ObjectivesThis course will enable students to build on their knowledge of Public Relations to an advanced level while developing a critical theoretical perspective which may inform their own practice in their specialist sector. The skills of good communications with stakeholders, or 'publics', with which an organisation must maintain its relationships are important for commercial and manufacturing companies, government and not-for-profit organisations. A planned programme of innovative visiting speakers from the worlds of public relations, sponsorship, marketing, advertising and other related creative sectors will put these areas into a current business practice context. In common with other postgraduate students, you will enjoy a shared learning experience through some joint aspects of the programmes. The course is fully validated by the Institute of Public Relations as an IPR approved course.
Entry requirementsA first degree plus relevant work experience is expected, although candidates without a first degree, but having significant public relations experience, are encouraged to apply.
Academic titleMA/Postgraduate Diploma Public Relations
Course descriptionStructure
The taught subject matter is as follows:
Phase 1
. Role of public relations
. Public relations theory and practice
. Project management for PR
. The business of public relations
(All units are assessed at their conclusion)
Phase 2
. Elective choice 1
. Research methods in a public relations context
. Elective choice 2
. Strategic public relations
(All units are assessed at their conclusion)
Phase 3
Major project (assessed)
Electives are an opportunity for students to select from a wide range of subject units offered within the University. Students may elect to study a more focused aspect of public relations such as 'PR for not-for-profit organisations’, or they may wish to study an aspect of communications outside the immediate area of public relations, such as 'creativity and innovation’, or 'interactive advertising’.