SCHEMES OF WORK

COURSE: JOURNALISM

UNIT: PUBLIC RELATIONS

WE TOPIC SUB TOPIC OBJECTIVES LEARNING LEARNING REFERENCE REMA

EK ACTIVITIES RESOURCES S RKS
1 INTRODU . meaning of By the end of the lesson  lectu  lecture Publi
CTION TO public the learner should be able re notes c
PUBLIC relations to  dicta  Revision relati
RELATION .Evolution of a) Definition of terms tion papers ons
S public b) Explain the role of  discu book
relations public relations in ssion
.public sales and marketing s
relations in Kenya  assig
practices in c) Explain how public nme
Kenya relations is nts
. role of practiced in Kenya
public d) Describe the
relations in evolution of public
sales and relations
marketing
2 HUMAN . meaning of By the end of the lesson  lectu  lecture  Publi
RELATION human the learner should be able re notes c
S relations to:  dicta  Revision Relati
.components tion papers ons
of human a) Explain the book
 relations meaning of human  discu
.positive relations ssion
qualities of b) Identify the s
human components of  assig
relations human relations nme
c) Discuss positive nts
qualities of human
relations

3 PUBLIC -what is By the end of the lesson  lectu  lecture

RELATION entrepreneur the learner should be re notes 
S ial culture able:  dicta  Revision Publi
a) Define public tion papers c
relations  discu Relati
b) Explain the ssion ons
importance of s book
defining publics  assig
c) Identify the specific nme
publics of an nts
organization
4 ETHICS . code of By the end of the lesson  lectu  lecture 
AND professional the learner should be able re notes Publi
FUNCTION conduct :  dicta  Revision c
OF PUBLIC .code of a) Highlight the code tion papers Relati
RELATION consultancy of professional  discu  handouts ons
PERSONEL practice conduct ssion book
.duties and b) Explain the code of s
 responsibiliti consultancy  assig
es of public practice nme
relations c) Explain the duties nts
personnel and responsibilities
of public relations
personnel

5 MEDIA OF . media of By the end of the lesson  lectu  lecture Public

PUBLIC public the learner should be able re notes Relations
RELATION relations to :  dicta  handouts book
S activities a) Identify the various tion
.factors that media of public  discu
influence the relations activities ssion
choice of b) Explain the factors s
media of that influence the  assig
public choice of media of nme
relations public relations nts
activities activities

6 DEVELOPI . meaning of By the end of the lesson  lectu  lecture  Publi

NG THE public the learner should be able re notes c
PUBLIC relations to :  dicta  Revision Relati
RELATION strategy a) Define public tion papers ons
S .steps relations strategy  discu book
STRATEGY involved in b) Describe the steps ssion  inter
developing a involved in s net
public development of  assig
 relations public relations nme
strategy strategy nts
.public c) Discuss the
relations advantages and
departments disadvantages of
verses public using the public
relations relations
consultancy consultancy as
.specific compared to the
areas where organization own
public department.
relations is d) Identify specific
applied areas where public
relations is applied
e) Evaluating a
business
opportunity

7 SPECIFIC . importance By the end of the lesson  lectu  lecture Inter

AREAS OF and role of the learner should be able re notes net.
PUBLIC customer to :  dicta  Revision  Publi
RELATION relations in a) explain the tion papers c
S sales and importance of  discu Relati
marketing public relations in ssion ons
.role of public sales and marketing s book
relations in b) explain the role of  assig
international public relations in nme
 marketing international nts
.role of public marketing
relations in c) discuss the role of
marketing public relations in
research marketing research
. internal d) discuss the internal
public public relations
relations management
management

8 CUSTOME . importance By the end of the lesson  Lect  lecture  inter

R and role of the learner should be able ure notes net
RELATION customer to:  Note  Revision
S relations a) Explain the takin papers
.duties and importance and g
responsibiliti role of customer  discu
es of relations ssion
customer b) Explain the duties s
relations and responsibilities  assig
personnel of customer nme
.sources of relations personnel nts
customer c) Identify sources of
complaints customer
Methods of complaints
handling d) Discuss the
complaints methods of
handling customer
 complaints

9 EMERGIN . emerging By the end of the lesson  Lect  lecture Public

G TRENDS trends and the learner should be able ure notes Relations
AND issues in to define:  Note  Revision book
ISSUES IN public a) functions of takin papers
PUBLIC relations management g
RELATION . challenges b) business support  discu
S posed at services ssion
emerging s
trends and  assig
issues in nme
public nts
relations
. ways of
coping with
challenges
posed by
emerging
trends and
issues in
public
relations
REVISION Previous By the end of the lesson  Lect  lecture 
10 topics the learner should be able ure notes Publi
to :  Note  Revision c
a) Discuss all the takin papers Relati
 previous concepts g ons
and make exam  discu book
projection ssion
questions s
b) role of ICT in  assig
business efficiency nme
nts

11 EXAM EXAM By the end of the lesson  writi Question papers Exam
the learner should be able ng papers
to :
a) Answer exam