[Skip to content]
To view this video please enable JavaScript, and consider upgrading to a web browser that supports HTML5 video
Public Relations and Brand Communication
Undergraduate course
BA (Hons)

Public Relations and Brand Communication

International Scholarships available

Overview

Join one of the most established PR degree programmes in Europe and gain the expertise required for a successful career in this fast-moving field. You will study the wider role of communications, from developing and implementing social media campaigns to the impact of marketing, media relations and internal communications. As well as learning how to build and manage relationships between companies and their customers, you will refine your skills so you can create effective content for a variety of audiences. You will also develop your presentation skills by pitching for live consultancy projects.

Our public relations courses achieved a 95 per cent overall satisfaction rating from students in the 2016 National Student Survey.

Our annual guest lecture programme contributes to a variety of events and activities that bring you into contact with employers. You will be encouraged to do a 48 week paid work placement to raise your profile and enhance your CV, as well as undertake short term placements throughout your degree. Previous students have done work experience with Disney, Warner Bros, Glaxo Smith Kline and the NHS. Employers and alumni also sponsor prizes, including the #1,000 Claire Mascall Award, the Grayling Competitive Pitch and the Umph Social Media Prize.

Our close links with high profile practitioners, including the Director of Communications at Leeds Hospital Trust, the Head of Social Media Communications at Asda and directors of regional PR agencies, help keep the course contemporary and highly focussed on practice and employability.

Many students write for Behind the Spin, the UK's premier online magazine for PR students, whose editor is a senior lecturer in our experienced team of PR lecturers.

We're dedicated to supporting your professional development - that's why, in addition to the annual CIPR guest lecture series, we offer our own University guest lecture programme. Past speakers include Kitty McGee who studied on our PR degree and is now the Executive Fashion Director at Stylist magazine, the past Chair and President of the Academy of Marketing, Russell Craig Senior Director of Media and Community Relations at Asda and the Editor of Cosmopolitan magazine. To see our full programme and to register for a lecture click here.

We understand that full-time study does not suit everyone. That’s why we offer courses which give you the opportunity to decide where, when and how you can get involved in learning. Studying a distance learning course offers the convenience and flexibility to make education work for you. Whether you’d like to fit your studies around childcare, develop your skills while working or, quite simply, want to learn from the comfort of your own home, we can help you gain a qualification at a time and pace that suits your lifestyle.

Like our students on campus, you will have the same excellent teaching and learning resources, however you’ll find these online instead of in a lecture theatre. Not only are all the modules taught online, but you will also have access to an online community and more than 140,000 books and journals in our online library.

Visit our Distance Learning Website

Course Features

  • Professional accreditations
  • Part-time study available
  • Real-life projects
  • Expert careers service
  • University accommodation
  • Placements
  • Sandwich year
  • Study abroad option
  • 24/7 Library
  • TEF Silver Award
Transforming communication: "Can excellence be achieved if we are always improving?" - Professor Ralph Tench - Leeds Business School
Play BA (Hons) Public Relations Video
BA (Hons) Public Relations

Entry Requirements

112
POINTS REQUIRED
If you're applying via UCAS, find out more about how your qualifications fit into the UCAS tariff.
UCAS Tariff Points: 112 points required. (Minimum 72 from two A Levels or equivalent, excluding General Studies).

Additional Requirements


GCSEs:
GCSE English Language Grade B or above and GCSE Maths Grade C or above (Grade 6 and Grade 4 for those sitting their GCSE from 2017 onwards) or equivalent. Key Skills/Functional Skills Level 2 and the Certificate in Adult Numeracy are accepted in place of GCSE Grade C Maths.
Access to HE Diploma:
Pass overall with a minimum of 104 UCAS tariff points.
Scottish Awards:
Minimum of 5 subjects at Grade B at Higher Level.
Irish Leaving Certificate:
Minimum of 5 subjects at Grade C1 or above at Higher Level of which at least 3 must be at B2.
Level 6 Entry:
Applicants should have a HND, Foundation degree or equivalent award in the cognate subjects of Public Relations or Communications. If you're applying via UCAS, find out more about how your qualifications fit into the UCAS tariff.
Selection Criteria:
We may use selection criteria based on your personal attributes; experience and/or commitment to the area of study. This information will be derived from your personal statement and reference and will only be used if you have met the general entry requirements.

