Masters Degrees (Public Relations)

Introduction

The MSc/Dip in Strategic Public Relations and Communication Management equips students with the necessary practical and analytical skills for a professional career and it examines how to design, implement and evaluate public relations (PR) and programmes.

Accreditation

The MSc/Dip in Strategic Public Relations & Communication Management is recognised by the UK Chartered Institute of Public Relations (CIPR).

Key information

- Degree type: Postgraduate Certificate, Postgraduate Diploma, MSc
- Study methods: Part-time, Full-time
- Duration: Full-time: MSc, one year Diploma: nine months Part-time: MSc, two years Diploma: 21 months
- Start date: September
- Course Director: Dr Derek Hodge

Course objectives

Public relations courses at the University of Stirling are designed for students from a variety of degree backgrounds to develop the appropriate intellectual skills at Master's level for a management-level career in Public Relations, Communication Management, Corporate Affairs or Public Affairs. The course helps students develop a critical appreciation of the role of public relations in society and to develop key analytical and professional skills.

Our approach is founded on the following principles:
- Public relations contributes to the effectiveness of organisations by improving organisational relationships and facilitating public conversations and debate.
- Public relations has a remit for corporate social responsibility through its issues management function and responsibility for reputation, which necessarily means that it has to help organisations change to meet new agendas of sustainability.
- Teaching strategic public relations can facilitate better public understanding of the occupation, and thus mitigate contemporary cultural stereotypes and prejudice (much fostered by journalists who have an interest in purveying negative images), as well as diffusing core concepts that can benefit Scotland’s private and public sector enterprises: small, medium and large. Improved understanding of this organisational function can aid government and NGOs in political and policy communications.
- In understanding public relations practitioners as being, in some aspects, ‘discourse workers’ it becomes easier to see that the functional role has the potential to contribute to a more enlightened and better-informed society.

Public relations takes place at points of change and moments of transformation in complex contemporary societies. Typically, public relations activity clusters around (i) public policy formation (ii) organisational change and development (iii) public issues such as the environment (iv) major global shifts such as conflict, unstable international environments, globalisation, natural disasters or human disasters such as war or global financial collapse.
Bearing all this in mind, public relations education is necessarily embedded in the contemporary issues of the day in a very wide range of environments (political, economic, technological, socio-cultural, regulatory/legal) and contexts (sports, health, religion, tourism, development, regeneration).
Our courses are regularly restructured to improve their effectiveness and efficiency in meeting both academic and professional requirements. Modules relate to the Public Relations Education and Training Matrix developed with, and endorsed by, the Chartered Institute of Public Relations and the Public Relations Consultants Association.

English language requirements

If English is not your first language you must have one of the following qualifications as evidence of your English language skills:
- IELTS: 6.5 with 6.0 minimum in each skill
- Cambridge Certificate of Proficiency in English (CPE): Grade C
- Cambridge Certificate of Advanced English (CAE): Grade B
- Pearson Test of English (Academic): 60 with 56 in each component
- IBT TOEFL: 90 with no subtest less than 20

For more information go to English language requirements https://www.stir.ac.uk/study-in-the-uk/entry-requirements/english/

If you don’t meet the required score you may be able to register for one of our pre-sessional English courses. To register you must hold a conditional offer for your course and have an IELTS score 0.5 or 1.0 below the required standard. View the range of pre-sessional courses http://www.intohigher.com/uk/en-gb/our-centres/into-university-of-stirling/studying/our-courses/course-list/pre-sessional-english.aspx .

Career opportunities

The degrees offer necessary conceptual skills for managerial careers in public relations, organisational communication, corporate communications and communication management and related posts in a variety of contexts and sectors.
Graduates of our Master's level courses in public relations have successfully established careers in the public relations field working for a wide range of organisations all round the world. Recent examples include Nike, the UK Government, Office Depot, Police Scotland and the National Museum of Wales.
Many of our graduates work in public relations consultancy, including some of the big names in the PR world, and some have even gone on to start their own businesses. Others stay in academia, going on to gain PhDs and then work as lecturers, teaching and researching public relations in universities all over the world.

- Skills you can develop through this course
By studying this course you will gain a solid understanding of the theory behind public relations and you will have many opportunities to put this theory into practice. You will gain practical skills in campaign planning and the production of public relations materials such as news releases, feature articles and blog postings. This material can make up the basis of a portfolio of work which can be shown to potential employers.

- Chances to expand your horizons
Guest lectures from public relations practitioners provide networking opportunities and expose students to current practice in the industry. The course is recognised by the Chartered Institute of Public Relations and students can attend CIPR Scotland events, allowing them to meet practitioners working in the field and to extend their network of contacts.

- Where are our graduates now?
Graduates of our Master's level courses in public relations have successfully established careers in the public relations field working for a wide range of organisations all round the world. Recent examples include Pfizer, Nike, the UK Government, Office Depot, Police Scotland and the National Museum of Wales.
Many of our graduates work in public relations consultancy, including some of the big names in the PR world, and some have even gone on to start their own business. Others stay in academia, going on to gain PhDs and then on to work as lecturers, teaching and researching public relations in universities all over the world.

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About the course

This course examines the role of public relations in shaping media output both within media organisations themselves and in relation to the external impact of PR on the media.

The field of public relations has grown dramatically in the past 20 years and this has had profound implications for the media and other institutions that rely on the media to disseminate knowledge.

This course will investigate the rise of public relations and its links with global media institutions from historical perspectives and in relation to the contemporary media landscape. It will offer a critical examination of the role of PR in the mediation of power as well as the role of public relations in a range of media arenas.

You will be encouraged to reflect critically and theoretically on the function of PR in relation to: the role of the media in political communication, media policy, celebrity culture, film marketing, alternative media, media campaigning, and new media technologies.

You will be offered the opportunity to plan PR campaigns and reflect on their role in the knowledge economy.

This combination will provide you with the opportunity to examine the context in which PR practice takes place and to develop the knowledge and skills needed to work ethically in PR at an international level.

Aims

You will gain an advanced knowledge of the relevant theories of public relations which explain and debate its significance.

You will learn about the history of the role of public relations in the media.

You will acquire an advanced understanding of the functioning of public relations in the contemporary media.

You will gain the knowledge and skills necessary to undertake advanced scholarly research in the field of media and public relations.

You will be able to reflect critically on public relations practices within media organisations and to reflect intellectually on their PR practice.

