| Program start date | Application deadline |
| 2023-09-01 | - |
Program Overview
Public Relations shapes our world. Organisations use PR to get noticed, to change opinions, and pass on vital information that helps us to make decisions about health, education and welfare. PR is a fast-growing discipline, employing 83,000 people in a £13bn industry offering a wide range of job opportunities.
Our MA teaches you how to construct an effective PR campaign, combining theory with the practical skills needed to communicate persuasively on behalf of businesses, charities, public bodies, community groups and activists.
This course is
open
toInternational
students.What's covered in this course?
The MA in Public Relations combines theory and practice, providing real intellectual challenge with a sharp focus on real-world events and firmly grounded in extensive industry links. We recognise that most applicants are looking to build a career in PR and our emphasis is on employability.
We look at techniques for raising awareness, listening to stakeholders and influencing ethical policies. We will develop your strategic planning and help you to engage with a wide range of tactical devices, including building expertise in using a range of social media platforms and tools. You will also learn techniques that will build your confidence as a presenter and a communicator.
The MA explores the ever-changing media landscape while critically examining PR’s impact on society.
Birmingham City University has extensive experience in teaching the skills and knowledge that PR organisations worldwide are looking for. In addition to well-established undergraduate programmes, the Birmingham School of Media works closely with the leading professional body for PR in the UK, the Chartered Institute of Public Relations, as well as teaching their qualifications - the CIPR Professional Certificate and Professional Diploma.
We also have the distinction of being based in Birmingham, England's second city and a major centre for PR activity in both the public and private sectors. We work closely with employers from public and private sector organisations who support us with visiting speakers, resources and case studies, enabling students to work on genuine and realistic PR campaigns as part of their assessed work.
Why Choose Us?
Studying with us during the Covid-19 pandemic
The University has put in place
measures in response to Covid-19
to allow us to safely deliver our courses. Should the impact of the pandemic continue in future years, any additional or alternative arrangements put in place by the University will be in accordance with the latest government public health advice, health and safety legislation, and the terms and conditions of thestudent contract
.Program Outline
Modules
Professional Placement
Modules
In order to complete this course you must successfully complete all the following CORE modules (totalling 140 credits):
PR Theory and Context 20 credits
PR Theory and Context is the core module for the PR MA route. It teaches the fundamental elements of PR theory and examines the societal implications of PR practice. Topics include models of PR practice from propaganda to relationship-building, media relations, PR and promotion, issues management and crisis PR, the role of the PR practitioner, public opinion and the public sphere, and global PR issues.
Communication Planning and Action 20 credits
Communication Planning and Action is designed to complement Semester 2 option module Strategic Communication for Social Change. It is possible to study either module independently or both simultaneously. In Communication Planning and Action the emphasis will be on communication for commercial organisations, from blue chip corporates to fashion and lifestyle businesses. Throughout the course students will be reminded that PR can be seen as a strategic management function designed to deliver organisational objectives over the short- medium- and long-term.
Research in Practice 20 credits
The module is intended to help you develop and consolidate your ideas for your MA Major Project. By providing a common module that comprises of all MA Media cohorts, Research in Practice aims to facilitate a shared skillset that aids the successful completion of the MA Major project, as well as the potential for routes into PhD progression beyond. It is also designed to encourage interdisciplinary discussions across MA awards.
Major Project: Media 60 credits
The purpose of the module is to enable you to undertake a sustained, in-depth and theoretically informed research project exploring an area that is of personal interest to you. It is important that we can support you appropriately, so you will be guided towards choosing a research topic which is relevant to your discipline and in which your lecturers have expertise. The outcome may take the form of a written dissertation or a practical outcome with accompanying reflective, critical and contextual material. The main consideration when choosing your topic is that it must be relevant to your programme and you should consider the relevance of this topic to your future academic or professional development.
Work Placement 20 credits
The purpose of this module is to enable you to develop professional attributes and subject skills through experience in the work place, and to critically reflect upon your learning in that context. You will normally be expected to arrange your own placement, with support from academic staff and BCU Careers. It is also possible to fulfil this module via a shorter placement duration and a linked ‘live’ project set by the employer.
