PgCert Strategic Communication and Public Relations

Program Overview

The PgCert Strategic Communication and Public Relations program equips students with the knowledge and skills to excel in communication and PR. It emphasizes strategic thinking, critical analysis, and ethical communication, preparing graduates for effective and responsible contributions in their chosen fields. The program offers a comprehensive curriculum covering media theory, strategic communication, digital communications, and public affairs, and is taught by experienced professionals and researchers. Graduates have achieved success in securing communication roles across various sectors and organizations globally.

Program Outline

PgCert Strategic Communication and Public Relations: Detailed Information

Degree Overview:

It emphasizes strategic thinking, critical thinking, and ethical communication to prepare students for effective, ethical, and responsible contributions within their chosen fields.

Objectives:

• Develop skills for effective communication across various media and digital platforms.
• Equip students with the skills to plan and execute strategic communication campaigns.
• Promote responsible and ethical communication practices.
• Foster critical thinking and a strategic approach to communication.
• Enhance student employability within the communication and PR sectors.

Outline:

Structure:

• 60-credit program offered full-time or part-time, starting in September (and potentially January).
• Two semesters: September to December and mid-January to mid-April.
• Students must earn 60 credits from the following modules:
• Media Theory and Campaigning (20 credits)
• Strategic Communication and Digital Practice (20 credits)
• Digital Communications (20 credits)
• Public Affairs (20 credits)

Program Content:

• Media Theory and Campaigning: Introduces persuasion techniques, learning theories, and ethical considerations in media campaigning and public communication.
• Strategic Communication and Digital Practice: Explores the role of strategic communication within various contexts.
Provides theoretical and practical knowledge to execute impactful public relations campaigns.
• Digital Communications: Offers in-depth insights into digital trends, technologies, and platforms.
Focuses on social media, search engine optimization, content marketing, and more.
• Public Affairs: Cultivates understanding of public affairs as a strategic organizational function within the political environment.
Covers political communication, strategic planning, and campaign planning.

Assessment:

Assessments for core modules may include essays, case studies, projects, blogs, proposals, campaign materials, and briefing documents. These typically range from 1,000 to 5,000 words in length. Assessments are often due at the end of each semester.

Teaching:

Face-to-face teaching is delivered on campus with a flexible schedule designed to accommodate working professionals and individuals with other commitments.

Faculty:

The teaching team comprises experienced professionals and internationally published researchers in the fields of communication and public relations. Students also have opportunities to connect and network with current practitioners throughout the program.

Careers:

The program also equips existing communication professionals with advanced skills and knowledge for career progression.

Other:

• International students are currently not admitted to this program.
• A limited number of funded places are available for the September 2024 intake.
• The program emphasizes ethical and responsible communication practices.
• There is a strong focus on developing strategic communication skills to plan and execute impactful communication campaigns.
The program curriculum and requirements may be subject to changes.