Course Summary

We are one of the first UK universities to offer a course tailored to the needs of the public relations industry. Developed with the CIPR, the course includes core business subjects modelled around real-life activities.

The final stage enables you to work on a real brief and present your work to senior management in a PR agency. This will put you in direct contact with professionals from the industry, providing a direct route into employment.

As well as building your skills and confidence, you will learn how to run press conferences, handle interviews, and develop your presentation skills through pitching to industry `clients.

Why choose this course?

Key features

• Chartered Institute of Public Relations (CIPR) approved
• Close links with public relations (PR) agencies for work on real-life tasks
• Neville Hunt Course Leader, Public Relations was awarded the prestigious Norman Manners Award for PR Professional of the Year 2008 by CIPR for his outstanding contribution to the PR industry

Areas of study include:

• PR and the media
• PR management and theory
• Marketing communications
• PR practice Marketing management

Further Information

BAPBR-S

Assessment

The BA Honours Public Relations uses a wide variety of assessment methods across the three levels of study and the constituent units. In order for the student to demonstrate achievement of learning outcomes and the quality of performance a wide range of assessment methods are employed: written and oral work, group and individual, examination and in-class test, reflection, hard-copy portfolio work and computer-based assessment, case study analysis and creation, creative, strategic integrated campaigns, an applied dissertation.

Course Learning Outcomes

Upon successful completion of this course, you should be able to:

1. Demonstrate confident familiarity, at a professional level, with the nature and scope of public relations theory and practice.

This is developed across the three levels of the curriculum:

In Level 1, the nature of public relations is at a relatively basic level wherein the discipline is seen in the context of its position as a supporting function to marketing. At this level, by understanding exactly what public relations might entail, student engagement in the discipline is cemented and the basic subject knowledge allows it to be developed further at the next level.

In Level 2, the broader and more strategic role and theoretical underpinning of public relations is seen as a management support function. Students completing this level should be competent in public relations theory, from which they will be able to progress to the final stage of understanding and application. They should be able to enter into critical debate in public relations.

In Level 3, deep and critical understanding of the management issues of public relations as a stand alone function, as part of integrated communications and as a profession are established.

2. Show a broad and deep understanding of communications theory and the impact of current and future technological changes on its application at both corporate and operational level through corporate and marketing communications. The nature of anticipated changes that technology and the burgeoning social networking phenomena will bring to the whole process of communication locally, nationally and globally will emerge as students rise through the academic study levels. The knowledge gained will be rooted in traditional theory, but students will be encouraged to be `partners in the process of individual and class understanding of the impact of developments on organisational and individual communication.

3. Have a broad, deep and critical understanding of corporate management and decision making in a variety of organisational types and sizes, including commercial organisations in manufacturing and services, not for profit organisations and government. The critical importance of finance and financial decision making to underpin organisational survival and prosperity will be established. This understanding will be set in the context of potentially rapid political, financial and environmental changes and students will be able to hypothesise and defend future developments.

This will be developed across the three levels and by interrogating and applying theory to case studies, students will be able to enter employment with an understanding of the pressures on and options for organisational managers. Students will understand the concept of corporate citizenship and the pragmatic and ethical need for social responsibility.

4. Have a good understanding of and engage in critical debate upon a range of technology and applications to support businesses in general and the communications industry in particular in the provision of information. Students will be skilled in the use of common and more advanced computer programmes and information technology for storage, retrieval and manipulation and will be aware of a variety of sources of business information.

Information literacy is essential for any student entering employment. Graduating students will be as adept at using information technology as any other students entering employment and, as developments in IT will be embedded into the students programme, they will probably have better developed skills than their future managers.

5. Demonstrate a critical and evaluative understanding of the tools of public relations, such as press releases, press conferences, interviews with the media, building strong media relations. Students will have a strong understanding of the media and current and future developments, which will underpin the application of these tools.

Students will be able to demonstrate their skills using these public relations tools, through a number of practical experiences. There will be a number of practical experiences across the curriculum, which will contribute to the development of specific public relations skills whilst engaging students in the business and practice of the discipline.

6. Demonstrate skills of effective team working and inter-personal and business communication as well as critical personal reflection. Students will have experience of high level presentation to a critical external audience of industry professionals, the feedback from which will provide material for reflection on process, content, teamability and personal improvement needs.

Development of building written and oral communication skills, effective team working and reflective practice is embedded into the three levels of study. At the early stages, there will be many opportunities for students to work informally and formally in teams and give formal and informal presentations.

