Public Relations and Strategic Communication (Taught)

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. The University of Stirling’s Careers Service works in partnership with academic staff to ensure you are ready for the employment market.

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.