Alex Lewczuk - Programme Leader
With more than 30 years broadcasting experience, Alex Lewczuk is the founder of the award-winning Siren Radio and Producer of the Bi-Annual Tele Fantasy and Society Symposia, as well as rural correspondent and coordinator of a range of book and country festival events. Alex has first and postgraduate degrees in Biology, Chemistry, Education, and Film Studies.School Staff List
Storytelling, crisis management, events, and campaigning form the core of public relations, and our modern approach to communications aims to help students navigate this fast-paced world with confidence.
At Lincoln students can learn about strategic public relations and benefit from an integrated multi-media approach to communications. The course aims to develop written and verbal skills to give students the ability to become confident communicators, prepared to face the challenges of public relations work.
Students can work with multi-media technologies including video, audio, and online material. They have the opportunity to explore how social media can be a volatile but powerful platform to reach large
The course is recognised by the Chartered Institute of Public Relations and the University is a partner of the Public Relations Consultants Association.
The first year introduces students to the breadth of the public relations disciplines. It covers academic theory and the key components of public relations practice, including copywriting, design, and multi-platform media skills.
This knowledge is developed further in the second year. At this point students can apply their learning to the real world, and explore different applications of PR and communications, such as in the commercial, not-for-profit, and the public sector.
The final year includes modules on PR strategy, and an in-depth study in an area of specific interest.
There are opportunities for further study through additional events and outside speakers as well as free access to the CIPR and PRC webinars that provide industry specific skills training and updates.
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.
This 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.
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.
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.
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.
In 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.
Students 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.
Communicating 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.
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).
Today’s 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.
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.
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.
The 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.
Effective 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 point
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.
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.
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.
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.
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.
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.
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.
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.
This 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.
† 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.
Assessment varies according to the module being studied but is generally portfolio, coursework, and practical applications. There will be some assessments by examination and some group assessments.
At final level there are individual tutorials to help students with their dissertations and project work.
Some assessments require the student to build an online personality that will supplement their CVs when seeking work experience and employment.
In the first year, assessment is 76% coursework, 13% practical exams, and 11% written exams. In the second year it is 82% coursework, 11% practical exams, and 7% written exams. In the third year it is 75% coursework and 25% practical exams.
The University of Lincoln’s policy is to ensure that staff return assessments to students promptly.
Going to university is a life-changing step 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.
For eligible undergraduate students going to university for the first time, scholarships and bursaries are available to help cover costs. The University of Lincoln offers a variety of merit-based and subject-specific bursaries and scholarships. For full details and information about eligibility, visit our scholarships and bursaries pages.
Students are responsible for any travel, accommodation, or general living costs while undertaking a work placement.
GCE Advanced Levels: BBC
International Baccalaureate: 29 points overall
BTEC Extended Diploma: Distinction, Merit, Merit
Access to Higher Education Diploma: 45 Level 3 credits with a minimum of 112 UCAS Tariff points
Applicants will also be required to have at least three GCSEs at grade C or above (or equivalent), including English.
Non UK Qualifications:
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/st.../entryrequirementsandyourcountry/ for information on equivalent qualifications.
EU and Overseas students will be required to demonstrate English language proficiency equivalent to IELTS 6.0 overall, with a minimum of 5.5 in each element. For information regarding other English language qualifications we accept, please visit the English Requirements page https://www.lincoln.ac.uk/home/st...port/englishlanguagerequirements/
If you do not meet the above IELTS requirements, you may be able to take part in one of our Pre-sessional English and Academic Study Skills courses.
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 firstname.lastname@example.org
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.
The course is recognised by the Chartered Institute of Public Relations and the University is a partner of the Public Relations Consultants Association. These relationships with the industry’s two main professional bodies aims to ensure that Lincoln students benefit from enhanced opportunities to undertake additional training, and learn from industry experts.
Students have the opportunity to gain hands-on experience by working with Cygnet PR. This is the University’s fully integrated student-run PR agency, which undertakes live projects and briefs for real clients.
In addition to the opportunities available with the University’s Cygnet PR agency, students are encouraged to obtain an industry placement between their second and third years, where they can be supported academically by their tutors. There is also scope for shorter-term placements through the programme. Those who choose to undertake work placements will be responsible for covering any travel, accommodation, or general living costs associated with them.
Students on the Communications and Public Relations programme have the opportunity to study abroad at our partner institution, the University of Wollongong Malaysia KDU. Find out more about our partner institution.
"What I love about the course is the quality of teaching. We are incredibly lucky to be given tuition from specialists who have worked in the industry for decades, who can provide invaluable advice and knowledge based on their own experiences."Ben Lewis BA (Hons) Public Relations student
Recent graduates have secured roles with major agencies such as 33 Digital, Red Consultancy, and Fire PR. They have won places on prestigious graduate schemes at companies such as Sony. Others have gone on to communications roles with organisations including GlaxoSmithKline, HS2 Rail Project, Bank of England, South Yorkshire Police, South Yorkshire Fire and Rescue, Portland Communications (a top 15 agency), Metia Marketing, Ministry of Justice, Eden PR, and Goodfellow Communications.
While you may not be able to visit us in person at the moment, you can still find out more about the University of Lincoln and what it is like to live and study here at one of our live Virtual Open Days.Book Your Place
Professionals with the skills, knowledge, and creativity to deliver impactful national and international campaigns are highly sought after.
Prepare aspiring journalists to produce news content to a print or broadcast standard, putting journalistic theory into practice.
Combining the craft of journalism - spotting a story, researching and writing - with the core skills of public relations.