Public Relations MA

Study a course professionally accredited by the Chartered Institute of Public Relations. Prepare yourself to move seamlessly into a job with a PR agency or in-house communications department.

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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

Join our creative community: @SunderlandCreative #WeAreCreative

Get to know Spark, Fashion North and Sportsbyte, our students' award-winning websites for local news, local sport, fashion and arts and entertainment.

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.

Some modules have prerequisites. Read more about what this means in our Help and Advice article.

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 Canadian bachelor's degree	GPA 2.40
a USA bachelor's degree	GPA 2.5

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 studentadmin@sunderland.ac.uk 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.

Is your qualification not displaying here? For international qualifications, search our full list of international entry requirements for this course.

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.

The Sir Tom Cowie Campus at St Peter's by night

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.

Meet the students

My experience was eye-opening, insightful, and a perfect foundation for a successful career in PR.

Alice Midgley
I wouldn’t be where I am today if it hadn’t been for my experience at the University of Sunderland.

Anne-Marie Lacey
Supportive tutors and the opportunity to meet employers helped me achieve my goals.

Bridget McClean

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Contact

Contact the Student Helpline for further information about studying at the University of Sunderland:

0191 515 3000

student.helpline@sunderland.ac.uk

View Programme Specifications for the Faculty of Arts and Creative Industries.

Page last updated: 03 December 2024

We aim to provide clear, accurate and timely information to prospective and current students. We continuously review and enhance course content in consultation with our students and the information provided on our website is the latest available. If you have received an offer from us to start a course, we will communicate any important changes to you in writing. We will always seek to ensure that our prospective students are fully aware of the basis on which they are accepting an offer.