examination.

Recommended Readings       

:

  • Smith, Ronald D.(2005).Strategic Planning for Public Relations( 2nd Edition).London, Lawrence Erlbaum Associates Publishers.
  • Theaker, A. (2006). The Public Relation Hand Book. U.K, Rutledge.
  • Boorstin, D. J. (1964). The Image; a Guide to Pseudoevents in America: New York, Harper & Row Publishers.
  • Dilenschneider, R. L. (1990). Power and Influence; Mastering the Art of Persuasion. New York: Prentice Hall Press.
  • Bernays, E. L. (1986). The Later Years: Public Relations Insights. New York: H & M Publishers.

Level                            

 

: TWO

Semester                      

 

: 1

Type                            

 

: Core

Course Code               

 

: PRMM 21434

Course Title                

 

 

: Specialized Writing for Public Relations 

Learning Outcomes

 

 

: After the completion of this course unit, the students should be able to demonstrate knowledge in :

  • using technical aspects for Public Relations content planning
  • clarifyingthe basic methods in producing Public Relations programmers
  • applying the usage and behavioral pattern of Public Relations in the media messages and texts
  • designing the applicability of general Public Relations concepts in thecontext ofmedia and communication professions

Course Contents

 

:Introduction to writing and programming, different aspects of creative writing, computer technology and creative writing, differences between journalism and writing for propaganda, cultural aspects of propaganda and creative communication, different modes and styles of motivational communication, writing for print, radio, television , on line audiences and social media, modeling for future communication, News Letter, Annual Report,

 

Method of Teaching and Leaning :  Lectures, Discussions.

Scheme of Assessment                      : Assignments, Presentations and end of semester examination

Recommended Readings                  :

  • Schramm, W. (1988). The      Story   of    Human Communication: Cave Painting to Microchip, New York: Harper & Row Pub.

 

Wilcox, D. L. (2000). Public Relations Writing and Media Techniques. NewYork. Routledge.

 

Bivins, T. H. (1989). Public Relations Writing: the essentials of style and format. New York:Sage.

 

 

Wilcox, D. L and Cameron, G. T. (1988) Public Relations: Strategies and Tactics (8thEdition) London: Sage. 

 

Level                            

 

: TWO

Semester                      

 

: 1

Type                            

  

: Core

Course Code               

   

: PRMM 21444

Course Title                

   

: Critical Thinking & Crisis Management

Learning Outcomes

 

: After the completion of this course unit, the students should be able to demonstrate knowledge in:

 

using core concepts and  levels of critical thinking  and crisis management in the process of  Public Relations

 

clarifying  the basic definitions ,concepts and theories in crisis management

 

applying various critical thinking strategies used in the advertising and marketing campaigns and programs

 

judging the applicability of general concepts of critical thinking in managing crisis in business  management

Course Contents

  :Introduction to critical thinking  and crisis management with concepts, models and evolution  along with PR techniques, lateral thinking, organizational behavior, business communication, conflict management, change management, principles and dispositions of critical thinking, habits and traits of mind, reflective thought, efficiency of critical thinking, crisis leadership, models and theories associated with crisis management, examples of successful crisis management, public sector crisis management

 

Method of Teaching & Learning  : Lectures, Discussions. 

      Scheme of Assessment                      : Assignments, Presentations and end of semester examination.

        Recommended Readings      :

  • Fink, S. (1986). Crisis Management. London. Sage.
  • Fearnbanks, K. (2004). Crisis Communication; a casebook approach. New York, Rutledge.
  • Moon, J. (2008) Critical thinking; an exploration of theory and practice. New York. Rutledge.
  • Title, P. (2011) Critical thinking; an appeal to reason.UK, Rutledge.

 

Level                                             : TWO

Semester                                           : 1

      Type                                                    : Core

Course Code                                   : PRMM 21454

Course Title                                     : Media Entrepreneurship

 

Learning Outcomes : After the completion of this course unit, the students should be able to demonstrate knowledge in:

  • using keyconcepts andtheories ofmedia & communication entrepreneurship
  • clarifyingthe necessity of the management in both media and communication planning
  • applying various managementstrategiesused in the PR Programs
  • designing the applicability of media & communication management concepts with thePR

        Course Contents                           

:Introduction to entrepreneurship and Innovation, Media Entrepreneurship, Media Technology Management, Public

Communication, Media Strategies, Project Planning and Media, Media Investing, Start- Up Creating, Finance and Building Business Plan, Digital Media Entrepreneurship, Media Industry and Profit making 

 

Method of teaching & Learning

 :  Lectures, Discussions.

Scheme of Assessment

 

:  Assignments, Presentations and end of semester examination.

Recommended Readings

 

:

  • Sylvie, G. (2004) Media Management: A casebook Approach (Lea’s Communication). New York: Sage.
  • Vizjak, A. and Ringlastetter, M. J. (2005) Media Management. New Delhi, Rutledge.
  • Kelley, L.D. and Jugenheimer, D.W. (1998). Advertising Media Planning: A Brand Management Approach.
  • Pringle, P. Starr, M.F and McCavitt, W. (2004).

Electronic Media Management. London; Sage.

 

Level                                             : TWO

Semester                                           : 1

        Type                                                   : Core

Course Code                                : PRMM 21462

Course Title                          : Corporate Communication

 

Learning Outcomes : After the completion of this course unit the students should be able to demonstrate knowledge in;

  • using key Concepts and Theories of Corporate Communication.
  • clarifying the necessity of the Management in both Media and Communication Planning.
  • applying various Management Strategies used in the PR Programs.
  • designing the Applicability of Media & Communication Management Concepts with thePR

        Course Contents        :  

  • Introduction to Corporate Communication, Communication Planning, Management Communication, Marketing Communication and Corporate Communication, Responsibilities of Corporate Communication,

        Method of Teaching & Learning    :  Lectures, Discussions, Active Learning.

       Scheme of Assessment                      :  Assignments, presentations and end of semester examination.

