Programme pecification Awarding Body Professional, tatutory or Regulatory Body (PRB) Teaching Institution Final Award Length of Course University of the Arts London (UAL) CIPR (Chartered Institute of Public Relations) London College of Communication MA Public Relations 4 Terms / FT Date of production/revision July 2017 Master of Arts Public Relations is a full-time course that is delivered within the Media chool. It is based on the concept of management and marketing theory and practice within the specific field of public relations (PR) and the broader context of corporate communications. It will enable you to develop the intellectual abilities, knowledge and skills needed to strategically manage the reputation of brands and organisations within constantly changing (and often challenging) business environments. In particular it blends academic rigour with practical experience and case studies to add real insights into the world of PR. At the same time you will benefit from the location of the course within an arts setting. There will be a strongly articulated cultural, contextual studies strand to the degree that reflects latest PR scholarly work and an opportunity to explore PR provision specifically for the creative and cultural industries. The course is run over four terms. Term One is focused on classroom time and introduces you to the world of PR. It runs from your induction until the end of the autumn term when you break for Christmas. Term Two commences on your return in January and combines classroom time where you will have an opportunity to focus on specific specialist aspects of PR delivery and become more familiar with the world of digital communication. It will also combine aspects of collaborative and professional work-related activities. You will also have an opportunity to build your practical PR skill-set. This continues until the end of the spring term when you break for Easter. Term Three starts when you return mid-april and you will complete the studies started in Term Two and work on your final major project. The project is due for completion at the end of the autumn term in mid-december. Taken together these areas of study are designed to meet the terms and conditions for the award of the title of Master of Arts in Public Relations as approved by the University of the Arts, London. The degree has three inter-related strands that form an articulated learning journey that aims to deepen and build your scholarly insights, whilst at the same time provide opportunities to develop some practical PR skills. These are: 1
PR Professionalism Here the focus is on exploring the scholarship around professionalism generally and PR specifically. It will look at work-based PR practices, media law, ethics and codes of conduct. It will include work-related projects that relate theory and practice more firmly together. It also includes working collaboratively on various PR projects to improve group work, commissioning and other practically focused skills. It is delivered through your Contemporary PR Theory and Practice and Collaborative Units delivered in Terms One and Two. It is supported by specific workshops on practical skills such as writing, photography, film and event management, as well as specific sessions on employment and employability in Term Three. Core and pecialist PR Units In Term One there is a Contemporary PR Theory and Practice Unit that embeds your knowledge of the range of theoretical and practical concepts that underpin the PR discipline. This works alongside the Organisational trategy and Reputation Management Unit that positions the work of PR strategically and tactically within an organisational setting and the importance of the function in driving organisational value. This continues into Term Two and Three with a Media and PR pecialisms Unit that enables a focused understanding of strategic stakeholders such as the media, public policy audiences, the financial community and employees. It also looks at change communications and the cultural and management issues arising from working globally. This is supported by the Digital Communications and ocial Media Unit also in Terms Two and Three that allows for a better understanding as to how the digital environment is impacting on all aspects of the communication function. Media and Cultural Landscapes Drawing on the location of your degree in an arts, communication and media college, the Media and Cultural Landscapes Unit in Term One introduces you to social, media and cultural theory. It examines the development of the media within the context of modernity, post-modernity and globalisation, whilst at the same time exploring how to deliver effective media relations. This works alongside the media component of the Media and PR pecialisms Unit in Terms Two and Three. It also reflects on issues of representation, discourse and the centrality of PR to public culture, debate and citizenship. The role of PR and promotionalism is also explored through a critical evaluation of the development of consumer and celebrity culture. Your final major project in Terms Three and Four builds on these strands and you will have an opportunity to focus in detail on a key aspect of PR. 2
