Strategic Public Relations (Online)(MSc)

This online learning public relations course was specially created to provide access for those whose work or domestic commitments prevent them from attending a full-time course. In recognition of the special requirements of online learning, support networks have been set up in the form of a student network, academic tutors and residential schools.

Course objectives

The course develops a critical appreciation of the role of public relations in contemporary society as well as key analytical, management and communication skills. The course marries vocational skills, tested through practical exercises, and theoretical knowledge.

By the end of the course you should have mastered the skills needed to work at a managerial level in the public relations industry. You should be able to:

• Analyse environments, issues, organisational cultures and relationships relevant to an organisation’s reputation
• Set objectives, design and implement public relations programmes
• Carry out research and evaluation including opinion polls and be able to commission market research
• Apply mass communication, media and psychological theories in a variety of contexts
• Analyse and make full use of digital media

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

http://www.stir.ac.uk/postgraduate/financial-information/

Modes of study

Online: 30 months

Course start date

October

Structure and content

The course includes six compulsory modules, two optional modules and a dissertation. The taught elements of the course run over two academic years. Masters students are then expected to carry out a Research Project, starting in October and ending in May, and to submit a 12,000-word Dissertation.

Delivery and assessment

Course materials will be delivered in a number of formats. The primary teaching materials are the original course contents presented in each of the modules. Each module is divided into a number of topics. This material will be available via Succeed, the University of Stirling's chosen online learning environment. All the topics for a module will usually be available at the start of each module. This content is originally produced material, written by the course team especially for this course. As well as core materials, module contents include reading lists of additional sources of information students can use to supplement their studying. Assessments include essays, project work, and reports.

Recommended reading

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 programme 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 a wide range of theory, research and practice in the field of public relations and will be of great use throughout the programme. 

Example timetable

The timetable below is a typical example, but your own timetable may be different.

The first two years of the course run from October until May, with breaks at Christmas and Easter.  During this time students are expected to complete four modules in Year 1 and four modules in Year 2 – a total of eight modules. The final seven months are devoted to the preparation of a 12,000-word Dissertation presenting an independent piece of research conducted by the student.

There is a three-day residential school every year and students are required to attend at least one during the course of their studies. It is estimated that around ten to twelve hours a week studying is required while studying a module.

Module titles

Students on this course will study the following modules:

• Research for Dissertation (PREP81)
• Research and Evaluation for Practice (PREP82)
• Public Relations and Communication Management Theory (PREP85)
• Strategic Public Relations Planning (PREP86)
• Social Influence Theories (CMTP03)
• Organisational Communication and Communication Management (CMTP06)

Plus two of the following optional modules:

• Public Relations and Digital Media (PREP83)
• Health Campaigns (PREP84)
• International and Inter-cultural Communication and Global Public Relations (CMTP07)

Dissertation 

• After completion of the taught modules students progressing to the MSc are expected to carry out their own Research Project and produce a 12,000-word Dissertation (PREP58)

Study abroad opportunities

No formal study abroad opportunites at present.

Course Director

Dr Derek Hodge

RAE rating

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.

Strengths

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.

Career opportunities

The degree offers the 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 online public relations course have successfully advanced their careers in the public relations field, working for a wide range of organisations all round the world.

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 work as lecturers, teaching and researching public relations in universities.