Communications and Public Relations | BA (Hons)

An Introduction to Your Modules

† Some courses may offer optional modules. 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.

Communication in Society 2023-24PBR1032MLevel 42023-24This module offers an introduction to the communication industry, following a theoretical and historical pathway to understand the current workings in mass communications. Students examine the development of various types of media communication and fundamental models and debates that have emerged in the attempt to account for them in a modern, Western cultural context. Access to 'means' of communication, the development of various genres of communication and the impact of digital revolutions on our "information society" are also explored.CoreEffective Copywriting and Design 2023-24PBR1034MLevel 42023-24In 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.CoreIntegrated Communication 2023-24PBR1029MLevel 42023-24This 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.CoreIntroduction to Public Relations 2023-24PBR1018MLevel 42023-24This 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 organisations 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.CoreMultiplatform Media Skills for Public Relations 2023-24PBR1031MLevel 42023-24In this module students are introduced to the editorial and production skills required for multiplatform production in the increasingly converged media environment. Areas include organisational story telling and output production for radio and television with, as the module progresses, increasing attention given to related online content. During the module, students will work in a production workshop environment with all tasks performed under appropriate time constraints. By bringing the professional environment into the workshop the students can experience the pressures of operating as a public relations practitioner across a range of broadcast and web-based media. Core skills of portable recording, editing, story telling and writing for broadcast can be developed through the module, incorporating interviewing techniques, story selection and editing processes, and audio/visual illustration.CorePublic Administration 1: Democracy and Bureaucracy 2023-24JOU1004MLevel 42023-24Students need to understand how legislation is drafted and enacted in the UK and how journalism the Fourth Estate effects a check on Government and Parliament(s). This involves a study of the political, democratic and administrative structure of Parliament, government, local government and EU institutions. The module also examines how local government services are delivered around the UK, in the absence of a uniform structure and the emergence of various experimental models. Issues such as public accountability, consultation, responsibilities and decision-taking mechanisms are also studied.CoreCommunicating in the Public Sphere 2024-25PBR2030MLevel 52024-25Communicating in the Public Sphere is about the process of engaging citizens and voters in the practical as well as the ideological aspects of public administration, it touches on many aspects of political (with a small 'p') communications. An initial grounding in Public Administration for PR practitioners and journalists will have been offered in the first year; this module builds on that. It looks at the relationship between the citizen (voter), the established political order and the media. The PR professional needs not only to have a full grasp of the communications techniques open to the 21st C practitioner but also to be aware of the need for impartiality, balance and openness in dealing with public communications. Well managed, well directed and reliable two-way communications between the politicians and their constituents, via whichever media is appropriate, could be the key to countering the 'democratic deficit' of fewer people voting at elections. As party politics becomes less engaging, citizens and voters are increasingly politically active on issues that motivate them. This module will look at the mainstream communications methods, mechanisms and messages but also at the alternative political communications communities. It addresses issues such as media relationships with officials, representatives, and politicians and examines limitations on, and opportunities for, the reporter to obtain information that institutions prefer the public not to know. Students can look at examples, case studies and reporting trends to assess the function of reporters and media organisations in presenting these important areas of public concern to their audiences.CoreCommunity Engagement 2024-25PBR2014MLevel 52024-25Community 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).CoreEssential Law for Public Relations 2024-25PBR2017MLevel 52024-25Todays Public Relations operates through multiplatforms of sound and vision, thus students need to understand the essential legal and ethical responsibilities associated with multiplatform communication, working with journalists and with the news agenda. Students will have the opportunity to examine a range of different audiences and channels of communication from tweets, blogs, news media and speeches to weighty consultation and strategy documentations to justify policies. Students will also have the chance to develop an understanding of the legal issues around reputation as an essential skill for a PR journalist. A PR professional must have a basic understanding of contract law and of the legal rights and responsibilities of freelancers.CorePublic Relations in Organisational Communications 2024-25PBR2013MLevel 52024-25The 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.CorePublic Relations Organisations and People 2024-25PBR2015MLevel 52024-25Effective 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.CoreResearch Methods 2024-25PBR2016MLevel 52024-25The main aim of this module is to encourage students to consider the relationships between the media and audiences, to ask critical questions relevant for their field of study, and to choose the right method to answer them. It introduces qualitative research methods for communications and guides students through the practical dimensions of conducting a research project into media audiences. In order to help students to understand basic research methods commonly used in communication and media studies and their limits this unit will include discussions on contemporary critiques of these methods, as well as their ethical and philosophical dimensions. Students will examine the multidisciplinary character of these methods and their historical origins in the fields of sociology, anthropology, and psychology. The contribution of literary criticism, history and economy to what is often referred to as "critical analyses" of contemporary cultural production and reception will be also a matter of discussions.CoreCampaign Structures and Components 2024-25PBR2031MLevel 52024-25Effective campaigning and the structural processes of campaign extension are key components of 21st Century PR practice. Building on the Level 1 Effective Copywriting and Design module, this unit will introduce new areas of theory and of practical and creative application. This module considers harnessing a professionally literate visual element to a coherent and integrated PR offer. It will look at such things as speech writing and presentations; exhibitions and events; press conferences and briefings; webcasts and podcasts; news spotting and ambush marketing; and cultural referencing. It will also introduce some of the corporate necessities such as annual reports and prospectuses that students will study in depth in Level 3. This unit will therefore analyse and critique some existing campaigns and corporate endeavours and set workshop tasks and challenges to construct a sense of cultural and promotional values. - Semiotics and visual languages - Press conferences, briefings - Photo calls and media events - Exhibitions and roadshows - News Spotting, Ambush Marketing and viral campaigns - Speech writing and presentation protocols - Consumer culture as a PR reference pointOptionalLive Events Management 2024-25SBM2018MLevel 52024-25This 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.OptionalIndependent Study (Public Relations) 2025-26PBR3021MLevel 62025-26The dissertation is a major independent piece of work intended to develop a students 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.CoreStrategic Corporate Public Relations 2025-26PBR3016MLevel 62025-26This 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.CoreValues, Issues and Crisis Management Counselling 2025-26PBR3017MLevel 62025-26This 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.CoreBrand and Reputation 2025-26PBR3020MLevel 62025-26This 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 corporations operating plan.OptionalCreativity in Public Relations 2025-26PBR3022MLevel 62025-26Creativity 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.OptionalDigital Communications 2025-26PBR3018MLevel 62025-26Students 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.OptionalInternal Communications 2025-26PBR3019MLevel 62025-26Internal 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.OptionalRoots of Cultural Conflict: The historical origins of contemporary world challenges 2025-26JOU3010MLevel 62025-26This module provides an opportunity to examine and analyse recent and ongoing international news stories in a cultural and historic context. Themes will include colonialism, conflicting cultural and religious world-views, economic paradigms, construction of national identity, cultural stereotyping, public health initiatives, poverty, the impact of NGOs and foreign aid, and the significance of a free press. The module will begin with a brief overview of western colonialism in the eighteenth and nineteenth centuries but will then focus on more recent developments, exploring the nature and consequences of clashes in cultural world views and the impact of globalization.Optional