You will develop the knowledge and skills necessary for the ethical development of your career in Media PR.

Course Content

The MA consists of both compulsory and optional modules, a typical selection can be found below. Modules can vary from year to year, but these offer a good idea of what we teach.

Compulsory modules:

Public Relations Propaganda and Spin
Key Issues in Media and Public Relations
Building a PR Campaign
Media Marketing and Public Relations

Optional modules:

Media and Public Relations Major Project 1
Media and Public Relations Major Project 2

Teaching

The Media and Public Relations MA is taught through lectures, seminars, workshops, screenings and industry speakers.

Assessment

The MA will be assessed through a combination of essays, reports, case studies, campaign design and a dissertation.

Special Features

The academic study of public relations and the media is very new and this MA puts us at the forefront of this development. Most of the MAs in Britain either focus on corporate public relations and are either predominantly practical or are theoretical courses that sit within more traditional mass communications curriculum and focus on the important area of political communications and the news media. Our
MA is innovative because it combines theory and practice.

Also innovative is our combined examination of the impact of public relations on the media and the use of public relations practices within media organisations including film, TV and other news organisations, with particular reference to their promotional cultures. This provides students with a broad and advanced understanding of the relationship between public relations and the media.

We have experts teaching on the course with both theoretical and practical experience.

This programme has grown out of the research interests and expertise of the team, giving it a distinctive character.

The focus on PR within the media will range from that of large corporations to smaller-scale, alternative forms including ‘DIY’ practices employed directly by lower-budget producers via social media and other online channels, key areas of contemporary development in PR and marketing more generally.

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Public relations is a booming industry and has continued to grow year-on-year. The numbers of Public Relations Officers (PROs) now match journalists in the UK and there is a big demand for graduates who have the skills to meet the dynamic changes of this exciting and growing sector.

Public relations specialisms are expanding too, and graduates are gaining jobs in a number of areas including crisis management, corporate social responsibility, media relations, corporate communication, sponsorship and internal communication.

The MA International Public Relations and Global Communications Management is a unique one year course that develops the skills and techniques required to practice public relations and communications at an international level.

Public relations, at its heart, is about communication between an organisation and its public(s), but 21st century public relations - with the advent of new media - is embedded in everything from politics and business to celebrity. PR is now firmly at the heart of strategic organisational planning.

Aside from gaining valuable practical skills, you are introduced to business, organisational and PR theory so that you can apply critical thinking to professional scenarios to further the effectiveness and quality of public relations that is practiced in industry. This synthesis of theory and practice culminates in a final dissertation of 15,000 to 20,000 words where you have the opportunity to apply what you have learnt to an area of personal PR interest. This piece of advanced academic study would enable you to embark on further research in the field of international public relations, should you wish to do so.

Distinctive features

• The degree is fully accredited by the Chartered Institute of Public Relations (CIPR) and we are one of only ten Partner Universities in the UK to the Public Relations Consultants Association (PRCA).

• Our School was ranked first in the Guardian’s University league table for Journalism and Public Relations (2016 and 2017).

• The degree is designed for both UK/EU and international students interested in international PR and communications management.

• Your student group will come from a wide range of national and cultural backgrounds offering you exposure to comparative practices.

• It is a hybrid course mixing both theory and practice.

Structure

This is a full-time course and is taught across two semesters (Autumn and Spring) from the end of September to the beginning of June.

The dissertation can be practice-based - providing you with an opportunity to apply theory to the practice of communications management and public relations.

Core modules:

International Public Relations Theory
International Public Relations Practice
Research Methods 1
Research Methods 2
Global Communications Management
Digital Communications Management
Project Based Dissertation

Teaching

You will be taught through workshops, lectures and seminars which complement the practical and academic elements of the course. You will also have access to industry leading professionals through the courses guest lecture series.

Assessment

You will be assessed through a range of formative and summative assessments throughout the course. The main method of assessment on this programme is coursework.

Career Prospects

Graduates of MA International Public Relations and Global Communications Management are employed in a range of occupations; roles can range from Public Relations Executives, Press Officers, Communications Managers and Copywriters for global and UK corporations.

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Visit our website for more information on fees, scholarships, postgraduate loans and other funding options to study Communication, Media Practice and Public Relations at Swansea University - 'Welsh University of the Year 2017' (Times and Sunday Times Good University Guide 2017).

The MA in Communication, Media Practice and Public Relations (PR) is designed for students who want to focus their energy on the dynamic world of social media, develop their creative practice and professional writing skills or are looking to work in an entrepreneurial environment.

Key Features of Communication, Media Practice and Public Relations (PR)

The MA in Communication, Media Practice and Public Relations (PR) offers syllabus-based practice in professional, contemporary media skills, taught by industry professionals with academic backgrounds. The Communication, Media Practice and Public Relations (PR) programme includes modules in Professional Writing/Journalism, Visual Communications and Media Design, Video and Documentary Making and Public Relations (PR), Branding and Promotion. Other modules in communication, theory, film and history are also available.

The Communication, Media Practice and Public Relations (PR) programme allows graduates to add valuable and desirable professional media skills for careers in business, journalism, public and media relations, broadcasting, advertising and marketing and industry professionals to acquire new media skills and qualifications that will enhance their continuing professional development.

The full-time MA in Communication, Media Practice and Public Relations (PR) course is split across the year with three modules offered in each academic semester (a total of six modules in part one) and then a dissertation or professional media practice project over the summer (part two).

The part two component allows students in the Communication, Media Practice and Public Relations (PR) programme to either write a 16,000 word dissertation or undertake the professional media project which incorporates the practical elements of the course and a short unpaid work placement.

MA in Communication, Media Practice and Public Relations (PR) Aims

To research and develop stories in an online, multi-media environment.

To present the principles, theories and techniques surrounding video making.

To develop practical skills and conceptual knowledge of digital publishing, visual communication and media design.

To provide a critical overview of the role of public relations (PR) and promotional practice.

To develop writing skills in a wide range of genres.

Modules

Modules on the MA in in Communication, Media Practice and Public Relations (PR) typically include:

• Visual Communication and Media Design

• Video and Documentary Making

• Public Relations (PR), Branding and Promotion

• Reporting Terrorism

• Global Media

• Risk Reporting

• The Business and Politics of Digital Media

• Development Communications

• Online Journalism

• The Digital Edge

Careers

Career expectations are excellent for Communication, Media Practice and Public Relations (PR) graduates. Media Companies, non-profit organisations, global business, government and the public sector value the fact that our Communication, Media Practice and Public Relations (PR) Graduates have developed a range of critical and theoretical abilities and a creative and innovative approach to media practice. Our Graduates go on to work in business, marketing and Public Relations (PR), journalism, broadcasting, web-design, advertising, publicity, arts and cultural bodies.

