Public Relations & Strategic Commumications

Why do this course?
• A 54-week programme delivered with a high level of industry involvement.
• Designed and continually updated in conjunction with both leading industry and academic experts in Ireland and abroad.
• 100% continuous assessment, including several live client-applied projects.
• High employment rates in leading professional communications workplaces.
• Industry mentor provided for each student.
• Three-month industry placement, co-ordinated by DCU, in blue-chip agency or in-house communications organisations.
• Accredited by the PRII, a member of the Global Alliance of Public Relations.
• DCU’s School of Communications is ranked in the top 200 communications schools internationally and is the only ranked Irish media / communications school in the QS ranking.

The MSc in Public Relations has been developed in partnership with the public relations industry in Ireland and with the advice and expertise of academics and practitioners across Europe and in the United States. The course is accredited by the Public Relations Institute of Ireland (PRII), which is part of the Global Alliance of PR associations, representing 280,000 practitioners and academics in 126 countries. The MScPR programme is revised annually, with PRII input, to reflect the changing landscape of communications and the emerging use of the latest digital technologies.

Since the programme’s establishment in 2016/17, graduates are now working in communication roles on three continents, including in Australia, France, Italy, Norway, United States, as well as in the UK and Ireland.

Based in DCU’s School of Communications, the MSc in Public Relations & Strategic Communications is built on the experience and expertise of the school’s research in media, communications and journalism for almost forty years.

The MSc in Public Relations & Strategic Communications has several features distinguishing it from other postgraduate offerings in this field:
• All modules include lectures from market leading practitioners.
• The programme is fully integrated with the Irish and European communications sector, within both the academic and professional circles.
• The award-winning teaching staff have expertise and experience in key aspects of public relations and strategic communications.
• The blended delivery of this programme requires students to work with online technologies that are a critical part of a contemporary workplace environment.
• A capstone supervised dissertation, focusing on current topics of importance to the public relations, media and communications sectors.
• Our mentorship scheme partners each student with a senior communications executive from an agency or in-house department for the academic year.
• An emphasis on the vocational aspect of the course includes a “Careers Bootcamp” workshop in conjunction with members of the HR & PR sectors.
• The MScPR is completed with a supervised three-month work placement with leading agencies and significant in-house communications departments.

Workplace Integration:
The programme places particular emphasis on building familiarity for students with the public relations workplace, through continuous engagement with public relations practitioners and their work.

With that in mind, a number of industry-supported elements complement the traditional classroom activities:
• The core lecturing team includes experienced practitioners, with greatly varying experiences and still active in the marketplace,
• Each module features guest lectures and panel discussions from practitioners drawing on topical experiences within the communications and media sectors.
• Each student is provided with a personal one-to-one industry mentor to support them throughout their year on the programme.
• Each student is automatically registered as a student member of the industry’s professional body, the Public Relations Institute of Ireland* (PRII) a status that remains in place for two years post-graduation.
• Students attend the annual conference of the Public Relations Institute of Ireland in October as part of a module assessment.
• Students are asked to tackle real life case-studies, provided by client organisations, to which MScPR student groups prepare and deliver a pitch to professional agency standards.
• A “Careers Bootcamp”, is organised annually, involving CV, and career planning support from DCU’s Career Service and a full mock interview followed by feedback with a panel of senior industry communications and HR professionals.

*The PRII is part of the Global Alliance for Public Relations and Communications Management which provides reciprocal recognition for PRII accredited qualifications throughout the world.

In semester one, students take the Managing the Message and Strategic Communication modules in a face-to-face classroom setting and Contemporary Public Relations Issues in an online environment (but in real-time). In preparation for their MScPR Dissertation, they join students from other postgraduate courses in a first-semester module on Research Methods.

Semester two comprises modules in Contemporary Communication Channels and MScPR Dissertation workshops in a face-to-face environment. Students then have the option to participate in Integrated Communications and Communication Management modules face-to-face or remotely (but in real time).

Students complete their MScPR Dissertation by 30th June, before starting taking up their work placement for July, August and September.

The programme provides students with public relations theory and practice alongside an understanding of recent developments and challenges for the profession. These include the impact of social media; the decline of traditional media; growing issues of corporate social responsibility influencing organisational reputation; and the increasing influence of other social science disciplines on Public Relations theory and practice.

DCU’s MSc in Public Relations and Strategic Communications focuses on the “why” of communication decisions, rather than just the “how” of any communication activities. As a result, students completing the programme will:
• understand and be able to reflect critically on the role, the benefit and the processes of public relations in organisations and society.
• appreciate the strategic importance of public relations and how it can have a central role in the success of an organisation in any of the corporate, political and non-profit sectors.
• engage with topics and issues about public relations through thoughtful reflection in discussions and group work that will give them a base of knowledge to advise and take a lead in their future public relations careers.
• develop practical skills for PR planning and implementation alongside reflective skills and scholarship and understanding of the role and agendas which develop from PR as a strategic discipline.

