Public Relations

Content

Gaining a solid grounding in the theory and practice of one of the UK's most vibrant professions.

Public Relations consistently ranks among the top three career choices for new graduates. Described as "healthy, vibrant and growing" by the Chartered Institute of Public Relations, it covers a variety of areas including media relations, stakeholder communications and events management - just to mention a few.

The focus of the course is on the role of academic theory in underpinning Public Relations practice. The aim is to enable you to develop the intellectual abilities, knowledge and skills needed to strategically manage the reputation of brands. You will build your knowledge of Public Relations to an advanced level and have the chance to develop a critical perspective to inform your own practice. You will learn the skills of communicating with stakeholders and "publics'' - the groups it is necessary to build relationships with in commercial and manufacturing, government and not-for-profit organisations.

Structure

The course is built around three distinct phases:

Phase 1

• Public Relations Theory and Practice
• Contemporary Public Relations Practice
• Media Relations
• Cultural and Critical Studies

Phase 2

• Strategic Public Relations
• Research Methods (taught throughout Phases 1 & 2)
• A choice of two electives

Electives are an opportunity for you to select from a wide range of subject units offered within the University. Examples include 'PR for Not-for-profit Organisations' and 'Creativity and Innovation'. The elective topics may change from year to year. In practice we run those electives for which there is viable student demand and develop new electives in response to changes in the relevant industry sectors.

Phase 3

This phase is taken up with the Major Project which enables you to specialise in an area of interest and demonstrate your academic rigour. You will have the opportunity to develop your research skills in an area of special interest to you and to apply Public Relations theories to industry practice. By the time you reach Phase 3 you will have been assisted in identifying an area of interest for your own Major Project. Examples of subjects that students have chosen for their project include the following: 'The impact of the internet on the PR profession' and 'The damage to reputation caused by NHS patient targets.'

Dedication

1 year, full-time.