Public Relations MA

Persuasion, propaganda and influence are contested terms at the heart of public relations activity at all levels. This module aims to develop a clear understanding of these concepts and how a compelling message within a campaign or stand-alone communication can stimulate, persuade, mobilise and ultimately influence human behaviour. The module explores a range of different models and perspectives on these themes, examining the tensions between theoretical models and their practical application. Throughout, the module focuses on the importance of context and culture in developing persuasive communications. You are encouraged to reflect on a variety of perspectives in preparation for your final 60-credit unit, and to undertake assignments intended to encourage further research into the topics discussed.

These modules enable students to articulate either a substantial academic research project, or a research project based on professional PR activity. The course team provides guidance on how to plan and conduct these activities and students will learn how to apply the theories, research methods and scholarly practice learned in their other modules.

This module gives you the opportunity to develop and apply practical public relations skills. You will plan, design and present a creative public relations campaign, produce video content and explore the relationship between PR agencies and clients in the private, public and not-for-profit sectors.

The contemporary media relations environment revolves around a core understanding of the roles of, and opportunities provided by paid, owned, earned and social media. This module equips students with the professional skills to conduct media relations within this environment, including producing shareable content and media events, presenting work, and communicating with key target audiences. In addition to understanding this largely digital space, the module also stresses the importance of understanding the constituents of a compelling news story, together with the skills of media release writing including understanding the role of AI in this process.

This module provides a critical evaluation of the public relations industry and the context in which it operates. You will look at the role of the practitioner and explore whether perceptions of the industry are valid. You will also consider the professional aspirations of PR, ethics and how the industry is changing in the context of digital media. 

This module focuses on strategic planning and research skills and the tools required to inform effective advertising. Students will study a range of planning and research processes and tools including account planning, market research, insight identification, media planning, connection planning and trend forecasting, in addition to working with a client brand in order to structure a business problem into a creative proposition to reach an audience more effectively. The module will be assessed through the production of a research phase and subsequent strategic and creative plans, with supporting rationale.

This module highlights the role of brands in contemporary society, their use by organisations, and their significance for contemporary advertising and PR professionals. You will study the meanings of ‘brand’ and ‘branding’, and investigate the relationship between a brand, its products and its promotional strategies. Brand image and corporate identity are covered with attention paid to the ideas of brand building, brand development, brand equity and brand extension. 

How do organisations manage their reputation even when in a crisis? These are some of the questions which you will address in this module. You will learn how to analyse stakeholders and prepare a communications strategy. 

From luxury brands to the high street, the world of fashion relies on promotion and public relations. This module gives you an opportunity to take a backstage tour of the fashion industry and design a campaign for a leading fashion brand.