MODULE TITLE:
PUBLICITY & MEDIA RELATIONS
MODULE CODE:
PRL 60304 / PRL 61304
SEPTEMBER 2025 SEMESTER
MODULE INFORMATION
OVERVIEW:
Module Name: PUBLICITY AND MEDIA RELATIONS
Module Code: PRL60304 / PRL61304
Synopsis:
The module outlines the role of a public relations practitioner as a media relations strategist within an organization. Students are introduced to the fundamentals of media practice, various media relations techniques, methods of evaluating publicity outcomes, and the different types of publicity collaterals used for the press.
The learning and teaching approach combines face-to-face lectures with a blend of online and practical tutorial activities, where students engage in role play, case study analysis, and group presentations. Regular review and feedback sessions are conducted to help students monitor their progress and assess their level of attainment of the module learning outcomes.
The assessment for the module consists of three components: one group assessment, one individual assessment, and a quiz. The main group assessment requires students to work collaboratively as a PR agency to conceptualize a comprehensive publicity and media relations campaign for a prospective client, based on scenarios provided by the lecturer.
Name(s) of academic staff teaching the module, module leader and staff email:
Staff teaching the module: NUR SYAHIDATUL IDANY BINTI ABDUL GHANI
Year-level: 2
Semester Offered: March (Long) / August (Long)
Credit Value: 4
Pre-requisite:
Co-requisite: NIL
Anti-requisite: NIL
School offering the module: School of Media and Communication, Faculty of Social Media and Leisure Management
Module offered as: Common Core / Primary Major / Minor / Free Elective / Second Major / Extension
Programme Name: Bachelor of Mass Communication (Hons) / Bachelor of Mass Communication (Hons) in Public Relations and Marketing / Bachelor of Mass Communication (Hons) in Public Relations and Event Management
Domain Name (for free electives only): Arts, Humanities and Social Sciences
TEACHING, LEARNING AND ASSESSMENT
Description of assessment components:
|
Assessment Task
|
Weight
|
Module Learning Outcomes Assessed
|
Programme Learning Outcome
|
Due Date
|
|
Assessment Task 1: Media Monitoring Analysis
(Individual Assignment Report)
Assessment Task 2: Individual Quiz
|
30%
10%
|
MLO1
MLO2
|
1,2
|
Week 10
Week 7
|
|
Assessment Task 3: Publicity & Media Relations Campaign
(Group Assignment Report) – Week 11
(Group Presentation) – Week 13
|
60%
|
MLO3
MLO4
|
4,5
|
Week 11
|