        Recommended Readings                  :

 

 

 

 

Level                            

 

 : TWO

Semester                      

 

 : 2

Type                            

 

 : Core

Course Code               

 

 : PRMM 12234

Course Title                  

 

 

 : Media and Communication Management

Learning Outcomes

 

: After the completion of this course unit the students will be able to demonstrate knowledge in;

  • using keyconcepts andtheories of Media & Communication management
  • clarifyingthe necessity of the management in both Media and Communication planning
  • applying various managementstrategiesused in the PR Programmes
  • contextualizing The applicability of media & Communication management concepts with thePR

 

Course Contents

 

:  

 

Introduction to media management, Communication planning  (Communication plans in real situations, environmental scanning, audits, strategy and implementation of plan including timelines, ,working with suppliers and consulting skills, emphasis on evaluation and return on investment communication), Communication Management and Project Management, Media management functions ; strategic management, procurement management, production management, organizational management and marketing of media enterprises. Media Enterprises and Media Market, Media Management Value Chain and Media Management Core Competencies, Media Management Business Models,

Electronic        Media Management, Organizational Communication

 

Methodology  

 

   

 

:  Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

:  Assignments, presentations and examination.

Recommended Readings

 

:

  • Sylvie, G. (2004) Media Management: A casebook Approach (Lea’s Communication).New York, Sage.
  • Warner,C.(1997)Media Management Review,USA, Lawrence Erlbaum Associates

 

 

 

 

 

Level                            

 

 

 : TWO

Semester                      

 

 

 : 2

Type                            

 

 

 : Core

Course Code               

 

 

 : PRMM 22424

Course Title                  

 

 

 : Digital, Social, and Mass Media Strategies  

Learning Outcomes

 

 

: After the completion of this course unit, the students should be able to demonstrate knowledge in;

    :

 

 

 

 

using key  concepts and  theories of digital, social and mass media

 

 

 

clarifying  the necessity of understanding differences and similarities of traditional and new media contents and technologies

 

 

 

applying various technical and technological  strategies  used in the PR programs

 

 

 

 

designing the applicability of a variety of media in public relations and media management in the contemporary society

Course Contents

 

:  

 

Introduction to a variety of media including traditional and new media technologies, medium capacities, augmented reality, new media society, network communication, hybrid communication patterns in advertising and marketing in on line media, psychological strategies used in media and communication 

 

Method of Teaching & Learning        :  Lectures, Discussions.

Scheme of Assessment

 

:  Assignments, Presentations and end of semester   examination.

Recommended Readings

 

:

  • Scott, David Meerman.(2013).The New Rules of Marketing & PR: How to Use Social Media, Online

Video, Mobile Applications, Blogs, News Releases, and

Viral Marketing to Reach Buyers Directly.USA, Wiley 

  • Duhu, Sandra C. (2007). New media and Public relations. UAS, Routledge
  • Breakenridge, Deirdre K.(2012).Social Media and Public Relations: Eight New Practices for the PR Professional .USA, Pearson FT press.
  • Galician,mary-Lou.( 2004). Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics.USA, Best Business Book.

 

        Level                

 

 

 : TWO

        Semester         

 

 

 : 2

        Type                

 

 

: Core

Course Code 

 

 

: PRMM 22434

Course Title

 

 

 

: Case Studies in Public Relations and Media

Management

Learning Outcomes

 

 

: After the completion of this course unit, the students should be able to demonstrate knowledge in:

  • analyzingbest cases in the industries of public relations and media management
  • clarifying the productivity in managementaffected by communication andpropaganda strategies
  • applying effective tools and equipment in public relations campaigns and programming
  • designing the applicability of media & communication management concepts with PR

 

Course Contents

:  

 

 

Introduction to the importance of understanding best cases

in local and foreign public relations industries and media management locations. Sri Lankan public relations industry and important political and cultural cases, best cases in Media Management and Public Relations.

 

        Method of teaching & Learning      :  Lectures, Discussions.

Scheme of Assessment

 

:  Assignments, Presentations and end of semester examination.

Recommended Readings

 

:

  • Darrell C. Hayes, Jerry A. Hendrix, Pallavi Damani Kumar. (2005).Public relation Cases, USA:Wadsworth.
  • Danny Moss. (2010).International Perspectives. Canada, Routledge.
  • Hugh M. Culbertson, Dennis W. Jeffers, Donna Besser Stone, Martin Terrell. (2009). Social, Political, and Economic Contexts in Public Relations: Theory and Cases.N.Y: Routledge.
  • Raymond Simon, Frank Winston Wylie. (1994). Cases in Public relation management. USA, NTC Business Books.

 

 

        Level                                                    : TWO

        Semester                                             : 2

        Type                                                   : Core

        Course Code                                      : PRMM 22444

        Course Title                                       : Event Management 

Learning Outcomes : After the completion of this course unit, the students should be able to demonstrate knowledge in:

  • using concepts and strategies of management for the successful completion of events & programs
  • differentiating cultural, social and geographical characteristics in eventmanagement
  • creating effective tools and equipment in the success ofevent programming
  • designing applicable project planning for public relations and management

 

        Course Contents        :  

Introduction     to    Event     Management,    Planning    andCoordination  the Event, budgeting, scheduling, site selection, acquiring necessary permits, coordinating transportation and parking, arranging for speakers or entertainers, arranging decor, event security, catering and emergency plans. Marketing aspects of Event Management, Event Manager, Sustainable Event Management, Event Management Soft wares and

Technological implications and Apparatuses, 

 

        Method of teaching & Learning      :  Lectures, Discussions.

Scheme of Assessment

 

:  Assignments, Presentations and end of semester examination.

Recommended Readings

 

:

 Bowdin, G.A. J.(2006). Events Management Events management    series   Travel and      tourism.           USA, Butterworth-Heinemann.

 

  • Raj, Razaq; Walters, Paul and Rashid, Tahir.( 2013). Events Management: Principles and Practice. UK, Sage.
  • Kennell, James and Abson, Emma.( 2012). Events Management: An Introduction.USA, Routledge.

