MA Public Relations

Program Overview

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This postgraduate program in Public Relations equips students with advanced skills in theory and practice, including non-commercial PR roles and international models. Through a major project or practical experience, students gain real-world experience and develop critical thinking and analysis abilities. Graduates are highly sought-after in the PR and communications industry, finding employment in diverse roles across various sectors.

Program Outline

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Degree Overview:

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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.

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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.

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Outline:

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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.

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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.

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Modules:

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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)

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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.

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Schedule:

The program starts on September 16th, 2024 for the upcoming intake.

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Assessment:

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Assessment Methods:

• Essays
• Projects
• Presentations
• Major project/dissertation (depending on the chosen optional module)

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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

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Teaching:

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Teaching Methods:

• Lectures
• Seminars
• Critiques
• Workshops
• Practical demonstrations
• Guest speakers

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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.

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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.

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Careers:

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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

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Tuition Fees and Payment Information:

• UK/Europe: £7,500
• International students: £16,500
• Part-time fees: £445 per 10 credits