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This Masters is professionally accredited by the Chartered Institute of Public Relations.

Course overview

This course is for people who want a Masters with a focus on practical skills in Public Relations. PR is about reputation. It’s about telling people the ‘what’ and ‘why’ of an organisation, charity, rock band, sports club or fashion brand. It involves a mix of journalism, business and marketing, social networking and communication theory.

Professionally accredited by the Chartered Institute of Public Relations, our Masters course gives you a competitive edge in this fast-moving industry. As part of the course, you will develop a major PR project and undertake related research and contextual studies.
Through rapid development of skills, you will be ready to move seamlessly into a job with a PR agency or in-house communications department.

An important benefit of a Masters at Sunderland is the relevance of our research expertise, which includes web writing and social media. Sunderland hosts the Centre for Research in Media and Cultural Studies (CRMCS) and the Media Department has been recognised for producing some world-leading and internationally excellent research.

To find out more about the part time version of this course, please view this web-page: http://www.sunderland.ac.uk/courses/artsdesignandmedia/postgraduate/publicrelations-part-time/

Course content

The content of the course is shaped by your personal interests with guidance and inspiration from Sunderland's supportive tutors. Modules on this course include:

Public Relations 1 (60 Credits)
-Public Relations: Theory and Practice 1 (30 Credits)
-PR and Society: Ethics and Critical Concepts (15 Credits)
-PR and Marketing Communications (15 Credits)

Public Relations 2 (60 Credits)
-Public Relations: Theory and Practice 2 (30 Credits)
-Social Media and PR (15 Credits)
-Media Research (15 Credits)

Public Relations 3 (60 Credits)
-Dissertation

Teaching and assessment

Compared to an undergraduate course, you will find that this Masters requires a higher level of independent working. The course aims to stretch your creativity and maximise your sense of personal fulfilment.

We use a wide variety of teaching and learning methods which include lectures, seminars, critiques, workshops and practical demonstrations. These are supported by a range of guest speakers from diverse academic and industry backgrounds. You will also have high levels of contact with tutors who give regular feedback and support.

Facilities & location

The facilities at the David Puttnam Media Centre help you gain skills in areas such as writing, page design, online research, managing production, IT, and time management and presentation skills.

The mediaHUB
Throughout your time in Sunderland, you will have an outlet for your creative talents in the mediaHUB, a bustling multimedia newsroom on the top floor of our David Puttnam Media Centre that will give you a real taste of life as a working journalist. The mediaHUB runs websites covering sport, news, entertainments and fashion, provides the content for news bulletins on our award-winning Spark Radio and is responsible for writing and editing Spark magazine.

Journalism/PR suites
We have four journalism suites, each with 18 Apple Mac workstations with design applications and video editing. There’s an additional open access project completion suite with 20 more workstations and colour laser printing.

Broadcast Journalism Newsroom
The Broadcast Journalism Newsroom has 20 workstations plus a Sky feed with two 40” plasma screens. Each workstation has industry-standard software including NewsCutter, Burli and ENPS.

Technical support
The Journalism Newsroom has another 20 Mac workstations and offers drop-in sessions run by a rota of working journalists who can advise on projects, assignments and your personal portfolio. These sessions are available every day of the week during term time. In addition, technicians are available to help you use all the software and equipment.

Radio studios
We have six radio studios including a transmission suite for 107 Spark FM, our student-run community radio station and a city centre hub.

TV studios
We have two broadcast-quality TV studios complete with green room and changing facilities. Equipment includes four Steadicam rigs plus dolly, track and mini crane. We have over 40 full HD tapeless field camera systems.

Other media facilities
We have a live Sky feed and off-air recording facility, including DVD and Blu-ray recording, plus extensive footage archive/library. There is also a 203-seat cinema with full HD projection, 7.1 surround sound facility and the capability to play 3D feature films.

University Library Services
We’ve got a wide range of books, journals and e-books on relevant topics, with many more available through the inter-library loan service. Some useful resources for your studies include:
-Lexis, which provides full-text newspaper articles as well as access to legal information
-JSTOR (short for ‘Journal Storage’), which provides access to important journals across the humanities, social sciences and sciences
-Archival Sound Recordings with over 12,000 hours of recordings
-British Universities Film and Video Council (BUFVC), which provides resources for the production, study and use of film and related media in higher education and research

Employment & careers

Postgraduates are highly employable and, on average, earn more than individuals whose highest qualification is an undergraduate degree. On completing this course you will be equipped for roles throughout the PR and communications industries.

Recent Sunderland graduates are now working in PR consultancies as well as in the PR departments of organisations such as the Environment Agency, Tyne and Wear Sports and AA Press Office.

During the course we encourage you to gain industry experience which will enhance your skills, build up a valuable network of contacts and boost your employability.

A Masters degree will also enhance career opportunities within Higher Education and prepare you for further postgraduate studies.

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Housed within the Liverpool Business School, this MSc in Public Relations is designed for creative communicators, and is delivered by academics with relevant experience of working in the industry.

•Course available to study full time (1 year) and part time (2 years)
•Enhanced career and promotion prospects
•Taught by expert staff with experience of working in PR and the event management industry

Public Relations practice is relevant in every type of organisation; from small and medium sized enterprises to multi-national organisations operating in sectors as diverse as ‘not for profit’ to finance and retail.
This new, integrated Masters programme focuses on how stakeholders can be persuaded to change their perceptions of a product or issue through public relations and effective event management. You will gain the skills and knowledge needed to work in the public relations and/or event management sectors, embracing corporate communications, internal communications, and the emerging discipline of online public relations which incorporates search engine optimisation and social media strategy development.

The programme will be delivered by an expert team of academics who have a broad range of practical and teaching experience in this field and are members of the Chartered Institute of Public Relations (CIPR) and the Public Relations Consultants Association (PRCA).

During the validation period, the programme team will be seeking professional accreditation from PRCA and CIPR so that the course's learning outcomes are closely matched to those of the industry’s key professional bodies.

What you will study on this degree

Please see guidance below on core and option modules for further information on what you will study.

