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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.
Top reasons to study with us
Course objectives
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.
Professional accreditation
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)
Work placements
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.
Flexible learning
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.
Research overview
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.