BA (Hons) Public Relations

Summary 2012/13

• A degree accredited by the Chartered Institute of Public Relations (CIPR) and with strong links to the industry body, including regular attendance at meetings;
• A work placement and practical projects that give you a first-hand experience of the industry;
• The degree develops specialist skills in the popular areas of event organising, international marketing, charity and political public relations.

Our Chartered Institute of Public Relations (CIPR) accredited degree will develop the specialist skills the industry demands and allow you to gain valuable work experience. PR is about creating and enhancing the reputation of clients and companies and this industry-orientated degree uses live campaigns for real clients, a work placement and industry guest speakers to develop campaigns, portfolios of practical work, links with prospective employers and an awareness of current trends and issues. You'll need to have a cool head, to be able to problem solve, think and act quickly in this fast paced and challenging industry.

2012 Entry Requirements

280 UCAS tariff points overall.

Summary 2013/14

• A degree accredited by the Chartered Institute of Public Relations (CIPR) and with strong links to the industry body, including regular attendance at meetings;
• A work placement and practical projects that give you a first-hand experience of the industry;
• The degree develops specialist skills in the popular areas of event organising, international marketing, charity and political public relations.

Our Chartered Institute of Public Relations (CIPR) accredited degree will develop the specialist skills the industry demands and allow you to gain valuable work experience. PR is about creating and enhancing the reputation of clients and companies and this industry-orientated degree uses live campaigns for real clients, a work placement and industry guest speakers to develop campaigns, portfolios of practical work, links with prospective employers and an awareness of current trends and issues. You'll need to have a cool head, to be able to problem solve, think and act quickly in this fast paced and challenging industry.

2013 Entry Requirements

280 UCAS tariff points overall.

Details

Who is this course for?

If you want to be involved in an exciting media environment and focus on current issues and concerns in the industry including event management, the voluntary sector, celebrity and political PR, then this is the course for you.

What will I gain from this programme?

This programme provides you with a theoretical knowledge and understanding of media relations, communication, business, marketing and corporate ethics as well as sound practice in writing and editing skills which combine in the planning and execution of public relations strategies and campaigns.

What will I study?

Year 1 will look at the origins, history and development of PR and communication theories alongside the basic PR principles that underpin its relationship to the media and the business worlds. Writing for the press, liaising with journalists, analysing media trends, communicating through design and organising events is an integral part of the course.

Year 2 develops further decision-making and planning skills. You will learn the techniques used in crisis management and reflect on current ethical debates in public relations. The course places a strong emphasis on practical projects and working within the industry, and you will contribute to live campaigns, while building understanding, creative enterprise and persuasive skills.

Year 3 involves a significant work placement while an additional module prepares you for taking charge of the design and the implementation of a campaign. In Year 3 you will coordinate the work of Year 1 and 2 colleagues and deliver a full campaign for a real client. Industry-based learning and the study of several specialist areas of PR, prepares you for employment and guide you through the routes into this competitive industry. A public relations based dissertation allows students to carry out a personal research project that reflects your professional interests.

How will I study?

Learning will be theoretical and practical. You'll be supported by a range of resources including library materials, IT and internet access, computer hardware and software to industry standard and by a range of media and digital multimedia. A work placement will enable you to build up your experience and links within the industry.

Placement

You will work and coordinate client-led campaigns throughout the three years of study. Clients have included Advocacy West Lancashire, Valley Community Theatre Liverpool, the National Blood Service, Home Start West Lancashire, Kids in Need and Distress, Merseyside Polonia, and the Yellow House Project.

Through work placements in Year 3 you will acquire a variety of specialist skills in the fields of fashion, cultural, non-profit, financial and political public relations.

Our degree has an Industry Advisory Panel that meets regularly with the course team and these rich industry links support you in your search for prospective employers.

You will be encouraged to attend regular CIPR meetings where you will have the opportunity to exchange ideas with representatives of other public relations courses and network with industry professionals.

Who will be teaching me?

An experienced team with a wide range of interests reflecting all areas of media and marketing theory and practice will work with you. Team members are active in the research of contemporary developments in PR and marketing and have current or recent experience of working in industry.

How will I be assessed?

Assessments in the first year will ensure you have achieved the required knowledge and skills to progress. In Years 2 and 3, assessment contributes to your final degree award and is through written and practical assignments, live campaigns, research projects and individual and group presentations.

What are my career prospects?