In Level 3 there will be an important external presentation `experience that will provide the students with an opportunity to test powers of creativity, ability to work as an effective team and to perform on a professional stage and be judged by professionals. The practice and development of reflective skills will be fundamental to much of the teaching at all levels of study.

7. Develop creative public relations proposals as a stand alone activity and within the context of a marketing communications programme to achieve predetermined aims provided by a creative brief.

This will be an important aspect of Level 3 study which will involve demonstrating abilities of creativity, critical thinking, communication, teambuilding and working and reflection. The context of public relations as part of a cohesive marketing communications strategy will be as important as the demonstration of specific public relations skills.

8. Critically debate ethics in all areas of public relations and demonstrate a commitment to operating professionally and with integrity.

The understanding of the nature of and need for professionalism in business in general and all areas of public relations in particular will be critical for future employment in the industry. The role of the Chartered Institute of Public Relations in underpinning the professional status of the public relations industry will be an exemplar of good practice, and the virtuous circle of ethical behaviour will be firmly cemented in the attitudes and approaches of graduating students.

9. Apply appropriate academic and business research skills effectively for analysis, synthesis and problem solving.

The ability to conduct academic research is a pre-requisite for embarking upon much postgraduate study. This ability, together with that of critical evaluation is a necessary ingredient of undergraduate study per se. but also provides an important skill base for future employment and employability. The organisational uses of research are no less important and valued by employers. The ability to access information and to test strategic options will be valued by potential employers for their own organisational requirements.

10. Critically evaluate theories, opinion and hypotheses and relate these to professional practice in public relations.

The ability to engage in critical evaluation is one of the cornerstones of an undergraduate education. This practice will be developed over the three levels, with the emphasis on Levels 2 and 3. What graduates will take with them to future employment is this proximity to contemporary academic theory balanced with an opportunity to see to what extent practice matches theory and to use their critical evaluation skills to make a contribution to their employer organisation.

External Benchmarking

Charted Institute of Public Relations

QAA Business and Management subject benchmarks

Educational Aims

• To develop students intellect and to stimulate their imagination


• To increase their powers of understanding and judgement


• To build skills of problem-solving, analysis and to promote their transferability


• To encourage independence in judgement and an awareness of the students own abilities and development needs


• To help in developing a creative and enquiring approach to life and work


• To provide an in-depth understanding of the theory and practice of public relations within a business and general marketing context


• To develop the skills and confidence to operate successfully within the public relations industry


• To develop expertise in the range of public relations specialisms


• To cultivate the ability to draw together and integrate diverse public relations elements into a coherent and effective campaign


• To provide a specialist public relations education


• To enable students to inter-relate marketing communications activities with other business disciplines


• To develop a critical awareness of current public relations practices


• To prepare students for life-long learning

Student support

Right from day one of induction students will have access to the full range of support facilities offered by the university. As this degree shares the common business core students will be split into relatively small cohorts from their first session at the University. This small cohort-based approach, together with having two members of staff responsible for facilitating the majority of student learning, provides an intrinsically supportive learning environment.

The Business School has dedicated student advisors who are available for drop in advice three days per week. They provide academic support but are also can provide advice on other personal issues and if not able to help will direct individuals to the specialists available.

The role of having a course leader rather than just a field chair should not be underestimated in the detail of support that can be provided and orchestrated.

This course has recruited from countries where English is not the first language, including some partner institutions overseas. Whilst all students on the course are required to have IELTS 6 or equivalent, care will nonetheless be taken to ensure that these students are in no way disadvantaged as a result of their language skills. Where language weaknesses are seen to unfairly compromise performance, students will be counselled and appropriate courses of remedial action recommended.

Team working

Team working is fundamental to a career in Public Relations and hence the course seeks to develop excellent team working skills. You will work and produce a diversity of output extensively in teams.

Successful team working will be essential to your personal development and your performance on the programme. You will have the opportunity for team work in most units, and are able to develop skills in self and peer assessment.

Teams will encounter difficulties at times and in the later years of the course and you are encouraged to resolve difficulties yourselves with minimal staff intervention as this is part of the learning experience. In higher level units students will be expected to reflect on their group working and critically evaluate their teams performance.

