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ET9A7 - Public Relations Across Cultures

  • Module code: ET9A7
  • Module name: Public Relations Across Cultures
  • Department: Centre for Applied Linguistics
  • Credit: 10

Content and teaching | Assessment | Availability

Module content and teaching

Principal aims

The aims of this module are to: • introduce and critically examine the main theoretical approaches and concepts of Public Relations with a particular focus on intercultural communication • identify and analyse different Public Relations disciplines (e.g., media relations, internal communications, or public affairs) and their tools in a range of different professional and cultural contexts • enable students to develop their proficiency in fundamental intercultural Public Relations skills (i.e., strategic conceptualization; effective presentation- and writing skills) • provide an opportunity for students to conduct a small scale Public Relations project (with an intercultural aspect) to test and improve their level of proficiency in fundamental Public Relations skills In so doing, the module will also contribute to the achievement of four of the seven overall aims of the degree programme, namely: #1 To develop their knowledge and critical understanding of theories, concepts and research findings relating to the multidisciplinary fields of intercultural and professional communication. #5 To develop their professional competence in analysing, understanding and managing intercultural issues and in communicating effectively, especially at work. #6 To develop their specialised professional skills in selected areas of intercultural expertise, according to their interests and career aspirations. #7 To provide a framework within which they develop intellectual abilities to argue cogently, concisely and critically at an advanced level.

Principal learning outcomes

At the end of the module students should be able to: • Demonstrate in-depth understanding and knowledge of the main theoretical approaches of Public Relations in intercultural and cross-cultural contexts, and its various disciplines • Understand and critically discuss the different approaches to global Public Relations • Be familiar with different Public Relations tools and develop fundamental Public Relations skills including strategic conceptualization, effective presentation and writing skills and how to apply them to everyday public relations tasks, with a particular focus on intercultural communication.

Timetabled teaching activities

7 x 2 hours interactive lectures 1 x 2 hours workshop

Module assessment

Assessment group Assessment name Percentage
10 CATS (Module code: ET9A7-10)
A (Assessed work only) Final Group Presentation 40%
  Written Group Assignment 60%

Module availability

This module is available on the following courses:



Optional Core


  • Postgraduate Taught Intercultural Communication for Business and the Professions (X9PJ) - Year 2
  • Postgraduate Taught Intercultural Communication for Business and the Professions (X9PJ) - Year 3
  • Postgraduate Taught Intercultural Communication for Business and the Professions (X9PJ) - Year 4
  • Postgraduate Diploma in Intercultural Communication for Business and the Professions (X9PM) - Year 2