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Overview

This online Masters in Public Relations and Strategic Communication will help you to develop a critical appreciation of the role of public relations in contemporary societies, as well as key analytical, management and communication skills. You’ll gain a solid understanding of the theory behind public relations and communications, and have many opportunities to apply this theory to everyday communications and public relations practice.

The course is delivered online via MS Teams and Canvas, the University of Stirling’s online learning environment. You will also have an opportunity to attend on-campus sessions and field trips, including our Public Relations Residential School and the annual public affairs field trip to Brussels.

By the end of your studies, you’ll have the necessary skills to work at a managerial level in public relations. You’ll be able to analyse environments, issues, organisational cultures and relationships – as well as set objectives, carry out research and evaluation, and design and implement public relations strategies.

We’re continually updating this well-established course in line with new advances in theory and practice, including how communication campaigns may successfully integrate digital media. Guest lectures offer opportunities to discuss strategic communication issues with leading practitioners and scholars. These also give you networking opportunities and an understanding of current best practice.

This course was established in 1988 and was the first degree in public relations in the UK and one of the first in Europe. Several prominent public relations academics and practitioners have completed their education at Stirling.

Course objectives

On successful completion of this course, you will be able to:

• develop an advanced and critical understanding of complex communication phenomena and theories underpinning them;
• develop, execute and evaluate strategic communications plans and campaigns;
• communicate effectively to a wide range of audiences, using appropriate communications tactics, technologies and terminology;
• advise on appropriate channels and messaging to meet strategic communications objectives;
• integrate theory, research findings and awareness of communications technologies into campaign planning;
• recognise and respond appropriately to the ethical challenges associated with strategic communication and public relations;
• set objectives and design and implement public relations activities and tactics to meet those objectives;
• carry out research and evaluation appropriate to public relations and strategic communications activities.