Course Information
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Industry Recognition

Journalism and PR accreditations

This course is recognised by the Chartered Institute of Public Relations

Recognised for excellence

The University’s Journalism programmes are 'Recognised for Excellence' by the European Journalism Training Association.

@UL_PR on Twitter
3-4 Years School of English and Journalism Lincoln Campus [L] Validated BBC (or equivalent qualifications) PP52 3-4 Years School of English and Journalism Lincoln Campus [L] Validated BBC (or equivalent qualifications) PP52

Introduction

The BA (Hons) Journalism and Public Relations degree aims to cover topics that are essential for communications professionals to develop analytical techniques and problem-solving abilities, as well as the cross-disciplinary skills needed for a career in journalism and public relations.

Accreditations

This course is recognised by the Chartered Institute of Public Relations and recognised for excellence by the European Journalism Training Association. Relationships with industry bodies enable students and graduates to benefit from industry contacts, work experience and internship opportunities.

How You Study

A combination of journalism and public relations-focused modules offers the opportunity to develop an understanding of how the two disciplines converge.

In the first and second years, students can study effective copywriting and design, integrated communication and the fundamentals of journalism, including media law. Students can choose modules from a selection that includes community engagement and reporting diversity.

In the final year, students have the opportunity to focus on the areas
that most interest them through optional modules.

Contact Hours and Independent Study

Contact hours may vary for each year of a degree. When engaging in a full-time degree students should, at the very least, expect to undertake a minimum of 37 hours of study each week during term time (including independent study) in addition to potentially undertaking assignments outside of term time. The composition and delivery for the course breaks down differently for each module and may include lectures, seminars, workshops, independent study, practicals, work placements, research and one-to-one learning.

University-level study involves a significant proportion of independent study, exploring the material covered in lectures and seminars. As a general guide, for every hour in class students are expected to spend two - three hours in independent study.

On each of our course pages you can find information on typical contact hours, modes of delivery and a breakdown of assessment methods. Where available, you will also be able to access a link to Unistats.com, where the latest data on student satisfaction and employability outcomes can be found.

How You Are Assessed

Assessment Feedback

The University of Lincoln's policy on assessment feedback aims to ensure that academics will return in-course assessments to students promptly – usually within 15 working days after the submission date (unless stated differently above)..

Methods of Assessment

The way students will be assessed on this course will vary for each module. It could include coursework, such as a dissertation or essay, written and practical exams, portfolio development, group work or presentations to name some examples.

For a breakdown of assessment methods used on this course and student satisfaction, please visit the Unistats website, using the link at the bottom of this page.

Throughout this degree, students may receive tuition from professors, senior lecturers, lecturers, researchers, practitioners, visiting experts or technicians, and they may be supported in their learning by other students.

Staff

Throughout this degree, students may receive tuition from professors, senior lecturers, lecturers, researchers, practitioners, visiting experts or technicians, and they may be supported in their learning by other students.

For a comprehensive list of teaching staff, please see our School of English and Journalism Staff Pages.

Entry Requirements 2017-18

GCE Advanced Levels: BBC

International Baccalaureate: 29 points overall

BTEC Extended Diploma: Distinction, Merit, Merit

Access to Higher Education Diploma: A minimum of 45 level 3 credits at merit or above will be required.

Applicants will also be required to have at least three GCSEs at grade C or above (or the equivalent), including English.

We will also consider applicants with extensive relevant work experience.

If you would like further information about entry requirements, or would like to discuss whether the qualifications you are currently studying are acceptable, please contact the Admissions team on 01522 886097, or email admissions@lincoln.ac.uk.

Level 1

Effective Copywriting and Design (Core)

In this module, students will be expected to develop the critical abilities to judge the effectiveness of public relations writing, through analysis and evaluation of a variety of different texts and their graphical context. Such texts will include newspaper and magazine articles, and other specific public relations examples including brochures, press releases, newsletters, websites, and more. Students will have the opportunity to apply and interpret readability tests to their own writing and that of others, and will consider the legal constraints (including copyright, libel, defamation) on what can properly be stated or alleged.

Essential Journalism 1 (Core)

This module will be a blend of practice and theory and aims to create a progression through the key journalistic skills needed to tell stories on the most appropriate platform using traditional, digital and mobile media. This module aims to develop a rounded awareness of the media and to give students the skills and insight that equip them to develop further in levels two and three. The focus is on newsgathering and storytelling skills. The way design influences different media is also analysed.

Essential Law (Core)

Journalism students are required to abide by the law, in terms of newsgathering and research methods, data collection and retention, use of communication networks, publishing and broadcasting material to audiences. This module aims to introduce students to the legal system, to the operation of the courts, and examines the impact of legislation and codes of practice on the work of journalists.

Integrated Communication (Core)

The more we understand about how people communicate, the better position we shall be in to manage an organisation’s messages. This module encourages students to understand a range of core communication models and theories so that they might analyse the likely impact of media messages on target audiences. A crucial aspect of this module is the discussion of integrated communications and how the disciplines of advertising, marketing and public relations fit together.

Introduction to Business Finance (Core)

This module is designed to provide an introduction to basic business finance for non-specialist students. The module explores the essential elements of business finance, which are required for a career in business, in any discipline.