PR Perspectives

This module provides you with an introduction to the PR world from a theoretical and practitioner perspective

Public Relations Planning and Strategy

You will develop a systematic understanding of the strategic planning process as applicable to a public relations campaign

Managing Business Research 1 / 2

This module will provide you with the knowledge and skills required to perform a systematic review of literature for a business management related topic at masters level

Digital Communication Management

You will explore digital communication technologies to understand the effects of technology (including social media) on the public relations function. The module aims to give students a framework for understanding and evaluating the digital landscape in respect of organisational communication and reputation

Digital Marketing in Context

During the course of this module you will develop a theoretical and practical understanding of current issues and trends in digital marketing

Media Relations

You will critically analyse the 'Media Agenda' and its impact on the PR professional. You will then research, develop and apply effective professional media management methods including press kits, features and press releases

Research Project

You will plan and prepare a research project that applies managerial concepts and research techniques to a significant public relations related organisational issue or problem

The option modules you will study typically include:

Event Management

You will develop a deep understanding of the management of an event in the light of good professional public relations practice

International Public Relations

The module aims to provide an international context to the practice and principles of Public Relations, through understanding theories of international relations and working in different cultures

Further guidance on modules

The information listed in the section entitled 'What you will study' is an overview of the academic content of the programme that will take the form of either core or option modules. Modules are designated as core or option in accordance with professional body requirements and internal Academic Framework review, so may be subject to change. Students will be required to undertake modules that the University designates as core and will have a choice of designated option modules. Additionally, option modules may be offered subject to meeting minimum student numbers.

Please email [email protected] if you require further guidance or clarification.

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A new approach to public relations

The Master of Professional Public Relations is a new degree that will give you an in-depth understanding of global PR theory and practice.

The Master of Professional Public Relations is an all-new degree that takes a global approach to public relations. 

This new degree has been designed from the ground up to reflect the very latest research and practice. For example the PR analytics course will equip you with cutting-edge strategies and techniques for public relations measurement and evaluation. You will graduate confident in your knowledge of all the key trends necessary for future career success.

Unique study tour

The MPPR Global Public Relations Management course includes a unique international study tour, taking you into the heart of one of the world’s largest PR agencies and their operations and client relationships globally. We are partnering with a large international public relations firm to deliver this experience. You will be required to undertake an international study tour as part of this programme, with costs covered by student fees. The 2017 trip will visit Melbourne, Singapore and London in accordance with course 219.720 Global Public Relations Management and subsequent project.

Comprehensive PR theory and practice

Your learning will comprehensively cover both the most recent public relations theory and provide practice-relevant instruction. A professionally-oriented qualification, the MPPR focuses on giving you a global, contemporary view of the field of PR and high-level skills you can either take back into a current PR-related senior role, or use them to take on a new role in the field.

Specific focus for your study will include areas like digital communications, global communications, PR analytics and reputation and risk management.

You can investigate more fully your specific area of interest in a research project of your choice in your final semester.

Real-world insight

As well as more traditional classroom-based learning, you’ll take part in executive education-style intensive workshops. Online sessions, learning and forum debates with others on the course will also add to your real world insight into your peers’ issues and experiences (and solutions).

If you have experience in the field of public relations and are ready to be inspired about the potential for this field in New Zealand (and for your current employer), this qualification is for you.

World-ranked degree

Massey Business School is ranked in the top 2% of business schools globally.

Massey University’s business and management studies rank in the top 250 (by QS (Quacquarelli Symonds) rankings). We are also ranked in the top 150 universities worldwide for business administration programmes by the ShanghaiRanking's Global Ranking of Academic Subjects.

Multi-disciplinary

The Master of Professional Public Relations utilises Massey’s world-leading expertise across a broad range of specialisations, including international business, ethics and humanities-related topics and statistics, all of which play an integral part in the PR spectrum. You will be learning from experts from within these fields.

A specialist communication university

We have the longest-running communication programme in New Zealand, the largest numbers of students in any university communication programme and the most options for communication-related study. Massey University’s graduates have a long-standing reputation for excellence in both theory and practice.

Why postgraduate study?

Postgraduate study is hard work but hugely rewarding and empowering. The Master of Professional Public Relations will push you to produce your best creative, strategic and theoretical ideas. The workload replicates the high-pressure environment of senior workplace roles. Our experts are there to guide but if you have come from undergraduate study, you will find that postgraduate study demands more in-depth and independent study.

Not just more of the same

Postgraduate study is not just ‘more of the same’ undergraduate study. It takes you to a new level in knowledge and expertise especially in planning and undertaking research.

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This new CIPR qualification will allow you to gain an advanced understanding of professional practice, including PR strategy and planning, content management, media and engagement, measurement and evaluation, and PR leadership. All underpinned by reference to ethics and the code of conduct.

You’ll also put your learning into practice, evaluating a wide range of PR concepts and techniques and applying them practically to your own work and sector. The course is for experienced PR professionals who are ready to progress towards a senior management position, or individuals who have previously studied the CIPR Advanced Certificate in Public Relations.

Teaching, learning and assessment

On campus teaching comprises a variety of approaches including lectures, workshops, case study and group work. The course is split into three units and you will submit one assignment for each.

Teaching hours and attendance

Teaching is normally delivered in one or two day blocks six times a year.

Links with industry/professional bodies

Students on the course are eligible for student membership of the Chartered Institute of Public Relations (CIPR) and, on graduation, can upgrade their membership to full or associate status depending on professional experience.

Further information is available on the CIPR website at http://www.cipr.co.uk/content/ qualifications/public-affairs-diploma.

Modules

The CIPR Professional PR Diploma syllabus is based on professional practice underpinned by core PR principles, models and concepts.

The syllabus incorporates three separate units.

• The first unit is focused on the PR strategy and planning process, with an emphasis on research that establishes robust communication objectives, related to the organisation’s goals.
• The second unit is focused on communication and engagement, with an emphasis on content, which reflects employers’ views that management of content across the organisation is an essential competence.
• The third unit is focused on leadership of PR activities, with an emphasis on management of projects, campaigns and resources; internal stakeholders, the PR team and key suppliers; and on measurement and evaluation.

Careers

The CIPR Professional Public Relations Diploma is recognised as the benchmark for professional practice in PR by employers in the private and public sectors. It helps participants to develop or diversify their careers by fostering a strategic approach to managing PR, as well as extending knowledge of areas such as internal communications, corporate culture and research. QMU graduates have gone on to progress their careers in a number of ways – graduates occupy a wide range of senior positions.