On completion of this degree you will have received an academically valid and vocationally relevant learning experience. You will have assembled a portfolio of work which will help you to demonstrate your practical skills to potential employers. These include public relation consultancies, in-house PR or communications departments, press offices, event organisers, publicity and promotional companies, the media, human relations, marketing and management.

A Great Study Environment

Based in 160 acres of beautifully landscaped grounds, the Ormskirk Campus is a unique and inspirational place to study. Industry standard resources and cutting edge technology combine to make an interactive and highly advanced teaching and learning environment. Everything you could want is on one site with 25 acres of sport and leisure facilities, more than 1,400 rooms in halls of residence and fantastic modern spaces in which you can study and socialise.

The University library gives you access to thousands of books, journals, online resources and extensive PC and media provision. You'll get all the support you need to succeed, reflected in Edge Hill University being ranked in the top two in England for students' personal development, and the top three in the country for assessment and feedback, in the 2011 National Student Survey. The University is also featured in the top four in England for graduate employment.

How do I apply?

Apply online through UCAS at www.ucas.ac.uk.

Visit www.edgehill.ac.uk/apply for more information on the application process and our Admissions criteria.

Fees and Finance

For academic year 2012/13, Edge Hill University will charge £9,000 for full-time BA, BSc and LLB degrees. Eligible students will not have to pay upfront for their tuition. The cost of tuition will be paid by a loan which you will only start to repay once you have finished the course and are earning over £21,000.

Eligible full-time students can also apply for a maintenance grant, subject to household income, and a non-means-tested loan to help with living costs.

Edge Hill University offers a range of scholarships for prospective full-time students. These include £2,000 Entrance Scholarships rewarding determination, commitment and achievement in creative arts, performing arts, sport and volunteering. Eligible entrants with outstanding grades are recognised through the £1,000 High Achievers Scholarship.

The University will also be offering awards, worth £3,000 in cash benefits and fee/accommodation waivers for academic year 2012/13, to eligible prospective full-time students through the National Scholarship Programme.

For more information on scholarships, including eligibility criteria for each award, visit www.edgehill.ac.uk/scholarships.

To find out more about fees, grants and loans for academic year 2012/13, visit www.edgehill.ac.uk/undergradfees2012.

Please note, the above information is for UK and eligible EU students only. International students should check the fees and finance information at www.edgehill.ac.uk/internationalfees2012.

Not got the entry requirements?

Students returning to education may present their previous experience in work (paid or unpaid) to support their application.

Students with relevant study through either a professional body or appropriate academic course can apply to join the programme at an advanced stage.

For personalised advice based on your circumstances, please contact us or come to an event.

Where can I find out more?

If you would like to receive a copy of our prospectus or be kept updated about forthcoming events, contact the Course Information, Advice and Guidance Team by emailing study@edgehill.ac.uk or calling 01695 657000.

If you want to attend one of our open events held throughout the year, visit www.edgehill.ac.uk/opendays to book your place.

You will also find Edge Hill University staff at many national careers fairs and UCAS events.

Still want more?

If you have any questions you would like to ask the programme leader about this course, please contact:

• Dr Ruxandra Trandafoiu, Media Department, Edge Hill University, St Helens Road, Ormskirk, Lancashire, L39 4QP
• Tel. 01695 584145
• Email: trandar@edgehill.ac.uk

Overseas students should visit www.edgehill.ac.uk/international or email international@edgehill.ac.uk for further information.

Modules

Year 1

MED1052 Foundations of PR: History and Concepts introduces you to public relations focusing on definitions, the development of the profession, key theoretical concepts and some of the current issues, including issues of ethics. It provides a solid grounding for all subsequent modules on the degree.

MED1053 Introduction to Campaigning and the Client-led Campaign introduces PR Campaigning by focusing on campaign planning and on contemporary case studies. A grounding in theory and planning framework leads to participation in a real campaign for a real client.

MED1055 Media Relations is key to public relations and every PR professional will need to have a clear understanding of the media and how to work with the media. Topics covered include audience selection, selling in stories and working with the differing agendas of different media.

MED1056 Writing for the Media gives you the chance to practice and develop skills in writing. Teaching will take a practical approach and students will write material including press releases, news stories and features. This is a key skill which is expected of entrants to the profession.

MED1057 Communicating through Design introduces you to a range of production skills including web page creation and the use of Photoshop. The module will give you a good understanding of how design can be used to reinforce specific communication messages.