Semester one:
CM5013 Managing the Message
Effective messages must be targeted, focused and planned. This module equips students to identify, map and manage relevant stakeholders; to identify and use the most appropriate communication channels for their purpose; and to appreciate the most appropriate form and content for the messages employed – be that text image or audio based.

CM5022 Strategic Communication
In addition to its immediate purpose, communication must also contribute to the overall strategic success of any organisation. This module provides students with an appreciation of strategic thinking and the development of strategic communication as part of strategic management of an organisation.

CM5014 Contemporary Public Relations Issues
The practice of Public Relations evolves within a changing and challenging environment. Drawing on the expertise of current PR practitioners, this module considers broad trends influencing the direction of public relations practice illustrated through current Irish and international experiences.

Semester two:
CM5025 Contemporary Communication Channels
The pace of development in digital and social media challenges communication professionals to select and adopt their most effective use. This module introduces students to the strategic use of emerging communication technologies for effective Public Relations practice and to the range of issues to be considered in the strategic use of digital communication channels within contemporary Public Relations.

CM5021 Communication Management
Effective communication requires systematic planning, implementation and monitoring of all aspects of the communication process. This module gives students a clear understanding of the techniques and processes required to operate a communications function, to develop and deliver communications plans; to manage internal and external communication resources using traditional and digital channels of listening; and to develop a good working knowledge of the theories, practices and key issues involved in managing effective communication.

CM5020 Integrated Communications
Successful strategic communication requires the integration of all communication tools. This module will introduce the student to the theories, principles and practices of integrated communications. The module will enable the student to appreciate the components of integrated communications and particularly Public Relations.

Requirements
For admission to the MSc in Public Relations and Strategic Communications programme, successful applicants will have -
• A degree at the level of an Irish or UK Honours undergraduate degree (H2.2 or above) or equivalent. Entry to this programme is very competitive and places are limited. Applicants will normally have a strong honours primary degree in a related discipline.
• Appropriate combinations of professional qualifications and experience may be accepted as equivalent to an honours degree, in accordance with the relevant regulations of the university. This may apply to applicants who have worked in advertising, journalism, marketing, media, public relations, or in a communications role / function for several years.
• International candidates who are non-native speakers of English must satisfy the University of their competency in the English language.

As part of the application process applicants may be called for interview.
Due to the specialist nature of this programme, additional criteria may be used to assess suitability to undertake this programme.

Application Deadlines
Applications will be accepted on a rolling basis until the programme is full or until the following dates:

• Closing date for non EU applicants is 1st July 2023.
• Closing date for EU applicants is 31st July 2023.

Note applicants who require a study visa for the purposes of studying at DCU, are advised to apply as early as possible.

All entry requirements should be met before the commencement of the programme.

Queries
Queries from EU applicants should be directed to postgraduateadmissions@dcu.ie

Queries from non EU applicants should be directed to internationalapplications@dcu.ie

To apply for this programme:

• All Applicants must apply through DCU's Student Application Portal which is available here. Here's a quick step by step guide if you need help with your application.

• Provide Academic Transcripts for each and every year of study with English translation if applicable.

• A personal statement of 500-750 words (maximum) outlining your:

(i) Understanding of public relations or strategic communications in action.

(ii). Awareness of contemporary media and the role of different channels, both traditional and contemporary, as seen from an Irish / western perspective.

(iii) Set out a personal career pathway, where this programme is the anticipated starting point.
Applicants may include other aspects that would demonstrate their suitability for the programme.

• Please upload a CV under the "Supplemental Items & Documents" section.
• If applicable, provide evidence of competence in the English language as per DCU entry requirements.

Please see link https://www.dcu.ie/registry/english.shtml

1 year full-time.

The programme commences in September 2024

Careers
The skills of strategic communications are used with organisations of all types: in public service, charities, voluntary organisations, entertainment, sports, education and business – across all sectors, including technology, food, healthcare, leisure and utilities.

Graduates from the MSc in Public Relations & Strategic Communications will pursue careers both within and within in-house communications departments and public relations agencies.

The programme provides the necessary skills and knowledge for careers in:
• Public Relations
• Strategic Communications
• Advocacy
• Media Relations
• Content Management
• Political Communications
• Communications Management
• Brand Engagement
• Reputation Management
• Community Management
• Public Consultation
• Sponsorship
• Corporate Responsibility Management

Since the programme’s establishment in 2016/17, graduates are now working in communication roles on three continents, including in Australia, France, Italy, Norway, United States, as well as across the UK and Ireland.
• Advertising
• Agency Strategist
• Brand Ambassador
• Business
• Communications
• Editor
• Event Management
• Market Research
• Marketing
• Presenter