Overview
Driven by tech innovation and rise of digital media, the PR market is forecast to reach £103.04 billion ($133.82 billion) by 2027 (Bluetree Digital, July 2025). Our online MSc in Public Relations and Strategic Communications puts you at the heart of this dynamic, fast-growing industry.
Develop PR, strategic communication and digital skills
This online Masters in PR and Strategic Communication is a flexible way to fully understand modern public relations. You’ll:
- cover core topics like public relations and communications theories, strategic PR planning, media relations and production, and research methods;
- design and evaluate a strategic public relations plan;
- have the opportunity to work with PR practitioners on real-life cases;
- gain an applied understanding of quantitative and qualitative research methods for media and audience research;
- attend and present your work online at the annual Postgraduate Public Relations Conference;
- focus on how digital media is used in communication campaigns.
Professional accreditation and recognition
The course 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.
Flexible learning with optional field experiences
While most learning happens online, you can supplement your studies with optional field trips to:
- Brussels for public affairs seminars at the European institutions.
- Scottish Parliament in Edinburgh.
- A residential week including lectures and seminars at Stirling.
These trips are optional and designed to accommodate distance learners.
Research placements
As an online student, you can choose our strategic communications research placement module. This gives you hands-on research experience working remotely with non-academic organisations on research projects. Previous projects include:
- How racial justice documentaries can be used as a public relations tool
- The role of public relations and media in legitimising accounts of sexual violation
- Building the Nation: Analysing the Scottish Government’s Public Diplomacy Campaign Scotland is Now in the Context of Brexit
How you study online
This flexible Masters degree in PR and Communications is delivered virtually. We use Microsoft Teams and our virtual learning environment Canvas for classes. You will have access to interactive content, discussion forums, and virtual workshops.
Award-winning students
Our online Masters in PR and strategic communication students have been nominated and won EUPRERA Thesis Awards in 2019, 2021, 2022 and 2023.
Comprehensive employability and skills programme
Our employability and skills programme to 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
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) or equivalent in a relevant subject. Applicants without these formal qualifications but with significant appropriate/relevant work/life experience are encouraged to apply.
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.
Course details
The course includes three compulsory modules, three optional modules and a dissertation.
Modules
Teaching
Each module is divided into a number of topics. All the topics for a module will usually be available at the start of each module. As well as core materials, module contents include reading lists with additional sources of information you can use to supplement your studying.
We highly recommend that you attend at least one two-day residential school during the course of your
How you'll learn online
Teaching combines synchronous and asynchronous sessions. If you cannot attend the synchronous sessions, you can catch up with recordings of the sessions or alternative asynchronous activities designed to enable you to stay engaged with your studies.
Fieldwork
There are a number of optional 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
Assessments include:
- essays
- academic and practice-based papers
- project work, portfolios and reports
- 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
- public relations and communication reports and strategic case studies
- research designs and projects
- pre-recorded and synchronous presentations
You will also complete a 12,000-word dissertation.
Classroom hours
During the semesters, you can expect to spend around two to four hours in synchronous and asynchronous online 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 fieldtrips 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 using email, Microsoft Teams, telephone or Skype.
Course director
Key staff
Dr Alenka Jelen is Course Director and 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 interests 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
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.
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.
|
UK and Republic of Ireland students |
International students |
|
|---|---|---|
|
Total MSc course fee |
£9,200 |
£13,900 |
|
UK and Republic of Ireland students |
International students |
|
|---|---|---|
|
Total MSc course fee |
£10,100 |
£15,300 |
Fees shown are for a full-time, one-year Masters course.
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.
If you need to extend your period of study or repeat study, you will be liable for additional fees.
For more information on courses invoiced on an annual fee basis, please read our tuition fees 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
Postgraduate tuition fee loans
Scottish students may be eligible to apply to the Students Award Agency for Scotland (SAAS) for loans of up to £11,500 to cover tuition fees and associated living costs.
English students can apply for a loan of up to £12,167 each year as part of the Postgraduate Masters Loan Scheme.
Welsh students can apply for financial support of up to £18,770 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.
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 graduate success
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
