University of the Arts London

Course Introduction

Recognised by the Chartered Institute of Public Relations (CIPR), this course will appeal to those who may already be working in the profession and want to progress, those who are seeking a career move, or those wishing to start their career by establishing a strong knowledge base. Students can expect to develop the intellectual abilities, skills and knowledge needed to strategically manage the reputation of brands and organisations, add value to their commercial success and support their goals. The course will give students a framework for the public relations (PR) planning process, addressing the critical role of research and evaluation. Students will examine the disciplines of stakeholder communications, events management, investor relations, public affairs and employee communications and how they link to corporate strategy, and be involved in planning and implementing national and international campaigns. As part of this, they will explore the most effective use of PR tools such as media relations, change management and issues and crisis management. The specific skills of storytelling and writing for media across traditional and digital media channels are also practised and looked at in depth, along with the role of persuasion and influence. An understanding of the impact of global, financial, political and opinion'forming publics will be gained as students hone their ability to communicate with them. They will also gain a better appreciation of the ethical, technological and global issues. Students will explore the wider cultural and societal landscape in which PR operates touching on areas such as celebrity, power and discourse and the impact of globalisation. This will help develop research and analytical skills in preparation for the final dissertation.

Course Modules

Modules include: (20 credits) contemporary public relations (PR) theory and practice; organisational strategy and reputation management; media and cultural landscapes; media relations and PR specialisms; digital communications and social media; collaborative unit; (60 credits) final major project.

Course Additional Entry

Applicants are expected to demonstrate sufficient prior knowledge of and/or potential in public relations to be able to successfully complete the programme of study and have an academic or professional background in a relevant subject. An applicant will be considered for admission who has already achieved an educational level equivalent to an Honours degree preferably at 2:1 level. This educational level may be demonstrated by: Possession of the qualification named above; possession of equivalent qualifications; prior experiential learning, the outcome of which can be demonstrated to be equivalent to formal qualifications otherwise required (as indicated by at least 3 years of experience which has led to a demonstrable level of expertise in the understanding and practice of place management and development); A combination of formal qualifications and experiential learning which, taken together, can be demonstrated to be equivalent to formal qualifications otherwise required. Applicants whose 1st language is not English require IELTS 7.0 or equivalent with minimum of 6.0 in each category.

Duration & Attendance Qualification Tuition fees
1 year
Full Time
MA (Postgraduate) £17,230  Whole course. First year overseas fees
1 year
Full Time
MA (Postgraduate) £8,250  Whole course. First year home fees