| Program start date | Application deadline |
| 2025-09-15 | - |
Program Overview
Public Relations MA
Overview
This course is a Masters with a focus on practical and academic skills in Public Relations. It involves a mix of journalism, marketing, social networking and communication theory, giving you a competitive edge in this fast-moving industry. As part of the course, you'll develop a major PR project and undertake related research and contextual studies.
Why us?
- The course is led by a member of staff who has won numerous PR industry awards
- Sunderland hosts the Centre for Research in Media and Cultural Studies (CRMCS)
- Accredited by the CIPR the industry’s leading body and a single discipline PR course teaching a wide range of PR specialisms including: campaign creation, crisis management, social media management and Internal communications
- Excellent industry links with guest speakers and annual employability event giving students an opportunity to network with a range of PR practitioners working in agencies, public bodies, charities and the corporate sector to gain vital placements, work experience, internships and jobs
- You can choose to produce a six month PR campaign as your final practical project, as an alternative to a dissertation to help ensure you with a tangible example of your work demonstrating your full range of skills, to present to a potential employer
Course structure
Compared to an undergraduate course you'll find that this Masters requires a higher level of independent working. The course aims to stretch your creativity and maximise your sense of personal fulfilment.
If you study part-time you can expect around six hours of contact time a week.
We use a wide variety of teaching and learning methods which include lectures, seminars, critiques, workshops and practical demonstrations. These are supported by a range of guest speakers from diverse academic and industry backgrounds. You'll also have high levels of contact with tutors who give regular feedback and support. Assessment methods include essays, projects, presentations, and a major project/dissertation.
Core modules
Public Relations: Theory and Practice (30 credits)
Gain an understanding of the nature and function of public relations in a variety of organisational settings and contexts. Develop the practical skills needed to construct and deliver a public relations campaign, including an ability to manage external relations. Learn how to manage media databases so you can target your messages efficiently and appropriately.
Marketing Communications, Content and Engagement (30 credits)
Look at the impact of PR practice on a range of social media platforms and channels from both theoretical and practical perspectives. Develop practical skills needed to produce a variety of content for different platforms and engage constructively and professionally in social media discourse. Gain a better understanding of a wide range of marcomms media that often work alongside public relations.
Public Relations and Society: Ethics, Critical Perspectives and Research (30 credits)
Critically explore the role of public relations in society and the legal and ethical frameworks that influence PR practice. Consider public relations in terms of propaganda and persuasion, trust and social purpose, globalisation and interculturalism, as well as equality, diversity and inclusion, and critically assess the impact of crafted, mediated messages on the public sphere. Conduct primary research on a topic of your choice related to public relations.
Public Relations: Theory and Practice 2 (30 credits)
Develop an advanced understanding of sophisticated public relations techniques in a variety of organisational settings and contexts, including non-commercial roles. Engage critically with theoretical concepts, international models and political communications. Learn the practical and intellectual skills needed to construct and deliver a public relations campaign at advanced level.
Optional modules (choose one)
Dissertation (60 credits)
Build on the knowledge and abilities you acquired in the core modules. Conduct an extended piece of research into an area of public relations, indicating critical engagement with the chosen topic and related theoretical issues.
OR Practical Project (60 credits)
Create a sophisticated public relations campaign to meet objectives negotiated and agreed with tutors and a real client. Demonstrate your ability to initiate ideas and undertake the necessary research to meet an agreed brief, using a range of techniques that reflect, complement and enhance organisational objectives.
Facilities
The David Puttnam Media Centre is a thriving place to study and experience media. Volunteer with award-winning radio station, Spark Sunderland, write for one of our suite of websites or edit Spark Magazine in our mediaHUB. Get hands on in TV and Radio Studios, Journalism and Digital editing suites. Learn from experts in this centre of excellence for training.
Entry requirements
Our typical offer is:
- Qualification | Minimum grade
- a bachelor's degree (3 years) | 2:2 classification
If you already hold a postgraduate qualification, please see our Applying for additional postgraduate degrees Help and Advice article.
If you don't meet our standard entry requirements, you can take one of the foundation pathways at our partners ONCAMPUS Sunderland. Find out more information and whether your course is eligible on our ONCAMPUS page.
If your qualification is not listed above, please contact the Student Administration team at for further advice.
We usually require applicants to hold a good honours degree (2:1 or above) in a related discipline.
We will consider applicants with professional and vocational experience.
We may ask you to undertake a short course that covers essential skills and knowledge, before you join the main Masters course.
If English is not your first language, you should have an IELTS (or equivalent) score of at least 6.5 or above (a minimum of 6.0 in writing and no other element below 5.5).
After 6 April 2015 you must take your IELTS exams at one of the test centres listed on the UKVI website. If you took your IELTS exam before 6 April 2015 this does not apply, and your qualification is still valid regardless of which test centre you used.
Fees and finance
Fees are:
- £8,500 if you are from the UK/Europe
- £17,000 if you are an international student
Part-time fees are £500 per 10 credits. Please note that part-time courses are not available to international students who require a Student visa to study in the UK.
Take a look at the scholarships and bursaries that may be available to you.
This information was correct at the time of publication.
Career ready
Postgraduates are highly employable and, on average, earn more than individuals whose highest qualification is an undergraduate degree. On completing this course you'll be equipped for roles throughout the PR and communications industries.
Career opportunities
Recent Sunderland graduates have set up their own agencies as well as in the PR departments of organisations such as the NHS, local authorities, leading sports clubs, fashion brands, business start-ups, social enterprise organisations and charities.