Quick Facts

• QMU has a long history of teaching the Chartered Institute of Public Relations Professional Public Relations Diploma and remains the only Scottish Institution to deliver it.
• QMU is accredited by the Chartered Institute of Public Relations (CIPR).
• At QMU you will be taught by some of the world’s best known PR academics as well as professionals with a depth of PR experience.
• Through our intensive workshops you will build a network of your own peers which will aid your continuing professional development.

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Introduction

This variant of our established MSc Strategic Public Relations & Communication Management course is delivered jointly with our partner Pompeu Fabra University in Barcelona, Spain. This course provides students with a solid international perspective on strategic communication and provides an opportunity to study in both Stirling, UK, and Barcelona, Spain.

The MSc Strategic Communication & Public Relations is an interdisciplinary, advanced level course taught by established academics and practitioners. It offers a hands-on approach while at the same time providing you with the theoretical foundations necessary to practise public relations at a managerial level.

You will be offered the opportunity to attend a Public Affairs and Lobbying seminar series in Brussels, which includes visits to the European Parliament, the European Commission as well as specialist industry seminars with leading public affairs and public relations experts in Brussels.

This course is taught completely in English and students will obtain a joint MSc degree from the University of Stirling and Pompeu Fabra University. Students spend the Semester 1 at the University of Stirling and then move to Pompeu Fabra University for Semester 2. Students then decide if they would like to have their dissertation supervised by Stirling or Pompeu Fabra.

Link to MSc Strategic Communication and Public Relations at Pompeu Fabra University http://www.upf.edu/masterpublicrelations/en/

Key information

- Degree type: MSc, Postgraduate Certificate, Postgraduate Diploma

- Study methods: Full-time

- Duration: 12 months (Stirling in semester 1 - Barcelona in semester 2 - Stirling dissertation period) 16 months (Stirling in semester 1 Barcelona in semester 2 - Barcelona dissertation period)

- Start date: September

- Course Director: Dr Alenka Jelen-Sanchez

English language requirements

If English is not your first language you must have one of the following qualifications as evidence of your English language skills:

- IELTS: 6.5 with 6.0 minimum in each skill

- Cambridge Certificate of Proficiency in English (CPE): Grade C

- Cambridge Certificate of Advanced English (CAE): Grade B

- Pearson Test of English (Academic): 60 with 56 in each component

- IBT TOEFL: 90 with no subtest less than 20

For more information go to English language requirements https://www.stir.ac.uk/study-in-the-uk/entry-requirements/english/

If you don’t meet the required score you may be able to register for one of our pre-sessional English courses. To register you must hold a conditional offer for your course and have an IELTS score 0.5 or 1.0 below the required standard. View the range of pre-sessional courses http://www.intohigher.com/uk/en-gb/our-centres/into-university-of-stirling/studying/our-courses/course-list/pre-sessional-english.aspx .

Structure and content

Students spend Semester 1 at the University of Stirling and then go to Pompeu Fabra University for Semester 2. Students then can decide to have their dissertation supervision at the University of Stirling or Pompeu Fabra University.

The course covers a range of modules including public relations and communication management theory, strategic public relations planning, public diplomacy and strategic communication, media relations, digital media, public affairs and advocacy, and research methods.

Delivery and assessment

Delivery methods include lecture, workshops and seminars.

Methods of assessment include case studies, timed assignments, essays, presentations and reports. Students also complete a 12,000-word dissertation.

Why Stirling?

- REF2014

In REF2014 Stirling was placed 6th in Scotland and 45th in the UK with almost three quarters of research activity rated either world-leading or internationally excellent.

- Rating

Research within Communications, Media and Culture had 70 percent of its research rated as either ‘World-leading’ or ‘Internationally Excellent’ in the most recent Research Assessment Exercise. Pompeu Fabra staff are also research active and publish internationally.

Strengths

- Academic strengths

This course provides a unique multicultural and intercultural experience for students as well as an innovative and challenging curriculum that is regularly updated. Students will develop a solid theoretical foundation as well as learn practical skills necessary for working within the public relations industry.

Students benefit from the experience and expertise of the academic research active team at Stirling and Pompeu Fabra; students are able to study in both northern and southern Europe (Scotland and Spain) and will develop an international outlook.

Students are able to attend a two-day Public Affairs and Lobbying seminar series delivered in Brussels (additional cost).

Career opportunities

This course prepares students for careers in public relations and related areas in consultancies and private sector companies, (in-house positions, such as communications officer/manager, public relations officer/manager, press officer, internal communications officer/manager) NGOS, international organisations (such as the EU, UN etc.).

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“Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad.” – Richard Branson.

This CIPR-accredited public relations (PR) course is designed to give practitioners the skills and ability to think creatively and adopt the latest tools in modern PR campaigns.

PR is rapidly evolving as consumers/stakeholders increasingly take control on instantly accessible worldwide communication channels, and organisations rely less and less on newspapers and traditional media to disseminate information. According to the 2013/14 Public Relations Association (PRCA) census, the sector has seen a turnover of £9.62bn in the UK. With new technologies and social communication media on the rise, PR practitioners are more in demand than ever.

This PR course is fully accredited by the Chartered Institute of Public Relations, the professional body for public relations and public affairs practitioners. Students enrolled on the MSc Public Relations are eligible for CIPR Student Membership. This provides access to numerous industry and personal development opportunities as well as the member’s area of the CIPR website. The CIPR website includes a dedicated student area which offers help and advice on entering the PR industry and free online training.

See the website http://courses.southwales.ac.uk/courses/663-msc-public-relations

What you will study

A key feature of modern marketing is the decline of mass communication in favour of multiple person-to-person networks and mobile messenger apps such as WhatsApp. Sitting alongside traditional PR tools, social networks and blog sites are now part of the PR practitioner’s toolkit. This accredited course will expose you to the challenges at the forefront of modern PR and enhance your ability to manage brand and corporate identity effectively.

You will explore the radical shift in PR, as traditional channels such as advertising and sales promotion have changed. The course will further develop your understanding of word-of-mouth marketing, including social networks and the growing popularity of photo and video sharing sites.

