Birmingham City University

Birmingham City University

Public Relations

The programme is for people who have some experience as PR professionals and focuses on strategic public relations and its role as an integral part of successful communications in the public and private sector. The course enables students to develop skills in PR planning and integrated communications management while building up a critical understanding of issues facing PR practice in today�s society and business community.

Entry requirements

Students should have at least 1 of the following: postgraduate professional qualification in a related discipline, or a relevant MA, plus 1 year�s relevant full-time employment in PR; degree in business/marketing, plus 1 year�s relevant full-time employment in PR; any UK degree, plus 2 years� experience in PR; CIPR Advanced Certificate in PR, plus 1 year�s experience in PR; 4 years� relevant full-time employment in PR and 5 GCSE passes, 1 of which must be in English Language.

Course modules

The course consists of 3 assessed units: PR theory and practice (professional knowledge); PR planning and management (vocational skills); personal skills and development (reflective practice). These cover a range of topics and activities including: PR as a management function; strategic communications theories and techniques; reputation management; corporate responsibility and stakeholder theory; organisational culture; PR planning and crisis management.

Assessment methods

Class contact consists of 48 hours provided in teaching blocks throughout the year in the Birmingham School of Media. In addition, students are expected to spend approx 5-6 hours per week on independent study over the length of the course. Applicants also have access to a website where they can contact their tutor and fellow students at any time. At set times throughout the course applicants submit 3 items of coursework for assessment, reflecting each of the 3 assessed units. These consist of: a critical reasoning text (2 essays or reports); a planning assignment based on a case study; a personal project based on a topic agreed with the applicant's tutor.


Qualification Study mode Start month Fee Course duration
Diploma Part-time - 1 years

Campus details

Campus name Town Postcode Region Main campus Campus Partner
City Centre Campuses Birmingham B4 7XG West Midlands

Key information

Telephone number: 
0121 331 5595