Public Relations - MA

PR Theory and Context is the core module for the PR MA route. It teaches the fundamental elements of PR theory and examines the societal implications of PR practice. Topics include models of PR practice from propaganda to relationship-building, media relations, PR and promotion, issues management and crisis PR, the role of the PR practitioner, public opinion and the public sphere, and global PR issues.

Communication Planning and Action is designed to complement Semester 2 option module Strategic Communication for Social Change. It is possible to study either module independently or both simultaneously. In Communication Planning and Action the emphasis will be on communication for commercial organisations, from blue chip corporates to fashion and lifestyle businesses. Throughout the course students will be reminded that PR can be seen as a strategic management function designed to deliver organisational objectives over the short- medium- and long-term.

The module is intended to help you develop and consolidate your ideas for your MA Major Project. By providing a common module that comprises of all MA Media cohorts, Research in Practice aims to facilitate a shared skillset that aids the successful completion of the MA Major project, as well as the potential for routes into PhD progression beyond. It is also designed to encourage interdisciplinary discussions across MA awards.

The purpose of the module is to enable you to undertake a sustained, in-depth and theoretically informed research project exploring an area that is of personal interest to you. It is important that we can support you appropriately, so you will be guided towards choosing a research topic which is relevant to your discipline and in which your lecturers have expertise. The outcome may take the form of a written dissertation or a practical outcome with accompanying reflective, critical and contextual material. The main consideration when choosing your topic is that it must be relevant to your programme and you should consider the relevance of this topic to your future academic or professional development.

The purpose of this module is to enable you to develop professional attributes and subject skills through experience in the work place, and to critically reflect upon your learning in that context. You will normally be expected to arrange your own placement, with support from academic staff and BCU Careers. It is also possible to fulfil this module via a shorter placement duration and a linked ‘live’ project set by the employer.

This module develops a sophisticated understanding of the processes and outcomes of planning a communications strategy for a range of organisations that strive to bring about social change. Throughout the emphasis is on the communication challenges facing activist, not-for-profit, charity, and public sector organisations and developing persuasive messages to explain complex issues to a range of stakeholder groups.

Within the context of media integration and convergence, Narrative: from media to interactive media aims to help students to build a flexible skillset that provides a basis to critically adapt to both new and developing storytelling technologies.

This module is intended to give an overview of the current state of scholarly research into the use of social media platforms as a communication tool and also enable students to develop as social media practitioners who can develop innovative solutions to communications problems and develop their expertise at using social networking platforms in sophisticated ways. To that end, the module combines engagement with academic texts through lectures and seminars, with a series of practicebased workshops. The module explores the role of social media as an aspect of everyday communications, examining the technologies and practices that are put to use by citizens, activists, media producers and others, examining the range of practices that are emerging and their social and cultural role and character.

This module offers an extension to the other modules on the MA Events, Festivals and Exhibitions Management pathway. Whilst being an integral part of the pathway the module also works as a standalone optional module for those students on other pathways who can apply the key learnings to their own specialism.

This module provides an in-depth look at a major crux for the film industry: film festivals. Film festivals play a part in the financing, distribution and marketing of independent films and therefore the study of them is a core part of the overall. The present module will give students an understanding of the importance of film festivals to the industry, and give them insight into the skills needed to mount a successful marketing and public relations strategy at a festival.

Law, Regulation & Institutions focuses on key areas of the law and regulatory systems as they relate to the media, as well as allowing you to research those institutions which are important sources of news.

This module explores the current state of international academic knowledge and debates based on the research interests of staff and students involved with the Birmingham Centre for Media and Cultural Research. It will provide you with a systematic understanding of approaches to researching media cultures and the opportunity to develop your insights through an area of interest, connected to your MA project.