 

        Level                                                    : TWO

        Semester                                             : 2

        Type                                                   : Core

Course Code                                : PRMM 22452

Course Title                                     : Political Public Relation

 

Learning Outcomes : After the completion of this course unit, the students should be able to demonstrate knowledge in:

  • using local and international political experiences and their media usage
  • differentiating cultural, social and geographical characteristics in political public relations and media management
  • creating effective tools and equipment in political public relations campaigns and programming
  • designing applicable project planning for political public relations and management

 

        Course Contents        :  

Introduction to local and global political public relations. Government public Relations and democratic societies, Spin Doctoring, Lobbying, political Public Relation and Media, Politics ,Propaganda, Politics and Corporate public relation, Political Marketing, Theoretical Diversity in Political Communication, Rhetoric and Politics, Political Advertising, Political Campaign Debates, Political Communication andPublic Opinion, International  Perspectives on Political Communication. New Media Coverage of Politics, PoliticalIssues and Political Institutions

 

Method of teaching & Learning      :  Lectures, Discussions.

Scheme of Assessment

 

:  Assignments, Presentations and end of semester examination.

Recommended Readings

 

:

  • Alan R. Freitag, Ashli Quesinberry Stokes. (2009). Global Public Relations: Spanning Borders, Spanning Cultures. Canada: Routledge.
  • Nilanjana Bardhan, C. Kay Weaver.(2011). Public Relations in  Global Cultural Contexts: Multi Paradigmatic Perspectives. UK: Routledge.
  • Pitchpatu Waiyachote. (2007). International Public Relations at Top 50 Global Brands. Malaysia: UMI.
  • Alan B. Albarran, Sylvia M. Chan-Olmsted, Michael O. Wirth. (2009). Handbook of Media Management and Economics.UK, Routledge.

 

Level                            

 

 

 : Three

Semester                      

 

 

 : 1

Type                            

 

 

 : Core

Course Code               

 

 

 : PRMM 31414

Course Title                

 

  

 

 : Law, Ethics & Regulations in Public Relation

Learning Outcomes

 

 

 : After the completion of this course unit the students will be able to demonstrate knowledge in,

 

 

 

using key  concepts and  theories of  Media & Communication law, ethics and regulations with refer to Public Relation

 

 

 

clarifying  the necessity of knowing law, ethics and regulations of Public Relation  

 

 

 

applying various laws and ethical codes  used in the Public Relation  Programmes

 

 

 

 

contextualizing The applicability of law, ethics and regulations  in terms of Public Relation

Course Contents

 

 

 

 

 

 : Introduction to Law and Ethics, History of Law and

Ethics, Classification and types of Media and Public Relation ethics, Importance of Public Relation,

Regulations, constitution of Public Relation Ethics within a Media & Communication Campaign, Public Relations practitioner’s role and influence in the ethical organization: corporate social responsibility, laws and regulations on governance and public accountability. Legal and ethical behavior related to sustainable development and globalization. Ethical public relation practitioner:

professionalism, code of ethics, issues in practice)

Methodology  

 

 

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

 

: Assignments, presentations and examination.

Recommended Readings

 

 

:

 

 

 Thomas, D. and Wehane, P. A. (1979). Ethical issues in

Business: A philosophical Approach.   Englewood Cliffs, NJ: Prentice – Hall

 

 

 Ferre,J. P and Willihnganz, S. C.(2005)Public Relations and Ethics: A Bibliography. London. Sage.

 

 

Sejb, P.M.(1994).Campaigns and Conscience, The Ethics of Political Journalism ,Praeger Pub Text 

  • Fitzpatrick, K. R. and Bronstein, C.(ed.)(2006)Ethics in Public Relations: Responsible Advocacy ,U.S.A

Level                            

 

 

 : Three

Semester                      

 

 

 : 1

Type                            

 

 

 : Core

Course Code               

 

 

 : PRMM 31424

Course Title                

 

  

 

 : Creativity in Public Relation

Learning Outcomes

 

 

 : After the completion of this course unit the students will be able to demonstrate knowledge in,

 

 

 

using key  concepts of creativity   for the programming in  Public Relation

 

 

 

clarifying  the necessity of the creative thought for the innovative designing  of Public Relation  

 

 

 

applying various creative models  in the Public Relation  Programs

 

 

 

 

contextualizing The applicability of law, ethics and regulations  in terms of Public Relation

Course Contents

 

 

 

 

 

 : Introduction to Creativity, History of creative thought, Classification and types of creative genres, creating a Creative Culture, Use of shapes, Colors and Styles in an extra ordinary stylistic tradition, Oriental and Occidental perspectives of creativity and their applicability in the public relation campaigning and programming, creativity in Advertising and Marketing programming.

Methodology  

 

 

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

 

: Assignments, presentations and examination.

Recommended Readings

 

 

:

 

 

 Green, Andy.(1979).Creativity in Public Relation. London and Philadelphia, CIPR.

  • Michael,R..(1996) The Responsible Manager: Practical Strategies for Ethical Decision Making. West Hartford, CT: Resources for Ethics and Management,
  • Sejb,P and Sejb, P.M.(1994).Public Relations Ethics, Harcourt Brace & Co. New Delhi. Sage.
  • Sejb, P.M.(1994).Campaigns and Conscience, The Ethics of Political Journalism ,Praeger Pub Text

Level                            

 

 

 : Three

Semester                      

 

 

 : 1

Type                            

 

 

 : Core

Course Code               

 

 

 : PRMM 31434

Course Title

 

 

 

: Integrated Marketing Communications and Public   Relations

Learning Outcomes

 

 

 : After the completion of this course unit the students will be able to demonstrate knowledge in,

 

 

 

using key  concepts in Integrated Marketing   for the programming in  Public Relation

 

 

 

clarifying  the necessity of the integrated Marketing for the designing  of Public Relation  

 

 

 

applying Integrated Marketing Communication  in the Public Relation  Programs

 

 

 

 

contextualizing the applicability of Integrated Marketing Communications in  Public Relation

Course Contents

 

 

 

 

 

 : Introduction to Integrated Marketing Communication (IMC), History and the development of Integrated

Marketing      Communication,     Components     of      IMC

(Organizational Culture, Four C’s, Advertising, Direct Marketing- Commerce, Sales & Customer Services, Public Relations, Trade Shows, Corporate Philanthropy), Models & Stages of IMC, Importance and productivity in IMR in Public Relations.

