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Course content

Public relations is a growing presence in daily life. It’s behind much of the news and websites we read, the social media we follow and brands we choose to buy. It shapes how we see the world around us. This programme examines the social, political, cultural and economic functions and consequences of PR.

Core modules explore theoretical perspectives applied to PR within communication and cultural studies, and introduce you to its role as a cultural intermediary. You’ll learn to deconstruct the strategies and tactics of PR campaigns and understand how they affect both the organisations that use them and their social and cultural contexts.

You can also tailor this programme to suit you: you’ll choose from optional modules to gain specialist knowledge of topics such as new media, political communication, photography or communication and development. This isn’t a practical training course – instead it offers an insight into the way PR changes how we live, work and relate to each other.

Our School has a range of fantastic facilities to support your studies. The 58-seat Phil Taylor Cinema is equipped with Dolby Digital sound and high-definition projection facilities, as well as projectors for 16mm and 35mm film.

You can also work on your own projects in our 44 editing suites, equipped with Avid Media Composer editing software and Adobe Creative Cloud. The fully equipped TV studio also has a large green screen area, lighting and photo-flash facilities. We also have a track and dolly, sliders, Glidecam and various cranes, and you’ll have access to a new photographic dark room.

We also run a loans service where you can borrow a range of HD digital camcorders and various Canon stills cameras to help with your project work.

Course content

This course provides an in-depth understanding of promotional media and the role of promotion in social, cultural and economic life.

The promotional industries and professions – advertising, branding, marketing and public relations – play a fundamental role in media and society.

This course develops your ability to engage critically with promotional media by analysing various promotional forms and practices, and evaluating impacts and implications for individuals, organisations and societies. You will be introduced to key theoretical perspectives and scholarly debates regarding promotional culture, consumerism and the media, and will explore local, national and global contexts.

You will also have the opportunity to choose optional modules from across the School. 

You will study research methods and undertake an independent research project, working under the guidance of an individual supervisor.

Course structure

These are typical modules/components studied and may change from time to time. Read more in our Terms and conditions.

Compulsory modules

  • Public Relations Theory 30 credits
  • Public Relations, Culture and Society 30 credits
  • Dissertation and Research Methods 60 credits

Optional modules

  • Technology, Media and Critical Literacy 30 credits
  • Communication and International Affairs 30 credits
  • Feminism, Identity and Media 30 credits
  • Media, Culture and Globalisation 30 credits
  • International Film Industries 30 credits
  • The Media and Democratisation: Global Perspectives 30 credits
  • Innovations in Political Communication 30 credits
  • Politics and the Media 30 credits
  • Communication and Public Opinion 30 credits
  • Multimedia Journalism 30 credits
  • Communication and Development 30 credits
  • The Cultural History of Promotional Communication 30 credits
  • Radio Technologies, Industries and Cultures 30 credits
  • Identity, Culture and Technology 30 credits
  • Urban Narratives 30 credits
  • Cultures of Contemporary Photography 30 credits
  • Cinematics and Photography 30 credits
  • Integrated Communication 30 credits
  • Rhetoric and Public Speaking 15 credits
  • Managing Business Across Cultures 15 credits
  • International Organisations: Context, Theory and Practice 15 credits
  • Writing for Professional Purposes 15 credits
  • Critical Debates in Culture and Place 30 credits
  • 'Race', Identity and Culture in the Black Atlantic 30 credits
  • Researching Inequality in the Media 30 credits
  • Reality TV: Truth or Fiction?30 credits

For more information on typical modules, read Public Relations and Society MA Full Time in the course catalogue

For more information on typical modules, read Public Relations and Society MA Part Time in the course catalogue

Learning and teaching

MA modules will use a range of teaching and learning methods including lectures, group learning and project work, seminars, tutorials and workshops. Independent study is also crucial to this degree, as an opportunity to deepen your knowledge of the subjects introduced in lectures and seminars, and to develop your skills in analysis and research. You should anticipate spending at least 20 hours per week on independent study associated with your modules.

Assessment

Assessment methods may vary depending on the modules you choose. They’re likely to include essays, case analyses, group projects and reports. Optional modules may even use literature reviews, campaign reports or even video and photography projects.

Career opportunities

This is not a practical training course, but it gives you a real insight into the construction, influence and impact of PR in a range of contexts.

You’ll also acquire or refine high-level skills in areas such as research, analysis, interpretation and oral and written communication, as well as having good cultural, political and critical awareness.

You’ll be well prepared for a career in PR or public affairs in a wide range of sectors, working in-house for large or small organisations or in an agency context. There are also opportunities for PR professionals in specialist sectors such as finance or the non-profit sector.

Careers support

We encourage you to prepare for your career from day one. That’s one of the reasons Leeds graduates are so sought after by employers.

The Careers Centre and staff in your faculty provide a range of help and advice to help you plan your career and make well-informed decisions along the way, even after you graduate. Find out more at the Careers website.


Visit the Promotional Media MA page on the University of Leeds website for more details!

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