This programme will equip graduates with a unique blend of academic and practical public relations skills to enable them to work successfully in a dynamic sector. With a strong emphasis on application of knowledge to practice, industry skills such as public relations writing, media relations, digital communications and client management are underpinned by academic rigour focusing on public relations strategy, campaign planning and public relations specialisms. You will have the opportunity to work with real clients, including individually creating a press pack for use by an external client and working as part of an account team on a live PR project. You will be able to access our wide range of professional public relations mentors and guest speakers, and have the option to undertake an internship to gain additional work experience and academic credits. Completing the programme will enhance your prospects, equipping you with the skills and knowledge required by public relations consultancies as well as private and public sector organisations.
Units of Study
You will study FOUR taught units of 30 credits each, plus the Research Project or Dissertation (60 credits) to achieve the Masters qualification with 180 credits.
Public Relations Theory, Strategy and Planning
This unit aims to provide you with an understanding of the basic PR and communications concepts and theories underlying modern public relations practice, as well as some of the broader key theories of strategy and planning which underpin PR as an academic subject and practical career path.
Strategy and Planning for Digital and Social Media Communications
This unit integrates digital and social media into organisational communication campaigns. It reviews emerging techniques and assesses their impact within integrated media communication.
Public Relations Skills and Specialisms
This unit covers a number of the most important skills needed by the public relations practitioner, including writing and media relations. Effective writing skills are a prerequisite for a career in public relations, and the unit will explore how to create effective messages and write well and clearly for a variety of target audiences.
Research Methods and Investigating Business Practice
This unit will develop your critical thinking, reflective writing and other study skills, including analysis and referencing, in order to successfully study at Masters level. Investigating Business Practice will enable you to work with a client on a live brief with other students. The brief normally requires you to work as a PR Account Team to produce a public relations campaign in response to key issues an organisation may face.
Research Project or Dissertation
A Master’s research project or dissertation is intended to test your ability to produce a substantial, original, and independent piece of scholarly work. It should also demonstrate your awareness and understanding of the relevant theories and schools of thought associated with the chosen topic, and demonstrate your ability to identify relevant sources of information and to analyse their value in relation to the topic being investigated.
• This programme has an advanced standing route for mature students who have relevant professional qualifications or who have previously studied for a postgraduate certificate or diploma. Through advanced standing we can give you academic credit for your current qualifications. Consequently you only need to study selected units and can achieve an MSc in a shorter timeframe. The tuition fees for this route are also lower because you only pay for the units you need to take rather than having to study all the units for the MSc.
• This course is approved by the Chartered Institution of Public Relations (CIPR) and we are a partner university of the Public Relations Consultants Association (PRCA). As a PR student at MMU, you can gain FREE student membership of these professional organisations whilst on the programme, with a range of benefits including access to professional conferences and training.
• You will be taught in the Business School’s £75 million teaching and research headquarters in central Manchester.
• Positions you as a 'plus-two' candidate capable of rapid promotion through a strong portfolio of professional skills as well as academic theory.
• Access to our MMU PR network of practitioners and alumni on LinkedIn at: http://linkd.in/MMUPR
offering contacts, work experience and employment opportunities.
• You will work as part of an account team on a live project under the guidance of an academic tutor who is also an experienced PR manager.
• You will work individually with an external client organisation to prepare a press pack containing original material for the media, including a press release, social media press release, article, case study and photography for distribution to target media. This enables you to develop your client management skills and you are supported by an academic tutor who is also an experienced PR manager.
• We encourage work experience placements and support you in finding suitable jobs on completion of the programme.
• Access to our international alumni network of graduates working in public relations.
Please refer to our website for the latest fee information.