word essay (plus or minus 10%).
Students can address the topic to
PR as a whole or to a specific area
of PR practice of interest. Either
approach should address the
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Social media and digital
communications are continuing to
change the scope and practice of
What constitutes best practice for a
social media-led campaign?
Use examples to illustrate your
CIPR (2013) Social Media Best
Practice Guidelines. London: CIPR.
Kemp, S. (2015) Building a
Connected Strategy. We Are Social
blog. [Online] Available at:
Kawasaki, G & Fitzpatrick, P. (2014)
The Art of Social Media: Power Tips
for Power Users
Meerman Scott, D. (2017) The New
Rules of Marketing and PR: How to
Use Social Media, Online Video,
Mobile Applications, Blogs, News
Releases, and Viral Marketing to
Reach Buyers Directly
Kingsnorth, S. (2016) Digital
Marketing Strategy: An Integrated
Approach to Online Marketing