During the course we encourage you to gain industry experience which will enhance your skills, build up a valuable network of contacts and boost your employability.
A Masters degree will also enhance career opportunities within Higher Education and prepare you for further postgraduate studies.
Program Outline
Degree Overview:
Overview:
This postgraduate program focuses on developing practical and academic skills in Public Relations. It combines elements of journalism, marketing, social networking, and communication theory, equipping you with a competitive edge in this fast-paced industry. The program involves undertaking a major PR project and conducting research and contextual studies.
Objectives:
The program aims to:
- Develop advanced skills in Public Relations: You will gain a comprehensive understanding of sophisticated public relations techniques and effectively apply them in various organizational settings and contexts. This includes honing your abilities in non-commercial PR roles and engaging critically with theoretical concepts, international models, and political communications.
- Master practical and intellectual skills: Through the program, you'll learn to construct and deliver sophisticated public relations campaigns at an advanced level. This includes identifying client objectives, developing creative strategies, using appropriate communication channels, and managing media relations effectively.
- Conduct research and analysis: You will gain the ability to conduct independent research on a topic of your choice related to public relations. This involves analyzing data, critically evaluating information, and drawing well-supported conclusions.
- Strengthen critical thinking and analysis: The program emphasizes the importance of critical thinking and analysis in public relations practices. You will learn to evaluate the ethical and legal implications of communication strategies, consider the impact of media messages on society, and promote responsible and transparent communication. ##
Outline:
Course Content:
- Public Relations theory and practice: This core module provides a foundation by exploring the nature and function of public relations in diverse organizational settings and contexts. You will develop the practical skills needed to plan, execute, and evaluate public relations campaigns, including managing media databases effectively.
- Marketing communications, content, and engagement: This module examines the impact of PR practices on various social media platforms and channels. You will develop the skills to create diverse content, engage constructively in online discourse, and understand the role of marcomms media alongside public relations.
- Public relations and society: ethics, critical perspectives, and research: This module delves into the ethical and legal frameworks governing public relations practice and explores the role of PR in society. You will critically analyze topics such as propaganda, persuasion, trust, social purpose, globalization, and diversity, assessing the impact of media messages on the public sphere. Additionally, you will conduct primary research on a chosen topic related to public relations.
- Public relations theory and practice 2: This module builds upon the foundation laid in the earlier module by focusing on advanced public relations techniques applicable to various organizational settings, including non-commercial contexts. You will engage with sophisticated theoretical concepts, international models, and political communications, further honing your practical and intellectual skills for conducting and delivering high-level public relations campaigns.
Course Structure:
- Compared to undergraduate programs, this Master's level program requires a higher degree of independent learning and initiative.
- Students can expect around six hours of contact time per week if studying part-time.
- The program utilizes a variety of teaching methods, including lectures, seminars, critiques, workshops, and practical demonstrations. Guest speakers from diverse academic and industry backgrounds further enrich the learning experience.
- Tutors provide regular feedback and support, ensuring students receive personalized guidance and opportunities to enhance their understanding.
Modules:
Core Modules:
- Public Relations: Theory and Practice (30 credits)
- Marketing Communications, Content and Engagement (30 credits)
- Public Relations and Society: Ethics, Critical Perspectives and Research (30 credits)
- Public Relations: Theory and Practice 2 (30 credits)
Optional Modules (choose one):
- Dissertation (60 credits): Conduct an extended research project on a chosen topic related to public relations, demonstrating in-depth critical engagement and analysis.
- Practical Project (60 credits): Develop and execute a sophisticated public relations campaign for a real client, showcasing your ability to initiate ideas, conduct research, apply diverse techniques, and effectively meet client objectives.
Schedule:
The program starts on September 16th, 2024 for the upcoming intake.
Assessment:
Assessment Methods:
- Essays
- Projects
- Presentations
- Major project/dissertation (depending on the chosen optional module)
Assessment Criteria:
- Clarity of expression
- Critical thinking and analysis
- Understanding of relevant concepts and theories
- Research and referencing skills
- Practical application of knowledge and skills
- Ability to meet deadlines and project requirements ##
Teaching:
Teaching Methods:
- Lectures
- Seminars
- Critiques
- Workshops
- Practical demonstrations
- Guest speakers
Faculty:
The program is led by staff who have received numerous awards and recognition within the PR industry. The faculty comprises experienced professionals and academics with expertise in various areas of public relations, ensuring students receive high-quality instruction and guidance.
Unique Approaches:
- The program emphasizes the importance of practical application and real-world experience. Students undertake a major project/dissertation or a practical project, allowing them to apply their knowledge and skills in a professional setting.
- The program fosters a strong industry connection through guest speakers and an annual employability event. This provides students with valuable networking opportunities with PR practitioners working in various sectors, including agencies, public bodies, charities, and the corporate world. ##
Careers:
Career Opportunities:
- Graduates of this program are highly sought-after in the PR and communications industry and find employment in diverse roles such as:
- Public relations officer
- Communications officer
- Media relations specialist
- Marketing communications specialist
- Internal communications manager
- Social media manager
- Account executive
- Campaign manager
- Public affairs officer
- Event manager
- Recent graduates have successfully established their own agencies or secured positions in the PR departments of leading organizations in various sectors, including:
- Healthcare (NHS)
- Local authorities
- Sports clubs
- Fashion brands
- Business startups
- Social enterprises
- Charities
Tuition Fees and Payment Information:
- UK/Europe: £7,500
- International students: £16,500
- Part-time fees: £445 per 10 credits