Introduction to Journalism Studies (Core)

Journalism is a key activity not simply in the communication of news and current affairs, but as a primary definer of social, political and psychological contexts in which we live and work as citizens in the twenty-first century. This module introduces students to key cultural, commercial and technological developments that have shaped the modern media, exploring those developments in terms of their history as well as the social impacts of modern mass communications.

Introduction to Public Relations (Core)

This module is designed to provide a broad introduction to corporate public relations (PR), including the role of PR within corporate life and in particular, the assurance of an organisation’s reputation. It is designed for students with no previous experience or knowledge of public relations and the professional activities of practitioners.

There are typically two main areas of study:

  • The context of public relations
  • The practice of public relations to meet objectives.

Level 2

Community Engagement (Option)

Community engagement is the process by which businesses and individuals build ongoing relationships with the purpose of achieving a collective vision for the benefit of a community. This increasingly important aspect of Public Relations can prove challenging as both persuasion and influence techniques are required. During this module, students will have the opportunity to evaluate current communication techniques used in persuasion, negotiation and counselling (eg neuro-linguistic programming and transactional analysis).

Essential Journalism 2 (Core)

This module aims to develop the basic skills studied in Journalism Skills at Level One. Students are expected to proactively gather news and feature stories employing the full range of research and interview techniques. Students will be encouraged to produce imaginative and original copy conforming to professional standards, with careful consideration of topic, angle, choice of interviewees, necessary attribution and corroboration of facts in a variety of writing styles suitable for a range of traditional, digital and mobile platforms.

Ethics and International Human Rights for Journalists (Option)

This module aims to highlight the importance of human rights issues to the practice of journalism and aims to develop students’ awareness of the range of ethical issues facing journalists.

Event Management (Option)

This module provides an insight into the strategic management of events of all sizes and types. The module provides a framework of the event planning process, using short and long-term strategies and an overview of operational strategies. Students are expected to organise an event of their own in this module and all that it entails. The event is assessed from conception through to operation and evaluation.

Histories of Journalism (Option)

This module extends the study of the history of journalism into the twentieth century. It provides students with the opportunity to critically consider the historical background to some of the issues which feature in contemporary news agendas – for example students may have the opportunity to discuss the reporting of war; changes in the National Health Service; critique of ‘care in the community’ relating to mental health, the export of American culture and ‘Globalisation’; the impact of ethnicity on politics and culture particularly in terms of EU debates; etc. Appropriate emphasis will be placed upon the role of the press in recording these social and political developments.

Journalism and Society (Option)

The role of the media as a 'mirror' of society means that journalists encounter cross-cultural issues in their newsgathering and news processing functions. This module aims to prepare students to write stories with cultural sensitivity, care and compassion.

Law, Ethics and Regulation (Core)

This module aims to build on legal and administrative knowledge gleaned in Essential Law at Level One. It examines how criminal and civil legislation affecting print, online and broadcast journalists has developed; identifies areas of conflict and uncertainty; and requires students to apply knowledge of legislation and case law to given scenarios, including responses to actions in the civil courts.

Public Relations in Organisational Communications (Core)

The module considers the role of Public Relations (PR) in the context of the changing nature of communication between organisations and their publics. The rapidly evolving technological context that is transforming the environment within which communication takes place is of particular concern to communication. Technological change has also had a social impact in terms of individuals' use of media, access to information and social interaction that all have implications for communication. Through completion of the module students can begin to plan and evaluate the contribution of PR within an integrated communications campaign strategy and develop their skills in presenting and defending their ideas within a realistic context.

Public Relations Organisations and People (Core)

Effective management of PR does not depend on luck; there are Codes of Conduct for practitioners to follow and the typical client / consultant relationship is usually organised into a Contract. This module will look at Public Relations and how it works as a business in its own right, together with how it works as a function of other businesses in order to provide students with a clear image of the establishment, structure and style of a PR consultancy, linked to the professional processes that go on within the business. As well as the world of PR consultancies, this unit will consider and discuss the role of PR within an organisation, considering the similarities and differences between the structure and performance of consultancy and in-house PR resources. One activity that may be embarked upon as part of this module is be the selection of a specialist external consultancy for a particular job.

Research methods (Core)

This module is designed to equip students with the understanding of research design and methods for undertaking research. The module gives students the opportunity to develop their observational, analytical and writing skills. It has vocational relevance in enabling students to select a relevant research topic for in-depth analysis and evaluation in their final year.

Level 3

Brand and Reputation (Option)

This module will explore what is meant by 'brands' and 'branding', and students will come to realise that brands and branding are a necessary part of people’s lives, as well as major contributory factors in the on-going success of organisations. This module aims to provide a solid understanding and application in the strategies of global brand management and the impact on reputation. Key branding concepts such as brand identity, brand image, brand positioning and brand equity will be explored and supported by brand insights that will provide clear insights and illustrations of branding strategies in action. Key skills and theories of brand management will be presented and discussed within the context of a global brand management environment. Students can gain an appreciation of the role of brand strategy within a corporation’s operating plan.

Comparative Media History (Option)

This module aims to enable students to appreciate trends and changes within the main media industries (press, radio, TV, cinema, music and the internet) on a comparative basis between countries and between platforms. The module offers an opportunity to understand how the media has reached the state it is now in, and what trends are likely to continue in the future.

