MA Public Relations and Digital Communications with Advanced Research

Why choose Herts?

Benefit from industry talks and workshops throughout the programme
Our course is PRCA approved, assuring it aligns with the skills, practices and knowledge needed to be successful in the industry
Our partnership with PRCA (Public Relations and Communications Association) grants you access to numerous benefits to instantly strengthen your prospects and employability
One-Year Course and Placement Year pathways available

The equivalent of a good 2:2 honours degree (i.e. minimum 55% classification grade) and IELTs of 6.5 including 6.5 in writing.

MA Public Relations and Digital Communications is a conversion programme:therefore we accept students with undergraduate degrees in humanities, business, education, social science and creative arts. Applicants with degrees in other subjects may be considered. For further questions please contact the Postgraduate Admissions Tutor Dr Gwyneth James.

For country-specific qualifications, please visit our your country page. If you do not have the required level of English for entry, our academic English courses can help you to achieve this level.


Institution code	H36
School of study	School of Creative Arts
Course length	Full Time, 2 Years
Location	University of Hertfordshire, Hatfield

Employability
Careers

Want to work within a public relations agency, government communications department, company press office, or within brand, reputation, social media or community management? This course will get you there. Our close industry connections and partnerships have helped us to design this MA in Public Relations and Digital Communications to ensure there is a strong emphasis on ensuring you leave well-equipped for whatever career path you choose to pursue.

Typical positions and areas include:
- Community relations
- Media and public relations
- Corporate communications
- Marketing communications
- Strategic communications
- Campaign management
- Brand and social media management
- Account executive
- Advertising copywriter
- Public and external affairs.

Professional Accreditations

The University of Hertfordshire is in partnership with the Public Relations Communication Association (PRCA), the world’s largest and most influential PR professional body today (PRCA, 2022). Its core purpose being to raise standards in PR and communications worldwide.

The partnership makes our Herts graduates particularly attractive to employers. It confirms that you are knowledgeable of important industry practices and have a strong skill set that could benefit their company.

By studying this course you will be granted a PRCA membership. This entitles you to invaluable resources including free access to online training courses, networking events, as well as leadership panels, masterclasses and training sessions: all of which can enhance your professional profile. You will also get to use the designatory letters to demonstrate your commitment to professionalism and best practice, gain knowledge of the latest market intelligence and industry insight, and more.

About the course

On this exciting two-year course, you will learn core principles and gain an advanced understanding of public relations and digital communications. The first year of this course is the same as the one-year MA Public Relations and Digital Communications course. It is the second year that differentiates these courses.

You will find out more about the second year in the ‘What will I study?’ section below.

This MA Public Relations and Digital Communications course will enable you to:

Develop an understanding of the challenges in the PR and communications industry and apply your knowledge from the course to identify effective solutions to real-life case studies.
Feel confident and prepared to work in the industry. This course incorporates theoretical and practical learning styles to equip you for a career in the field. This includes traditional lectures as well as workshops, masterclasses and online study.
Continuously develop and advance your PR and communication skills. You will familiarise yourself with media planning, writing for the press, reputational management and how to strategically analyse data to measure the impact of digital campaigns and more.
Challenge your thoughts and learnings to an advanced level, ensuring you are always open-minded and accepting of different perspectives that will positively influence the way you handle different PR situations.
Explore the public relations industry and trends of today, taught to you by our experienced staff, authentic coursework assignments, and expert speakers.

Why choose this course?

1st out of 85 universities for business and management in the Postgraduate Taught Experience Survey (PTES, Advance HE, 2023)

This course is a conversion course, making it available to students who have not studied PR at an undergraduate level. It covers the theoretical underpinning of PR practices but will also take your knowledge to an advanced level.

Our close connection with industry allows our students to meet and learn from industry speakers. We deliberately select a diverse range of inspiring, experienced guest speakers to join us and meet our student community to ensure you are exposed to a broad range of career prospects. This provides the perfect opportunity for our students to build their networking skills and connections.

In the past, we were delighted to have welcomed:

Mandy Pearse, an award-winning public relations consultant
Kate Stephenson, an award-winning blogger and promoter of environmental issues
Charlotte Jones, who is a global content manager for beauty brands.

You will also be invited to attend regular networking events in London, as well as internal workshops and talks covering topics such as inclusion, women in business, PR global issues and more.

You will be taught by influential, committed experts who are widely experienced in the international communications industry. Our staff have extensive experience, from being media practitioners to PR and digital communication specialists in the fields of governmental communication, health communications, media research, general public relations and digital media management.

Extracurricular opportunities

Your CV will be taken to the next level through our extracurricular opportunities such as:

participating in Public Relations Communication Association (PRCA) groups to network and increase industry expertise
getting involved in MA Research seminars or our internal insight platforms
take up mentorship opportunities
uncover the partnership with Google Digital Garage.