Methodology  

 

 

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

 

: Assignments, presentations and examination.

Recommended Readings

 

 

:

  • Caywood, Clarke. (2012). Public Relations and Integrated Marketing Communications, Second Edition. USA,McGraw- Hill.
  • Ries, Al and Ries, Laura.(2004).The Fall of Advertising and the Rise of PR.UK, Harper Business. Sejb,P and Sejb, P.M.(1994).Public Relations Ethics, Harcourt Brace & Co. New Delhi. Sage.
  • Shimp, Terence A. ( 2010). Advertising and other Aspects of Integrated Marketing Communications.USA, South Western Cengage Learning.
  • Caywood, Clarke. ( 2011) .The Handbook of Strateg Public Relations and Integrated Marketin Communications 2/E. USA,McGraw Hill Professional.

 

Level                            

 

 

 : Three

Semester                      

 

 

 : 1

Type                            

 

 

 : Core

Course Code               

 

 

 : PRMM 31444

Course Title

 

 

 

: International Public   Relations

Learning Outcomes

 

 

 : After the completion of this course unit the students will be able to demonstrate knowledge in,

 

 

 

using key  concepts in International Public Relation

 

 

 

clarifying  the necessity of the international Public Relation  

 

 

 

applying Public Relation   in global political Programs

 

 

 

 

contextualizing the applicability of international Public Relation in modern times.

Course Contents

 

 

 

 

 

 : Introduction to International Public Relations. History of International Public Relations, New age global marketing, International public relation challenges, Language and Culture differences in global relations. Use of foreign PR firms in other nations, role of Global Public Relations Companies, Soft Power  in International relations, New public  diplomacy, Challenges in International Public Relations.

Methodology  

 

 

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

 

: Assignments, presentations and examination.

Recommended Readings

 

 

:

 Freitag, Alan R.and Stoke, Ashi Quesinberry.( 2009 ). Global Public Relations; Spanning borders, spanning cultures. Canada, Routledge.

 

  • Curtain, Patricia A.and  Gaither, Thomas Kenn.( 2007). International Public Relations: Negotiating Culture, Identity, and Power.UK, Sage.
  • Melissen, Jan ; Lee, Donna and Sharp, Paul.( 2007).The New Public Diplomacy: Soft Power in International Relations (Studies in Diplomacy and International Relations).Uk, Palgrave Macmillan.
  • Parkinson, M.G., & Ekachai, D. (Eds.). (2006). International and intercultural public relations: A campaign case approach (pp. 306-319). Boston, MA: Pearson Education/Allyn & Bacon.

 

 

 

 

 

Level                            

 

 

 : Three

Semester                      

 

 

 : 1

Type                            

 

 

 : Core

Course Code               

 

 

 : PRMM 31454

Course Title

 

 

 

: Public   Relation Planning and Production

Learning Outcomes

 

 

 : After the completion of this course unit the students will be able to demonstrate knowledge in,

 

 

 

using key  concepts in Public Relation Planning 

 

 

 

clarifying  the necessity of the Public Relation Planning  

 

 

 

creating  public relation  Programs

 

 

 

 

producing Public Relation campaigns.

Course Contents

 

 

 

 

 

 : Introduction to Public Relation planning and production, writing a Public Relation plan(1. Letter of transmittal 2. Executive summary 3. Situation analysis 4. Problem and consequences 5. Campaign goal 6. Audience identification and messages 7. Audience objectives 8. Strategies 9. Communication Tactics 10. Schedule 11. Budget 12. Evaluation plans 13. Pertinent research 14. Communication samples), Complete production leading to a product/ service/ institution/ person/ culture…etc.

Methodology  

 

 

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

 

: Assignments and presentations 30% and Practical 70%.

Recommended Readings

 

 

:

Freitag, Alan R.and Stoke, Ashi Quesinberry.( 2009 ). Global Public Relations; Spanning borders, spanning cultures. Canada, Routledge.

  • Smith, Ronald D. (2002). Strategic Planning for Public Relations. London, Lawrence Erlbaum Associates Publishers.
  • Brown, Barbara Diggs.(2010). Strategic Public Relations; An Audience Centered Approach. Boston, USA, Wadsworth.

 

 

 

 

 

Level                            

 

 

 : Three

Semester                      

 

 

 : 1

Type                            

 

 

 : Core

Course Code               

 

 

 : PRMM 31462

Course Title                

 

 

 

 : Asian and Sri Lankan Public   Relation 

Learning Outcomes

 

 

 : After the completion of this course unit the students will be able to demonstrate knowledge in,

 

 

 

using key  concepts in Public Relation in the Asian context 

 

 

 

clarifying  the necessity of the Public Relation in Asian social and cultural programs

 

 

 

Applying Asian Public Relation in local and global contexts.

 

 

 

 

Producing Sri Lankan Public Relation campaigns.

Course Contents

 

 

 

 

 

 : Introduction to Asian Public Relation, Importance of regional public relation in the global context, characteristics of Asian Culture and Communication, Future of the Asian public relation, Understanding the necessity of Sri Lankan Public Relation Literature and Practice, In search of a Sri Lankan Public Relation Industry based on local Culture.

Methodology  

 

 

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

 

: Assignments and presentations 20% and Examination 80%.

Recommended Readings

 

 

:

 Freitag, Alan R.and Stoke, Ashi Quesinberry.( 2009 ). Global Public Relations; Spanning borders, spanning cultures. Canada, Routledge.

Smith, Ronald D. (2002). Strategic Planning for Public Relations. London, Lawrence Erlbaum Associates Publishers.

 

 

 

 

Level                            

 

 : Three

Semester                      

 

 : 2

Type                            

 

: Core

Course Code               

 

: PRMM 32414

Course Title                

 

 

: Public Relations and Media Management Research  

Learning Outcomes

 

 

 

 : After the completion of this course unit, the students should be able to demonstrate knowledge in:  

  • applying theoretical aspects of media and public relations in the context of relevant professional sectors.
  • researching pertinent aspects of media and public relationswith reference to special fields of practice
  • designing media and public relations in professional settings.