Creativity in Public Relations (Option)

Creativity is a crucial element in the PR practitioners toolkit as the industries of advertising and PR are becoming more closely aligned.

Different ways of attracting the attention of clients, target audiences, stakeholders and journalists need to be embraced as we communicate in increasingly noisy environments.

Using traditional and digital/social media to best effective requires a deep understanding of effective writing and what makes eye catching and excellent design.

This module aims to bring together elements potentially studied in the first two years and in brand and reputation.

This module examines the way PR teams work with creative disciplines – designers, writers and creative advertising. Students have the opportunity to attain knowledge and skills to effectively draw up a creative brief and manage its delivery.

Digital Communications (Option)

Students have the opportunity look at the history of the internet and at some of the underlying technology and web page design. Furthermore, they can potentially explore content-management systems, SEO, data journalism and data- base driven websites. Consideration is given to the strategic use of websites and how these can link with blogs, social media and current digital communications tools as part of a long term integrated PR strategy. Image optimisation will be covered involving the use and understanding of software such as Photoshop to ensure efficient and correct use of image data.

Independent Study (Public Relations) (Core)

The dissertation is a major independent piece of work intended to develop a student’s ability to actively engage with core disciplinary issues. The dissertation focuses on analysis, synthesis and critique and combines critical approaches to public relations with practical application through case studies. Hence, it encourages students to apply key theoretical, conceptual and methodological issues in writing a dissertation.

The module challenges the students to pull together the research skills acquired throughout their studies and particularly from the second year module ‘Research Skills and Practice’, make use of a body of literature and reflect upon the link between theory and practice.

Internal Communications (Option)

Internal Public Relations involves more than employee communications and is an essential aspect of most (perhaps even all) PR programmes.

In particular students have the opportunity to consider ethical aspects of Internal Public Relations and distinguish the role of Internal Public Relations from that of related fields such as Human Resource Management and internal publicity.

International Media Policies (Option)

This module examines broadcasting structures in the UK and in other countries. It aims to develop students’ critical understanding of models of national broadcasting and the implications for media policy and mass media's role in society. The module aims to introduce students to the fundamental contexts of national, cultural and economic systems which inform the development of media policy debates.

Journalism Independent Study (Option)

Students may undertake a dissertation topic of their choice within their chosen field of study and apply theoretical concepts to their research. They will be allocated an individual tutor to support their work but it will require a high degree of personal commitment by the student to work on their own initiative.

Journalists on the Screen (Option)

The purpose of this module is to examine and critically compare the different representations of journalists to be found in film and assess the relation between these portrayals and continuing moral and political issues faced by the profession. The module expects students to study movies in which journalists are portrayed as leading characters.

Peace and Conflict Reporting (Option)

This module explores the history of war reporting and the ways in which journalists have represented conflicts. It also considers the reasons why some conflicts are marginalised, ignored altogether or given extensive coverage by the mainstream media. It studies theoretical aspects and practical implications of conflict-sensitive reporting.

Professional Placement (Option)

Work experience is seen as essential in today's competitive jobs market. This module aims to give students the opportunity to experience the industries that can be linked to their studies, gain vital skills which may prepare them for the job market and also establish and maintain links with industry professionals who may help them in their chosen career.

Strategic Corporate Public Relations (Option)

This module considers Strategic Corporate Communication as a means of engendering trust and building reputation in key aspects of corporate activity, in particular in Investor Relations.

It considers strategically vital concerns of corporate management at the highest level, in particular Corporate Governance and other institutional, social, political and technological issues that have a direct effect on the cost and availability.

Modern media techniques and pressures have been to the fore in the recent fiscal crises as has the relationship between commercial and political interests and imperatives. This relationship will be described and developed as part of a wider understanding that strategic communications is not just a commercial or fiscal priority, especially in difficult times.

The Professional Practice Year (Option)

This module is aimed at those students who have decided to take a year out of formal studies to gain accredited work experience and are registered on a degree programme with an accredited professional practice element. The Professional Practice Year aims to give students a continuous experience of full-time work within an organisation; normally this should be paid work.

It should be a three way co-operative activity between employer, student and University from which all parties benefit. Students can choose to pursue a variety of options including a placement year, a consultancy project or a work-based dissertation. Potential costs relating to this module are outlined in the Features tab.

Values, Issues and Crisis Management Counselling (Option)

PR operates in a cultural or social context and the range of problems faced by the organisations represented often present as issues with a potential to become part of the media and public policy agendas and with the potential to have a direct positive or negative impact on the reputation of an organisation.

The management of the PR aspects of such issues is part of the PR practitioner’s professional remit. Crises that have the capacity to impact on the reputation of an organisation are often closely associated with issues and also need managing.

The study of issues leads students into the study of the PR implications of crises that seriously threaten an organisation. Some crises are the result of mismanaged issues but others are not, such as the aftermath of a natural disaster, terrorist attack, a quality control failure in a production line, a passenger aircraft crash or a hostile takeover bid.

Again, the contribution of PR is to the work of a management team reporting to the highest level. Successful crisis management enables the PR practitioner to establish their value to the organisation at the highest level. On a personal level it has the potential make or break a CEO’s or PR practitioner’s own reputation.

The module offers students the opportunity to develop a theoretical and practical understanding and application of digital communications used within Public Relations including: design and writing for web sites; blogs and social media: and to make them aware of some of the implications of this medium for PR.

