Campaigning: Persuasion & Influence

The aim of this module is to explore a range of public relations and advertising tools used in social and public
campaigns with particular focus on contemporary practice. We examine their context: economic, political and sociocultural influences, and investigate how campaigning methods interrelate. The module engages students in issues
raised by campaigns, public debate and discourse in UK, Europe, and globally, and asks what methods and media
succeed in diverse situations. It places emphasis on students acquiring, through practice, a variety of rhetorical,
written and interpersonal skills in order to present and influence outcomes effectively. It combines critical analysis
with practical skills, and aims to enhance analytical thought, hands-on ability, and confidence in delivery, with the
former underpinning the latter. It is taught through a combination of lectures, workshops, group activities, and
presentations.