The MA in Public Relations and Digital Communications is a Level 9, QQI accredited programme which runs on a full-time and part-time basis. The course is for those who wish to master the theory and application of the public relations (PR) skills and techniques required to succeed in a wide range of PR employment settings, from PR agencies to in-house PR teams in corporate, governmental and non-governmental organisational settings. Participants in the programme are taught PR and public affairs strategic communications, how to build relationships with decision-makers, the strategic use of emerging communication technologies and how to leverage positive and negative news for clients while understanding journalists’ thinking and requirements.
Designed and delivered by PR and journalism professionals and full-time academics, the course trains learners for public relations work with clients in the corporate, political and public affairs space. Learners will acquire the skills to conceive, produce and edit their own media content on all platforms including web, social, radio, print and mobile video. The programme has been designed in direct response to the current market requirements for PR professionals to be able to create and implement cross-media content.
This MA programme concentrates on journalism and public relations from the perspective of a PR content creator and strategic planner who has an understanding of the media industry and is able to research, formulate and implement communication plans and strategies. In doing so, it enables learners to realize their creative potential as media practitioners.
The programme allows students with an existing undergraduate degree in a non-journalism or media discipline, to acquire the skills of journalistic writing, production and communication. It integrates critical media understanding with application so that theory is combined with practice. During the course students are challenged in real journalistic situations in print, broadcast and online media and in doing so become aware of a media working environment.
The programme is assessed mainly through continuous assessment. As assignments are designed to reflect the specific educational requirements of each particular module, assignments can differ significantly from one module to another e.g. presentations, reports, essays, proposals etc.
Careers
Graduates of this programme are regularly employed as PR practitioners and media content creators in public relations firms and in the press and communications departments of companies and NGOs. Graduates also work as journalists, news researchers and broadcast production managers across web, radio, TV, video and print media. A sample of recent graduates’ job titles include:
PR Account Executive
Broadcast Journalist
Content and Community Manager
Communications Consultant
Digital Engagement Officer
Junior PR Consultant
Marketing Manager
News Research Assistant.
Structure
The MA in Public Relations and Digital Communications is a 90 credit programme consisting of eleven mandatory modules. The programme is intended to provide a continuous development experience for learners, in which academic reflection is combined with gaining practical and professional mastery of this dynamic and engaging field.
The Postgraduate Diploma in Public Relations and Digital Communications programme is a 60 credit programme which consists of the eleven taught modules but does not include a dissertation.
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