†The availability of optional modules may vary from year to year and will be subject to minimum student numbers being achieved. This means that the availability of specific optional modules cannot be guaranteed. Optional module selection may also be affected by staff availability.

Special Features

The University of Lincoln is a Member of the European Public Relations Education and Research Association (EUPRERA)

ADOBE CREATIVE CLOUD

Students on this course will receive a licence for Adobe Creative Cloud free of charge.

Placements

Students are supported to find work placements in regional and national organisations.

The University is home to Cygnet PR, a student-run PR agency where students have the opportunity to experience working on live projects for external clients.

There may be opportunities to work on the University’s student magazine, print and web publications and at its community and student radio stations, Siren FM and Brayford Radio, based on campus.

Placement Year

When students are on an optional placement in the UK or overseas or studying abroad, they will be required to cover their own transport and accommodation and meals costs. Placements can range from a few weeks to a full year if students choose to undertake an optional sandwich year in industry.

Students are encouraged to obtain placements in industry independently. Tutors may provide support and advice to students who require it during this process.

Student as Producer

Student as Producer is a model of teaching and learning that encourages academics and undergraduate students to collaborate on research activities. It is a programme committed to learning through doing.

The Student as Producer initiative was commended by the QAA in our 2012 review and is one of the teaching and learning features that makes the Lincoln experience unique.

Facilities

At Lincoln, we constantly invest in our campus as we aim to provide the best learning environment for our undergraduates. Whatever the area of study, the University strives to ensure students have access to specialist equipment and resources, to develop the skills, which they may need in their future career.

View our campus pages [www.lincoln.ac.uk/home/campuslife/ourcampus/] to learn more about our teaching and learning facilities.

Career Opportunities

Graduates may choose to pursue a career in either journalism or PR, with potential roles in print, broadcast and online media, public relations, advertising, corporate communications, publishing and freelance copywriting. Some students choose to go on to further study at postgraduate level.

Careers Service

The University Careers and Employability Team offer qualified advisors who can work with students to provide tailored, individual support and careers advice during their time at the University. As a member of our alumni we also offer one-to-one support in the first year after completing a course, including access to events, vacancy information and website resources; with access to online vacancies and virtual resources for the following two years.

This service can include one-to-one coaching, CV advice and interview preparation to help you maximise our graduates future opportunities.

The service works closely with local, national and international employers, acting as a gateway to the business world.

Visit our Careers Service pages for further information. [http://www.lincoln.ac.uk/home/campuslife/studentsupport/careersservice/]

Additional Costs

For each course students may find that there are additional costs. These may be with regard to the specific clothing, materials or equipment required, depending on their subject area. Some courses provide opportunities for students to undertake field work or field trips. Where these are compulsory, the cost for the travel, accommodation and meals may be covered by the University and so is included in the fee. Where these are optional students will normally (unless stated otherwise) be required to pay their own transportation, accommodation and meal costs.

With regards to text books, the University provides students who enrol with a comprehensive reading list and our extensive library holds either material or virtual versions of the core texts that students are required to read. However, students may prefer to purchase some of these for themselves and will therefore be responsible for this cost. Where there may be exceptions to this general rule, information will be displayed in a section titled Other Costs below.

Related Courses

The BA (Hons) Advertising and Marketing degree at Lincoln offers the opportunity to develop the creativity, knowledge and skills to deliver successful global campaigns, in preparation for a career in the creative industries.
The BA (Hons) English and Journalism combines a study of English literature with a grounding in a vibrant newsroom environment.
The BA (Hons) English degree at the University of Lincoln explores a lively and varied collection of texts within their historical and theoretical contexts, from Medieval literature and the Renaissance to postcolonialism and postmodernism.
On the BA (Hons) Journalism degree students are encouraged to put journalistic theory into practice and have opportunities to produce news content to a professional standard while exploring the ethical and legal considerations of the industry.
BA (Hons) Journalism Studies at Lincoln aims to provide students with an informed understanding of the role of journalism in society, and the intellectual and practical skills required to succeed professionally as a journalist.
The BA (Hons) Marketing Management degree offers students the opportunity to develop an understanding of marketing techniques and the processes applicable to a wide range of business types and sectors. There is an international focus on developments in the industry, such as the emergence of new technologies and product and service innovation. The importance of digital marketing is acknowledged throughout the programme and students get the opportunity to develop digital skills from the first year.
The BA (Hons) Public Relations degree at Lincoln provides opportunities for students to learn a strategic approach to PR and benefit from an integrated multi-media approach to communications. The course draws on the disciplines of storytelling, crisis management, events and campaigning.

Introduction

The BA (Hons) Journalism and Public Relations degree aims to cover topics that are essential for communications professionals to develop analytical techniques and problem-solving abilities, as well as the cross-disciplinary skills needed for a career in journalism and public relations.

Accreditations

This course is recognised by the Chartered Institute of Public Relations and recognised for excellence by the European Journalism Training Association. The University of Lincoln is a Member of the European Public Relations Education and Research Association (EUPRERA). Relationships with industry bodies can enable students and graduates to benefit from industry contacts, work experience and internship opportunities.

How You Study

A combination of journalism and public relations-focused modules offers students the opportunity to develop an understanding of how the two disciplines converge.