All additional exposure will strengthen your PR and digital understanding, whilst also inspiring your coursework.

What will I study?

Year one

The core focus of this course is to help you confidently apply theoretical knowledge to practical settings. You will explore industry challenges, where you will be required to provide a detailed solution answering the hows, whats and whys. The understanding you will gain of fundamental industry practices such as audience analysis, creating your own communications plans, PR campaigns and crisis plans, will all come into play to help formulate your response.

On top of that, you will be able to exercise your creative flair on media production projects. You will produce a variety of digital publications suited for different online platforms, getting involved in the messaging, design and software.

You will study the details of public relations, corporate social responsibility, and the importance of ethical PR, legal frameworks and the risks involved. Advertising and marketing also go hand in hand with PR and digital communications, making it important you recognise the close intersections and how this industry enhances PR communications by promoting messages further and to more targeted audiences.

You will learn more about the current digital environment and online culture so you will be able to make careful but strategic decisions. The course will cover the latest digital trends, personalisation, audience participation, SEO practices, metrics and the issues that this diverse online setting welcomes.

Throughout, you will learn a mixture of traditional PR skills as well as immersing yourself in the shifting PR landscape made up of more advanced digital technologies that are able to reach changing consumer demographics; all of which will greatly enhance your CV.

Year two

On completion of your first year, you will study for an additional year working on an extensive practice-based media project, which will take you to the next level of thinking. You will work with a client on promoting and publicising their brand in an innovative way that benefits their products or services.

This media project can comprise of many different areas; past student projects have involved evaluating and finding new audiences for the brand through publicity, increasing the client’s social media quality and output, and strong emphasis on branded video creation. Should you prefer, you can combine your dissertation study with this media project.

This Advanced Research route will further develop your research skills by delving into specialist theoretical areas of your choosing, with the additional opportunity of studying the Government Communications and Public Affairs module. This year strongly focuses on allowing you to concentrate and develop in the areas that interest you, so you can sculpt the portfolio you leave with.

Level 7

Module	Credits	Compulsory/optional
Research Methods 1: Critical and Theoretical Debates	15 Credits	Compulsory
This module aims to develop your knowledge and understanding of some of the theoretical approaches and related critical methodologies which are influential in the scholarly analysis of media texts. Areas covered may include quantitative and qualitative research methods, such as content analysis and media sampling; interview and survey strategies and interpretation; audience research methods; focus groups and observation. Issues of technological convergence and the socio-cultural aspects of the contemporary media landscape. You will be invited to assess the strengths and limitations of different frameworks and learn to understand their application in media practice. This module is underpinned by the recognition of ethical and legal regulatory frameworks in the media industry and a deep regard for diversity, equity and inclusion in education and the workplace.
Digital Communications Management	15 Credits	Compulsory
Digital communication technologies saturate our everyday life. This module aims to examine the contemporary digital environment from both theoretical and practical perspectives. By looking into recent developments in digital media with a particular focus on the different uses of digital media, this module enables the students to make distinctions between different kinds of platforms, materials, genres, audiences, and strategies. The module critically examines a range of current topics such as: user-generated content, AI, metrics, social listening, influencers, search engine optimisation (SEO), search engine marketing (SEM) (e.g., customer relationship management, the marketing mix, consumer behavioural models, market segmentation and advertising models). The module is underpinned by the recognition of ethical and legal regulatory frameworks in the media industry and a deep regard for diversity, equity and inclusion in education and the workplace.
Public Relations Theory and Practice	30 Credits	Compulsory
This module aims to develop an appreciation of the main principles of public relations, its practices and impact on people and organisations. The module will enable students perform stakeholder analysis and analyse publics effectively to deploy appropriate tools. As Public Relations is concerned with discursive forms of communication in order to persuade, students will examine persuasion theories and look at the ways in which companies use promotional and persuasion tactics to share messaging and maintain a positive reputation. An examination into public relations history is essential for PR practitioners to understand the popular culture, socio-cultural and political trends and other prevailing climates that could affect or influence the organisation in creating suited communication products and messages that the audiences can relate and respond to. Students will look at a range of specialist subjects such as authentic brand narratives, internal communications, digital PR, sponsorship, consumer behaviour and automation tools influenced by Artificial Intelligence (AI). A discussion of aspects of PR ethics and the role this plays now and in the future with an increasing focus on Corporate Social Responsibility (CSR) (measurement and metrics) which is now referred to as Environmental, Social and Governance (ESG). We will critically analyse the future challenges for Public Relations in relations to corporate communications and discuss the increasing distinction between external and internal communications, as well as exploring how to design a strong Corporate brand Identity and the elements of a good PR strategy. Students will learn how to map relevant stakeholder groups and develop tailored strategies and objectives. The module encourages students to apply their own creativity and critical thinking in evaluating and developing successful PR campaigns and will take a very hands-on approach by developing their own PR strategy and learn how to implement creative c
Crisis and Reputation Management	15 Credits	Compulsory
The Crisis and Reputation management module is designed to give students a fundamental understanding of the process of how risks and crises can affect the reputation of an organisation, a brand, international organisation or nation. This module will explore the steps in developing audience specific messages, how to profile an audience/stakeholder and respond to crisis to limit damage to reputation. This module will also provide theories and models of reputation management and crisis communication as well as templates and case studies from other organisations to allow for crisis preparedness. Students will explore the value of reputation, risk perception model, risks to reputation, trust and credibility for organisations and brands. These foundational theories will help students understand the ethics and risk assessment associated with issues management and corporate risk. Crisis communication theories such as theories of apology, attribution and situational crisis communication, chaos theory and the butterfly effect in crisis management, Image repair theory. The case studies (textual and experimental) will provide a rigorous approach to studying crisis communication in political contexts, global organisational settings and industries (oil industries, small and medium enterprises, education, hospitality etc). This module is underpinned by the recognition of ethical and legal regulatory frameworks in the media industry and a deep regard for diversity, equity and inclusion in education and the workplace.
Advertising and Marketing Communications	15 Credits	Compulsory
This module introduces students to the theories, concepts and practice of advertising and marketing communications. The students will learn about theoretical frameworks that underpin the industry and apply them to digital and integrated forms of advertising and marketing communications. The students will also learn about how companies communicate with its customers and other stakeholders and how to reach and influence target markets. They will explore real world case studies and develop a marketing communication plan as well as advertising products which will form part of their portfolio for employment. Students will critically examine and understand buyer behaviour, emerging trends in marketing communications, the impact of advertising expenditure and effective advertising campaign management. The module will focus on the various target audiences and market segmentations for organisations, brands and individuals and how positioning or re-positioning of these clients. A keen focus will also be on decisions that influence advertising appeals and alternative marketing, sales promotion strategies, social media and regulations and ethical concerns in the industry and the intersections with Public Relations. The assignments for this module would be preparing a marketing audit for selected organisations to determine the communication assets of organisation and marketing reach. The second assignment would be a marketing communication plan for clients or organisations and responding to a creative brief with advertising outputs for different communication channels. This module is underpinned by the recognition of ethical and legal regulatory frameworks in the media industry and a deep regard for diversity, equity and inclusion in education and the workplace.
Media Project	60 Credits	Compulsory

