Key Information

Full-time

1 year

Part-time

2 years

Campus

Brayford Pool

Validation Status

Validated

Fees

View

Course Code

PBRPBRMA

MA Public Relations

Lincoln’s School of English and Journalism has become one of the first institutions in Europe to be awarded a 'Recognised for Excellence' accolade by the European Journalism Training Association (EJTA).

Key Information

Full-time

1 year

Part-time

2 years

Campus

Brayford Pool

Validation Status

Validated

Fees

View

Course Code

PBRPBRMA

Teaching and Learning During COVID-19

The current COVID-19 pandemic has meant that at Lincoln we are making 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 here at Lincoln.

From autumn 2020 our aim is to provide an on-campus learning experience. Our intention is that teaching will be delivered through a mixture of face-to-face and online sessions. There will be social activities in place for students - all in line with appropriate social distancing and fully adhering to any changes in government guidance as our students' safety is our primary concern.

We want to ensure that your Lincoln experience is as positive, exciting and enjoyable as possible as you embark on the next phase of your life. COVID-19 has encouraged us to review our practices and, as a result, to take the opportunity to find new ways to enhance the Lincoln experience. It has challenged us to find innovative new approaches to supporting students' learning and social interactions. These learning experiences, which blend digital and face-to-face, will be vital in helping to prepare our students for a 21st Century workplace.

Of course at Lincoln, personal tutoring is key to our delivery, providing every student with a dedicated tutor to support them throughout their time here at the University. Smaller class sizes mean our academic staff can engage with each student as an individual, and work with them to enhance their strengths. In this environment we hope that students have more opportunities for discussion and engagement and get to know each other better.

Course learning outcomes are vital to prepare you for your future and we aim to utilise this mix of face-to-face and online teaching to deliver these. Students benefit from and enjoy fieldtrips and placements and, whilst it is currently hard to predict the availability of these, we are working hard and with partners and will aspire to offer these wherever possible - obviously in compliance with whatever government guidance is in place at the time.

We are utilising a range of different digital tools for teaching including our dedicated online managed learning environment. All lectures for larger groups will be delivered online using interactive software and a range of different formats. We aim to make every contact count and seminars and small group sessions will maximise face-to-face interaction. Practicals, workshops, studio sessions and performance-based sessions are planned to be delivered face-to-face, in a socially distanced way with appropriate PPE.

The University of Lincoln is a top 20 TEF Gold University and we have won awards for our approach to teaching and learning, our partnerships and industry links, and the opportunities these provide for our students. Our aim is that our online and socially distanced delivery during this COVID-19 pandemic is engaging and that students can interact with their tutors and each other and contribute to our academic community.

As and when restrictions start to lift, we aim to deliver an increasing amount of face-to-face teaching and external engagements, depending on each course. Safety will continue to be our primary focus and we will respond to any changing circumstances as they arise to ensure our community is supported. More information about the specific approaches for each course will be shared when teaching starts.

Of course as you start a new academic year it will be challenging but we will be working with you every step of the way. For all our students new and established, we look forward to welcoming you to our vibrant community this Autumn. If you have any questions please visit our FAQs or contact us on 01522 886644.

Nigel Devereux - Programme Leader

Nigel Devereux - Programme Leader

Nigel Devereux is a Senior Lecturer in the School of English and Journalism. He has worked within the print publishing industry for almost 35 years. Nigel was editor of his hometown newspaper - The Horncastle News - from 1998-2001. From 2001 until 2009 he was Production Editor of Lincolnshire Newspapers, leading a team which designed upwards of 150 pages per week.

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Welcome to MA Public Relations

In today’s competitive marketplace, good PR and a solid reputation is key to a business’s survival and success. Lincoln’s MA Public Relations is designed to explore the role of PR in commercial and not-for-profit organisations, with an emphasis on theory and the ability to critically assess contemporary issues in communications.

The programme recognises the rapid changes taking place in the communications environment, and enables student to develop the skills needed to work across multimedia and digital platforms. Teaching takes an international approach, recognising that many corporate bodies and PR agencies operate within a global remit.

