MSc Strategic Communication and Public Relations
Master
In Edinburgh
Description
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Type
Master
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Location
Edinburgh (Scotland)
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Duration
1 Year
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Start date
September 2026
other dates
Are you looking to start a career in communication and public relations or are you already working in the sector and seeking professional development? This forward-looking Digital Marketing Institute (DMI)- accredited MSc in Strategic Communication and Public Relations will equip you with the right blend of knowledge and skills to forge ahead with a career as a communication and public relations professional.
You will develop industry connections, a professional portfolio, and the confidence to grapple with any challenge in this fast-evolving industry.
The course is available full time and part time and includes a placement opportunity.
Facilities
Location
Start date
Start date
About this course
Students will normally possess an honours degree or equivalent from a relevant subject area (eg arts, humanities or social sciences). Students without an honours degree may be admitted to the course if they have other relevant qualifications and appropriate work experience.
International: You will be required to provide evidence of English language competence at no less than IELTS 6.5 and no individual component score below 6.0.
The course is suitable if you:
Want to start a career in communication and PR - you can do an optional industry placement and we’ll support you in developing industry relevant knowledge and skills, help you to produce a professional portfolio, and provide you with opportunities to meet and network with current practitioners and learn from their experiences through guest talks and events;
Already work in a communication or PR role and want professional development - you can study part-time and tailor your learning to your own development needs;
Aim to progress to a research career in communication or PR - members of QMU’s teaching team are influential published authors and regularly present at conferences all over the world.
Social media, smartphones and the Internet have changed how we talk to each other, and how organisations talk to their customers, forever. Stories spread round the world in the time it takes to order a latte. Word of mouth has never been more powerful at generating interest for organisations. But how can this wave of change be harnessed? In our digital age there is a rising demand for communications professionals with the skills to plan strategic communication campaigns and drive success for businesses, charities and government organisations.
On this course you will develop the specialist skills needed to communicate effectively across a range of media and digital platforms. It’s important to understand the bigger picture, and you will study within a framework that emphasises strategic thinking and a critical stance, enabling you to make an effective, ethical and responsible contribution to your organisation.
You can tailor your learning to your career aspirations and gain practical experience – and always-valuable contacts – on an industry placement.
Professional recognition: This course is accredited by the Digital Marketing Institute (DMI). The DMI accreditation shows employers that your degree and learnt skills/knowledge are up to date with the latest findings in marketing and that you have received a high quality multi-disciplined degree (see 'DMI accreditation' tab on this page for more information). It is also accredited by the Public Relations and Communications Association (PRCA) and students can take the PRCA Online Certificate for free.
Tailor your learning to your future career: Develop relevant knowledge, skills and learning in a rich and diverse environment.
Placement opportunity: Many of our students find that this is a very valuable option that helps expand their learning and build personal connections.
Staff expertise: You will learn from an academic team that includes internationally published researchers and practitioners with years of professional experience.
Our reputation: QMU has a track record in delivering specialist communication courses recognised by professional bodies (Chartered Institute of Public Relations and the Public Relations and Communications Association)
Convenient delivery: Flexible block-study means you can combine study with your existing work and life commitments.
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Subjects
- Public Relations
- Communication Training
- Strategic Planning
- Communications
- Networking
Teachers and trainers (1)
Admissions Queen Margaret University
Admissions@qmu.ac.uk
Course programme
You will study the following modules:
- Strategic Communication Campaign Planning (20 credits): On this module you will develop a critical understanding of the role of strategic communication within wider contexts including business, organisations, agencies, campaign groups and NGOs. You will take a critical perspective to ethics, social responsibility and social justice and explore how strategic communication can impact society. Theory is applied to produce strategic and creative PR campaigns including a range of communication activities and digital tactics.
- Reputation, Issues and Crisis Management (20 credits): This module examines organisational issues and crises and explores the impact this can have on reputation. It will equip students with the knowledge and tools to critically examine risk, synthesise knowledge on strategic responses to crises and develop leadership skills in recommending courses of action to senior management. Through a critical examination of case studies, students will evaluate repair strategies and apply them to practices through a table-top simulation.
- Creating Digital Content (20 credits): Students will produce a range of professional digital content to help organisations achieve strategic communication goals. Students will develop a critical understanding of storytelling on different platforms to reach a range of stakeholders. They will develop the skills needed to produce professional content, such as podcasts, social media content, blogs or thought leadership articles. They will apply ethical frameworks to guide the ways in which they represent or include stakeholders in their content and consider the impact of the content they produce on society
- Digital Communications (20 credits): The evolution, diffusion, and adoption of digital technologies have fundamentally altered the way we live, work, relate to one another, and conduct business. These technological and societal changes are having a far-reaching impact on the communications, public relations and marketing disciplines, presenting huge challenges as well as opportunities to the industry. This module provides a sound theoretical and practical knowledge of digital communications based on a critical understanding of current and emerging technologies, digital strategies and social media platforms. The module examines a number of topics including: using AI, digital strategy; social media; search engine optimisation and AI-powered search engines (SEO and GEO); online community building and management; stakeholders analysis; issues management; web analytics and big data; content marketing; online customer journey and ethical and legal aspects of digital communications.
- Public Affairs (20 credits): On this module you will develop knowledge of public affairs as a strategic organisational function focused on the political environment. It enables you to develop a sound conceptual framework for professional public affairs practice (with special attention to aspects of political communication) and strategic planning and public affairs competencies including research and problem definition, argumentation and campaign planning. You will reflect on public affairs as a professional practice including consideration of ethics and regulation.
- Plus one 20-credit optional module: You will also select one further option, which may include an Industry-based Learning and Professional Development module (this involves a communication placement or other forms of experiential learning such as a work-based project or freelance working) or select one elective from a range that may include:
o International Marketing
o Leadership in an International Context
o Strategy and Sustainability within Cultural Organisations
o Designing Qualitative Research
o Contemporary Issues in Political Communication
o Fundraising, Development and Finance
o Planning and Marketing Cultural Projects
If undertaking the MSc, you will also complete a Dissertation (60 credits) or a Master’s Communication Project (60 credits). Students taking the Dissertation will normally be required to take a research module as their option.
Specified module exemptions are awarded to applicants who already hold some CIPR diploma level awards and those who join the course from an established pathway.
Additional information
SCOT/RUK/ROI - £7,725 (INCLUDES DISSERTATION)
INTERNATIONAL - £18,655 (INCLUDES DISSERTATION)
MSc Strategic Communication and Public Relations