Career Management Skills

Career related skills and the relevance of activities and knowledge will be stressed in each unit. In the marketing communications units you will be required to assume client and agency side roles in the creative planning process. Additionally, there will be input from sector press e.g. Marketing Week, Campaign, PR Week on jobs, agencies, campaigns. In Public Relations Practice you will work to professional standards on real client briefs and present these to demanding external clientele, creating the possibility of internships. You will also be required to produce a portfolio of best practice work and to draft customized CVs. You will be made aware of the universitys services regarding employment and career development and of online advice.

Career/Further study opportunities

Opportunities exist as an account executive with a PR agency or as a PR specialist in the public, private and voluntary sectors. Graduates have gone on to work in large organisations including M&S and VW, and have also found employment with PR agencies that we work with.

Career:

Public Relations in its many forms, including corporate communications, media relations, investor relations, crisis management, public affairs, lobbying etc, whether practised in a consultancy or in-house.

Further study:

Masters courses in public relations, marketing communications or other areas of business, including MBA studies. Doctoral study in public relations and professional qualifications leading to, for example, MCIPR. Continuous professional development for those established in the public relations industry.

Entry

Additional:

GCSE English grade B or above.

UK students Undergraduate entry requirements

Standard entry requirements for Foundation degrees (FD/FdSc)

A foundation degree will be of particular interest if you have completed a Modern Apprenticeship, vocational A levels, BTEC National or equivalent.

Foundation degrees are also particularly suitable if you want to qualify while working.

• As a guideline, a typical offer would require you to obtain a UCAS tariff score of between 80-120 points, based on your level 3 studies.
• Students who require a Tier 4 Student Visa cannot apply for our foundation courses. For these courses the University of Bedfordshire is not able to sponsor Tier 4 Student Visa applications.

Many students studying for foundation degrees come to us through work-based routes so you can apply for a foundation degree even if you don’t have traditional academic qualifications.

We welcome applicants with relevant work experience.

Standard entry requirements for Undergraduate degrees (BA/BSc)

We will consider you as an individual and take into account all elements of your application, not just your qualifications. We are looking for both breadth and depth in your current studies as well as enthusiasm for the subject you wish to study.

The general requirement is one of the following:

• UCAS Tariff Score greater than 200, which should include either two A level passes or an AVCE Double Award
• An Access qualification
• Equivalent qualifications such as Irish Leaving Certificate, Scottish Highers, International Baccalaureate or BTEC National Diploma

Postgraduate taught courses

Postgraduate applications (MA/MSc) should be made direct to the University using the  standard University application form. There are some exceptions, please see individual course descriptions for details.

• UK/EU students application form
• International (non-EU) students application form
  

Students from the European Union

Entry requirements

As a general guide, to apply for a place on an undergraduate course (BA/BSc) at the University you need to have completed your high school education and have the required English qualification.

We have students from all the European Union member countries so we are quick to make decisions on most qualifications.

How to apply

International students

• Undergraduate applications (BA/BSc) can be made direct to the University or via our representatives in your home country. If you intend to apply to more than one university in the UK you should apply via UCAS. If you want to apply to the University of Bedfordshire only you should apply directly using our international application form (link below) or via our representatives in your home country
• Postgraduate applications should be made directly to the University using our international application form (link below) or via our representatives in your home country
• Healthcare, nursing and midwifery students Many of these courses are not available to overseas students due to UK immigration law in regard to bursary funding. Please contact international admissions to find out if you are eligible to apply
• BA Nursing Studies Level 3 (with or without Overseas Nursing Programme) is available to overseas students - please contact International Admissions by email at international-admissions@beds.ac.uk for further information

(Please note that applicants on a full student visa are not eligible for part-time study)

Course application form for international students

We recommend that you apply directly to the University where possible, as this allows us to offer the quickest turnaround time for your application.

• Course application form for direct applications [PDF]

How to complete your course application

Please read the Direct application instructions before completing the course application form.

Application forms for accommodation in the student halls at Bedford campus and Luton campus are available in the Student life section

Accreditation of prior certificated learning (APL)

APL is available for international students applying for undergraduate (Bachelor degree) study. Please do not use this APL form to apply for postgraduate courses.

Use the APL form to tell us about any non-standard qualifications and/or work experience you have that you think should be taken into consideration with your application. `

The APL form should be submitted at the same time as the course application form.

We regret we are unable to process APL forms from students who have not submitted a formal course application form.

• APL application form for International students [100Kb] updated 041007

What next?