Students are able to research and critique developments in PR practice with a focus on an ethical approach to storytelling in the post-Leveson era. Developing eloquence and confidence is explored on the course, along with the key skills required to become a flexible public relations practitioner.

Students can gain practical experience by joining the University’s student-run PR company, Cygnet PR. They are also expected to complete an assessed work placement as part of the course. Please note that students are responsible for their travel, accommodation, and general living costs while undertaking work placements.

How You Study

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 PR 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. 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.

Contact and Independent Study

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.

What You Need to Know

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.

Find out More

An Introduction to Your Modules

Module Overview

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.

Module Overview

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. You are expected to spend the final term during the summer on self-directed learning, having already decided on the form of media product that you will produce. You are allocated your own tutor for support and guidance. This final project provides an opportunity to research and make an in-depth study of your chosen study area.

Module Overview

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 under-lying theme of this module is the relationship between PR and the media, particularly in the post-Leveson environment of regulation and over sight.

Module Overview

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 you 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 you with a basic appreciation of systems of power, covering national and local government structures and institutions.

Module Overview

The fundamental purpose of this module is to provide you with 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 you with the variety of media available and seeks to enable you to make the best selection for your 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.

Module Overview

This module aims to develop multiplatform media skills for the PR practitioner. You will have the opportunity to write news releases and news stories and articles for corporate and consumer newsletters. You 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, you will have the chance to work in a production workshop environment with all tasks performed under appropriate time constraints.

Module Overview

The module is designed provide the opportunity for you 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 you aware of some of the implications of these for PR.

You can look at the history of the internet and at some of the underlying technology and web page design. You 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.

Module Overview

The module is designed to give you the opportunity to develop the knowledge and understanding necessary to conceive, develop and implement strategic PR campaigns. It also aims to equip you 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 you 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. You have the opportunity to reflect on and evaluate specific technical and interpersonal skills necessary for a PR practitioner operating at a senior level.

Module Overview

On this module, you are expected to take up a work placement in one or several different media organisations of your 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 you as you build an individual career profile, CV and work experience.

Please see the Features tab for more information regarding the potential costs associated with these placements.

This module also provides the opportunity to develop a methodological understanding and to receive support and advice on the final project. You will then be expected to prepare a written proposal for a dissertation, a documentary project, or a portfolio of articles.

† 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.

How you are assessed

The Public Relations programme uses a full range of assessment and feedback tools.

These may include:

  • Written exam
  • Written assignment, including essays
  • Report
  • Dissertation
  • Portfolio
  • Project output (other than dissertation)
  • Oral assessment and presentation
  • Practical skills assessment
  • 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.

Fees and Scholarships

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.

Course Fees

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.

Course-Specific Additional Costs

For each course you may find that there are additional costs. These may be with regard to the specific clothing, materials or equipment required, depending on your course.

With regards to text books, the University provides students who enrol with a comprehensive reading list and you will find that our extensive library holds either material or virtual versions of the core texts that you are required to read. However, you may prefer to purchase some of these for yourself and you will be responsible for this cost.

Entry Requirements 2020-21

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 https://www.lincoln.ac.uk/home/studywithus/internationalstudents/entryrequirementsandyourcountry/ for information on equivalent qualifications.

Overseas students will be required to demonstrate English language proficiency equivalent to IELTS 7.0 overall, with a minimum of 6.5 in each element. For information regarding other English language qualifications we accept, please visit the English Requirements page https://www.lincoln.ac.uk/home/studywithus/internationalstudents/englishlanguagerequirementsandsupport/englishlanguagerequirements/.

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. https://www.lincoln.ac.uk/home/studywithus/internationalstudents/englishlanguagerequirementsandsupport/pre-sessionalenglishandacademicstudyskills/ . These specialist courses are designed to help students meet the English language requirements for their intended programme of study.

Days Taught

Where possible, core sessions are scheduled on Thursday and Friday, although students may be required to attend on other days of the week depending on module options.

Career and Personal Development

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.

Public relations is 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 across communication platforms. 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 career in PR.

Postgraduate Events

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

Related Courses

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.
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