Public Relations MA

This module provides you with a theoretical and practical grounding in the principles and practicalities of managing communications in the corporate world. The course will look at some of the key concepts underpinning communications in the business environment; including ‘reputation value’, ‘stakeholder mix’, ‘purpose’, ‘sustainability’ and ‘corporate responsibility’. You will explore the changing context for corporate communications, looking at how companies can develop credible communications in a low trust environment.

Creative campaign development is central to proactive public relations practice. This module develops your creativity and campaign planning skills, providing an opportunity for you to produce and present an integrated public relations campaign in response to a choice of challenging communications briefs. In doing so, the module also explores in depth the critical nature of the PR agency/client relationship. With a focus on digital and social media, the module combines teaching on creative thinking, campaign principles, strategy, and tactical implementation across a range of communication platforms.

You will conduct independent research to produce an in-depth research project as the basis of a public relations campaign (12,000 words), plus critical analysis (3,000 words).
 

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 you 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.

The Public Relations Dissertation is recognized by graduates as one of the most rewarding and empowering experiences of the entire programme. The subject area for research is chosen by you in consultation with the Module Leader and appointed supervisor. The subject must address current issues and concerns of relevance to the study or practice of Public Relations, incorporating relevant professional themes, academic research and critical analysis. This module supports dissertations across a range of creative industry courses. Projects may have a more practical or applied focus, subject to agreement with the module leadership and supervisory team.
 

This module introduces you to a range of critical perspectives providing insights into the place and role of the global public relations profession within wider society. Coverage includes the history of PR, how the PR industry operates and is regulated, constraints, the implications of professionalism, diversity, specialisms, the meaning of value and the future of PR in a global context. The module ultimately aims to outline the consequences of PR practice on the social world in which it operates.
 

This module highlights the role of brands in contemporary society, their use by organisations, and crucially, how brands are communicated to target audiences. You will study the meanings of ‘brand’ and ‘branding’, and investigate the relationship between a brand, its products and its promotional strategies. Models of brand communication are investigated, with you examining how brand essence, brand values and brand personality translate into brand communications. Based on a brand of your choice, the module is assessed through two, interlinked assignments: a written brand report and the presentation of a promotional communication plan for the brand.

This module focuses on strategic planning and research skills and the tools required to inform effective advertising. You 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.

We are surrounded by artificial intelligence (AI) applications, whether we are aware of this or not. From personal assistants to automated news, from facial recognition technologies to self-driving cars, these are just a few examples of how AI is already impacting our lives. This module explains what AI is and offers a systematic overview of what is behind AI. It also looks into the controversies and challenges related to AI. The module teaches you to think critically about AI and assess the societal impact of AI. By mapping a broad range of applications, issues arising, and key debates, the module will equip you with a systematic understanding of current AI developments and their impact on society.

Fashion lives and thrives through stories. From the initial sketch to the shop floor, the success of a fashion designer or beauty brand is often determined through getting the right message at the right time across to the press and the public. Public relations and communications in fashion and beauty helps to create, develop and communicate these messages to a market where standing out is as important as selling well. This module introduces the exciting and innovative world of fashion and luxury PR, examines the promotional strategies it employs, and offers you the opportunity to develop the practical skills required to understand and create fashion and luxury-related PR campaigns.

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.

In this module, you will learn about the different facets of podcast making, exploring genres (e.g. journalistic/investigative, personal storytelling, fictional narrative, sports, comedy, interest groups) and the production techniques required for specific formats. You will also learn about idea incubation, pitching, marketing and monetisation.

This module places an emphasis on different methods for researching AI, big data, datafication, social media and other practices and applications. This module is intended to provide an introduction at postgraduate level to the methodological tools for collecting, analysing and visualising digital data, both as an object of study and a means for analysis. The focus is on qualitative, quantitative as well as digital methods. The module consists of a range of lectures and seminars. You will also conduct a small group research project together that will make use of some of the tools and skills taught in the module.

This module focuses on strategic planning and research skills and the tools required to inform effective advertising. You 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.
 

We are surrounded by artificial intelligence (AI) applications, whether we are aware of this or not. From personal assistants to automated news, from facial recognition technologies to self-driving cars, these are just a few examples of how AI is already impacting our lives. This module explains what AI is and offers a systematic overview of what is behind AI. It also looks into the controversies and challenges related to AI. The module teaches you to think critically about AI and assess the societal impact of AI. By mapping a broad range of applications, issues arising, and key debates, the module will equip you with a systematic understanding of current AI developments and their impact on society.

Fashion lives and thrives through stories. From the initial sketch to the shop floor, the success of a fashion designer or beauty brand is often determined through getting the right message at the right time across to the press and the public. Public relations and communications in fashion and beauty helps to create, develop and communicate these messages to a market where standing out is as important as selling well. This module introduces the exciting and innovative world of fashion and luxury PR, examines the promotional strategies it employs, and offers you the opportunity to develop the practical skills required to understand and create fashion and luxury-related PR campaigns.
 

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.

In this module, you will learn about the different facets of podcast making, exploring genres (e.g. journalistic/investigative, personal storytelling, fictional narrative, sports, comedy, interest groups) and the production techniques required for specific formats. You will also learn about idea incubation, pitching, marketing and monetisation.