From Facebook and Twitter to YouTube, Pinterest and Instagram, you will challenge traditional methods and the contemporary thinking associated with marketing and stakeholder communications. The course will also cover the importance of brand reputation and the growing demand for essential skills in crisis management, and enhance your knowledge and understanding of the role PR plays in modern politics.

Modules of study:

- PR Concepts and Practice
This module aims to provide an introductory critique of key concepts and tools of modern PR practice and implementation. It examines the theoretical underpinnings of the subject by exploring how PR is utilised to influence issues within society, industry and the environment.

- Brands & Reputation Management
This module aims to provide a critique of the key theoretical underpinning surrounding the consumption, construction and reputation management of brands – a key responsibility for modern PR practitioners.

- Strategic Marketing
This module critically examines the key elements of strategic marketing and its interface with business strategy.

- Content Marketing & Public Relations
This module provides a solid foundation for writing and factual story-telling as well as verbal communication within a marketing and PR context.

- Managing Professional Development
The aim of this module is to support personal and professional development for a business related professional career.

- Third Sector & Political Public Relations
This module critically evaluates the PR practice within the public/political sector. It accordingly examines how PR is utilised by third sector organisations, such as pressure groups, charities, trade unions and social enterprises, as well as political parties.

- Campaign Planning for Marketing & PR
The aim of this module is to enable you to understand the key constructs associated with campaign planning for marketing and PR, notably the use of digital technology.

- Research Methods
The aim of this module is to develop your understanding and skills of research in a management and/or professional development context, focusing on a critical review of research methodologies and methods.

- Management Project
This module introduces you to the intellectual and scholarly requirements of producing an extended piece of written postgraduate research.

Learning and teaching methods

Full-time students study each subject intensively over a period of several weeks. Part-time delivery is designed around the needs of practicing marketing managers and PR professionals. You will learn through lectures, seminars, group work, case studies, and analyses of communications materials and networks, as well as specialist guest lecturers from leading professionals. The course also includes potential for a site visit to a media communications organisation.

Through our series of guest lecturers delivered by leading industry experts, you can also gain up to the moment insights into the challenges and practices pertinent to image management and PR planning.

Work Experience and Employment Prospects

The skills you will gain on the MSc Public Relations course will allow you to help your employer or company gain a competitive edge by managing meaningful relationships through PR. You will also gain the latest intelligence about social networking, new communication techniques and how to manage new and emerging digital channels.

Students will typically be offered the opportunity to meet representatives from PR companies who offer internships by way of guest talks. In addition, the University of South Wales Careers and Employability Service helps students with all aspects of careers and employability. Services range from individual advice and guidance on CVs & applications, interviews, work experience, internships, volunteering, practical support with job hunting and working/studying overseas.

As a student of this course you will have access to help and advice from a dedicated student area on the CIPR website on starting your career within the public relations industry.

Assessment methods

Assessment is assignment-based, so you can explore each subject to develop your critical and analytical skills. The final requirement is a dissertation or business research project, where you will examine an aspect of PR in depth.

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Open to graduates holding degrees in any subject, this course assumes no prior knowledge of public relations (PR) and is suitable for UK, EU and international students wishing to progress their academic knowledge of PR. It is also suitable for those who do not have a degree but who possess relevant experience.

Combining a unique blend of academic and practical public relations skills, the course will enable you to develop a successful career in an incredibly dynamic sector. With a strong emphasis on application of knowledge to practice industry skills such as PR writing, media relations, digital communications and client management are underpinned by academic rigour focusing on PR strategy, campaign planning and PR specialisms.

You will have the opportunity to work with real clients, including individually creating a press pack for use by a client, in addition to working as part of an account team on a live PR project.

You will be able to network with professional PR practitioners and guest speakers, and have the option to undertake an internship to gain additional work experience. Completing the programme will enhance your career prospects, equipping you with the skills required by PR consultancies as well as private and public sector organisations.

Features and benefits of the course

• This course is approved and accredited by the Chartered Institute of Public Relations and we are a partner university of the Public Relations Communications Association (PRCA). As a PR student at Manchester Met, you can gain FREE student membership of the PRCA whilst on the programme, with a range of benefits including access to professional conferences and training.
• You will be taught in the internationally recognised multi award-winning Business School on our Manchester Campus. 
• This programme will position you as a 'plus-two' candidate capable of rapid promotion through a strong portfolio of professional skills as well as academic theory.
• Read our Man Met PR blog to find out about current activities on the course and students' views and experiences. 
• Access to a strong network of PR practitioners who contribute to the programme as guest speakers.
• Access to our PR network of practitioners and alumni on LinkedIn offering contacts, work experience and employment opportunities.
• Access to our international alumni network of graduates working in public relations.
• Please follow us on twitter: @MMUPR
• Watch a student story video: Diana Boch, MSc Public Relations
• Read a student story: Rebecca Ireland, MSc Public Relations

Adding value to your employability skills

Throughout your studies there is strong provision for employability and gaining graduate employment through our Careers and Employability Hub and a range of additional activites that include:

Work with external clients on live projects 

Employers require graduates who possess a range of skills and knowledge, including experience in the workplace. To ensure you develop into a work-ready graduate for the PR or communications industry, you will have the opportunity to work on two live projects: (i) you will work on Live Client Brief as part of an account team on a live PR project under the guidance of an academic tutor who is also an experienced PR manager; and (ii) within Media Relations, you will work with an external client to prepare a media pack containing original material for the media, including a press release, social media press release, Q&A, social media content and photography for distribution to target media, as well as devise a media relations strategy for your client. These live projects will enable you to develop practical PR skills to enhance your employability, as well as develop client management skills. You will be supported by an academic tutor who is also an experienced PR consultancy manager.

Behind-the-scenes business visits

As a Masters student of the Business School, you have the opportunity to participate in a number of free business visits that allow you to see behind the scenes of real companies and learn about how these businesses are structured and operate. The business visit programme varies each year, the following are indicative of the type of business visits that are available:

• Manchester United Football Club – museum and stadium tour plus guest speaker on business operations
• Robinson’s Brewery – tour of 175 year old family run brewery and guest speaker
• BBC at MediaCityUK - tour of BBC studios at MediaCityUK with an insight into how TV broadcasting works.
• Jaguar LandRover - tour of the LandRover factory including every stage of the assembly process to the finished product.

Professional development weeks

The Faculty of Business and Law hosts two Professional Development Weeks annually. Free and open to all students, this includes a festival of skills-development activities, practical support in developing your CV and employability skills, and the opportunity to network with actively recruiting graduate employers. 