Media Production	30 Credits	Compulsory
This module provides you with a detailed understanding of the digital and social media communication strategies in publishing and public relations. You will apply theory to practice by developing a digital publication and social media strategy that simulates a real-world scenario. You will examine key questions regarding copyright, market segmentation, user behaviour, advertising, digital business models, and to put in place AI systems to monitor and measure the effectiveness of your integrated communications strategy. Through-out the module you will be learning digital skills including: editing and manipulation of text and images, knowledge of a content management systems, blogs, video/podcasts and developing social media assets. This is a creative module and there is an emphasis on enterprise and innovation.
Media Production	30 Credits	Compulsory
This module provides you with a detailed understanding of the communication strategies including those of social media in the media and creative industries. You will apply theory to practice by developing a range of media products and a social media strategy that simulates a real-world scenario. You will examine key questions such as: communications strategies, branding, copyright, market segmentation, user behaviour, advertising and digital business models. Through-out the module you will be learning media production skills including: editing and manipulation of text and images, knowledge of a content management systems, blogs and developing social media assets for different platforms. You will also consider the implications of AI systems on supporting content creation, analysing user patterns, monitoring and measuring brand visibility. This is a creative module and there is an emphasis on enterprise and innovation and along with technical skills you will develop soft skills such as pitching ideas and presenting research to offer solutions to a real world scenario.
Media Dissertation	60 Credits	Optional
This module gives you the opportunity to investigate and write in depth about an area of individual interest related to the media industries. The emphasis is on independent thought, research and writing, but this will be supported in an agreed programme of supervision. The topic should be appropriate to postgraduate level and chosen by you in consultation with your supervisor. The dissertation should be 14000 words in length and aim to make a distinctive contribution to work in the relevant field. This module is underpinned by the recognition of ethical and legal regulatory frameworks in the media industry and a deep regard for diversity, equity and inclusion in education and the workplace.
Advanced Media Research	30 Credits	Optional
The aim of this module is to pick up on the research skills developed in Media Research Methods and to advance these skills in a systematic way. This will help you to further expand your repertoire of media research skills and explore a wider range of theoretical and methodological approaches. We will explore how to develop advanced media research projects, how you can apply these skills in a professional environment, how to use technology efficiently and effectively to support your research and what ethical implications may need to be considered when designing and carrying out research.
Government Communications and Public Affairs	30 Credits	Optional
This module examines the intersection of public relations, media, and politics as the area of knowledge fundamental for communicators working across public, private and third-sector organizations as well as a range of economic, social or cultural sectors. Students will develop public relations expertise that combines an understanding of policy communication in the contemporary media landscape. The module provides an in-depth examination of public affairs work and covers parliamentary processes such as legislative procedures and government policy-making. It also explores a thorough exploration of public affairs planning, stakeholder identification, issues mapping, message development, parliamentary engagement and relationship management all set within a broader context of lobbying codes, ethical practice and personal responsibilities. There is a growing recognition in the age of activism of how organisations and governments need to mobilise communication in their lobbying, advocacy, and social responsibility work. There is equally the awareness of the role of reputation, political and stakeholder engagement, community and media engagement and policy analysis for governments and organisations. This module is underpinned by the recognition of ethical and legal regulatory frameworks in the media industry and a deep regard for diversity, equity and inclusion in the education and workplace.

