Overview
The global PR market is rapidly growing, driven by evolving technology and increased digital media consumption. It's projected to reach £103.04 billion ($133.82 billion) by 2027 (Bluetree Digital July 2025). Be at the forefront of this growth by being equipped for a dynamic career in PR with our MSc Public Relations and Strategic Communications.
Gain practical PR, strategic communication and digital skills
On this PR and Strategic Communications MSc you’ll:
- get hands-on experience in creating, executing, and assessing PR and communication campaigns using both classic and digital tools;
- focus on how digital media is used in communication campaigns;
- have the opportunity to work with PR practitioners on real-life cases;
- build your skills in analysis, management and communication;
- study PR and communications theory;
- have an option to take modules where you can plan and produce video or interactive digital content. You’ll use industry standard equipment and software such as Adobe Creative Cloud Suite and AVID editing software;
- graduate with a portfolio of creative work to showcase to potential employers.
Connect with industry leaders
You’ll meet top professionals and expand your communications and PR knowledge through field trips. These include Brussels for public affairs seminars at European institutions and the Scottish Parliament in Edinburgh. Make valuable contacts and learn about the latest PR and strategic communication trends and best practices.
Professional recognition
This Masters in Public Relations and Strategic Communication is recognised by the Chartered Institute of Public Relations. CIPR is Europe’s largest and globally influential professional body for public relations. We're also members of the European Public Relations Education and Research Association (EUPRERA) and European Communication Research and Education Association (ECREA).
These memberships provide valuable resources, networking opportunities, and professional development to help you advance in your career and contribute to the field.
Do a research placement
You can opt to do our research placement to work with real organisations. Complete a semester-long project either online or in-person. Previous projects include:
- How racial justice documentaries can be used as a public relations tool.
- Building the Nation: Analysing the Scottish Government’s public diplomacy campaign “Scotland is Now” in the context of Brexit.
Award-winning PR students
Our students have won EUPRERA Master Thesis Awards in 2019, 2021, 2022 and 2023. The accolade honours students who make a significant contribution to the field of public relations in Europe.
Comprehensive employability and skills programme
Our employability and skills programme helps you to develop the attributes that employers look for. In the Faculty of Arts and Humanities we have a dedicated Employability and Skills Officer. The University of Stirling’s Careers Service works in partnership with academic staff to ensure you are ready for the employment market.
Top reasons to study with us
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)
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.
Entry requirements
Academic requirements
A minimum of a Second Class Honours degree (2:1 preferred) in a relevant subject or equivalent is required. If you don’t have these formal qualifications, but have significant relevant work and life experience, we still encourage you to apply.
Other routes of entry
If you don't currently meet our academic requirements, University of Stirling International Study Centre offers a variety of preparation programmes that can earn you the qualifications and skills you need to progress onto some of our courses. Explore University of Stirling International Study Centre to see the pathway and pre-masters routes available.
International entry requirements
English language requirements
If English is not your first language you must have one of the following qualifications as evidence of your English language skills:
- IELTS Academic or UKVI 6.5 with a minimum of 6.0 in each sub-skill.
- Pearson Test of English (Academic) 62 overall with 60 in each sub-skill.
- IBT TOEFL 80 overall with 18 in reading, 23 in writing, 19 in listening and 21 in speaking.
See our information on English language requirements for more details on the language tests we accept and options to waive these requirements.
Pre-sessional English language courses
If you need to improve your English language skills before you enter this course, University of Stirling International Study Centre offers a range of English language courses. These intensive and flexible courses are designed to improve your English ability for entry to this degree.
Find out more about our pre-sessional English language courses.
Course details
The taught elements of the course are carried out across two semesters, which run from September until mid-December and from January until mid-April. Masters students are then expected to spend the summer carrying out a research project and submit a 12,000-word dissertation.
Modules
Teaching
You’ll be taught by lectures, seminars, workshops, field trips and visiting speaker presentations.
Guest lectures from public relations and communications professionals and alumni provide networking opportunities and introduce students to current practice in the industry. We work closely with the Chartered Institute of Public Relations, and you can attend CIPR Scotland events, allowing you to meet practitioners working in the field and to extend your network of contacts.
Fieldwork
There are a number of field trip opportunities across this course. You'll have the opportunity to attend a public affairs seminar series in Brussels, which includes visits to the European Parliament, the European Commission and specialist seminars with leading public affairs and communication experts in Brussels. We also run field trips to Edinburgh (including the Scottish Parliament) and there is a field trip as part of the tourism and public relations module.