MED1046 Academic, Professional and Research Skills. This module assists you in developing key academic skills. Teaching focuses on a range of activities including report writing, presentation styles, using archives and databases and time management.

Year 2

MED2069 PR Campaigns builds on the previous introductory work and gives you a deeper understanding of aspects of campaign planning and implementation. Planned campaigns are central to public relations and you will analyse a number of campaigns in depth. Teaching will also focus on the management aspects of running a successful campaign.

MED2070 Client-led Campaign. You will combine with those in years 1 and 3 of the course to implement a real PR campaign for a real client. As a year 2 student, you will be expected to take some leadership roles in your teams.

MED 2071 Crisis Management is a core element of Public Relations work. This module looks at recent past crises and the communications around them. It looks at a range of theories of crisis development and response and discusses which approaches have the best chance of success. You will take part in a number of crisis scenarios to practice responding to crises in real time.

MED2082 Creative Research Methods and Professional Ethics gives an overview of the main research methodologies used in communications. You will get a chance to identify, justify and implement different methods and techniques depending on the chosen topic and type of project. There is a focus on ethics in research and on ethics in the broader world of public relations. This focus includes the ethical codes of the various professional organisations and a look at corporate social responsibility.

You will also study one of the following modules:

MED2215 Analysing Audiences gives you the chance to engage with key media theories as they relate to audiences. A knowledge of audiences is vital for anyone embarking on a media career.

MED2080 Psychology of Persuasion is at the heart of communication and is particularly relevant for anyone studying public relations. This module helps you understand what lies behind effective persuasive techniques, whether they involve images, sound or words.

MED2052 Integrated Brand Campaigns takes a focused look at brand strategy and positioning. You will study particular campaigns to help assess the suitability of a range of techniques.

You will also study one of the following marketing modules:

BUS2009 Retail Marketing. Effective marketing planning is essential for all organisations. This module offers you the opportunity to focus on the marketing planning process for organisations in the retail sector. It will place tactical marketing activities in the context of the marketing planning process.

BUS2010 Services Marketing. The service economy has seen considerable growth in the economies of many developed nations and now represents a significant proportion of both domestic and international trade. In addition to commercial and public sector providers there has been an increase in activity by not-for-profit service organisations and charities. This module examines the implementation of marketing concepts, theories and practices to organisations operating in this increasingly competitive environment.

BUS2016 Social and Sustainable Marketing have become growth areas in the marketing discipline and their impact and influence on consumer behaviour and attitudes is increasing. In response to this, and other societal pressures, marketing managers and decision makers must be more cognisant of the impact of marketing and its activities on society. This module examines the social, ethical and sustainable impact of marketing.

Year 3

MED3042 Work Placement. You will complete a four week work placement following a number of preparation sessions. Placements are particularly valued by employers in public relations. Edge Hill University maintains links with a number of employers including in-house departments and PR agencies to assist you in finding the most suitable placement.

MED3052 Dissertation. You will produce a dissertation on a topic relevant to public relations and of personal interest to yourself. This is an essential foundation for potential postgraduate study and enables you to develop key skills like independence, critical awareness and persistence.

MED3055 Industry Portfolio focuses on helping you become "job ready". The module looks at career preparation and job search while also examining the various specialist areas in the PR field.

MED3056 Client-led Campaign. As a year 3 PR student, you will run a campaign for an external client. Your staff team will include students on the first and second year of this programme presenting an opportunity for you to gain more relevant experience while developing leadership and management skills.

You will also study one of the following modules:

MED3057 Event Management. A growing area in communications, this module gives you a chance to focus in depth on the practicalities involved in an event - from conception to evaluation.

MED3058 Media Policy and Political Communication. Media industries do not exist in a vacuum. An understanding of the policy framework is important to understanding how these industries are regulated and how they can develop. The module also takes a look at how politics influences communication with a focus on spin, democracy and power.

MED3059 PR for Charities and Non-Governmental Organsations. The voluntary sector is often a destination of choice for PR professionals. Its characteristics however mean to be successful in the sector you need to understand a range of legal and ethical factors unique to charitable status. Lack of resource means that communication is nearly always driven by PR rather than by other marketing communications disciplines which means a PR professional in the voluntary sector is likely to be highly influential.

BUS 3004 International Strategic Marketing. In view of emerging world markets and increasing globalisation this module develops an informed appreciation of international marketing. It provides the means for you to integrate aspects of operational marketing within a strategic and international perspective, further developing your analytical, critical and problem solving skills in the process.