Project Contents

 

 

 : Introduction to Research Methodology, Proposal Writing, Literature Review, Data Gathering, Data Analysis, Report Writing, Public relations research, media management research, importance of research and evaluation in public relations planning and implementation, research and propaganda in motivational communication, Research Based Planning and Production in PR and Management, Research based creativity in PR Planning.

Method of teaching & Learning

: Lectures, Discussions.

Scheme of Assessment

: Project Report, Assignments, Presentations and end of semester examination.

Recommended Readings       

 Stacks, Don W. (2011). Premier in Public relation research. USA:The Guilford Press.

  • Donald W. Jugenheimer, Samuel D. Bradley, Larry D. Kelley, Jerry C. Hudson. (2010). Advertising and public relation research research; Qualitative and Quantitative Methodologies. London and New York, M.E Sharp. Inc.
  • Betteke, Van Ruler, Ana Tkalac, Verčič.( 2008 ).Public relation metrics; Research and Evaluation. N.Y: Routledge.
  • Danny Moss, Toby MacManus. (1997). Public relations research: an international perspective. Pensilvania: International Thomson Business Press.

 

 

 

 

Level                            

 

 : Three

Semester                      

 

 : 2

Type                            

 

: Core

Course Code               

 

: PRMM 32424

Course Title                

 

 

: Global Corporate Communication

Learning Outcomes

 

 

 

 : After the completion of this course unit, the students should be able to demonstrate knowledge in:  

  • applying theoretical aspects of management in global corporate Communication in the context of relevant professional sectors.
  • utilizingglobal business techniques and strategies in understanding current modern public relation and corporate communication
  • designing global corporate communication in national institutions.

Project Contents

 

 

              : Role of the Global corporate Communication, The

Global Communication Network, Working with Public Relation Agencies, Global Services and Local Expertise, Global Media Communication, Corporate Communication Performances, Management of Global Business Companies and use of media and Communication.

Method of teaching & Learning

: Lectures, Discussions.

Scheme of Assessment

: Assignments, Presentations and end of semester examination.

Recommended Readings       

 Goodman, Michael B.  and  Hirsch, Peter

B.(2015).Corporate Communication Critical Business Asset for Strategic Global Change. New York, Wien.

  • Joep C. (2011). Corporate Communication: A Guide to Theory and Practice. London, Sage.
  • Goodman, M.B; Peter B.H. (2010). Corporate Communication: Strategic Adaptation for Global Practice. N.Y, Peterlang. 
  • Pitchpatu Waiyachote. (2007). International Public Relations at Top 50 Global Brands. Malaysia: UMI.

 

Level                            

 

 : Three

Semester                      

 

 : 2

Type                            

 

: Core

Course Code               

 

: PRMM 32434

Course Title                

 

 

: Finance and Public Relation

Learning Outcomes

 

 

 

 : After the completion of this course unit, the students should be able to demonstrate knowledge in:  

  • applying theoretical aspects of finance in corporate Communication
  • utilizingfinancialtechniques and strategies in understanding current modern public relation and corporate communication
  • designing financial plan leading topublic Relation program.

Project Contents

 

 

 

: Role of the Finance in Public Relation, Role of the Financial Planning in Media Management, budget planning for campaigning, cost benefit and production, Financial Management, Fund raising and Philanthropy, financial communication(financial PR: nature and functions of capital market, regulation of public trading, decision making by institutional and retail investors and the role of the analyst, functions of the financial communicator: road shows, financial statesmen ,press releases, corporate presentations , annual report and shareholder meetings, corporate governance issues), Behavior in Organizations( the implication of management and the  essential concept of social psychology such as motivation ,perception, attitude change and organization),Transcultural leadership(exploring leadership within a global and diverse context),Small- business management( concepts and activities of entrepreneurship in small business environment, preparing a business plan) ,

Method of teaching & Learning

: Lectures, Discussions.

Scheme of Assessment

: Project Report, Assignments, Presentations and end of semester examination.

Recommended Readings       

  • Khan & Jain.(2009).Financial Management, India, McGraw Hill
  • Shim, K;Siegel, Joel G.(2010). Financial Management .

Barron’s Education series,USA.

  • Arnold, Glen Arnold, Mohan Kumar .(2012).Corporate Financial Management. India, Pearson Education.
  • Hettinger, Herman Strecker.( 1954). Financial public relations: for the business corporation 54 .USA, Harper & Brothers Publishers.

 

 

 

 

Level                            

 

 : Three

Semester                      

 

 : 2

Type                            

 

: Core

Course Code               

 

: PRMM 32443

Course Title                

 

 

: Media Management & Economics

Learning Outcomes

 

 

 

 : After the completion of this course unit, the students should be able to demonstrate knowledge in:  

  • applying theoretical aspects of economics in corporate Communication
  • utilizingeconomictechniques and strategies in understanding media management
  • creating effective communication with management and Economics.

Project Contents

 

 

 : Historical trends and patterns in media management, Theoretical approaches in media management, Paradigms and Analytical frameworks in modern economics and Media Economics, Regulatory and political influences on media management. Issues in Media

Management       and       Economics       (Media        Product,

Convergence, Public Interest, Media Consolidation), Analytical tools in media management and Economics, Future directions in media management and economics.

Method of teaching & Learning

: Lectures, Discussions.

Scheme of Assessment

: Assignments, Presentations and end of semester examination.

Recommended Readings       

  • Sylvie, G. (2004) Media Management: A casebook Approach (Lea’s Communication).New York, Sage.
  • Vizjak, A. and Ringlastetter, M. J. (2005) Media Management.Newdelhi. Routledge.
  • Warner,C.(1997)Media Management Review,USA, Lawrence Erlbaum Associates
  • Albarran, A. B: Chan-Olmsted, S. M.and Wirth, M. O. (2005).Handbook of Media Management And Economics (LEA's Media Management and Economics Series).London. Sage.
  • Pringle, P. Starr, M.F and McCavitt, W.(2004) Electronic Media Management.London.Sage.

