Professor Jane Chapman - Programme Leader
Jane has had many years of experience in the media and communications industry, running her own production company for 14 years that provided PR and video communications for government and corporate clients in the fields of careers training, women into management, hotel and catering, oil exploration, and other service industries. Jane is the author of 13 books in communications history and journalism, and teaches research methods for students' final projects, as well as for doctoral students.School Staff List Make an Enquiry
In today’s competitive marketplace, good communications and a solid reputation are key to a business’s survival and success. Lincoln’s MA in Media and Communications is designed to explore the role of this fast-growing employment area, by recognising the rapid changes taking place in the communications environment and enabling students to develop the media skills needed to work internationally across multimedia and digital platforms. There is an emphasis on the ability to critically assess contemporary issues in communications in both commercial and not-for-profit organisations.
The programme examines PR agencies and corporate bodies operating within a global remit. Students can research and critique developments in communications practice, with a focus on an ethical approach. Developing eloquence and confidence is explored on the course, along with the key skills required to become a flexible communications professional.
Students can gain practical experience by joining the University’s student-run communications company, Cygnet PR. They are also expected to complete an assessed work placement as an important part of the course. Please note that students are responsible for their travel, accommodation, and general living costs while undertaking work placements.
A wide range of approaches to teaching and learning are used on the programme to reflect the ever-changing nature of the subject, spanning a range of genres, media, and audiences.
The communications based modules aim to employ flexible and varied means of teaching, learning, and assessment tailored to the Master’s experience and grounded in collaborative research-engaged learning. Media modules deal with the landscape of the media industry and the specific media skills that are required to work in the field of communications.
Students will have the chance to work as individuals and in groups, to produce solo and group presentations, reports, essays, projects, literature reviews, and a dissertation.
As well as the traditional skills of research, essay writing, speaking, and debating, students will be able to develop a range of writing and production skills associated with work in the discipline.
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.
Weekly contact hours on this programme vary depending on the module being delivered and the stage of study. Postgraduate level study involves a significant proportion of independent study, exploring the material covered in lectures and seminars. As a general guide, for every hour spent in class, students are expected to spend at least two to three hours in independent study. For more detailed information please contact the Programme Leader.
We want you to have all the information you need to make an informed decision on where and what you want to study. To help you choose the course that’s right for you, we aim to bring to your attention all the important information you may need. Our What You Need to Know page offers detailed information on key areas including contact hours, assessment, optional modules, and additional costs. For research programmes this includes research fees and research support fees.
The Final Project or Dissertation module consists of either a dissertation, portfolio of articles, radio or television documentary, or chapters for a book or webpages. Students are expected to spend the final term during the summer on self-directed learning, having already decided on the form of media product that they will produce. Students are allocated their own tutor for support and guidance. This final project provides an opportunity to research and make an in-depth study of their chosen study area.
PR activities are conducted within a context of social issues. In this relationship the media plays a vital part. This module aims to consider the possible genesis of some of the important issues and the conduct of PR as a social activity within which PR may be considered in terms of the ethical values it embodies, how it regards truth and its attitude towards corporate social responsibility. These dimensions of PR practice may be considered by examining how PR practitioners managed particular issues such as a crisis, government relations, or corporate change. The module consists of two inter-related parts. In the first the broader social issues are examined and a number of conceptual analytical tools developed. In the second part a number of cases, UK and international, are analysed using those conceptual tools. An important underlying theme of this module is the relationship between PR and the media, particularly in the post-Leveson environment of regulation and oversight.
This module is designed to examine all aspects of law relating to the media with some focus on issues in science. This challenging module uses real case studies and up-to-date research to provide students with the opportunity to develop an understanding of the framework within which the industry operates, and the ethical dilemmas involved. This module seeks to provide a basic appreciation of systems of power, covering national and local government structures and institutions.
The fundamental purpose of this module is to provide the opportunity to develop the analytical and practical tools required for media placement of PR material to the best effect and within the context of a designed campaign. It aims to familiarise students with the variety of media available and seeks to enable students to make the best selection for their efforts as a PR practitioner, and then to establish the appropriate relationships leading to successful publication in line with the organisation’s defined PR objectives. Constraints on the process will be explored and metrics for evaluating success examined.
This module aims to develop multiplatform media skills for the PR practitioner. Students will have the opportunity to write news releases and news stories and articles for corporate and consumer newsletters. Students have the chance to be introduced to the editorial and production skills required for multi-platform production in the increasingly converged media environment. The focus will be on organisational story telling and output production for broadcast (radio, TV and online) and print media. During the module, students will have the chance to work in a production workshop environment with all tasks performed under appropriate time constraints.
