The MSc/Dip in Strategic Public Relations and Communication Management equips students with the necessary practical and analytical skills for a professional career and it examines how to design, implement and evaluate public relations (PR) and programmes.
The MSc/Dip in Strategic Public Relations & Communication Management is recognised by the UK Chartered Institute of Public Relations (CIPR).
Public relations courses at the University of Stirling are designed for students from a variety of degree backgrounds to develop the appropriate intellectual skills at Master's level for a management-level career in Public Relations, Communication Management, Corporate Affairs or Public Affairs. The course helps students develop a critical appreciation of the role of public relations in society and to develop key analytical and professional skills.
Our approach is founded on the following principles:
- Public relations contributes to the effectiveness of organisations by improving organisational relationships and facilitating public conversations and debate.
- Public relations has a remit for corporate social responsibility through its issues management function and responsibility for reputation, which necessarily means that it has to help organisations change to meet new agendas of sustainability.
- Teaching strategic public relations can facilitate better public understanding of the occupation, and thus mitigate contemporary cultural stereotypes and prejudice (much fostered by journalists who have an interest in purveying negative images), as well as diffusing core concepts that can benefit Scotland’s private and public sector enterprises: small, medium and large. Improved understanding of this organizational function can aid government and NGOs in political and policy communications.
- In understanding public relations practitioners as being, in some aspects, ‘discourse workers’ it becomes easier to see that the functional role has the potential to contribute to a more enlightened and better-informed society.
Public relations takes place at points of change and moments of transformation in complex contemporary societies. Typically, public relations activity clusters around (i) public policy formation (ii) organisational change and development (iii) public issues such as the environment (iv) major global shifts such as conflict, unstable international environments, globalisation, natural disasters or human disasters such as war or global financial collapse.
Bearing all this in mind, public relations education is necessarily embedded in the contemporary issues of the day in a very wide range of environments (political, economic, technological, socio-cultural, regulatory/legal) and contexts (sports, health, religion, tourism, development, regeneration).
Our courses are regularly restructured to improve their effectiveness and efficiency in meeting both academic and professional requirements. Modules relate to the Public Relations Education and Training Matrix developed with, and endorsed by, the Chartered Institute of Public Relations and the Public Relations Consultants Association.
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.
Course start date
Structure and content
The course includes six compulsory modules, two optional modules and a dissertation. The taught elements of the course are in two semesters which run from September until December and from mid-February until the end of May. Master's students are then expected to spend the summer carrying out a Research Project and to submit a 12,000-word Dissertation in August.
Delivery and assessment
Lectures, seminars and workshops. Methods of assessment include exams, essays, case studies, presentations and practical reports. For some of the more practical modules students are required to produce a portfolio of work which they can present to potential employers at job interviews.
You will be provided with detailed reading lists for each module. These will all contain core texts and suggestions for further reading and revised every year to ensure that they are up-to-date.
Students coming on the courses who wish to familiarise themselves with the basic concepts of public relations should read Tench, R., & Yeomans, L. (Eds.). (2009). Exploring public relations (2nd ed.). Harlow, Essex: Pearson Education Ltd.
We suggest that all students buy Heath, R. (Ed.). (2010). The SAGE handbook of public relations (2nd ed.). Thousand Oaks: Sage. This text covers the range of range of theory, research and practice in the field of public relations and will be of great use throughout the course.
The timetable below is a typical example, but your own timetable may be different.
During each of our two semesters you can expect to spend around two to four hours in lectures, seminars or workshops for each of the four modules. In the summer you will have regular meetings with your dissertation supervisor. Students can conduct their research overseas, communicating with their supervisor using email, the telephone and Skype.
Students on this course will study the following modules:
- Strategic Public Relations Planning (PREP61)
- Public Relations and Public Communications: Theories & Contexts (PREP62)
- Media Relations (PREP63)
- Research for Dissertation (PREP64)
- Public Relations Contexts (PREP65)
- Research and Evaluation for Practice (PREP66)
Plus two of the following optional modules:
- Advertising (PCMPX3)
- Conflict Resolution & Negotiation (PCMPX4)
- Public Relations & Digital Media (PREP67)
- Strategic Public Relations Tourism & Communication Management (PREP70)
- Dissertation (PREP10)
Study abroad opportunities
No formal study abroad opportunities at present.
Why study Strategic Public Relations & Communication Management at Stirling?
Dr Derek Hodge
In the most recent Research Assessment Exercise, around half of the research submitted from the subject areas that now make up the School of Arts and Humanities was judged to be world-leading or internationally excellent in quality, with over 10% of that research placed in the highest (world-leading) category. 85% of the assessed research from the Arts and Humanities was judged to be recognised internationally.
Recognising Achievement in Teaching Excellence 2012 - http://stirlingstudentsunion.com/files/rate-booklet-may-12-web.pdf. Teaching staff on the course have been nominated for a number of RATE awards since they were launched at Stirling.
I decided to come to Stirling because I knew that a Master’s Degree would help further my career in the Communications industry. With a background in professional sales and advertising, I was seeking a change and the PR programme at Stirling has provided the gateway I need to advance my career.
The experience has proven to be a challenging yet rewarding one and the programme has allowed me first-hand access to real world experiences and to some of the leading scholars in the field.
It is multi-cultural, allowing me to meet people from all over the world and to build lifelong relationships that will undoubtedly benefit me for many years to come. The lecturers at the University are world class and are always willing to provide a helping hand. There is nothing that they won’t do to help you succeed – because your success is their success.
Elizabeth Pippin Ouaala, MSc graduate 2012
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.
Graduates of our Master's level courses in public relations have successfully established careers in the public relations field working for a wide range of organisations all round the world. Recent examples include Nike, the UK Government, Office Depot, Police Scotland and the National Museum of Wales.
Many of our graduates work in public relations consultancy, including some of the big names in the PR world, and some have even gone on to start their own businesses. Others stay in academia, going on to gain PhDs and then work as lecturers, teaching and researching public relations in universities all over the world.
Skills you can develop through this course
By studying this course you will gain a solid understanding of the theory behind public relations and you will have many opportunities to put this theory into practice. You will gain practical skills in campaign planning and the production of public relations materials such as news releases, feature articles and blog postings. This material can make up the basis of a portfolio of work which can be shown to potential employers.
Chances to expand your horizons
Guest lectures from public relations practitioners provide networking opportunities and expose students to current practice in the industry. The course is recognised by the Chartered Institute of Public Relations and students can attend CIPR Scotland events, allowing them to meet practitioners working in the field and to extend their network of contacts.
Where are our graduates now?
Graduates of our Master's level courses in public relations have successfully established careers in the public relations field working for a wide range of organisations all round the world. Recent examples include Pfizer, Nike, the UK Government, Office Depot, Police Scotland and the National Museum of Wales.
Many of our graduates work in public relations consultancy, including some of the big names in the PR world, and some have even gone on to start their own business. Others stay in academia, going on to gain PhDs and then on to work as lecturers, teaching and researching public relations in universities all over the world.