 

Level                            

 

 : Three

Semester                      

 

 : 2

Type                            

 

: Core

Course Code               

 

: PRMM 32454

Course Title                

 

 

: New Media and Public Relation Campaigning

Learning Outcomes

 

 

 

 : After the completion of this course unit, the students should be able to demonstrate knowledge in:  

  • applying theoretical aspects of new media in public relation
  • utilizingnew mediatechniques and strategies in public relation
  • creating effective new media public relation programs

Project Contents

 

 

            :      Introduction      to      Public      Relation       and

Communication Technology, PR policy Maker, Internal Collaborator, Use of Social Media in PR, On-line technologies and creative software application in network communication for PR. Social Media Marketing and PR, Future of PR and Social Media, Social Media Strategy in PR.

Method of teaching & Learning

: Lectures, Discussions.

Scheme of Assessment

: Assignments, Presentations and end of semester examination.

Recommended Readings       

  • Warner,C.(1997)Media Management Review, USA, Lawrence Erlbaum Associates
  • Duhe,Sandra C.(2007).New Media and Public

Relations. USA,Peter Lang.

  • Kelleher, Tom.(2006). Public Relations Online: Lasting Concepts for Changing.UK,Sage.
  • Breakenridge, Deirdre K.(2014).Social Media and Public Relations Eight New Practices for the PR Professional.New Jursey, USA, Pearson.

 

 

 

 

 

Level                            

 

 : Four

Semester                      

 

 : 1

Type                            

 

 : Core

Course Code               

 

 : PRMM 41414

Course Title                

 

 

 : Propaganda, Public Opinion and Media Advocacy

Learning Outcomes 

 

 : After the completion of this course unit the students will 

                         

 

 

 

 

be able to demonstrate knowledge in,

  • applying theoretical aspects of Media advocacy in the context of relevant professional sectors.
  • proposingpertinent communication forpublic Relationswith reference to special fields of practice
  • practicing the Media and Public relation in the professional settings.

Project Contents

 

 

 

Defining Public Interest, Definition of Public Opinion, Formation and change of Public Opinion, Introduction to Propaganda, Introduction to Social marketing, Public Opinion and Democracy, Public Opinion and thinkers - Aristotle, Plato, Michel de Montaigne, Ferdinand Tönnies, Jeremy Bentham, Adam Smith, Jürgen Habermas, Herbert Blumer, Jean Jacques Rousseau, James Bryce, A. Lawrence Lowell, Walter Lippmann, Lance Bennett. Public Opinion models -The Random Diffusion model of Mass Public Opinion, The Receive-Acceptsample model of public opinion, Models of public opinion influence on leaders, Five Models of Representations. Public Opinion and Political Communication-Goals of strategic political communication, Elite Influence on Public Opinion, Interest Groups and Democratic Representation, The Political Media. The Public Opinion Process, Public Opinion and Social Control, Public Opinion and the Middle class, Media and Public Opinion-Influence of Media on Public opinion, Opinion Polls, Media-led campaigns in the

World, Media-led campaigns in  Sri Lanka

Methodology  

 

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

 

: presentation and examination.

Recommended Readings

 

  • Harwood L. Childs; J..(1940). An Introduction to Public Opinion , USA, Wiley & Sons, Inc.
  • Lewis, Justin.(2001). Constructing Public Opinion: How Political Elites Do What They like and Why We Seem to Go along with It. Colombia, USA,Columbia University Press.
  • Crespi,Irving.(1997). The Public Opinion Process: How the People Speak Book by Irving Crespi; Lawrence Erlbaum Associates.

 

 

 

 

Level                            

 

 : Four

Semester                      

 

 : 1

Type                            

 

 : Core

Course Code               

 

 : PRMM 41424

Course Title                

 

 

 : Public Relations Techniques

Learning Outcomes 

 

 : After the completion of this course unit the students will 

                         

 

 

 

 

be able to demonstrate knowledge in,

  • applying a variety of techniques inPublic relations in the context of relevant professional sectors.
  • producing Public Relation activities and programs Relationswith reference to special fields of practice
  • practicing the Media and Public relation in the professional settings.

Course Contents

 

 

 

Public Relation  Officer and his/her responsibility, Office planning, program planning, Public Relation Photography, Press conferences, media events and interviews, Use of radio and Television in Public Relation, New Product Launch, Public Speaking and Propaganda,

Spin and Lobbying. New Media Marketing Strategies

Methodology  

 

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

: Project Report, presentation and examination.

Recommended Readings

 

  • Dunn,Jim.(1999). PR Techniques that work. London, Hawksmere plc.
  • Henslowe, Philip. (1999). Public Relations; A Practical Guide. London, Kogan Page.

 

 

Level                

 

: Four

Semester                      

 

 : 1

Type                            

 

 : Core

Course Code               

 

 : PRMM 41434

Course Title                

 

 

 : Culture and Public Relation

Learning Outcomes 

 

 : After the completion of this course unit the students will 

                         

 

 

 

be able to demonstrate knowledge in,

  • applying concepts and modelsof cultureinPublic relations .
  • identifyingthe importance of understandingthe relationship between culture and Public Relationship
  • utilizing a variety of cultural resources and elements in creative public relation programming

Course Contents

 

 

 

Culture and Public Relation, Public Relation Across culture, Use of Language in Public Relation contents as a cultural asset, PR materials   produced out from culture, Cultural Tribes of Public Relations, Ethics, Culture and PR,

Public Relation Practitioner as Cultural Mediator, Cross

Cultural relevance in PR, PR in Global Cultural Contexts, Global Cultures and their Public Relations, Cultural Values and Content Writing in Public Relations. Use of Cultural

Recourses in Creative Public Relation planning and Production. 

Methodology  

 

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

: Project Report, presentation and examination.

Recommended Readings

 

  • Dejan.(2012).Culture and Public Relations (Routledge Communication Series). UK, Routledge.
  • Bardhan, Nilanjana and Weaver, C.K.(2011). Public Relations in Global Cultural Contexts: Multiparadigmatic Perspectives.Uk, Routledge.
  • Edwards, Lee and Hodges, Caroline E. M.(

2011).Public Relations, Society and Culture:

Theoretical and Empirical Explorations.Uk, Routledge.

