Overview
Our Public Relations and Strategic Communication course gives you the chance 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 need for a successful career in communications and public relations. You’ll gain a solid understanding of the theory behind public relations and strategic communications, and have many opportunities to apply this theory to everyday communications and public relations practice.
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, and design and implement public relations and communication strategies.
We’re continually updating this well-established course in line with new advances in theory and practice, including how communication campaigns successfully integrate digital media. Field trips and 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.
Our PR graduates have been nominated and won EUPRERA (European Public Relations Research and Education Association) Master Thesis Awards for Excellence in 2019, 2021 and 2022.
On successful completion of this course, you will be able to:
- develop 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.
The course has been awarded CIPR (Chartered Institute of Public Relations) Recognition. We're also members of the Chartered Institute of Public Relations (CIPR), EUPRERA (European Public Relations Education and Research Association) and ECREA (European Communication Research and Education Association)
You can choose a strategic communications research placement module, which has been designed to provide you with applied research experience. You will undertake, in partnership with a non-academic organisation, a semester-long research-led ‘virtual’ or real placement.
You can study this course full-time or part-time.
If you are thinking of undertaking your studies online you can find out more about the online version of this course: MSc Public Relations and Strategic Communication (Online).
If you’re interested in studying a module from this course, the Postgraduate Certificate or the Postgraduate Diploma then please email Graduate Admissions to discuss your course of study.
Communications, Media and Culture at the University of Stirling was ranked 2nd in Scotland overall in the most recent Research Excellence Framework (REF 2021), with 100% of our research environment and 88% of our overall research classed as world-leading or internationally excellent.
Entry requirements
A minimum of a Second Class Honours degree (2:1 preferred) in a relevant subject or equivalent is required. If you don’t have these formal qualifications, but have significant relevant work and life experience, we still encourage you to apply.
Other routes of entry
If you don't currently meet our academic requirements, University of Stirling International Study Centre offers a variety of preparation programmes that can earn you the qualifications and skills you need to progress onto some of our courses. Explore University of Stirling International Study Centre to see the pathway and pre-masters routes available.
International entry requirements
If English is not your first language you must have one of the following qualifications as evidence of your English language skills:
- IELTS Academic or UKVI 6.5 with a minimum of 6.0 in each sub-skill.
- Pearson Test of English (Academic) 62 overall with 60 in each sub-skill.
- IBT TOEFL 80 overall with 18 in reading, 23 in writing, 19 in listening and 21 in speaking.
See our information on English language requirements for more details on the language tests we accept and options to waive these requirements.
If you need to improve your English language skills before you enter this course, University of Stirling International Study Centre offers a range of English language courses. These intensive and flexible courses are designed to improve your English ability for entry to this degree.
Find out more about our pre-sessional English language courses.
Course details
The course includes six modules, comprising three compulsory and three optional modules, and a dissertation. Modules include:
Core modules
- public relations and public communications theories
- strategic public relations planning
- research methods
Optional modules
Optional modules may include, but are not limited to (subject to availability):
- public affairs and advocacy
- media relations and production
- communication and democracy
- tourism and strategic communication
- digital media and video production
- human information behaviour
- advertising
- policy analysis and evaluation research
- transitional justice and human rights
- research placement
The taught elements of the course are carried out across two semesters, which run from September until mid-December and from January until mid-April. Masters students are then expected to spend the summer carrying out a research project and submit a 12,000-word dissertation.
Modules
The module information below provides an example of the types of course module you may study. The details listed are for the academic year that starts in September 2024. Modules and start dates are regularly reviewed and may be subject to change in future years.
Course Details
You’ll be taught by lectures, seminars, workshops, field trips and visiting speaker presentations.
Guest lectures from public relations and communications professionals and alumni provide networking opportunities and introduce students to current practice in the industry. We work closely with the Chartered Institute of Public Relations, and you can attend CIPR Scotland events, allowing you to meet practitioners working in the field and to extend your network of contacts.
There are a number of field trip opportunities across this course. You'll have the opportunity to attend a public affairs seminar series in Brussels, which includes visits to the European Parliament, the European Commission and specialist seminars with leading public affairs and communication experts in Brussels. We also run field trips to Edinburgh (including the Scottish Parliament) and there is a field trip as part of the tourism and public relations module.
Methods of assessment include:
- essays
- academic and practice-based papers
- timed assignments
- public relations and communication campaigns including presentations and reports
- a media relations portfolio which includes organisation of media conferences, digital media production and designing media packs
- practical communication reports and strategic plans
- case studies
- research designs and projects
You will also complete a 12,000-word dissertation.
For some of the more practical modules, you’re required to produce a portfolio of work – which you can present to potential employers at job interviews.
During the semesters, you can expect to spend around two to four hours in synchronous in-class and asynchronous sessions (e.g. lectures, seminars, webinars, workshops and discussions) per week for each of your modules. These will be combined with up to 16 hours per week (part-time study) and 32 hours (full-time study) of your independent study. There may also be dedicated field trips and online guest lectures as part of the teaching on particular modules.