Consultancy dissertation 

The dissertation unit is your chance to undertake a consultancy dissertation, which could be based on a current or potential employer and aligned to your career goals in a specific sector, organisation or industry.

Expert guest lectures

A number of guest lectures take place each year with leading speakers from industry. The Business School shares extensive links with over 25 professional bodies including the Chartered Institute of Public Relations (CIPR) and the Public Relations Communications Association (PRCA). We invite speakers from various organisations onto campus as guest lecturers to share their knowledge with current Masters students, including practitioners from leading PR consultancies, senior in-house experts, digital specialists, journalists from local media including the BBC, and alumni now working in the PR or communications field.

Postgraduate internship programme

All Masters students at the Business School are encouraged to undertake an optional, short-term internship with a real business in order to develop relevant experience relating to their studies.

A dedicated Placement and Project Coordinator will guide you through this process, by sourcing and advertising suitable roles throughout the year, offering 1-2-1 application advice, and supporting you to make speculative applications to source your own Internships.

Internships can be part-time or full-time but must fit around your scheduled classes.

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This exciting new Masters degree at Liverpool John Moores University is designed to give both beginner and experienced practitioners essential skills and experience in digital communications and PR.

•Course available to study full time (1 year) and part time (2 years)

•New programme aligned to Public Relations Consultants Association and Chartered Institute of Public Relations knowledge standards

•Taught by experienced PR industry practitioners

•Provides a global focus in an increasingly international discipline

•Emphasis on contemporary case studies from industry partners and scenarios

The growth of digital communications and its effect on reputation and branding have been apparent in recent years. News and opinions can spread quickly online often fuelling international print and broadcast media news agendas, providing new challenges for PR practitioners.

This International Public Relations Masters programme has been developed to reflect the growing trend for the public relations profession to have an international outlook and approach to strategy. Programme content has been developed to reflect this shift as well as incorporating the more traditional skills required by practitioners to support the industry as it evolves.

The CIPR’s recent report, ‘The State of the Profession 2013/14’, presents a healthy industry with an increasing range of opportunities for graduates and practitioners. As such graduates of this exciting masters course are expected to enjoy enhanced career prospects - both for new professionals and those seeking promotion.

Throughout the programme you will be encouraged to take part in lively and the interactive debates and discussions. You will study a mix of core and options covering the following topics:

•Digital PR

•International perspectives on corporate communications

•Strategy and planning

•Global events management

•Media relations

•Crisis and disaster management

•Corporate social responsibility

•Internal communications

•Branding

In addition to a team of expert and experience academic staff, keynote tutorials and seminars will be delivered by industry practitioners and guest speakers from a variety of organisations in the ‘not for profit’ and commercial sectors, drawn from LJMU's Employer Forum, alumni network and LJMU's Careers Team.

You will be based in the Redmonds Building, which is located in the heart of Liverpool’s bustling Knowledge Quarter. As a postgraduate student of Liverpool Business School, you will have access to the School’s postgraduate study areas, as well as its social spaces and café.

LJMU’s libraries are well resourced and open 24 hours a day for those who require access to learning resources at any time of the day or night.

During the validation period, the programme team will be seeking professional accreditation from PRCA and CIPR so that the programme’s learning outcomes are closely matched to those of the industry’s key professional bodies.

What you will study on this degree

​Please see guidance below on core modules:

PR Perspectives

Provides an introduction to the PR world from theoretical and practitioner perspectives

Public Relations Planning and Strategy

Develops a systematic understanding of the strategic planning process as applicable to public relations campaigns

Managing Business Research 1 / 2

Provides the knowledge and skills required to perform a systematic review of literature for a business management related topic at masters level

Digital Communication Management

Explores digital communication technologies to understand the effects that this application of technology (including social media) is having on the public relations function

Media Relations

​Demonstrates how to research, develop and apply effective professional media management methods

International Research Project

Requires you to produce a research project that applies managerial concepts and research techniques to a significant international public relatios-related organisational issue or problem

International Public Relations

Provides an international context to the practice and principles of Public Relations

Digital Marketing in Context

Develops a theoretical and practical understanding of current issues and trends in digital marketing. You will be introduced to the impact of digital marketing on organisations and customers

​Further guidance on modules

The information listed in the section entitled 'What you will study' is an overview of the academic content of the programme that will take the form of either core or option modules. Modules are designated as core or option in accordance with professional body requirements and internal Academic Framework review, so may be subject to change. Students will be required to undertake modules that the University designates as core and will have a choice of designated option modules. Additionally, option modules may be offered subject to meeting minimum student numbers.Please email [email protected] if you require further guidance or clarification.

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If you are a graduate aiming for a career in public relations, this is the course for you.

Course details

The public relations and media industries are constantly changing. To stay ahead of the game you must develop up-to-date multimedia communications skills and knowledge. This course explores the changing nature of the communications landscape in the 21st century and develops your professional skills and experience.During this course you work as public relations professionals with industry partners on real-life briefs and in work-based placements. You also work with research active staff to develop reflective awareness of contemporary issues in the communications field and develop their academic skills and writing. This course is primarily taught in Teesside's purpose built digital working-environments, developing your skills in building meaningful content, which attracts an audience. This course attracts graduates from all over the world and students are offered the opportunity to build a portfolio of work, which translates globally.

What you study

We produce graduates who are confident multimedia public relations professionals, with a range of higher-level professional skills and a reflective awareness of contemporary issues in the communications field. The course focuses on new and emerging areas within the discipline, from both a practical, professional perspective and a critical, analytical point of view. We develop reflective practitioners with sophisticated transferable skills who are able take responsibility for their own future learning and development.

Course structure

Core modules

• Content Production
• Current Issues in Public Relations
• Multimedia Narratives
• Professional Development in Communications
• Researching Communications

and one optional module

• Final Project (Dissertation)
• Final Project (Multimedia Publication Relations Campaign)

Modules offered may vary.

Teaching

How you learn

Traditional lectures and seminars are employed, particularly around those subjects requiring a detailed, factual knowledge base. We see it as an essential component of the programme that you engage in reflective practice which informs your future personal development.

How you are assessed

Our assessment methods range from practical production tasks to traditional essay assignments. You produce a professional-level multimedia public relations campaign addressing a range of styles, genres, platforms and audiences. You produce an essay on a topic related to public relations theory. 