In the first and second years, students can study effective copywriting and design, integrated communication and the fundamentals of journalism, including media law.

In the final year, students can focus on their own areas of interest by choosing from a range of optional modules.

Contact Hours

Level 1:

At level one students will typically have around 12 hours of contact time per week. A typical week may consist of:

  • 5 hours of practical classes and workshops
  • 1 hour of tutorial time
  • 2 hours in seminars
  • 4 hours in lectures


Level 2:

At level two students will typically have around 12 hours of contact time per week. A typical week may consist of:

  • 4 hours of practical classes and workshops
  • 1 hour of tutorial time
  • 2 hours in seminars
  • 5 hours in lectures


Level 3:

At level three students will typically have around 9 hours of contact time per week. A typical week may consist of:

  • 4 hours of practical classes and workshops
  • 2 hours of tutorial time
  • 1 hour in seminars
  • 2 hours in lectures


Overall Workload and Independent Study

University-level study involves a significant proportion of independent study, exploring the material covered in lectures and seminars. Students’ overall workload will consist of their scheduled contact hours combined with independent study. The expected level of independent study is detailed below.

Level 1:

  • Total scheduled teaching and learning hours: 274.5
  • Percentage scheduled teaching and learning hours: 23%
  • Percentage of independent study expected: 77%


Level 2:

  • Total scheduled teaching and learning hours: 263
  • Percentage scheduled teaching and learning hours: 22%
  • Percentage of independent study expected: 78%


Level 3:

  • Total scheduled teaching and learning hours: 206
  • Percentage scheduled teaching and learning hours: 17%
  • Percentage of independent study expected: 83%

Contact Hours and Independent Study

Contact hours may vary for each year of a degree. When engaging in a full-time degree students should, at the very least, expect to undertake a minimum of 37 hours of study each week during term time (including independent study) in addition to potentially undertaking assignments outside of term time. The composition and delivery for the course breaks down differently for each module and may include lectures, seminars, workshops, independent study, practicals, work placements, research and one-to-one learning.

University-level study involves a significant proportion of independent study, exploring the material covered in lectures and seminars. As a general guide, for every hour in class students are expected to spend two - three hours in independent study.

On each of our course pages you can find information on typical contact hours, modes of delivery and a breakdown of assessment methods. Where available, you will also be able to access a link to Unistats.com, where the latest data on student satisfaction and employability outcomes can be found.

How You Are Assessed

The way students will be assessed on this course will vary for each module. It could include coursework, such as a dissertation or essay, written and practical exams, portfolio development, group work or presentations to name some examples.

Assessment Breakdown

Level 1:

Coursework: 87.1%
Practical exams: 0%
Written exams: 12.9%

Level 2:

Coursework: 91.7%
Practical exams: 8.3%
Written exams: 0%

Level 3:

Coursework: 78.9%
Practical exams: 18.3%
Written exams: 2.8%

Assessment Feedback

The University of Lincoln's policy on assessment feedback aims to ensure that academics will return in-course assessments to students promptly – usually within 15 working days after the submission date (unless stated differently above)..

Methods of Assessment

The way students will be assessed on this course will vary for each module. It could include coursework, such as a dissertation or essay, written and practical exams, portfolio development, group work or presentations to name some examples.

For a breakdown of assessment methods used on this course and student satisfaction, please visit the Unistats website, using the link at the bottom of this page.

Throughout this degree, students may receive tuition from professors, senior lecturers, lecturers, researchers, practitioners, visiting experts or technicians, and they may be supported in their learning by other students.

Staff

Throughout this degree, students may receive tuition from professors, senior lecturers, lecturers, researchers, practitioners, visiting experts or technicians, and they may be supported in their learning by other students.

For a comprehensive list of teaching staff, please see our School of English and Journalism Staff Pages.

Entry Requirements 2018-19

GCE Advanced Levels: BBC

International Baccalaureate: 29 points overall

BTEC Extended Diploma: Distinction, Merit, Merit

Access to Higher Education Diploma: A minimum of 45 level 3 credits to include 30 at merit or above will be required.

Applicants will also be required to have at least three GCSEs at grade C or above (or the equivalent), including English.

We will also consider applicants with extensive relevant work experience.

If you would like further information about entry requirements, or would like to discuss whether the qualifications you are currently studying are acceptable, please contact the Admissions team on 01522 886097, or email admissions@lincoln.ac.uk.

Level 1

Effective Copywriting and Design (Core)

In this module, students will be expected to develop the critical abilities to judge the effectiveness of public relations writing, through analysis and evaluation of a variety of different texts and their graphical context. Such texts will include newspaper and magazine articles, and other specific public relations examples including brochures, press releases, newsletters, websites, and more. Students will have the opportunity to apply and interpret readability tests to their own writing and that of others, and will consider the legal constraints (including copyright, libel, defamation) on what can properly be stated or alleged.

Essential Journalism 1 (Core)

This module will be a blend of practice and theory and aims to create a progression through the key journalistic skills needed to tell stories on the most appropriate platform using traditional, digital and mobile media. This module aims to develop a rounded awareness of the media and to give students the skills and insight that equip them to develop further in levels two and three. The focus is on newsgathering and storytelling skills. The way design influences different media is also analysed.