Course Aims This course aims to: Develop your intellectual, imaginative and creative skills through the synthesis of theoretical and practical approaches to PR learning. Provide you with a conceptual framework to understand the strategic and operational nature of PR so that you can deliver PR programmes that support organisational strategy and add value. Provide you with a systematic understanding of the major communication theories, planning principles and business concepts that underpin PR practice. Address the nature of publics and stakeholders, relationship management and engagement including the role of persuasion, influence and co-creation. Enable you to critically analysis and reflect on PR delivery across a range disciplines, sectors and channels including looking at the role of issues, crisis, sustainability and responsibility and other 21 st century challenges. Improve your understanding of the impact the media, society and culture has on individuals and organisations and in turn the role PR plays in shaping society and culture. Improve your personal professionalism, independence of judgement and foster an enquiring and analytical approach to the study and practice of PR. Develop advanced research, critical and analytical skills through evaluating advanced scholarship in the discipline and the use of reflection and analysis Course Outcomes The outcomes that you will have demonstrated upon completion of the course, are: Outcome: Demonstrate a systematic and sophisticated synthesis of contemporary and emerging thinking and scholarship across the domain of PR (Research); (Analysis); (ubject Knowledge); Outcome: Apply comprehensive in-depth knowledge and a high-level of professional skills to develop, implement and evaluate a range of PR activities at both strategic and tactical levels (ubject Knowledge); (Technical Competence); (Personal and Professional Development); 3
Outcome: Deal with complex PR issues both systematically and creatively, making sound judgements often against incomplete data and communicate conclusions clearly to a range of audiences (Technical Competence); (Experimentation); (Communication and Presentation); Outcome: how a comprehensive and critical awareness of the relationships between society, culture, PR, marketing communications, organisational strategy and the changing digital landscape (Analysis); (ubject Knowledge); Outcome: Apply theoretical models and demonstrate conceptual understanding to a range of PR scenarios (Analysis); (Technical Competence); Outcome: Demonstrate improved self-awareness, openness and sensitivity to diversity in terms of people, cultures, business and communication issues (Personal and Professional Development); (Collaborative and/or Independent Professional Working); (ubject Knowledge); Outcome: Demonstrate self-direction and originality in tackling and solving problems showing decision-making capacities in complex and unpredictable situations (Research); (Analysis); (Technical Competence); Outcome: how improved personal responsibility, initiative and skills as an independent and self-critical learner (Personal and Professional Development); (Collaborative and/or Independent Professional Working); Outcome: Deploy enhanced technical expertise and communication skills including verbal and written communication, effective listening, negotiating and influencing skills and leadership (Technical Competence); (Communication and Presentation); (Collaborative and/or Independent Professional Working). Learning and Teaching Methods: A combination of; Lectures Tutorials eminars Workshops Group Work Work Based Learning 4
cheduled Learning and Teaching This is the percentage of your time spent in timetabled learning and teaching. You are expected to study for 1800 (MA)/1200 (PG Dip)/600 (PG Cert) hours over the duration of the course; below is the amount of time which is timetabled activity. The rest of your learning time will be self-directed, independent study. 20% Assessment Methods: Group Presentation Essays Reports Collaborative Projects Dissertation Reference Points The following reference points were used in designing the course: The Learning and Teaching policies of the University of the Arts London The College policies and initiatives Level descriptors Benchmark statements Programme ummary Programme structures, features, units, credit and award requirements: The MA Public Relations course structure involves seven units, totaling 180 credits. During Term Two students have an opportunity to build practical PR skills to support the Collaborative Unit and wider PR practice. In Term Three, students have an opportunity to continue to build their employability skills through focused work-based learning workshops. Distinctive features of the course: 5
