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.