  • Snyder, Jack.( 2011).Religion and International Relations Theory (Religion, Culture, and Public Life).Colombia, Colombia University Press.

 

Level                

 

: Four

Semester          

 

: 1

Type                            

 

 : Core

Course Code               

 

 : PRMM 41443

Course Title                

 

 

 : Psychology of Public Relation

Learning Outcomes 

 

 : After the completion of this course unit the students will 

                         

 

 

 

 

be able to demonstrate knowledge in,

  • applying concepts and modelsof psychology inPublic relations .
  • identifying Psychological aspects and featuresin thePublic Relation.
  • utilizing a variety of psychologicaltheories andelements in creative public relation programming

Course Contents

 

 

 

:   

Introduction to  the Basic concepts and theories of Psychology (Cognition, Perception, Inter- relations, Behavior), Edward Bernays and Mass Psychology, Crowd Psychology, Theory of Psychoanalysis, concepts of Motivation, Persuasion and manipulation  in PR, Communication Psychology and Media content planning  on Audience, Applying psychology to PR, Consumer Behavior, Cognitive Psychology of Mass Communication, Media Psychology.

Methodology  

 

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

: Project Report, presentation and examination.

Recommended Readings

 

  • Dejan.(2012).Culture and Public Relations (Routledge Communication Series). UK, Routledge.
  • Bardhan, Nilanjana and Weaver, C.Kar.(2011). Public Relations in Global Cultural Contexts: Multiparadigmatic Perspectives.Uk, Routledge.
  • Bernays, Edward.(1928). Propaganda.USA,
  • Plaisance,Patrick Lee.(2014). Virtue in Media: The Moral Psychology of Excellence in News and Public Relations. UK, Routledge.

 

Level                

 

: Four

Semester          

 

: 1

Type                            

 

 : Core

Course Code               

 

 : PRMM 41452

Course Title                

 

 : Issues Management

Learning Outcomes 

 

 : After the completion of this course unit the students will 

                                     

 

 

be able to demonstrate knowledge in,

  • applying concepts and modelsof managing issues inPublic relations .
  • identifying Psychologicaland sociological aspects in issues management
  • utilizing a variety of strategies and tactics in managing issues.

Course Contents

 

:   

Issues management overview, establishing an issues management function, Prioritizing issues, Issues management planning process, developing an issues management plan, Issues management analysis and planning template, what elements of the issues management analysis and planning, template mean, best practices

Methodology               

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

: Project 20%, presentation 20% and examination 60%.

Recommended Readings

 

 

 

  • Doorley, John and FreDGarcia, Dhelio.( 2007).

Reputation Management; The Key to Successful Public Relations and Corporate Communication. New York, USA, Routledge.

  • Heath, Robert L. andPalenchar, Maichael J.( 2008). Strategic Issues Management: Organizations and Public Policy Challenges. USA, Sage.
  • Heath, Robert L. and Bryant, Jennings.(2013). Human Communication Theory and Research: Concepts, Contexts, and Challenges.USA, Routledge.
  • Health, Robert L.( 2010). The SAGE Handbook of Public Relations. USA, Sage.

Level                            

 

 : Four

Semester                      

 

 : 1

Type                            

 

 : Core

Course Code               

 

 : PRMM 41464

Course Title                

 

 : Internship

 

Learning Outcomes

 

: After the completion of this course unit the students will 

                                     

 

 

be able to demonstrate knowledge in,

  • applying concepts and modelsof Public relations inPublic and Private sectors .
  • identifying Psychological,Sociological and Culturalaspects in media management
  • utilizing a variety of strategies and tactics in Creating productive Public Relation programs

Course  Contents

 

 

:   

Public Relation Planning attached to a particular

institution in either public or private sector, innovating an effective program for Public Relation campaigning, Marketing Public Relation practice, Public Relation Officer and institutional experiences and Media Management training attached to a relevant media institution.

Methodology

 

 

 

: Practical Training in a Media/other Institution, Interactive contacts,

Scheme of Evaluation

 

 

: Attendance (Average of 16 hours per week) 30%, Employer rating on the total work experience 30%, Project Assignment 40%

Recommended Readings

 

 

 

 

  • Breakenridge,Deirdre K.(2012).Social Media and Public Relations: Eight New Practices for the PR Professional.USA, Pearson FT Press.
  • Michaelson, David and Institute for Public

Relations.(2014). A Professional and Practitioner's

Guide to Public Relations Research, Measurement, and Evaluation, Second Edition.USA, Business Expert Press.

  • Fawkes, Johanna.(2014). Public Relations Ethics and Professionalism: The Shadow of Excellence (Routledge New Directions in Public Relations & Communication Research).USA, Routledge.
  • Fry, Ronald W.( 1990). Internships: Advertising, marketing, public relations & sales. USA, Career Press.

Level                            

 

 : Four

Semester                      

 

 : 2

Type                            

 

 : Core

 

Course Code               

 

 : PRMM 42414

Course Title

 

 : Public Relation Charted Professionalism 

Learning Outcomes 

 

 : After the completion of this course unit the students will 

                         

 

 

be able to demonstrate knowledge in,

 

 

 

identifying challenges and opportunities of Public Relations and Media Management.

 

 

 

applying reasonable strategies and tactics in implementing effective communicate and media

 

 

 

 

 

practicing the Media and Public relation in the contemporary professional settings.

Course Contents

 

 

 

 

 

Challenges & Opportunities of Public Relations and Corporate Communication Defining the Professional Communicator’s role, Historical

Perspective: Edward L. Bernays, The Future of Public Relations and Corporate Communication and the Roots of Applied Anthropology, Tell the Truth .Prove It with Action, New Communications Technologies, Globalization, Media, Survival, Profile of the Executives Becoming a truly strategic.  Planning an Ethical Code for Public Relation, In Search of a Sri

Lankan Charted Professionalism in Public Relation

Methodology  

 

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

 

: Project Report, presentation and examination.