You will benefit directly from LCC s connection with industry and its heritage within the film, design, journalistic and wider creative industries community. The MA includes a Meet the Industry programme exposing students to a range of PR practitioners. It includes visiting experts from the wide range of sectors in which PR is used. A formal Industry Panel helps shape content and ensures the LCC offer remains fresh and relevant. Located in the heart of London, LCC benefits from easy access to and the support of key players in the creative industries You also benefit from all the other creative activity that goes on at LCC from photography shows to film screenings making LCC a vibrant learning environment. The reputation of LCC, University of the Arts London and its alumni helps us to maintain this vibrancy due to these strong links with industry, which we regard as important in helping us to maintain the strength and currency of the course A particular feature of the course lies in its emphasis on the role of academic theory and rigour in underpinning PR practice. Although it addresses practical aspects of PR delivery through the Collaborative Unit the other taught components are grounded in the latest PR scholarship and deliberately reflect a range of critical perspectives Although an academically focused programme, you will be able to benefit from practical skills sessions as part of your development as a PR professional. This helps to bridge theory and practice but also boosts employability by helping to differentiate LCC students. Continuing with the theme of employability there is a firm focus on learning for work in your programme providing valuable practical insights and skills Located within an arts environment allows you will be able to leverage the richness of scholarly work connected to cultural studies. PR is a cultural discipline and over the last decade there has been a growing awareness as PR practitioners as cultural intermediaries and the role PR plays in the wider fabric of society Last but not least, the course has the accreditation of both the UK s professional bodies The Chartered Institute of Public Relations and the Public Relations Consultancy Association. Both associations allow you to take advantage of a range of benefits including access to career days Recruitment and Admissions election Criteria Applicants are assessed against the following criteria: Evidence of prior knowledge and/or experience of Public Relations or Communications that would indicate potential to successfully undertake the programme of study. 6
An understanding of the need for a critical and analytical approach to the area of study An academic or professional background in a relevant/ related subject Effective communication of intentions, purposes and issues Entry Requirements Applicants are expected to demonstrate sufficient prior knowledge of and/or potential in public relations to be able to successfully complete the programme of study and have an academic or professional background in a relevant subject. An applicant will be considered for admission who has already achieved an educational level equivalent to an Honours Degree preferably at 2:1 level. This educational level may be demonstrated by: fications; equivalent to formal qualifications otherwise required (as indicated by at least three years of experience which has led to a demonstrable level of expertise in the understanding and practice of place management and development). together, can be demonstrated to be equivalent to formal qualifications otherwise required. Language requirements (International/EU) All classes are conducted in English. If English is not your first language, we strongly recommend you let us know your English language test score in your application. If you have booked a test or are awaiting your results, please clearly indicate this in your application. When asked to upload a CV as part of your application, please include any information about your English test score. You can check you have achieved the correct IELT level in English on the Language Requirements page. http://www.arts.ac.uk/lcc/courses/support-for-international-students/ 7
Deferring an offer: Applicants holding an offer for the coming academic year are permitted to defer their place to the following academic year, e.g. 2018/19 place deferred to 2019/20. International applicants should first meet any offer conditions and pay the deposit in order to defer. In all cases, deferred places will be held for one year. Making a deferred application: Home/EU applicants are permitted to make a deferred application, for example to the following academic year instead of the next, e.g. to 2019/20 instead of to 2018/19. Immigration regulations prevent International applicants from making a deferred application. 8
Autumn Term (Term 1 11 Weeks) Course Diagram MA Public Relations 2017-18 pring Term (Term 2 10 weeks) ummer Term (Term 3 10 weeks) Undergraduate ummer Period (14 weeks) Autumn Term (Term 4 11 weeks) week 0 week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8 week 9 week 10 week 11 week 12 week 13 week 14 week 15 week 16 week 17 week 18 week 19 week 20 week 21 week 22 week 23 week 24 week 25 week 26 week 27 week 28 week 29 week 30 week 31 week 32 week 33 week 34 week 35 week 36 week 37 week 38 week 39 week 40 Freshers Week week 41 Induction week 42 week 43 week 44 week 45 week 46 Contemporary PR Theory and Practice (20) Organisational trategy and Reputation Management (20) Media and Cultural Landscapes (20) CPRT&P M&CL Christmas Break Media Relations and PR pecialisms (20) Digital Communications and ocial Media (20) Easter Break Media Relations and PR pecialisms cont'd Digital Communications and ocial Media con'td PG ummer Break Independent tudy / Writing Up Period Induction Week PG Overlap Period with new year intake ept 2018 Collaborative Unit (20) Final Major Project (60) FMP Final Major Project (60) = ummative Assessment Point (Your Assignment Brief will give you details on the deadline date, time and how to hand in your assignment) Formative assessment points will be indicated by your tutor in your unit handbooks or assignment brief 9