Overview
This online Masters in Public Relations and Strategic Communication will help you to develop a critical appreciation of the role of public relations in contemporary societies, as well as key analytical, management and communication skills. You’ll gain a solid understanding of the theory behind public relations and communications, and have many opportunities to apply this theory to everyday communications and public relations practice.
The course is delivered online via MS Teams and Canvas, the University of Stirling’s online learning environment. You will also have an opportunity to attend on-campus sessions and field trips, including our Public Relations Residential School and the annual public affairs field trip to Brussels.
By the end of your studies, you’ll have the necessary skills to work at a managerial level in public relations. You’ll be able to analyse environments, issues, organisational cultures and relationships – as well as set objectives, carry out research and evaluation, and design and implement public relations strategies.
We’re continually updating this well-established course in line with new advances in theory and practice, including how communication campaigns may successfully integrate digital media. Guest lectures offer opportunities to discuss strategic communication issues with leading practitioners and scholars. These also give you networking opportunities and an understanding of current best practice.
This course was established in 1988 and was the first degree in public relations in the UK and one of the first in Europe. Several prominent public relations academics and practitioners have completed their education at Stirling.
Our PR graduates have been nominated and won EUPRERA (European Public Relations Research and Education Association) Master Thesis Awards for Excellence in 2019, 2021 and 2022.
Top reasons to study with us
Course objectives
On successful completion of this course, you will be able to:
- develop an advanced and critical understanding of complex communication phenomena and theories underpinning them;
- develop, execute and evaluate strategic communications plans and campaigns;
- communicate effectively to a wide range of audiences, using appropriate communications tactics, technologies and terminology;
- advise on appropriate channels and messaging to meet strategic communications objectives;
- integrate theory, research findings and awareness of communications technologies into campaign planning;
- recognise and respond appropriately to the ethical challenges associated with strategic communication and public relations;
- set objectives and design and implement public relations activities and tactics to meet those objectives;
- carry out research and evaluation appropriate to public relations and strategic communications activities.
Professional accreditation
The course has been awarded CIPR (Chartered Institute of Public Relations) Recognition. We're also members of the Chartered Institute of Public Relations (CIPR), EUPRERA (European Public Relations Education and Research Association) and ECREA (European Communication Research and Education Association).
Work placements
You can choose Strategic Communications Research Placement module, which has been designed to provide you with applied research experience. You will undertake, in partnership with a non-academic organisation, a research-led ‘virtual’ or real placement.
Flexible learning
If you’re interested in studying a module from this course, the Postgraduate Certificate or the Postgraduate Diploma then please email Graduate Admissions to discuss your course of study.
Research overview
Communications, Media and Culture at the University of Stirling was ranked 2nd in Scotland overall in the most recent Research Excellence Framework (REF 2021), with 100% of our research environment and 88% of our overall research classed as world-leading or internationally excellent.
Entry requirements
Academic requirements
A minimum of a second class honours degree (2.1 preferred) or equivalent in a relevant subject. Applicants without these formal qualifications but with significant appropriate/relevant work/life experience are encouraged to apply.
International entry requirements
English language requirements
If English is not your first language you must have one of the following qualifications as evidence of your English language skills:
- IELTS Academic or UKVI 6.5 with a minimum of 6.0 in each sub-skill.
- Pearson Test of English (Academic) 62 overall with 60 in each sub-skill.
- IBT TOEFL 80 overall with 18 in reading, 23 in writing, 19 in listening and 21 in speaking.
See our information on English language requirements for more details on the language tests we accept and options to waive these requirements.
Course details
The course includes three compulsory modules, three optional modules and a dissertation. Modules include:
Core modules
- public relations and public communications theories
- strategic public relations planning
- research methods
Optional modules
Optional modules may include, but are not limited to (subject to availability):
- public affairs and advocacy
- media relations and production
- communication and democracy
- tourism and strategic communication
- advertising
- research placement
Masters students will then carry out a research project and will submit a 12,000-word dissertation.
Modules
Course Details
Teaching
Each module is divided into a number of topics. All the topics for a module will usually be available at the start of each module. As well as core materials, module contents include reading lists with additional sources of information you can use to supplement your studying.
We highly recommend that you attend at least one two-day residential school during the course of your
How you'll learn online
Teaching combines synchronous and asynchronous sessions. If you cannot attend the synchronous sessions, you can catch up with recordings of the sessions or alternative asynchronous activities designed to enable you to stay engaged with your studies.
Fieldwork
There are a number of optional field trip opportunities across this course. You'll have the opportunity to attend a public affairs seminar series in Brussels, which includes visits to the European Parliament, the European Commission and specialist seminars with leading public affairs and communication experts in Brussels.
We also run field trips to Edinburgh (including the Scottish Parliament) and there is a field trip as part of the tourism and public relations module.
