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PgCert Public Relations and Digital Communications

Course Description

This innovative online, interactive and part-time course is specifically designed for busy PR professionals who want to progress and continue their professional development by adding an academic discipline to their practical experience, or for those looking to move into public relations.

This course also provides entry to our MSc in PR and Media Management.

As well as an underpinning in public relations theory and strategy, the course explores public relations campaign planning using the very latest digital and social media techniques.

Units are delivered using a blend of live delivery, webinar and web-based learning platforms building on Foundation Days for each unit, which will provide networking opportunities.

Students will take part in live lectures, seminars, workshops and general group discussions around the individual units from their own home or office environment. Each session will be recorded, allowing students the opportunity to access the material at a later stage, and as frequently as they require.

Experienced professionals whose qualifications pre-date the development of digital, or who are seeking to progress to a more strategic PR role will find this unique course equally valuable. It will also suit journalists, marketers or other professionals seeking a career change qualification.

Units of Study

Public Relations Theory and Strategy

Public Relations Theory and Strategy 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. It examines the way organisations use communication and PR in building relationships with their various stakeholder groups and examines the development and management of effective PR campaigns. It also examines the range of techniques available to practitioners, and the ways in which these techniques can be employed to address a variety of different issues /problems.

Strategy and Planning for Digital and Social Media Communications

The digital skills gap is widely recognised as a major barrier to organisations maximising the benefits of successful digital marketing and communications. This unit integrates digital and social media into organisational communication campaigns. It reviews emerging techniques and assesses their impact within integrated media communication. Learn from digital marketing specialists – each with active practitioner experience in their fields, such as email marketing, search, social media, mobile. This unit is taught by MMU on professional marketing courses, including the pioneering MSc qualifications offered by Econsultancy. On completion, you should be able to spot challenges, opportunities and key factors in the successful planning of a successful digital marketing and social media communications strategy.

Special Features

■ The programme is taught by industry professionals and highly experienced tutors, who are able to draw upon their substantial experience in public relations.
■ This is an online, interactive and part-time course which has been specifically designed for busy PR professionals to study alongside their working lives or for those wanting to move into the public relations industry.
■ Students can study this course from anywhere in the UK or overseas, from their own home or office environment.
■ Units are delivered using a unique blend of live delivery, webinar and web-based learning platforms.
■ Students will study two core units (30 credits each) on the programme.
■ Each unit lasts for 16 weeks, or one term. The first 10 weeks are teaching weeks followed by 6 weeks for assessment preparation.
■ On average, you can expect to engage in approximately 3-4 hours of online teaching and tutorials per week, which you will need to supplement with your own reading, preparation and assessment work. This may vary depending on the unit studied.
■ Each unit is preceded by two integral Foundation Days, which will introduce you to each topic area and the assignments, and provide an opportunity to engage with tutors and network with fellow practitioners in workshops and discussions. These sessions will be recorded so that students unable to attend can access the material online. An Induction Day will also be available before your first unit of study to familiarise you with the University and online course delivery.
■ Each unit will include regular contact with tutors and fellow students plus an Assignment Support Session to help you prepare for the assessments.
■ This course is pending approval by the Chartered Institution of Public Relations (CIPR). We have CIPR Accreditation for all other public relations courses at MMU. We are also a partner university of the Public Relations Consultants Association (PRCA).
■ As a PR student at MMU, 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.
■ The course will help position 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.

Graduates from professional-level PR courses at MMU Business School have an excellent record in career progression, with many reporting promotion in their own organisations or appointment to more senior posts elsewhere after, or in some cases before completing the course.

Visit the PgCert Public Relations and Digital Communications page on the Manchester Metropolitan University website for more details!

Entry Requirements

You will normally have a good UK honours degree (minimum 2:2), or international equivalent, in any subject. We will also consider applicants with significant experience or degree-equivalent qualifications.

Course Fees

Please refer to our website for the latest fee information.

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Recipient: Manchester Metropolitan University

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