Birmingham City University : Public Relations - MA

• Faculty of Performance, Media & English

• School
• Birmingham School of Media

• Campus
• City North

• Duration
• Full-time (Sept start): 12 months
  Full-time (Feb start): 15 months
  Part-time (Sept start): 24 months
  Part-time (Feb start): 27 months

• Fees
• 2012/2013: £6,500
  2012/2013 (Part-time): £3,250 per year
  2012/2013 (International): £10,300 per year

Overview

Register now to attend our Postgraduate Open Evening on Thursday 10 May 2012

Please note: Courses starting in February include a break from August until the start of autumn term (late September).

PR is widely regarded as vital to the success of any enterprise organisation, from private businesses to multinational corporations, from public sector departments to governments. Advertising and marketing may improve your chances of selling your product or service to a consumer but public relations can enhance your overall reputation with everyone you deal with - not only consumers but also suppliers, support services, policy makers, workforce and the community in which you operate - any stakeholder who may be affected by your organisation or could have an impact on what you do.

Advertising is what you say about yourself but PR is what other people say about you; and what they say matters.

Key Facts

The MA in Public Relations is taught jointly by two departments within the University: Birmingham School of Media and Birmingham City Business School. This reflects the multidisciplinary nature of the public relations profession today and provides a study programme that meets the needs of the global PR industry. Whether your background and interest is in marketing or media, here is an ideal environment to gain a well-rounded understanding of PR and develop the wide range of skills needed to build a successful career in PR.

Both departments already have extensive experience in teaching the skills and knowledge that PR organisations worldwide are looking for. In addition to well-established undergraduate programmes offered by Birmingham School of Media and Birmingham City Business School, we also work closely with the leading professional body for PR in the UK, the Chartered Institute of Public Relations, as well as teaching their qualifications - the CIPR Advanced Certificate and Advanced Diploma.

We also have the distinction of being based in Birmingham, England's second city and a major centre for PR activity in both the public and private sectors. We work closely with employers from public and private sector organisations who support us with visiting speakers, resources and case studies, enabling students to work on genuine and realistic PR campaigns as part of their assessed work.

Modules

Core modules for this programme provide a balance of theory and practical study.

PR Context and Critique

PR Context and Critique examines theoretical approaches that have informed western PR practice from the early 20th century to the present day and promotes a critical understanding of social, political, technological and global contexts of PR practice. Topics addressed include:

• Excellence theory and PR as a management discipline
• Models of PR practice from propaganda to relationship-building
• Media relations
• PR and promotion
• Issues management and crisis PR
• Public opinion – PR and the Public Sphere
• New media landscapes
• Global PR issues

Students present a research paper for assessment, focusing on an issue or debate pertinent to contemporary PR. They also give an oral presentation of findings and discussion to an audience of peers and PR professionals.

PR Strategies and Practice

PR Strategies and Practice develops skills in strategic thinking in the identification and solution of a client’s public relations problem. Skills range from research and analysis to creative thinking and persuasive pitching of campaign ideas. Topics addressed include:

• Planning models
• Situational analysis
• Audience research and stakeholder analysis
• Strategic thinking: determining objectives, content and tactics
• Delivery – budget, resources and timescales
• Evaluation

Students complete a portfolio of campaign planning and management activities for assessment pertinent to the management of a pro-active or reactive PR campaign on behalf of a potential client. They also submit a reflective journal which includes a critical assessment of the viability of the campaign proposal and what has been learned about professional PR practice.

Students select an option module from a range available in the School of Media’s MA suite and which reflect the student’s specific scholarly or production interest. Subject to availability, modules include: Enterprise, New Journalism in Context, Globalisation and Communication, Social Media and Events and Exhibitions.

Students wishing to complete their MA through dissertation should enrol for Research Methods. Students completing their MA through a project should enrol for Production Lab.

Course Diagram

Placements

Placements are encouraged throughout the academic year. These can be combined with Master’s projects that take place from June to September.

Entry Requirements

Applicants should possess at least an upper second class first degree (or equivalent), or have considerable experience in a related field and be able to demonstrate outstanding ability and potential.

Good spoken and written English are vital. IELTS level 6.5 is a minimum. Applicants should have sound academic skills (research, writing, presentation), an interest in ideas and their application, as well as some basic competence in IT skills (word-processing, internet activities etc).

Above all, applicants need to have an inquiring mind, an aptitude for research, sharing and communicating ideas, and a desire to develop as an independent and self-motivated thinker.

Application Details

Please apply direct to faculty:

Online Application Form

Telephone: +44 (0)121 331 6618
Email: media.admissions@bcu.ac.uk

Enquiries

Prospective students from the UK or EU may enquire online by using the Course Enquiry Form or call +44 (0)121 331 5595.

Prospective students from non-EU countries may enquire via the International Enquiry Form or call +44 (0)121 331 6714.

Further Information

Birmingham School of Media
Birmingham City University
City North Campus
Perry Barr
Birmingham
B42 2SU

Telephone: +44 (0)121 331 6618
Fax: +44 (0)121 331 6501

Email: media.admissions@bcu.ac.uk