Essential Law (Core)

Journalism students are required to abide by the law, in terms of newsgathering and research methods, data collection and retention, use of communication networks, publishing and broadcasting material to audiences. This module aims to introduce students to the legal system, to the operation of the courts, and examines the impact of legislation and codes of practice on the work of journalists.

Integrated Communication (Core)

This module encourages students to understand a range of core communication models and theories so that they might analyse the likely impact of media messages on target audiences. A crucial aspect of this module is the discussion of integrated communications and how the disciplines of advertising, marketing and public relations fit together.

Introduction to Business Finance (Core)

This module is designed to provide an introduction to basic business finance for non-specialist students. The module explores the essential elements of business finance, which are required for a career in business, in any discipline.

Introduction to Journalism Studies (Core)

Journalism is a key activity not simply in the communication of news and current affairs, but as a primary definer of social, political and psychological contexts in which we live and work as citizens in the twenty-first century. This module introduces students to key cultural, commercial and technological developments that have shaped the modern media, exploring those developments in terms of their history as well as the social impacts of modern mass communications.

Introduction to Public Relations (Core)

This module is designed to provide a broad introduction to corporate public relations (PR), including the role of PR within corporate life and in particular, the assurance of an organisation’s reputation. It is designed for students with no previous experience or knowledge of public relations and the professional activities of practitioners.

There are typically two main areas of study:

  • The context of public relations
  • The practice of public relations to meet objectives.

Level 2

Community Engagement (Option)

Community engagement is the process by which businesses and individuals build ongoing relationships with the purpose of achieving a collective vision for the benefit of a community. This increasingly important aspect of Public Relations can prove challenging as both persuasion and influence techniques are required. During this module, students will have the opportunity to evaluate current communication techniques used in persuasion, negotiation and counselling (eg neuro-linguistic programming and transactional analysis).

Essential Journalism 2 (Core)

This module aims to develop the basic skills studied in Journalism Skills at Level One. Students are expected to proactively gather news and feature stories employing the full range of research and interview techniques. Students will be encouraged to produce imaginative and original copy conforming to professional standards, with careful consideration of topic, angle, choice of interviewees, necessary attribution and corroboration of facts in a variety of writing styles suitable for a range of traditional, digital and mobile platforms.

Ethics and International Human Rights for Journalists (Option)

This module aims to highlight the importance of human rights issues to the practice of journalism and aims to develop students’ awareness of the range of ethical issues facing journalists.

Event Management (Option)

This module provides an insight into the strategic management of events of all sizes and types. The module provides a framework of the event planning process, using short and long-term strategies and an overview of operational strategies. Students are expected to organise an event of their own in this module and all that it entails. The event is assessed from conception through to operation and evaluation.

Histories of Journalism (Option)

This module extends the study of the history of journalism into the twentieth century. It provides students with the opportunity to critically consider the historical background to some of the issues which feature in contemporary news agendas – for example students may have the opportunity to discuss the reporting of war; changes in the National Health Service; critique of ‘care in the community’ relating to mental health, the export of American culture and ‘Globalisation’; the impact of ethnicity on politics and culture particularly in terms of EU debates; etc. Appropriate emphasis will be placed upon the role of the press in recording these social and political developments.

Journalism and Society (Option)

The role of the media as a 'mirror' of society means that journalists encounter cross-cultural issues in their newsgathering and news processing functions. This module aims to prepare students to write stories with cultural sensitivity, care and compassion.

Law, Ethics and Regulation (Core)

This module aims to build on legal and administrative knowledge gleaned in Essential Law at Level One. It examines how criminal and civil legislation affecting print, online and broadcast journalists has developed; identifies areas of conflict and uncertainty; and requires students to apply knowledge of legislation and case law to given scenarios, including responses to actions in the civil courts.

Public Relations in Organisational Communications (Core)

The module considers the role of Public Relations (PR) in the context of the changing nature of communication between organisations and their publics. The rapidly evolving technological context that is transforming the environment within which communication takes place is of particular concern to communication. Technological change has also had a social impact in terms of individuals' use of media, access to information and social interaction that all have implications for communication. Through completion of the module students can begin to plan and evaluate the contribution of PR within an integrated communications campaign strategy and develop their skills in presenting and defending their ideas within a realistic context.

Public Relations Organisations and People (Core)

Effective management of PR does not depend on luck; there are Codes of Conduct for practitioners to follow and the typical client / consultant relationship is usually organised into a Contract. This module will look at Public Relations and how it works as a business in its own right, together with how it works as a function of other businesses in order to provide students with a clear image of the establishment, structure and style of a PR consultancy, linked to the professional processes that go on within the business. As well as the world of PR consultancies, this unit will consider and discuss the role of PR within an organisation, considering the similarities and differences between the structure and performance of consultancy and in-house PR resources.

Research methods (Core)

This module is designed to equip students with the understanding of research design and methods for undertaking research. The module gives students the opportunity to develop their observational, analytical and writing skills. It has vocational relevance in enabling students to select a relevant research topic for in-depth analysis and evaluation in their final year.

Level 3

Brand and Reputation (Option)

This module aims to explore what is meant by 'brands' and 'branding'. This module aims to provide a solid understanding and application in the strategies of global brand management and the impact on reputation. Key branding concepts such as brand identity, brand image, brand positioning and brand equity will be explored and supported by brand insights that will provide clear insights and illustrations of branding strategies in action. Key skills and theories of brand management will be presented and discussed within the context of a global brand management environment. Students can gain an appreciation of the role of brand strategy within a corporation’s operating plan.