Assessment
Methods of assessment include:
- essays
- academic and practice-based papers
- timed assignments
- public relations and communication campaigns including presentations and reports
- a media relations portfolio which includes organisation of media conferences, digital media production and designing media packs
- practical communication reports and strategic plans
- case studies
- research designs and projects
You will also complete a 12,000-word dissertation.
For some of the more practical modules, you’re required to produce a portfolio of work – which you can present to potential employers at job interviews.
Classroom hours
During the semesters, you can expect to spend around two to four hours in synchronous in-class and asynchronous sessions (e.g. lectures, seminars, webinars, workshops and discussions) per week for each of your modules. These will be combined with up to 16 hours per week (part-time study) and 32 hours (full-time study) of your independent study. There may also be dedicated field trips and online guest lectures as part of the teaching on particular modules.
During the dissertation period, you will have regular meetings with your dissertation supervisor and monthly dissertation seminars.
Course director
Key staff
Dr Alenka Jelen teaches public relations theories; public affairs and advocacy; media relations and production and research methods. Her current research focuses on public relations as an academic discipline; gender in public relations and media; relationships between media and politics; and health communication.
Grant Thoms teaches and has research interest in public relations practice, media relations, public affairs and lobbying. He is a chartered public relations practitioner with a varied client base.
Fees and funding
Fees and costs
University of Stirling alumni will automatically be awarded a fee waiver for the first year of Masters studies through our Stirling Alumni Scholarship.
Applicants from the UK or Republic of Ireland who hold a first-class honours degree or equivalent will automatically be awarded a £2,000 scholarship through our Postgraduate Merit Scholarship.
If you need to extend your period of study, you may be liable for additional fees.
If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.
For more information on courses invoiced on an annual fee basis, please read our tuition fee policy.
Eligible students could receive a scholarship worth between £4,000-£7,000. See our range of generous scholarships for international postgraduate students.
If you need to extend your period of study, you may be liable for additional fees.
If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.
For more information on courses invoiced on an annual fee basis, please read our tuition fee policy.
Postgraduate tuition fee loans
This course is eligible for a postgraduate tuition fee loan from one of the UK’s governments. See the Scholarships and funding section, below, for more details.
Additional costs
There are some instances where additional fees may apply. Depending on your chosen course, you may need to pay additional costs, for example for field trips. Learn more about additional fees.
Scholarships and funding
Funding
If you have the talent, ability and drive to study with us, we want to make sure you make the most of the opportunity – regardless of your financial circumstances.
Learn more about available funding opportunities or use our scholarship finder to explore our range of scholarships.
Postgraduate tuition fee loans
Scottish students may be eligible to apply to the Students Award Agency for Scotland (SAAS) for loans of up to £13,900 to cover tuition fees and associated living costs.
English students can apply for a loan of up to £12,858 each year as part of the Postgraduate Masters Loan Scheme.
Welsh students can apply for financial support of up to £19,255 as a combination of grant and loan from Student Finance Wales.
Northern Irish students can apply for a postgraduate tuition fee loan of up to £6,500 from Student Finance NI.
International students may be able to gain additional funding from loan providers.
Cost of living
If you’re domiciled in the UK, you can typically apply to your relevant funding body for help with living costs. This usually takes the form of student loans, grants or bursaries, and the amount awarded depends upon your personal circumstances and household income.
International (including EU) students won’t normally be able to claim living support through SAAS or other UK public funding bodies. You should contact the relevant authority in your country to find out if you’re eligible to receive support.
Payment options
We aim to be as flexible as possible, and offer a wide range of payment methods - including the option to pay fees by instalments. Learn more about how to pay
After you graduate
A postgraduate PR and communication degree leads to management-level careers across many industries. These careers include:
- Public relations
- Organisational communication
- Corporate communications
- Strategic communication and related areas
PR and Communication salaries in the UK average £37,000 a year (Source: Glassdoor, 2024).
Our alumni are found around the globe in public, private and voluntary sectors. Many of our graduates work in:
- PR consultancy roles
- Communication agencies
- In-house communication departments in various organisations
- NGO advocacy and communication
- Public affairs
- Digital and social media
- Internal communications
Others stay in academia, going on to gain PhDs and then work as lecturers, teaching and researching in universities.
Graduates have joined top organisations like:
- Pfizer
- Nike
- UK Government
- Scottish Fire and Rescue
- Police Scotland
- DC Thomson
- Lloyds Banking Group
Roles graduates hold include:
- Digital Platform Specialist
- Chief Communications Officer
- Lecturer in Sports Public Relations and Communications
- Communications and Project Development
- Head of Communications
- Brand Marketing Lead
