Public Relations - MA

PR Theory and Context teaches the fundamental elements of PR theory and discusses the societal implications of PR practice.

It examines the various roles a PR practitioner might perform, including relationship-building, media relations, PR and promotion, issues management and crisis PR. In a broader context it looks at notions of reputation, public opinion, civic discourse, inclusivity, CSR/ESG and sustainability, taking care to consider these debates in an international context.

This module considers many varying and often conflicting definitions of public relations. It considers the evolution of PR as a discipline, and critically examines the impact of PR on society. It positions PR primarily as relationship management.

Emphasis is placed on understanding the fluid and changing nature of PR, including responses to the continual evolution of digital platforms and channels. Students are encouraged to consider ethical issues surrounding public relations activity, including power imbalances and tensions around truth, persuasion, authenticity, transparency and legitimacy. and seeks to explain how and why people make decisions about behaviours, from building brand identity to influencing lifestyle choices.

The module develops the ability to consider public relations as a strategic activity and builds familiarity with the public relations toolkit – the range of tactical devices employed for delivering organisational messages and engaging with a range of stakeholder groups. This includes developing techniques for measuring and evaluating the effectiveness of PR activity.

The module is delivered through a fluid structure of short lectures, discussions and practical work, including close examination of case studies and regular engagement with PR practitioners. Students are encouraged to join the Chartered Institute of Public Relations (CIPR), and to take part in CIPR regional activities. The content of this module and others in the MA suite are informed by regular discussions with an advisory panel made up of prominent PR practitioners.

The module is an opportunity to learn and critically reflect on the skills of collaboration by
enabling you to create a research-informed interdisciplinary project with students from
complementary disciplines, or with academic staff.

Collaboration is a vital employability skill within the Creative Industries and this module
allows you to develop professional key interpersonal and communications skills, share
knowledge and ideas, and engage in collective strategic planning, diagnostic analysis and peer support. Working in an interdisciplinary team will help you to learn beyond your own subject boundaries, which is central to the STEAM (Science, Technology, Engineering, Arts and Mathematics) philosophy of education and resembles work patterns within the creative industries.

In the module you will produce an interdisciplinary and imaginative group project outcome supported by an in-depth critical evaluation.

Within this module framework, several kinds of collaborative opportunities are available. For example, your supervisor may set you a predetermined project to enable you to work
with other students in a cross-course project; there may be opportunities for you to
collaborate with staff on research projects; or your supervisor may engage you in a
collaborative group brief with a professional client, community or agency.

This module builds key transferable core skills that are needed to work within a modern multiplatform media industry, including the ability to identify and communicate stories for specific audiences; to recognise story formats across multiple platforms along with their generic qualities; to plan and collect information needed for storytelling purposes (including interviews); to write for a range of platforms; and employ multiple media forms.

These skills will help the student develop employable skills in identifying, planning and executing storytelling projects across multiple platforms and media, including emerging formats.

A mixed methods pedagogical approach is adopted, combining lectures with hands-on workshops where students produce stories within their own professional contexts, exploring cycles of pre- production, production and post-production activities. Supplementary technical sessions provide specialist skills with particular media to an advanced technical level. Teaching builds towards an assessed project that demonstrates the application of editorial, creative and practical skills, alongside an evaluation which evidences a methodical and critical approach to all three stages of production.

Fundamentally, PR is about relationships, reputation, and communicating value. In practice, it requires an understanding of positioning, perception and persuasion. Reputation, Influencer, and Crisis Management examines principles of brand building, image, vision, mission, values and purpose and considers the techniques employed to develop and influence stakeholder relationships and bring about change for an organisation. It also looks at issues, risk, and crisis management principles and scenarios, providing students with the chance to develop critical understandings and equip them to devise creative solutions to reputational and communications challenges.

The module considers a range of communications platforms and channels, including traditional media, social media, and influencer marketing, and explores ways in which they can be used to engage with various stakeholders, often in complex circumstances, to affect awareness, acceptance, and action.

The module provides a breadth-and-depth view into the planning and management of communication and PR campaigns, encompassing broad areas of practice including corporate, internal, and not-for-profit communications, spanning a wide range of sectors. It explores the PR strategies and techniques organisations can employ to project favourable messaging, to enhance credibility and reputation, and thereby improve their day-to-day operations.

Throughout the module, students are challenged to identify the factors that shape their own opinions, views, likes, and dislikes. How do you find out about new products, places, and services? What influences your lifestyle choices? How should an organisation try and communicate with you? What would catch your attention? What would persuade you to make a particular decision?

The module further develops theory and practice to give a deeper insight into the processes and practices of the PR discipline, enabling students to hone valuable skills to enhance their potential as well-rounded, thoughtful, and prepared professionals.

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.

Strategic Communication: Planning and Delivery teaches the essential skills of strategic campaign planning and develops an appreciation of a range of tactical devices. Content includes planning models; situational analysis; audience, market, and competitor research; stakeholder analysis; strategic thinking: determining objectives, messages, and tactics; delivery – resources and timescales; evaluation.

The emphasis is on communication for commercial organisations. Throughout the module, students are reminded that PR can be seen as a strategic management function designed to deliver organisational objectives over the short, medium, and long-term.

On completion, students will be equipped to outline and develop the key elements of a campaign proposal to a standard expected of an account executive. It also provides a firm foundation for those students wishing to develop a practical Major Project in PR.

Students are encouraged to join the CIPR, and to take part in CIPR regional activities. The content of this module and others in the MA suite are informed by regular discussions with an advisory panel made up of prominent PR practitioners.

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.