Key staff

Dr Chanda Mfula
Lecturer and researcher across a range of media, communication, and journalism fields. He has professional experience as a practitioner in public relations, corporate communications, and broadcast journalism.
Find out more about Dr Chanda Mfula

Dr Genevieve Bosah
Senior Lecturer in Media, Chartered PR practitioner with the CIPR and PRC board. She has worked with media institutions and governments, and consulted for international development projects sponsored by USAID and DFID.
Find out more about Dr Genevieve Bosah

Further course information

Course fact sheets
MA Public Relations and Digital Communications with Advanced Research	Download
MA Public Relations and Digital Communications with Advanced Research	Download

Programme specifications
MA Public Relations and Digital Communications with Advanced Research	Download
MA Public Relations and Digital Communications with Advanced Research	Download

Additional information
Sandwich placement or study abroad year	n/a
Applications open to international and EU students	Yes

Student experience

At the University of Hertfordshire, we want to make sure your time studying with us is as stress-free and rewarding as possible. We offer a range of support services including; student wellbeing, academic support, accommodation and childcare to ensure that you make the most of your time at Herts and can focus on studying and having fun.

Find out about how we support our students

You can also read our student blogs to find out about life at Herts.

Learning experience

You will experience a blended learning approach. Primarily, you will be taught in traditional seminar environments where you will be expected to conduct independent study to develop yourself professionally. Alongside this, you will also engage in workshops and seminars to encourage interactive learning and team collaboration.

You will take part in group presentations, impromptu pitches and simulated activities where you will gain invaluable skills such as team working, using your initiative, problem solving and decision-making.

Our seminars are recorded for you to watch on demand so you can refer back to them if needed.

Right from the start of your journey, a personal tutor will be designated to you, where you’ll be able to receive guidance and voice any concerns. Whilst all Herts students have access to our Academic Support Services, you will also have a module to help you strengthen your academic skills.

Funding and fees
Other financial support

Find out more about other financial support available to UK and EU students

Fees 2024
UK Students

Full time
- £11655 for 2024/2025 and 2025/2026 inclusive
EU Students

Full time
- £17950 for 2024/2025 and 2025/2026 inclusive
International Students

Full time
- £17950 for 2024/2025 and 2025/2026 inclusive
*Tuition fees are charged annually. The fees quoted above are for the specified year(s) only. Fees may be higher in future years, for both new and continuing students. Please see the University's Fees and Finance Policy (and in particular the section headed "When tuition fees change"), for further information about when and by how much the University may increase its fees for future years.

View detailed information about tuition fees

Living costs / accommodation

The University of Hertfordshire offers a great choice of student accommodation, on campus or nearby in the local area, to suit every student budget.

View detailed information about our accommodation

Read more about additional fees in the course fact sheet

International/EU applicants without pre-settled status in the UK

Apply through our international/EU application portal

Home and EU applicants with pre-settled/settled status in the UK

2024

Start Date	End Date	Link
26/09/2024	31/05/2025	Apply online (Full Time)
22/01/2025	31/01/2026	Apply online (Full Time)

2025

Start Date	End Date	Link
26/09/2025	31/05/2026	Apply online (Full Time)
22/01/2026	31/01/2027	Apply online (Full Time)

Book an open event

Apply now

MA Public Relations and Digital Communications with Advanced Research

Why choose Herts?

Careers

Professional Accreditations

About the course

Why choose this course?

Extracurricular opportunities

What will I study?

Year one

Year two

Key staff

Further course information

Student experience

Learning experience

Other financial support

Fees 2024

UK Students

Full time

EU Students

Full time

International Students

Full time

Living costs / accommodation

International/EU applicants without pre-settled status in the UK

Home and EU applicants with pre-settled/settled status in the UK

2024

2025