This module is designed to give students the opportunity to develop the knowledge and understanding necessary to conceive, develop, and implement strategic PR campaigns. It also aims to equip students with the knowledge and skills to manage PR activities either in-house or for a consultancy. This module is pivotal for the course as seeks to lay out the overall geography of PR including pointing out those landmarks (such as managing change, use of web sites, and relationships with the media) that students are expected to pursue in depth elsewhere in the course. The module considers PR in commercial and not for profit contexts as well as PR for marketing support and strategic corporate reputation assurance delivered both in-house and by a consultancy. Students have the opportunity to reflect on and evaluate specific technical and interpersonal skills necessary for a PR practitioner operating at a senior level.
On this module, students are expected to take up a work placement in one or several different media organisations of their choice. The module provides prior guidance, together with career advice. Tutors will help with research of the employment market, help to arrange international, national or local work placements and support students as they build an individual career profile, CV, and work experience. This module also provides the opportunity to develop a methodological understanding and to receive support and advice on the final project. Students will then be expected to prepare a written proposal for a dissertation, a documentary project, or a portfolio of articles.
Relationship marketing can be seen as the process of creating added value for organisations by managing their connections with internal and external stakeholders. This can include customers, employees, suppliers, and distributors. Central to the module is the development of a perspective that sees an increasing role for co-creation with consumers in relationships and the effective implementation of appropriate customer experiences.
The module is designed provide the opportunity for students to develop a theoretical and practical understanding of the application of digital communications used within PR – including: designing, building and writing for web sites; blogs and social media – and to make students aware of some of the implications of these for PR. Students can look at the history of the internet and at some of the underlying technology and web page design. Students will also be able to examine content-management systems, SEO, data journalism, and data-base driven websites. The implementation of measurement tools will also be explored.
† 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.
This programme uses a full range of assessment and feedback tools which may include written exams, written assignments, reports, a dissertation, portfolios, projects, oral assessments and presentations, practical skills assessments, and set exercises.
The University of Lincoln's policy on assessment feedback aims to ensure that academics will return in-course assessments to you promptly – usually within 15 working days after the submission date.
Postgraduate study is an investment in yourself and your future, and it's important to understand the costs involved and the funding options available before you start. A full breakdown of the fees associated with this programme can be found on our course fees pages.
There are more ways than ever before to fund your postgraduate study, whether you want to do a taught or research course. For those wishing to undertake a Master's course, you can apply for a loan as a contribution towards the course and living costs. Loans are also available to those who wish to undertake doctoral study. The University offers a number of scholarships and funded studentships for those interested in postgraduate study. Learn how Master's and PhD loans, scholarships, and studentships can help you fund your studies on our Postgraduate Fees and Funding pages.
First or second class honours degree.
If you have studied outside of the UK, and are unsure whether your qualification meets the above requirements, please visit our country pages for information on equivalent qualifications.
Overseas students will be required to demonstrate English language proficiency equivalent to IELTS 6.5 overall, with a minimum of 6.0 in each element. For information regarding other English language qualifications we accept, please visit the English Requirements page.
If you do not meet the above IELTS requirements, you may be able to take part in one of our Pre-session English and Academic Study Skills courses. These specialist courses are designed to help students meet the English language requirements for their intended programme of study.
At Lincoln, Covid-19 has encouraged us to review our practices and, as a result, to take the opportunity to find new ways to enhance the student experience. We have made changes to our teaching and learning approach and to our campus, to ensure that students and staff can enjoy a safe and positive learning experience. We will continue to follow Government guidance and work closely with the local Public Health experts as the situation progresses, and adapt our teaching and learning accordingly to keep our campus as safe as possible.
To apply for this course you will need to submit an application through our online application system:
In our digitally connected world, there is an abundance of information readily available to audiences worldwide, meaning that companies are more vulnerable than ever to misinformation about their brand. Good communications and media relations are a key management function in any business and can be used as an essential strategy to manage reputation while establishing trust among the public, increasing news media and social media presence, and maintaining a consistent voice. Roles within the sector include publicist, copywriter, PR specialist, and social media manager, and can be based in-house or in an agency. This programme aims to equip graduates with the eloquence and confidence needed for a variety of career in media and communications.
Find out more about how postgraduate study can help further your career, develop your knowledge, or even prepare you to start your own business at one of our postgraduate events.Find out More
Our MA in Creative Writing provides opportunities to work closely with practising creative writers and hear from professionals from publishing.
Conduct in-depth research into an area of your choice, with the help of dedicated skills sessions and under the guidance of an academic supervisor.
This programme aims to provide the professional and practical training needed for a career in the exciting world of journalism.