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Course content

This course gives you the chance to design, implement and evaluate public relations campaigns – helping you to develop the practical and analytical skills you'll need for a successful career in strategic communications. You’ll develop a critical appreciation of the role of public relations in society, as well as key analytical and professional skills. You’ll also gain a solid understanding of the theory behind public relations, and have many opportunities to put this theory into practice.

By the end of your studies, you’ll have the necessary skills to work at managerial level in public relations. You’ll be able to analyse environments, issues, organisational cultures and relationships – as well as set objectives, and design and implement public relations strategies.

We’re continually updating this well-established course in line with new advances, including how communication campaigns may successfully integrate digital media. Field trips and guest lectures offer opportunities to discuss strategic communication issues with leading practitioners. These also give you networking opportunities and an understanding of current best practice. The course is recognised by the Chartered Institute of Public Relations.

Professional accreditations

We're members of the Chartered Institute of Public Relations (CIPR).

Work placements

As part of this course you’ll have the opportunity to undertake placements and internships. The research placement module in spring semester is designed to let you undertake an original piece of research with a non-academic partner that is related to live strategic communications and public affairs campaigns. There are also opportunities to undertake applied or work-based dissertation projects over the summer semester


Visit the Strategic Public Relations & Communication Management MSc page on the University of Stirling website for more details!

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