Recommended Readings

 

  • Doorley, John and FreDGarcia, Dhelio.( 2007).

Reputation Management; The Key to Successful Public Relations and Corporate Communication. New York, USA, Routledge.

  • Heath, Robert L. andPalenchar, Maichael J.( 2008). Strategic Issues Management: Organizations and Public Policy Challenges. USA, Sage.
  • Health, Robert L.( 2010). The SAGE Handbook of Public Relations. USA, Sage.
  • Thomas, D. and Wehane, P. A.( 1979). Ethical issues in Business: A philosophical Approach.   Englewood Cliffs, NJ: Prentice – Hall

 

 

Level                            

 

 : Four

Semester                      

 

 : 2

Type                            

 

 : Core

Course Code               

 

 : PRMM 42424

Course Title

 

 

 

 : Statistics in Public Relations and Media Management

Research

Learning Outcomes 

 

 : After the completion of this course unit the students will 

                         

 

 

 

 

be able to demonstrate knowledge in,

  • applying theoretical aspects of statistics in Public Relation research conductions
  • researching pertinent aspects of Media and public Relationswith reference to special fields of practice
  • Practicing the Media and Public relation using advanced research techniques in the professional settings.

Course  Contents

 

 

 

 

:  Introduction to Statistics, Basic Elements and

components of Statistics for Media and Communication Research. General Statistics, Demographical Statistics, Social Statistics, Statistical Analysis using Soft Wares. Use of Statistics for Qualitative and Quantitative Analysis, Introduction to Statistical

Analysis,       Descriptive       Statistics,       Inferential        Statistics,

Nonparametric Tests, Advanced Statistical Applications

Methodology  

 

 

 

            : Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

: Project Report, presentation and examination.

Recommended Readings

            : 

 Riffe , D.; Lacy, S.; Fico, F.G.(2005 ).Analyzing media Messages ;using Quantitative Content analysis in research. Mahwah, New Jersey, Lawrence Erlbaum.

Stacks, Don W. and Bowen, Shannon A.( 2013). Dictionary of Public Relations Measurement and Research .Third Edition.USA, IPR.

  • Reinard, John C. ( 2006) Communication Research Statistics. USA, Sage.
  • Hayes, Andrew F. and Slate Michael D.( 2008). The SAGE Sourcebook of Advanced Data Analysis Methods for Communication Research. USA, Sage.

Level                            

 

 : Four

Semester                      

 

 : 2

Type                            

 

 : Core

Course Code               

 

 : PRMM 42433

Course Title

 

 

: Political Economy of Public Relation and Media

Management

Learning Outcomes 

 

 : After the completion of this course unit the students will 

                         

 

 

 

 

be able to demonstrate knowledge in,

  • applying theoretical Conceptual aspects of Political Economy in Public Relations and Media Management
  • analyzing political Economicaspects of Public Relation and Media Managementwith reference to special fields of practice
  • practicing the Media and Public relation in the professional settings.

Course Contents

 

 

 

Introduction to Political Economy ,The Political Economy of Mass Media & Communication, Political Economy of Public Relation Industries, Political Economy of Media Management, Production and Trade, and their relations with law, custom, and government, as well as with the distribution of national income and wealth. Rethinking and Renewing the Political Economy of Communication

Methodology  

 

 

 

 

: Lectures, Discussions, Interactive contacts,

Scheme of Evaluation

 

 

 

: Project Report, presentation and examination.

Recommended Readings

 

  • Herman, Edward S. and Chomsky, Noam. (2010). Manufacturing Consent; the Political Economy of Mass Media. USA, Random House.
  • Mosco, Vincent. ( 2009).The Political Economy ofCommunication. 2nd Edition. London, Sage.
  • Klaehn, Jeffry. (2010). The Political Economy of Media and Power. USA, Peter Lang.
  • Sriramesh, Krishnamurthy andVercic,Dejan. ( 2009). The Global Public Relation Handbook; Theory Research and Practice; Revised and Expanded Edition. New York, USA, Routledge.

Level                            

 

 : Four

Semester                      

 

 : 2

Type                            

 

 : Core

Course Code               

 

 : PRMM 42448

Course Title                

 

 

 : Independent Dissertation

Learning Outcomes 

 

 : After the completion of this course unit the students will 

                         

 

 

 

 

be able to demonstrate knowledge in,

  • applying theoretical aspects of Public Relations/Media Managementin understandinga particular issue/ challenge/ phenomena
  • researching pertinent aspects of Public Relationsand Media Management with reference to special fields of practice
  • creating an Innovative Public relations and Media Management program as a result of through studyon the changing pattern of contemporarypractice of Public Relations and Media Management
  • producing a serious research studyleading to the practice of Public Relation/Media Management

Course Contents

 

 

 

: For this course unit, it is essential to complete an original

study from a research work. 

 

 

 

 

The report includes minimum 8000 to 10,000maximum words. It should be properly conducted through a scientific method of research with relevant supervision from a senior academic, who is recommended by the Department of Mass Communication.

Methodology  

 

            : Guidance and Class Room Works

 

 

 

Scheme of Evaluation

 

: 1. Assessment based on the Dissertation -80%

 

 

  2. Oral Presentation (viva) based on completed work 20% (The viva voce should be conducted by a panel of Senior Lecturers comprised with three members in the Department)

Recommended Readings

 

 

 

 

Wimmer, R.D & Dominick,J.R.(2005).Mass Media Research; An introduction. Australia, Thomson & Wadsworth.

 

 

Jensen, K. B. (2006). A Handbook of Media and Communication research; Qualitative and Quantitative Methodologies. London and New York, Rutledge.

 

 

Glander , T.( 2000 ).Origins of Mass Communications

Research During the American Cold war; Educational Effects and Contemporary Implications. Mahwah, New Jersey, Lawrence Erlbaum.

 

 

Riffe , D.; Lacy, S.; Fico, F.G.(2005 ).Analyzing media Messages ;using Quantitative Content analysis in research. Mahwah, New Jersey, Lawrence Erlbaum.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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