Take a strategic approach to PR and prepare to lead at board level.
This course takes an in-depth look at public relations as an integral part of successful business practice, providing you with an understanding of the strategic roles and functions of PR. You will learn the practice of public relations as a management function and acquire strategic theories, tools and techniques to improve your decision making and effectiveness. You will also critically analyze the role of public relations within different organisations.
Gain an advanced understanding of areas including planning, research and evaluation; crisis and risk issues; CSR; stakeholder management and ethics. You’ll also put your learning into practice, evaluating a wide range of PR theories, concepts and techniques and applying them practically to your own work and sector.
The syllabus is taught and assessed at Masters level.
- PR as a management function
- theoretical approaches
- reputation management
- corporate responsibility and stakeholder theory
- issues and crisis management
- PR planning.
- Critical Reasoning Test – 2 essays of 2,500 words each
- Planning Assignment – campaign plan (3,500 words) plus supporting rationale to illustrate the theoretical and conceptual underpinnings that have informed the strategy (2,000 words)
- Research Project (6,000 words).
- CIPR Advanced Certificate in Public Relations
- 1 of the following plus 1 year's relevant full-time employment in public relations (or related sectors, e.g. marketing, journalism):
- CIPR Internal Communications Certificate
- postgraduate professional qualification in a related discipline (e.g. CIM diploma)
- UK Bachelor's degree or equivalent in a PR-related discipline: business, marketing, management, communication, media or journalism.
- 1 of the following plus 2 years' relevant full-time employment in public relations (or related sectors):
- CAM Advanced Diploma in Marketing Communication
- NCTJ Diploma
- UK Bachelor's degree or equivalent in any other subject
- LCCIEB qualification which must comprise 5 level-3 subjects in PR, marketing, advertising, and principles & practice of management.
- 4 years' relevant full-time employment in public relations (or related sectors) and 5 GCSEs at grade C or above, 1 of which must be in the English language.