Assessment
Assessments include:
- essays
- academic and practice-based papers
- project work, portfolios and reports
- public relations and communication campaigns including presentations and reports
- a media relations portfolio which includes organisation of media conferences, digital media production and designing media packs
- public relations and communication reports and strategic case studies
- research designs and projects
- pre-recorded and synchronous presentations
You will also complete a 12,000-word dissertation.
Classroom hours
During the semesters, you can expect to spend around two to four hours in synchronous and asynchronous online sessions (e.g. lectures, seminars, webinars, workshops and discussions) per week for each of your modules. These will be combined with up to 16 hours per week (part-time study) and 32 hours (full-time study) of your independent study. There may also be dedicated fieldtrips and online guest lectures as part of the teaching on particular modules.
During the dissertation period, you will have regular meetings with your dissertation supervisor using email, Microsoft Teams, telephone or Skype.
Course director
Key staff
Dr Alenka Jelen is Course Director and teaches public relations theories; public affairs and advocacy; media relations and production and research methods. Her current research focuses on public relations as an academic discipline; gender in public relations and media; relationships between media and politics; and health communication.
Dr William Dinan teaches and researches promotional culture, communication and power. Interests include spin; propaganda; political communication; lobbying and civil society advocacy; freedom of information; transparency and governance.
Grant Thoms teaches and has research interests in public relations practice, media relations, public affairs and lobbying. He is a chartered public relations practitioner with a varied client base.
Fees and funding
Fees and costs
|
UK and Republic of Ireland students |
International students |
|
|---|---|---|
|
Total MSc course fee |
£8,400 |
£12,600 |
|
UK and Republic of Ireland students |
International students |
|
|---|---|---|
|
Total MSc course fee |
£9,200 |
£13,900 |
Fees shown are for a full-time, one-year Masters course.
If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.
If you need to extend your period of study or repeat study, you will be liable for additional fees.
For more information on courses invoiced on an annual fee basis, please read our tuition fees policy.
Postgraduate tuition fee loans
This course is eligible for a postgraduate tuition fee loan from one of the UK’s governments. See the Scholarships and funding section, below, for more details.
Additional costs
There are some instances where additional fees may apply. Depending on your chosen course, you may need to pay additional costs, for example for field trips. Learn more about additional fees.
Scholarships and funding
Postgraduate tuition fee loans
Scottish students may be eligible to apply to the Students Award Agency for Scotland (SAAS) for loans of up to £11,500 to cover tuition fees and associated living costs.
English students can apply for a loan of up to £12,167 each year as part of the Postgraduate Masters Loan Scheme.
Welsh students can apply for financial support of up to £18,770 as a combination of grant and loan from Student Finance Wales.
Northern Irish students can apply for a postgraduate tuition fee loan of up to £6,500 from Student Finance NI.
International students may be able to gain additional funding from loan providers.
Payment options
We aim to be as flexible as possible, and offer a wide range of payment methods - including the option to pay fees by instalments. Learn more about how to pay
After you graduate
Our Masters will suit those who want to develop management-level careers in public relations, organisational communication, corporate communications, strategic communication or related areas.
Our alumni are found around the globe in public, private and voluntary sectors. Many graduates work in PR consultancy roles, in-house communication departments in various organisations, NGO advocacy and communication, or have started their own businesses. Others stay in academia, going on to gain PhDs and then work as lecturers, teaching and researching in universities.
Our graduates typically occupy positions such as:
- communications officer/manager
- public relations officer/manager
- digital media officer
- social media officer/manager
- internal communications officer/manager
- corporate affairs officer/manager
- public affairs officer/manager
Testimonial quotes
As someone who is not in the UK and also has a full time job, these online lectures and this online degree have really helped me grow in an academic way, in a professional way, but it also allowed me to continue working, continue being around my friends and family back home.
Nadezhda Dimitrova, MSc Public Relations and Strategic Communication (Online)
Employability skills
We offer a comprehensive employability and skills programme to help you maximise your time and develop the graduate attributes required by employers. We have a dedicated Faculty Employability and Skills Officer who works in partnership with academic staff to ensure you get the best out of your University experience and are given the right opportunities to make you ready for the world of work.
Companies we work with
We have well established partnerships with several associations and organisations, collaborating with us on our research placements, practice-based student projects, guest lectures, organising events and research. These include professional bodies Chartered Institute of Public Relations (CIPR) and Public Relations Consultancies Association (PRCA); agencies, such as Weber Shandwick, Grayling and Portman Communications; government institutions, including the European Parliament, the European Commission and the Scottish Government; international organisations, such as Uber; NGOs and third sector organisations, including CONCORD Europe, Scottish Union for Supported Employment, Zero Waste Scotland and University of St Andrews Medical School; and local social enterprises, including Creative Stirling.