During the dissertation period, you will have regular meetings with your dissertation supervisor and monthly dissertation seminars.
Dr Alenka Jelen teaches public relations theories; public affairs and advocacy; media relations and production and research methods. Her current research focuses on public relations as an academic discipline; gender in public relations and media; relationships between media and politics; and health communication.
Grant Thoms teaches and has research interest in public relations practice, media relations, public affairs and lobbying. He is a chartered public relations practitioner with a varied client base.
Fees and funding
University of Stirling alumni will automatically be awarded a fee waiver for the first year of Masters studies through our Stirling Alumni Scholarship.
Applicants from the UK or Republic of Ireland who hold a first-class honours degree or equivalent will automatically be awarded a £2,000 scholarship through our Postgraduate Merit Scholarship.
If you need to extend your period of study, you may be liable for additional fees.
If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.
For more information on courses invoiced on an annual fee basis, please read our tuition fee policy.
Eligible students could receive a scholarship worth between £4,000-£7,000. See our range of generous scholarships for international postgraduate students.
If you need to extend your period of study, you may be liable for additional fees.
If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.
For more information on courses invoiced on an annual fee basis, please read our tuition fee policy.
Postgraduate tuition fee loans
This course is eligible for a postgraduate tuition fee loan from one of the UK’s governments. See the Scholarships and funding section, below, for more details.
Additional costs
There are some instances where additional fees may apply. Depending on your chosen course, you may need to pay additional costs, for example for field trips. Learn more about additional fees.
Funding
If you have the talent, ability and drive to study with us, we want to make sure you make the most of the opportunity – regardless of your financial circumstances.
Learn more about available funding opportunities or use our scholarship finder to explore our range of scholarships.
Postgraduate tuition fee loans
Scottish students may be eligible to apply to the Students Award Agency for Scotland (SAAS) for loans of up to £11,500 to cover tuition fees and associated living costs.
English students can apply for a loan of up to £12,167 each year as part of the Postgraduate Masters Loan Scheme.
Welsh students can apply for financial support of up to £18,770 as a combination of grant and loan from Student Finance Wales.
Northern Irish students can apply for a postgraduate tuition fee loan of up to £6,500 from Student Finance NI.
International students may be able to gain additional funding from loan providers.
If you’re domiciled in the UK, you can typically apply to your relevant funding body for help with living costs. This usually takes the form of student loans, grants or bursaries, and the amount awarded depends upon your personal circumstances and household income.
International (including EU) students won’t normally be able to claim living support through SAAS or other UK public funding bodies. You should contact the relevant authority in your country to find out if you’re eligible to receive support.
We aim to be as flexible as possible, and offer a wide range of payment methods - including the option to pay fees by instalments. Learn more about how to pay
After you graduate
Careers in public relations (PR)
Our Masters in Public Relations and Strategic Communication is for those who want management-level careers in public relations, organisational communication, corporate communications, strategic communication or related areas.
Our alumni are found around the globe in public, private and voluntary sectors. Many graduates work in PR consultancy roles, communication agencies, in-house communication departments in various organisations, NGO advocacy and communication, or have started their own businesses. Others stay in academia, going on to gain PhDs and then work as lecturers, teaching and researching in universities.
Our graduates typically occupy positions such as:
- communications officer/manager
- public relations officer/manager
- digital media officer
- social media officer/manager
- internal communications officer/manager
- corporate affairs officer/manager
- public affairs officer/manager
Organisations our graduates work for include:
- Pfizer
- Nike
- UK Government
- Office Depot
- Police Scotland
- The National Museum of Wales
- Frame Agency
This course prepared me for a career in communications in more ways than I ever expected. Not only were the modules academically challenging and interesting, but the practical applications discussed in class and the network I built with my fellow students have benefited me in my career and my personal life.
Ashton Robertson, US
We offer a comprehensive employability and skills programme to help you maximise your time at university and develop the attributes that employers look for. In the Faculty of Arts and Humanities we have a dedicated Employability and Skills Officer. The University of Stirling’s Careers Service works in partnership with academic staff to ensure you get the most out of your University experience, and are ready for the employment market.
We have well-established partnerships with several associations and organisations, collaborating with us on our research placements, practice-based student projects, guest lectures, organising events and research. These include professional bodies Chartered Institute of Public Relations (CIPR) and Public Relations Consultancies Association (PRCA); agencies, such as Weber Shandwick, Grayling and Portman Communications; government institutions, including the European Parliament, the European Commission and the Scottish Government; international organisations, such as Uber; NGOs and third sector organisations, including CONCORD Europe, Scottish Union for Supported Employment, Zero Waste Scotland and University of St Andrews Medical School; and local social enterprises, including Creative Stirling.
