Description

Contents

Structure and Content

Students on this programme will study the following modules:

* Strategic Public Relations Planning: Develops the ability to identify and diagnose public relations problems and design campaign strategies. Presentation and media broadcast skills are taught.
* Public Relations and Communication Management Theory: Provides an overview of key public relations and communication theories, and thus provide a conceptual introduction to the discipline of public relations and communication management
* Media Relations: Describes the context within which journalists operate and teaches you to write press releases and feature articles
* Public Relations Contexts: The study of public relations and communication management practice in a variety of organisational cultural and symbolic contexts; international and ethnic contexts; and practice contexts such as business-to-business (B2B), business-to-consumer (B2C), crisis and employee relations.
* Research for Dissertation: Teaches the necessary research skills to carry out academic research in the field of public relations and communication management
* Research and Evaluation for Practice: Teaches the necessary conceptual and computational research skills to operate as a public relations manager

Plus two of the following optional modules:

* Public Diplomacy and Strategic Communication: Explores the conceptual overlaps between public diplomacy, public relations and strategic communication, including rhetorical perspectives and inter-cultural issues
* Conflict Resolution & Negotiation: Explores strategies and techniques in a workshop setting
* Strategic Management: An MBA module that explains the process of managing strategic change within organisations
* Marketing Communications: Examines the role of advertising, branding, PR and corporate identity
* PR and Digital Media: Explores the impact of internet and communication technologies on public relations and communication management

Delivery and Assessment

Dissertation

Students for all our MSc degrees complete a piece of empirical research, written up as a 12,000-word dissertation.

Timetable

Contact the School for information on your timetable and reading lists.

Requirements

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.

English Language Requirements