In order to complete this course you must successfully complete at least 40 credits from the following indicative list of OPTIONAL modules.
Strategic Communication for Social Change 20 credits
This module develops a sophisticated understanding of the processes and outcomes of planning a communications strategy for a range of organisations that strive to bring about social change. Throughout the emphasis is on the communication challenges facing activist, not-for-profit, charity, and public sector organisations and developing persuasive messages to explain complex issues to a range of stakeholder groups.
Narrative: From Media to Interactive Media 20 credits
Within the context of media integration and convergence, Narrative: from media to interactive media aims to help students to build a flexible skillset that provides a basis to critically adapt to both new and developing storytelling technologies.
Social Media as Culture and Practice 20 credits
This module is intended to give an overview of the current state of scholarly research into the use of social media platforms as a communication tool and also enable students to develop as social media practitioners who can develop innovative solutions to communications problems and develop their expertise at using social networking platforms in sophisticated ways. To that end, the module combines engagement with academic texts through lectures and seminars, with a series of practicebased workshops. The module explores the role of social media as an aspect of everyday communications, examining the technologies and practices that are put to use by citizens, activists, media producers and others, examining the range of practices that are emerging and their social and cultural role and character.
Live Events and Festival Management 20 credits
This module offers an extension to the other modules on the MA Events, Festivals and Exhibitions Management pathway. Whilst being an integral part of the pathway the module also works as a standalone optional module for those students on other pathways who can apply the key learnings to their own specialism.
Film Festivals, Marketing and PR 20 credits
This module provides an in-depth look at a major crux for the film industry: film festivals. Film festivals play a part in the financing, distribution and marketing of independent films and therefore the study of them is a core part of the overall. The present module will give students an understanding of the importance of film festivals to the industry, and give them insight into the skills needed to mount a successful marketing and public relations strategy at a festival.
Media Law and Regulation 20 credits
Media Law and Regulation focuses on key areas of UK and international media law. It will examine the ethical, regulatory and legal constraints under which media workers create content. The module will cover issues including defamation, censorship, human rights law, copyright, privacy, security and contempt.
Transmedia Terror 20 credits
This module critically evaluates horror narratives in their cultural, historical and generic contexts across both visual and audio traditions, and asks you to analyse how debates in this area impact on creative and production practices in the field.
Collaborative Practice 20 credits
The module is an opportunity to learn and critically reflect on the skills of collaboration by enabling you to create a research-informed interdisciplinary project with students from complementary disciplines, or with academic staff.
Core modules are guaranteed to run. Optional modules will vary from year to year and the published list is indicative only.
Professional Placement
In order to qualify for the award of MA Public Relations with Professional Placement, a student must successfully complete all of the Level 7 modules listed above as well as the following Level 6 module:
Professional Placement (Optional) 60 credits
This module is designed to provide you with the opportunity to undertake a credit bearing, 20-week Professional Placement as an integral part of your Master’s Degree.
The purpose of the Professional Placement is to improve your employability skills which will, through the placement experience, allow you to evidence your professional skills, attitudes and behaviours at the point of entry to the postgraduate job market. Furthermore, by completing the Professional Placement, you will be able to develop and enhance your understanding of the professional work environment, relevant to your chosen field of study, and reflect critically on your own professional skills development within the workplace.
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MA Public Relations takes a year to complete, full-time. You study three modules in Semester One (Sept-Jan), three in Semester Two, (Feb-May) then complete a dissertation or practical project that you submit in late August.
Classroom activities and projects
Mixing theory and practice we work together to plan campaigns, dissect case studies, and analyse topical examples. You will hone your presentation skills, and learn to talk confidently and persuasively on behalf of a range of organisations.
Student Stories
Tarek Temrawi
Tarek is a graduate of the MA Public Relations course.
I’m very happy I decided to do my MA degree in PR. I am already working in marketing communications and I wanted to enhance my employability and gain a deeper understanding of the discipline.
I found it very easy to apply my studies to my work. The course provides a comfortable balance between practical and theory modules with plenty of opportunity to gain work experience and network with industry professionals.
I would definitely recommend MA PR at BCU. It offers so much support to help students learn for themselves and go on to build a successful career.