Comparative Media History (Option)

This module aims to enable students to appreciate trends and changes within the main media industries (press, radio, TV, cinema, music and the internet) on a comparative basis between countries and between platforms. The module offers an opportunity to understand how the media has reached the state it is now in, and what trends are likely to continue in the future.

Creativity in Public Relations (Option)

Creativity is a crucial element in the PR practitioners toolkit as the industries of advertising and PR are becoming more closely aligned.

Different ways of attracting the attention of clients, target audiences, stakeholders and journalists need to be embraced as we communicate in increasingly noisy environments.

Using traditional and digital/social media to best effective requires a deep understanding of effective writing and what makes eye catching and excellent design.

This module aims to bring together elements potentially studied in the first two years and in brand and reputation.

This module examines the way PR teams work with creative disciplines – designers, writers and creative advertising. Students have the opportunity to attain knowledge and skills to effectively draw up a creative brief and manage its delivery.

Digital Communications (Option)

Students have the opportunity look at the history of the internet and at some of the underlying technology and web page design. Furthermore, they can potentially explore content-management systems, SEO, data journalism and database driven websites. Consideration is given to the strategic use of websites and how these can link with blogs, social media and current digital communications tools as part of a long term integrated PR strategy. Image optimisation will be covered involving the use and understanding of software such as Photoshop to ensure efficient and correct use of image data.

Independent Study (Public Relations) (Core)

The dissertation is a major independent piece of work intended to develop a student’s ability to actively engage with core disciplinary issues. The dissertation focuses on analysis, synthesis and critique and combines critical approaches to public relations with practical application through case studies. Hence, it encourages students to apply key theoretical, conceptual and methodological issues in writing a dissertation.

The module challenges the students to pull together the research skills acquired throughout their studies and particularly from the second year module ‘Research Skills and Practice’, make use of a body of literature and reflect upon the link between theory and practice.

Internal Communications (Option)

Internal Public Relations involves more than employee communications and is an essential aspect of most (perhaps even all) PR programmes.

In particular students have the opportunity to consider ethical aspects of Internal Public Relations and distinguish the role of Internal Public Relations from that of related fields such as Human Resource Management and internal publicity.

International Media Policies (Option)

This module examines broadcasting structures in the UK and in other countries. It aims to develop students’ critical understanding of models of national broadcasting and the implications for media policy and mass media's role in society. The module aims to introduce students to the fundamental contexts of national, cultural and economic systems which inform the development of media policy debates.

Journalism Independent Study (Option)

Students may undertake a dissertation topic of their choice within their chosen field of study and apply theoretical concepts to their research. They will be allocated an individual tutor to support their work but it will require a high degree of personal commitment working on their own initiative.

Journalists on the Screen (Option)

The purpose of this module is to examine and critically compare the different representations of journalists to be found in film and assess the relation between these portrayals and continuing moral and political issues faced by the profession. The module expects students to study movies in which journalists are portrayed as leading characters.

Peace and Conflict Reporting (Option)

This module explores the history of war reporting and the ways in which journalists have represented conflicts. It also considers the reasons why some conflicts are marginalised, ignored altogether or given extensive coverage by the mainstream media. It studies theoretical aspects and practical implications of conflict-sensitive reporting.

Professional Placement (Option)

Work experience is seen as essential in today's competitive jobs market. This module aims to give students the opportunity to experience the industries that can be linked to their studies, gain vital skills which may prepare them for the job market and also establish and maintain links with industry professionals who may help them in their chosen career.

Strategic Corporate Public Relations (Option)

This module considers Strategic Corporate Communication as a means of engendering trust and building reputation in key aspects of corporate activity, in particular in Investor Relations.

It considers strategically vital concerns of corporate management at the highest level, in particular Corporate Governance and other institutional, social, political and technological issues that have a direct effect on the cost and availability.

Modern media techniques and pressures have been to the fore in the recent fiscal crises as has the relationship between commercial and political interests and imperatives. This relationship will be described and developed as part of a wider understanding that strategic communications is not just a commercial or fiscal priority, especially in difficult times.

The Professional Practice Year (Option)

This module is aimed at those students who have decided to take a year out of formal studies to gain accredited work experience and are registered on a degree programme with an accredited professional practice element. The Professional Practice Year aims to give students a continuous experience of full-time work within an organisation.

It should be a three way co-operative activity between employer, student and University from which all parties benefit. Students can choose to pursue a variety of options including a placement year, a consultancy project or a work-based dissertation. Potential costs relating to this module are outlined in the Features tab.

Values, Issues and Crisis Management Counselling (Option)

This module offers students the opportunity to develop a theoretical and practical understanding and application of digital communications used within Public Relations including: design and writing for web sites; blogs and social media: and to make them aware of some of the implications of this medium for PR.

†The availability of optional modules may vary from year to year and will be subject to minimum student numbers being achieved. This means that the availability of specific optional modules cannot be guaranteed. Optional module selection may also be affected by staff availability.

Special Features

Adobe Creative Cloud

Students are provided with free access to Adobe Creative Cloud software.

Placements

Students are supported to find work placements in regional and national organisations. Students are expected to cover travel, accommodation and general living costs associated with their individual placement.

