Public Relations and Digital Communications

Program Overview

Public Relations and Digital Communications

Overview

The Public Relations and Digital Communications MA course is designed to equip students with the skills and knowledge needed to succeed in the modern digital communications workplace. The course covers a range of topics, including the history and origins of PR, ethical implications, content creation, and industry placements.

Course Details

• Attendance: Full-time
• Duration: One year
• Next Enrolment: September 2025

Introduction

The Public Relations and Digital Communications MA course is designed to provide students with the technical and editorial skills needed to succeed in the modern digital communications workplace. The course covers a range of topics, including the history and origins of PR, ethical implications, content creation, and industry placements.

What You Will Study

• PR and Journalism: This module explores the origins and history of PR, the legal and ethical implications, and popular genres such as political PR, celebrity PR, crisis PR, and reputation management.
• Content Creation: This module provides and develops technical and editorial online skills, preparing students for the demands of the modern multi-skilled digital communications environment.
• Understanding PR Campaigns: This module involves analyzing PR campaign case studies, examining examples of good and bad practice, and developing a critical appreciation of the roles and responsibilities of a PR officer.
• Professional PR Practice: This module incorporates an industry work placement, which gives students the chance to develop their professional skills.
• Major Project or Dissertation: This module gives students the chance to focus on an aspect of PR and digital communication that they wish to explore further.

Employment and Stats

• Employment: The PR industry is one of the fastest-growing sectors, and this course is designed to combine theoretical knowledge and practical skills to secure a professional media career.
• Further Study: Graduates showing strong academic and research skills can pursue a further academic research path through our doctoral (PhD) programmes on a full-time or part-time basis subject to a satisfactory proposal.

Requirements

• Applicant Profile: To gain a place on this course, students must submit a personal statement and meet our entry requirements.
• Standard Entry Requirements: A second-class honors degree, 2:2 or above.
• International Students: An IELTS score of 6.5, with a written element of 7.0 and no element below 6.0, is required.

Fees

• Full-time Home: £9,100 per year (2025/26)
• Full-time International: £17,000 per year (2025/26)

Additional Costs

• Books, Stationery, Printing, Binding, and General Subsistence: Students should also consider further costs which may include books, stationery, printing, binding, and general subsistence on trips and visits.

Scholarships for International Students

• High-Achieving International Students: May be eligible for one of our scholarships. Explore our international scholarships.

Program Outline

Degree Overview

Overview:

The MA Public Relations and Digital Communications (MA PRDC) aims to equip students with the necessary skills and knowledge to succeed in this modern field. The program combines traditional PR channels with advanced digital techniques to prepare professionals for the future.

Objectives:

• Understand the history and origins of Public Relations as well as its relationship with Journalism.
• Master the creation and implementation of various PR campaigns.
• Hone technical and professional skills in storytelling, content creation, and social media, essential for today's multi-dimensional communication landscape.
• Graduate with a strong portfolio of diverse work to showcase talent and expertise.

Program Description:

• Industry-focused: Program curriculum and teaching methods strongly consider the evolving nature of the PR Industry.
• Practical Experience: Focuses on providing hands-on learning, including industry placements and real-world projects throughout the 3 trimester program duration.
• Strong Portfolio Development: Provides opportunities for portfolio development that strengthens employability prospects and reflects the individual skillset gained throughout the program.
• Diverse Learning Approaches: Employs numerous teaching formats including lectures, practical workshops, industry speaker sessions, independent research, and project work.
These strategies ensure holistic development of critical skills and the fulfillment of learning goals.
• Group Collaboration: Emphasizes collaborative learning through group projects involving industry client engagement and case study analysis.
• Supportive & Networked: Benefits from access to the University Network, comprising alumni across Greater Manchester and beyond, offering professional and personal support throughout academic journey and beyond graduation.

Full-Time: Trimester One:

• Module:
• PR and Journalism:
Explores PR history, ethics, and legal implications. Examines diverse PR genres like corporate communication, political PR, and crisis communication.

Module:

• Content Creation:
Enables students to master technical and writing skills for the digital PR environment. Teaches storytelling methods and encourages critical reflection on new media impact in PR and communication. Includes creating and pitching a PR proposal for an external client under group project format.

Full-Time: Trimester Three

• Module:
• Major Project or Dissertation:
Allows for deep exploration of a chosen PR and communication area within a larger research project or dissertation format.

Assessment Methods and Criteria

Assessment methods vary based on the individual module content. Examples include group presentations, written examinations, campaign proposals, research projects, practical assignments, and portfolios. Assessment criteria vary for each assignment but generally focus on demonstration of subject knowledge, communication effectiveness, application of theoretical concepts in practical scenarios, independent research skills, critical thinking abilities, teamwork, collaboration skills, and professional development within the chosen field

Teaching Methodology and Faculty

Teaching Style:

Combines lectures and presentations with individual seminars and practical workshops focused on active learning engagement.

Faculty & Demonstrators:

Experienced tutors and industry professionals ensure students benefit from relevant and up-to-date knowledge transfer. Tutors guide students throughout their journey, supporting them in developing research skills that contribute to achieving program goals and learning outcomes.

• Industry placements offered throughout course provide networking opportunities and resume building experiences.

Other:

• Located in state-of-the-art MediaCityUK campus, offering access to facilities mirroring those found in real-world professional media environments like TV studio (HD cameras equipped, green screen capabilities), radio broadcasting rooms, post-production suites equipped with industry standard software and high-level technologies.

Careers

• PR industry is experiencing rapid growth, presenting a dynamic and promising career opportunity landscape for graduates from the MA PRDC program.
• Graduates are well equipped to find opportunities in various settings including communication agencies.
diverse businesses, government institutions, NGOs, social enterprises, and various other organizations.
• Careers may include Public Relations specialists, Account/Project Managers.
Public Communications roles in various sectors, content creation and management professionals.
• Potential for graduates to explore different areas of specializations within the digital media and communication domain, such as content writing, SEO, and data analysis

| Type of study | Year | Fees | |---|---|---| | Full-time home | 2024/25 | £8,820.00 per year | | Full-time international | 2024/25 | £16,380.00 per year | | Full-time home | 2025/26 | £9,100.00 per year | | Full-time international | 2025/26 | £17,000.00 per year |