Strategic Public Relations (Online)

Public Relations and Communication Management practitioners provide direction for organisations of all sizes and sectors to communicate with their stakeholders and to manage international relationships and emerging issues on the public agenda. Here at Stirling, we take a strategic approach to the field, encompassing a variety of perspectives and disciplines.

Programme Objectives

The MSc in Strategic Public Relations (online) provides advanced professional education aimed primarily at those already working in public relations practice. It provides the conceptual and analytical skills appropriate for managerial level posts in strategic public relations and communication management.

Entrance Requirements

Qualifications equivalent to an upper second class undergraduate degree from a university or college recognised by the University of Stirling. Applications will also be considered from those with significant experience in public relations, but without the normal qualifications for entry (normally for the Diploma in the first instance).

English Language Requirements

If English is not your first language, you must provide evidence of your proficiency such as a minimum IELTS score of 6.5 (minimum 6 in each skill), or TOEFL: Listening 23, Reading 23, Speaking 23, Writing 23.

Funding

information on possible sources of funding

Modes of Study

Online
30 months

Programme Start Date

October

Structure and Content

Students on this programme will study the following modules:

• Public Relations and Communication Management Theory: Provides an overview of the key theories and thus provides a conceptual framework to the organisational and business discipline of public relations and communication management
• Strategic Public Relations Planning: The module explores a range of managerial models to enhance workplace practice
• Social Influence Theories: An exploration of theories drawn from psychology and persuasion
• Organisational Communication and Communication Management: Offers in-depth examination of public relations and communication management in the context of the literature on organisational behaviour, communication, symbolism, culture, climate, management gurus
• Research for Dissertation: Teaches the necessary research skills to carry out academic research in the field of public relations and communication management
• Research and Evaluation for Practice: Develops research skills with direct application to practice including communication audits, survey and content analysis
  

Choice of two options from:

• International and Inter-cultural Communication and Global Public Relations: In-depth examination of literature on globalised practice
• Health Campaigns: health promotion and government public information campaigns explored from a variety of perspectives including social marketing and cultural approaches
• Public Relations and Digital Media: Explores the impact of internet and communication technologies on public relations and communication management
  

Delivery and Assessment

The MSc is delivered through written and audio-visual materials via WebCT. There is a residential each October. Assessments include essays, project work, reports and reflexive reports.

Dissertation

Students for the MSc complete a piece of empirical research written up as a 12,000-word dissertation. 

Timetable

Contact the School for information on your timetable and reading lists.

RAE Rating

Film, Media and Journalism had 70 percent of its research rated as either ‘World-leading’ or ‘Internationally Excellent’ in the most recent Research Assessment Exercise (RAE).

Career Opportunities

The degrees offer necessary conceptual skills for managerial careers in public relations, organisational communication, corporate communications and communication management and related posts in a variety of contexts and sectors.