An Introduction to Your Modules

Communication in Society 2022-23PBR1032MLevel 42022-23This module offers an introduction to the communication industry, following a theoretical and historical pathway to understand the current workings in mass communications. Students examine the development of various types of media communication and fundamental models and debates that have emerged in the attempt to account for them in a modern, Western cultural context. Access to 'means' of communication, the development of various genres of communication and the impact of digital revolutions on our "information society" are also explored.CoreEffective Copywriting and Design 2022-23PBR1034MLevel 42022-23In 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.CoreIntegrated Communication 2022-23PBR1029MLevel 42022-23This 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.CoreIntroduction to Public Relations 2022-23PBR1018MLevel 42022-23This 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 organisations 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.CoreMultiplatform Media Skills for Public Relations 2022-23PBR1031MLevel 42022-23In this module students are introduced to the editorial and production skills required for multiplatform production in the increasingly converged media environment. Areas include organisational story telling and output production for radio and television with, as the module progresses, increasing attention given to related online content. During the module, students will work in a production workshop environment with all tasks performed under appropriate time constraints. By bringing the professional environment into the workshop the students can experience the pressures of operating as a public relations practitioner across a range of broadcast and web-based media. Core skills of portable recording, editing, story telling and writing for broadcast can be developed through the module, incorporating interviewing techniques, story selection and editing processes, and audio/visual illustration.CorePublic Administration 1: Democracy and Bureaucracy 2022-23JOU1004MLevel 42022-23Students need to understand how legislation is drafted and enacted in the UK and how journalism the Fourth Estate effects a check on Government and Parliament(s). This involves a study of the political, democratic and administrative structure of Parliament, government, local government and EU institutions. The module also examines how local government services are delivered around the UK, in the absence of a uniform structure and the emergence of various experimental models. Issues such as public accountability, consultation, responsibilities and decision-taking mechanisms are also studied.CoreCommunicating in the Public Sphere 2023-24PBR2030MLevel 52023-24Communicating in the Public Sphere is about the process of engaging citizens and voters in the practical as well as the ideological aspects of public administration, it touches on many aspects of political (with a small 'p') communications. An initial grounding in Public Administration for PR practitioners and journalists will have been offered in the first year; this module builds on that. It looks at the relationship between the citizen (voter), the established political order and the media. The PR professional needs not only to have a full grasp of the communications techniques open to the 21st C practitioner but also to be aware of the need for impartiality, balance and openness in dealing with public communications. Well managed, well directed and reliable two-way communications between the politicians and their constituents, via whichever media is appropriate, could be the key to countering the 'democratic deficit' of fewer people voting at elections. As party politics becomes less engaging, citizens and voters are increasingly politically active on issues that motivate them. This module will look at the mainstream communications methods, mechanisms and messages but also at the alternative political communications communities. It addresses issues such as media relationships with officials, representatives, and politicians and examines limitations on, and opportunities for, the reporter to obtain information that institutions prefer the public not to know. Students can look at examples, case studies and reporting trends to assess the function of reporters and media organisations in presenting these important areas of public concern to their audiences.CoreCommunity Engagement 2023-24PBR2014MLevel 52023-24Community 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).CoreEssential Law for Public Relations 2023-24PBR2017MLevel 52023-24Todays Public Relations operates through multiplatforms of sound and vision, thus students need to understand the essential legal and ethical responsibilities associated with multiplatform communication, working with journalists and with the news agenda. Students will have the opportunity to examine a range of different audiences and channels of communication from tweets, blogs, news media and speeches to weighty consultation and strategy documentations to justify policies. Students will also have the chance to develop an understanding of the legal issues around reputation as an essential skill for a PR journalist. A PR professional must have a basic understanding of contract law and