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Public Relations

  • Level: Short Course
  • Starting: TBC
  • Study mode: Short Course (4 days)
  • Location: City Centre

Strategic communication is key to organisations of all types and sizes. Not only is communication an external entity for audiences but also acts as an intelligence gathering function, bringing its entire value to strategic decision makers in an organisation.

Public Relations (PR) describes the function within an organisation that manages reputation, brand image and mutual relationships between its publics and stakeholders.

Course Description

During this course you will grasp the basic principles of theories behind PR, as well as learning to research, build and implement strategies in order to grow your organisation in the public arena.

You will build on academic theory with innovative insights into the future of communications in order to propose and deliver key strategic campaigns.

This course is suitable for students wanting to explore PR as a form of communication, industry and graduates working within fashion agencies and organisations, and practitioners within SME organisations across the UK.

Duration: 5 days
Dates: New dates for this course are to be confirmed
Times: 10.00am - 4.00pm daily
Price: Early Bird price £340 until February 2020 (£400 thereafter)
Venue: City Centre (The Parkside Building)

What will you study?

On the first day of the course you will be introduced to the basic academic theory of Public Relations and how it supports an organisation.

On the second day we will develop situation analysis skills, allowing you to discover the situations faced by your organisation both internally and externally, and consider how this can be of benefit during campaign building.

By day three you will interpret your situation analysis and use this to build your communication objectives, which will be the pinnacle for guiding your campaign and evaluating its success. You will develop these objectives to build your strategy, consider your market media, and form the message for your campaign proposal.

Across day four you will explore tactics and execution methods to deliver your campaign proposal, as well as understanding the evaluation involved. On this last day, we will also look to the future of the communications industry and understand the opportunities and obstacles industry and practitioners face. By the end of the course you will have the skills to develop and execute your own strategic PR campaign within any fashion organisation or SME.

Tutor description

Sophie Johnson is an active PR practitioner and academic at Birmingham City University. Having graduated from Birmingham City University in 2011, she set up for London based Fashion PR Agency MAD PR where she offered her clients a variety of comms services including product placement, strategic campaigns, traditional PR and media relations, digital and influencer relations, and social media management.

Six years ago she joined the team at BCU Fashion Business and Promotion as a lecturer in PR and Marketing where she leads on Event Management and Fashion Marketing and PR. Sophie has just completed her Master’s Degree in Public Relations and continues her work as a voluntary press officer for the PDSA, as well as working with SME organisations in the UK.

This course is open to International students

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  • UK students
  • International students




  • Mode
  • Duration
  • Fees
  • Short Course
  • 4 days
  • TBC




  • Mode
  • Duration
  • Fees
  • Short Course
  • 4 days
  • TBC

The University reserves the right to increase fees in line with inflation based on the Retail Prices Index or to reflect changes in Government funding policies or changes agreed by Parliament up to a maximum of five per cent.

Early bird price: £340 (available until February 2020)
Regular price: £400

New dates for this course are to be confirmed.

For any enquiries, please contact Beth White using the button below.

Contact us

Parkside and Curzon Buildings

Our Facilities

You’ll be based in our School of Fashion and Textiles, within The Parkside Building. The Parkside Building is part of our new multi-million pound City Centre Campus development in the heart of Birmingham's Eastside development.

Sophie Johnson

Sophie Johnson

Lecturer - PR and Marketing

Sophie has been lecturing at BCU for nearly 7 years. As well as being a BCU alumni after graduating in 2011 from the Fashion Retail Management course, she has continued her academic developing by undertaking a Masters Degree in Public Relations in the BCU School of Media. Sophie has just begun her PhD study at the Leeds Business School, researching the impact of multiple layers of crisis in fashion retail and how public relations can co-create value in times of brand damage.

As well as lecturing on the Fashion Business BA Hons Degree, Sophie is a media champion for BCU and has had her expert commentary featured on ITV News at 10, as well as publications such as Retail Gazette, Drapers and Birmingham Mail. Sophie also oversees the School of Fashion and Textiles Blog and is the School Lead for Marketing and Recruitment.

After initially graduating she began her career working for the fast fashion brand In Love With Fashion, managing their online promotions, including social media, digital marketing, influencer marketing and website management. Sophie then began to manage the PR for the brand, dealing with fashion publications and journalists, stylists and celebrities.

After a short while she set up her own company offering digital and public relations services to fast fashion online brands. MAD PR was born in August 2011 and began competing with top PR and boutique agencies offering a new style of Digital PR not many companies were offering at the time. Eventually MAD PR grew, working with big names such as Claire’s Accessories, In Love With Fashion, TFNC, Merc and Ziba. MAD PR also branched into celebrity placement and dressing services, event management and celebrity PR management.

Career highlights include dressing Katy Perry in a client’s product, working with X Factor, TOWIE, Made In Chelsea and other reality TV programmes plus charity football match Celebrities V Arsenal managed by England Football Player Jermain Defoe, and appearing on ‘The Work Experience’ on E4.

Read Sophie's full profile