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business
management communication

Questions and Answers of Management Communication

■ define and describe the concept and models of issues management
■ explain how data gathering and research insights help practitioners to develop and evaluate internal communication strategies.
■ assess and evaluate the channels that are available to internal communicators
■ segment internal publics within an organisation using more than one research method
■ identify the communication options available to the internal communication practitioner in helping an organisation achieve its objectives
■ identify the roles of the professional practitioner
■ define internal communication and recognise its development as a discipline
■ evaluate your learning about media relations and pursue further sources for investigation.
■ understand some of the tools and techniques of practical media relations
■ understand the impact that digital media has had on media relations, such as the emergence of influencer relations and the impact of fake news
■ understand the role and purpose of media relations as part of a strategic management function, including its application in different cultural contexts
■ discuss media relations from historical and professional perspectives
■ reflect on the way you make ethical decisions.
■ evaluate the effect of PR images on PR ethics
■ identify different ways of imagining public relations
■ compare and critique views of public relations ethics
■ describe a variety of approaches to professional ethics
■ apply capability approaches to public relations as a profession
■ describe and understand the process of reputation management (corporate branding).discuss whether or not public relations is a profession
■ explain how new concepts, such as status, stigma and reputation commons, can contribute to our understanding of corporate reputation
■ define the key concepts of corporate image, reputation and identity
■ understand the complexity of relationships
■ understand the importance and implications of living in a ‘brand society’
■ know how to apply measurement and evaluation in public relations and communication management.
■ plan appropriate methods of measurement and evaluation
■ identify the relevant stages and steps to implement measurement and evaluation
■ understand the uses and benefits of measurement and evaluation in communication
■ critique and apply relevant underlying theories.
■ effectively manage and evaluate the impact of campaigns and programmes
■ plan a research-based strategic campaign or programme
■ explain and use strategic tools to analyse the principal external and organisational context in which planning and management takes place
■ describe and assess the approaches to planning and managing campaigns and choose an appropriate one
■ understand how communication theories and social psychology theories can be useful to PR practitioners.
■ be able to apply public relations theories to practical cases
■ understand the importance of public relations theories for PR practitioners
■ understand how people communicate, and why communication theories are relevant to PR practitioners
■ understand the role of communication and its link with public relations
■ apply the above to real-life contexts.
■ recognise the issues around the education and training of the public relations practitioner
■ evaluate the skills needed by individual practitioners
■ recognise the range of activities undertaken by practitioners
■ consider the role of public relations in society
■ describe issues and debates surrounding the role of the public relations practitioner
■ evaluate your learning about intercultural and multicultural context of public relations and pursue further sources for investigation.
■ analyse and apply an intercultural and multicultural context of public relations theories/principles to practice
■ review and critique relevant key theories and principles in relation to the intercultural and multicultural context of public relations
■ identify and discuss relevant key theories, principles and their development up to the present day in relation to the intercultural and multicultural context of public relations
■ appreciate the environmental complexities that influence organisational communication and public relations strategies.
■ diagnose ethical problems and identify strategies for making ethical decisions in organisational/cultural contexts
■ define and critically evaluate the role of ethics in business policy and practice
■ define the concept of corporate social responsibility in the context of relevant regulatory frameworks
■ critically evaluate the role of organisations in their society(ies)
■ understand the role of conflict in society and how this might also have a positive function for democracy.
■ discuss the potential for reflexivity and social change through public relations
■ identify and problematise the negative consequences of public relations and lobbying
■ discuss the contributions of public relations and lobbying to democracy
■ discern different types of communication strategies in the political realm, such as political public relations and lobbying
■ understand different theories of democracy centred on the process whereby scarce resources and burdens are distributed
■ identify and discuss the relationship between public relations, politics and democracy
■ explore future trends and best practices for public relations professionals working in social media.
■ analyse and apply social media theories and principles into practice
■ evaluate current areas of specialisation of social media within public relations
■ review social media core principles, skills, and expectations for public relations professionals
■ identify current global trends, opportunities and challenges in social media within public relations
■ understand how the media influences PR practice and the long-term growth of the profession.
■ identify how theory can explain the day-to-day relationship between PR practitioners and journalists
■ explore how agenda setting and framing theory can be used to research mediatory power
■ explore how different theories attempt to evaluate PR’s power and influence over media content
■ recognise some of the key theoretical approaches to understanding PR’s relationship with the media
■ examine your understanding of historical research and identify sources, such as articles, books and archives, for future research.
■ analyse and discuss different national and cultural interpretations of public relations and its history
■ review and critique different interpretations of public relations history
■ identify, understand and discuss the main aspects of public relations development over time

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