of the legal rights and responsibilities of freelancers.CorePublic Relations in Organisational Communications 2023-24PBR2013MLevel 52023-24The 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.CorePublic Relations Organisations and People 2023-24PBR2015MLevel 52023-24Effective 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.CoreResearch Methods 2023-24PBR2016MLevel 52023-24The main aim of this module is to encourage students to consider the relationships between the media and audiences, to ask critical questions relevant for their field of study, and to choose the right method to answer them. It introduces qualitative research methods for communications and guides students through the practical dimensions of conducting a research project into media audiences. In order to help students to understand basic research methods commonly used in communication and media studies and their limits this unit will include discussions on contemporary critiques of these methods, as well as their ethical and philosophical dimensions. Students will examine the multidisciplinary character of these methods and their historical origins in the fields of sociology, anthropology, and psychology. The contribution of literary criticism, history and economy to what is often referred to as "critical analyses" of contemporary cultural production and reception will be also a matter of discussions.CoreCampaign Structures and Components 2023-24PBR2031MLevel 52023-24Effective campaigning and the structural processes of campaign extension are key components of 21st Century PR practice. Building on the Level 1 Effective Copywriting and Design module, this unit will introduce new areas of theory and of practical and creative application. This module considers harnessing a professionally literate visual element to a coherent and integrated PR offer. It will look at such things as speech writing and presentations; exhibitions and events; press conferences and briefings; webcasts and podcasts; news spotting and ambush marketing; and cultural referencing. It will also introduce some of the corporate necessities such as annual reports and prospectuses that students will study in depth in Level 3. This unit will therefore analyse and critique some existing campaigns and corporate endeavours and set workshop tasks and challenges to construct a sense of cultural and promotional values. - Semiotics and visual languages - Press conferences, briefings - Photo calls and media events - Exhibitions and roadshows - News Spotting, Ambush Marketing and viral campaigns - Speech writing and presentation protocols - Consumer culture as a PR reference pointOptionalLive Events Management 2023-24SBM2018MLevel 52023-24This 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.OptionalIndependent Study (Public Relations) 2024-25PBR3021MLevel 62024-25The dissertation is a major independent piece of work intended to develop a students 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.CoreStrategic Corporate Public Relations 2024-25PBR3016MLevel 62024-25This 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.CoreValues, Issues and Crisis Management Counselling 2024-25PBR3017MLevel 62024-25This 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.CoreBrand and Reputation 2024-25PBR3020MLevel 62024-25This 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 corporations operating plan.OptionalCreativity in Public Relations 2024-25PBR3022MLevel 62024-25Creativity 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.OptionalDigital Communications 2024-25PBR3018MLevel 62024-25Students 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.OptionalInternal Communications 2024-25PBR3019MLevel 62024-25Internal 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.OptionalRoots of Cultural Conflict: The historical origins of contemporary world challenges 2024-25JOU3010MLevel 62024-25This module provides an opportunity to examine and analyse recent and ongoing international news stories in a cultural and historic context. Themes will include colonialism, conflicting cultural and religious world-views, economic paradigms, construction of national identity, cultural stereotyping, public health initiatives, poverty, the impact of NGOs and foreign aid, and the significance of a free press. The module will begin with a brief overview of western colonialism in the eighteenth and nineteenth centuries but will then focus on more recent developments, exploring the nature and consequences of clashes in cultural world views and the impact of globalization.Optional

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BA (Hons) Communications and Public Relations BA (Hons) Communications and Public Relations

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Welcome to BA (Hons) Communications and Public Relations

Welcome to BA (Hons) Communications and Public Relations

Accreditations

How You Study

What You Need to Know

How You Study

What You Need to Know

An Introduction to Your Modules

An Introduction to Your Modules

How you are assessed

Fees and Scholarships

Course-Specific Additional Costs

Course-Specific Additional Costs

Entry Requirements 2023-24

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Entry Requirements 2022-23

United Kingdom

International

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