The University is home to Cygnet PR, a student-run PR agency where students can experience working on live projects for external clients.

There are opportunities to work on the University’s student magazine, print and web publications and at its community and student radio stations, Siren FM and Brayford Radio, both based on campus

Placement Year

When students are on an optional placement in the UK or overseas or studying abroad, they will be required to cover their own transport and accommodation and meals costs. Placements can range from a few weeks to a full year if students choose to undertake an optional sandwich year in industry.

Students are encouraged to obtain placements in industry independently. Tutors may provide support and advice to students who require it during this process.

Student as Producer

Student as Producer is a model of teaching and learning that encourages academics and undergraduate students to collaborate on research activities. It is a programme committed to learning through doing.

The Student as Producer initiative was commended by the QAA in our 2012 review and is one of the teaching and learning features that makes the Lincoln experience unique.

Facilities

At Lincoln, we constantly invest in our campus as we aim to provide the best learning environment for our undergraduates. Whatever the area of study, the University strives to ensure students have access to specialist equipment and resources, to develop the skills, which they may need in their future career.

View our campus pages [www.lincoln.ac.uk/home/campuslife/ourcampus/] to learn more about our teaching and learning facilities.

Career Opportunities

Graduates are well-placed to secure positions at regional, national and international media organisations and press agencies or work in a freelance capacity. Some may use their degree as the basis for a career in PR, business, marketing or education. Some go on to study further at postgraduate level.

Careers Service

The University Careers and Employability Team offer qualified advisors who can work with students to provide tailored, individual support and careers advice during their time at the University. As a member of our alumni we also offer one-to-one support in the first year after completing a course, including access to events, vacancy information and website resources; with access to online vacancies and virtual resources for the following two years.

This service can include one-to-one coaching, CV advice and interview preparation to help you maximise our graduates future opportunities.

The service works closely with local, national and international employers, acting as a gateway to the business world.

Visit our Careers Service pages for further information. [http://www.lincoln.ac.uk/home/campuslife/studentsupport/careersservice/]

Additional Costs

For each course students may find that there are additional costs. These may be with regard to the specific clothing, materials or equipment required, depending on their subject area. Some courses provide opportunities for students to undertake field work or field trips. Where these are compulsory, the cost for the travel, accommodation and meals may be covered by the University and so is included in the fee. Where these are optional students will normally (unless stated otherwise) be required to pay their own transportation, accommodation and meal costs.

With regards to text books, the University provides students who enrol with a comprehensive reading list and our extensive library holds either material or virtual versions of the core texts that students are required to read. However, students may prefer to purchase some of these for themselves and will therefore be responsible for this cost. Where there may be exceptions to this general rule, information will be displayed in a section titled Other Costs below.

Related Courses

The BA (Hons) Advertising and Marketing degree at Lincoln offers the opportunity to develop the creativity, knowledge and skills to deliver successful global campaigns, in preparation for a career in the creative industries.
The BA (Hons) English and Journalism combines a study of English literature with a grounding in a vibrant newsroom environment.
The BA (Hons) English degree at the University of Lincoln explores a lively and varied collection of texts within their historical and theoretical contexts, from Medieval literature and the Renaissance to postcolonialism and postmodernism.
On the BA (Hons) Journalism degree students are encouraged to put journalistic theory into practice and have opportunities to produce news content to a professional standard while exploring the ethical and legal considerations of the industry.
BA (Hons) Journalism Studies at Lincoln aims to provide students with an informed understanding of the role of journalism in society, and the intellectual and practical skills required to succeed professionally as a journalist.
The BA (Hons) Marketing Management degree offers students the opportunity to develop an understanding of marketing techniques and the processes applicable to a wide range of business types and sectors. There is an international focus on developments in the industry, such as the emergence of new technologies and product and service innovation. The importance of digital marketing is acknowledged throughout the programme and students get the opportunity to develop digital skills from the first year.
The BA (Hons) Public Relations degree at Lincoln provides opportunities for students to learn a strategic approach to PR and benefit from an integrated multi-media approach to communications. The course draws on the disciplines of storytelling, crisis management, events and campaigning.

Tuition Fees

2017/18UK/EUInternational
Full-time £9,250 per level £14,500 per level
Part-time £77.00 per credit point  N/A
Placement (optional) Exempt Exempt

 

2018/19UK/EUInternational
Full-time £9,250 per level £15,600 per level
Part-time £77.00 per credit point  N/A
Placement (optional) Exempt Exempt

The University undergraduate tuition fee may increase year on year in line with government policy. This will enable us to continue to provide the best possible educational facilities and student experience.

In 2017/18, fees for all new and continuing undergraduate UK and EU students will be £9,250.

In 2018/19, fees may increase in line with Government Policy. We will update this information when fees for 2018/19 are finalised.

Please note that not all courses are available as a part-time option.

For more information and for details about funding your study, please see our UK/EU Fees & Funding pages or our International funding and scholarship pages. [www.lincoln.ac.uk/home/studyatlincoln/undergraduatecourses/feesandfunding/] [www.lincoln.ac.uk/home/international/feesandfunding/]

The University intends to provide its courses as outlined in these pages, although the University may make changes in accordance with the Student Admissions Terms and Conditions [www.lincoln.ac.uk/StudentAdmissionsTermsandConditions].