You write an academic essay, which helps provide a broader context for the practical work undertaken for your Final Project.

For your Final Project, you research, analyse and implement a promotional multimedia campaign for a real-life business client or undertake a self-conceived piece of independent research and produce an extended essay under the guidance of a nominated supervisor.

Employability

A qualification and experience in public relations opens up a vast range of opportunities in all areas of the media and communications industries. 

Graduates have gone on to forge successful careers in public relations, social media optimisation and events management for a range of local and national companies.

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The CIPR Public Affairs Diploma is designed for public relations or public affairs practitioners who want to develop relevant theoretical knowledge and to strengthen their practical skills in order to become more effective and better placed to take on more senior roles.

The CIPR Diploma in Public Affairs Practice focuses on the process of policy formation and the wider corporate communications and reputational context in which public affairs operates. This qualification is firmly rooted in practice – with senior PA practitioners involved in its development – and is also grounded in the latest academic thinking.

The Public Affairs Diploma covers topics including:

• impact of political environment on an organisation
• importance of engaging with political audiences to enhance reputation
• emerging issues and trends that affect contemporary public affairs practice; the strategy and tactics of lobbying and campaigning and the theories underpinning the process
• knowing when and how to engage in the political process and policy formation
• how to leverage media and public affairs activities to shape the agenda; the importance of reputation management and its components.

Teaching, learning and assessment

Twenty hours of on campus teaching comprises a variety of approaches including lectures, workshops, group work and input from senior practitioners and QMU academics. Work is set and contact maintained between teaching blocks through online discussions. Students also receive supervision support with their assignment. CIPR Diploma in Public Affairs students learn alongside and MSc Strategic Communications and Public Relations students ensuring that you benefit from sharing experiences and developing a network of colleagues. Assessment is through submission of a 6,000 word research project. Support is offered with research project preparation.

Further information is available on the CIPR website at http://www.cipr.co.uk/content/ qualifications/public-affairs-diploma.

Teaching hours and attendance

Teaching is normally delivered in one or two day blocks three/ four times a year. Links with industry/professional bodies Students on the course are eligible for student membership of the Chartered Institute of Public Relations (CIPR) and, on graduation, can upgrade their  membership to full or associate status depending on professional experience.

Modules

The Political Landscape, Trends and Challenges/ The Art and Science of Lobbying and Campaigning/ Public Affairs in the Context of Reputation Management/ Research Project

Careers

CIPR qualifications are recognised as the benchmark for professional practice in public relations by employers in the private and public sectors.

Studying for the CIPR Diploma in Public Affairs Practice counts towards the CIPR’s CPD programme and becoming a CIPR Accredited Practitioner – the hallmark of your commitment to professional development.

Quick Facts

• QMU is the only institution outside London to teach the CIPR Diploma in Internal Communications Practice, the CIPR Diploma in Public Affairs Practice and the CIPR Professional Public Relations Diploma.
• QMU is accredited by the Chartered Institute of Public Relations (CIPR).
• Our PR academics are recognised nationally and internationally for their excellence in research. These courses reflect the strength and depth of the teaching team which includes academics with extensive research and publication portfolios and PR practitioners with many years of experience at senior level in a wide range of organisations.
• CIPR Diploma in Public Affairs Practice receive credits towards a MSc Strategic Communication and Public Relations at QMU and towards the CIPR Diploma.
• Block teaching is a simple way of fitting your study around the demands of your job.

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This course offers a critical examination of the academic theories and contemporary professional practices that shape the profession in the 21st century.

The course will focus on the design and planning of organisational change campaigns, corporate social responsibility (CSR) programmes and rhetorical and non-rhetorical responses and tactics to tackle issues and crises. Students will be equipped with the tools and skills needed to address different stakeholders and to approach any challenge from a strategic perspective.

Also the course programme is taught by professionals with extensive experience in different areas of the industry and its content has been recognised by the Chartered Institute of Public Relations (CIPR). This certifies that our students will have the opportunity to learn up to date techniques that are relevant to the current workplace, whether their prospective or current posts involve practicing at a local, national or an international level.

What happens on the course?

Typical core modules include:

• Principles of Public Relations and Management
• Organisational Communication
• Qualitative Research Methods
• Communicating CSR
• The PR Agency; Enterprise in Practice
• Public Relations and Corporate Communication Dissertation

How will I be assessed?

Case studies and essays.

Why Wolverhampton?

You will study PR from a range of different perspectives, considering the impact of PR on society and the media. You will also learn the techniques and practices of public relations that contribute to the evolution of PR as a management discipline.

Our teaching staff comes from a wide range of academic and professional backgrounds. They have had considerable experience of working in PR and other media sectors of the industry. Close contact with the industry enables staff to invite guest speakers and visiting lectures who are involved in various aspects of the industry in the UK and abroad.

This course is not only recognised by the CIPR but our institution is also a partner university of the Public Relations and Communications Association (PRCA). Therefore students from recognised courses or partner universities can become members of these professional bodies after paying a fee. While studying at Wolverhampton students may enjoy discounts on training activities, have free access to some instruction materials (available online) and other resources.

What our students think

"I found the course interesting. It was a big challenge and a great experience. It encouraged me to discover new ideas that I did not realise were of interest to me. I would recommend this course to anyone interested in combining ideas from fields such as business, communication and journalism."

Chra Majeed

Career path

There are two distinct areas of practice: in-house, working for an organisation, or working at an agency, where you will be advising a range of clients.

Public relations practitioners are responsible for: internal communications, media relations, public affairs/lobbying, community relations, corporate social responsibility, investor relations or financial public relations. They also manage issues, crisis and business-to-business relations.

Graduates may go on to assist human resources departments, activist organisations or public sector institutions with social change/social marketing campaigns.

What skills will you gain?

At the end of this course you will be able to:

• Critically analyse on-going debates relevant to the field of public relations and the media industry in general.
• Produce specific situational analyses and assessments of the political, economic, social and technical factors surrounding an organisation or sector.
• Draw upon academic models and frameworks for planning, implementing and delivering effective communication and managerial tactics.
• Interact with culturally diverse stakeholders or constituents to negotiate positive outcomes in challenging situations for all the parties involved, following ethical and professional principles.
• Apply technical knowledge of ICTs to the process of planning and managing organisational outcomes, as well as well as to the production of media content for new media/digital platforms.
• Carry out academic research demonstrating sufficient knowledge of the subject and originality.

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