Return your completed application to:

University of Bedfordshire
International Admissions
Park Square
Luton
Bedfordshire
LU1 3JU
United Kingdom

Contact International Admissions

T: +44 (0)1582 489326 (non-EU Students)
F: +44 (0)1582 743469
E: international-admissions@beds.ac.uk

Awarding institution

University of Bedfordshire

Teaching Strategy

• The teaching strategy is designed to enable achievement of the programmes learning outcomes and to address core skills


• Initially the programme will be an integrative, project based experience and take place in modern office space. This phase is characterised by much formative activity and rapid feedback


• Throughout the course contemporary content, context and personal reflection are stressed


• Formal lecture input will vary over units, with the marketing communication units being essentially student and tutor as facilitator driven


• Research and the interpretation and the re-presentation of data will figure throughout.

Integration, whilst generally emphasised throughout the programme, is a key characteristic of final year in all units

• The over arching idea is of creative problem solving through the application of knowledge that has been acquired through research and critical reflection

Professional, Statutory and Regulatory Body Accreditation

Chartered Institute of Public Relations (CIPR)

Students with disabilities

No course elements for the three year programme require special consideration in respect of disabled students but individual student requirements would need to be considered for Work Placement.

Skills Development

Communication

To help with the development of this you will:

• Write a variety of reports in an appropriate business format


• Write analyses of case studies


• Write essays in an appropriate academic style with referencing


• Participate in group presentations of your work


• Work in groups, learning to listen effectively and to influence and persuade a small group of colleagues

Information Literacy

To help with the development of this you will:

• Use market research reports


• Use a database of newspaper articles


• Use academic journals


• Learn to identify appropriate sources of information for a particular business or academic task


• Use information from a number of sources as a base for making decisions on business tasks set in relation to real businesses


• Use a range of information sources to write an essay on a given topic

Research and Evaluation

To help with the development of this you will:

• Learn to select appropriate information to use for a particular task


• Carry out quantitative analysis of data provided and draw conclusions about the nature of the problem presented


• Apply theoretical models to given case studies and draw conclusions


• Learn to develop an argument through the selection and logical presentation of information and ideas in an essay


• Learn to develop your own point of view about a business problem or academic question based on evidence

Creativity and Critical Thinking

To help with the development of this you will:

• Practise techniques of lateral thinking and brainstorming in given exercises


• Use brainstorming to generate options as solutions for given business tasks


• Use critical thinking in case studies, exercises, business projects and academic essays

Improving learning and performance

You will be exposed to many formative assessments, receive feedback and be required to demonstrate reflection on feedback. Several elements of the programme have reflective assessments. Throughout the three years you will be expected to take co-responsibility for skills development and knowledge acquisition. Study skills will be introduced at the outset of the programme and will be re-iterated in the context of each unit and each units activities and assessments.

Progress files

N/A

Professional standards

The BA (Hons) Public Relations course aims to provide a basis for career entry and development in a highly competitive sector which makes great demands on employees. In the real world there are standards of behaviour, attitude and performance for which the degree is the training. Consequently, relevant professional standards will be made explicit, re-iterated and applied at all times. The Chartered Institute of Public Relations, the public relations professional industry body that approves this course provides explicit guidelines on professional standards and provides the basis upon which this course is founded. On the lecturer side such standards would concern for example support in the form of structure, relevance and up to dateness of curriculum and through guidance, stimuli and feedback.

For the student professional standards imply that study is a priority and that this is measurable in attendance, punctuality, preparation, positive classroom contribution, honesty in academic work and a sense of responsibility towards and understanding of fellow students. These standards are generic and apply in all units and in all three years of the programme. In particular:

• Staff and students should ensure contact details are current; staff should ensure that their availability is publicised and appropriate communication channels are agreed


• Students are expected to attend all classes, where there are mitigating circumstances staff must be informed promptly


• Staff and students must arrive on time for classes


• In all situations students and staff should dress and act appropriately


• Staff and students should work to sustain a culture of mutual respect


• All assessed work should be a students own and correctly referenced where material is taken from other sources


• Staff and students must prepare appropriately for all sessions


• Full and active participation in classes is expected from all parties


• Electronic devices must not be used during classes without express permission and mobile telephones must be switched off


• Student concerns should be raised promptly, through the appropriate channels

Strategy for developing and embedding the professional standards

At induction the above-mentioned professional standards non-negotiabillity will be made explicit. Poor attendance and attitude in the first six weeks of the programme will mean termination of study.

In subsequent units reparation for classes will be expected to be writting and posted in BREO before the class. Non-Preparation will mean exclusion from the class.

Poor group working will be dealt with by disiplinary discussion with the offending students.