International Baccalaureate

24 Points
IELTS:
IELTS 6.5 with no skills below 6.5, or an equivalent qualification. The University provides excellent support for any applicant who may be required to undertake additional English language courses.
Mature Applicants
Our University welcomes applications from mature applicants who demonstrate academic potential. We usually require some evidence of recent academic study, for example completion of an access course, however recent relevant work experience may also be considered. Please note that for some of our professional courses all applicants will need to meet the specified entry criteria and in these cases work experience cannot be considered in lieu. If you wish to apply through this route you should refer to our University Recognition of Prior Learning policy that is available on our website. Please note that all applicants to our University are required to meet our standard English language requirement of GCSE grade C or equivalent, variations to this will be listed on the individual course entry requirements.
UCAS Tariff Points: 112 points required. (Minimum 72 from two A Levels or equivalent, excluding General Studies).

Additional Requirements


GCSEs:
GCSE English Language Grade B or above and GCSE Maths Grade C or above (Grade 6 and Grade 4 for those sitting their GCSE from 2017 onwards) or equivalent. Key Skills/Functional Skills Level 2 and the Certificate in Adult Numeracy are accepted in place of GCSE Grade C Maths.
Access to HE Diploma:
Pass overall with a minimum of 104 UCAS tariff points.
Scottish Awards:
Minimum of 5 subjects at Grade B at Higher Level.
Irish Leaving Certificate:
Minimum of 5 subjects at Grade C1 or above at Higher Level of which at least 3 must be at B2.
Level 6 Entry:
Applicants should have a HND, Foundation degree or equivalent award in the cognate subjects of Public Relations or Communications. If you're applying via UCAS, find out more about how your qualifications fit into the UCAS tariff.
Selection Criteria:
We may use selection criteria based on your personal attributes; experience and/or commitment to the area of study. This information will be derived from your personal statement and reference and will only be used if you have met the general entry requirements.

International Baccalaureate

24 Points
IELTS:
IELTS 6.5 with no skills below 6.5, or an equivalent qualification. The University provides excellent support for any applicant who may be required to undertake additional English language courses.
Verify your qualifications
If you are an international student, we can help you to compare and verify your qualifications. Please contact our International Office on +44 (0)113 812 1111 09.00 to 17.00 Mon-Thurs / 09.00 to 16.30 Fri GMT or email internationaloffice@leedsbeckett.ac.uk.
Need to improve your English Language skills?
Don't worry if you don't have the level of English required for your chosen course. We offer a wide range of courses which have been designed to help you to improve your qualifications and English language ability, most of which are accredited by the British Council. Check your English and find out more about our English courses.
More questions?
No matter what your questions, we are here to answer them, visit our International website to get more information and find out about our online open days.

Careers

Nina Hands and Jasmine Headley

Careers

Nina Hands and Jasmine Headley
Co-Directors Content Soup PR agency

BA (Hons) Public Relations

“We gained so much experience from our placements. They allowed us to learn from the best people in the industry and exposed us to the real world of PR. Our placement experience was the main thing potential employers were interested in when we went for interviews after University, and it gave us the skills to hit the ground running in our first jobs.

Teaching and learning

Develop the knowledge, skills and creativity to pursue a career in PR. You will use your practical skills to create persuasive communications, campaigns and strategies. The tabs below detail what and how you will study in each year of your course. The balance of assessments and overall workload will be informed by your core modules and the option modules you choose to study – the information provided is an indication of what you can expect and may be subject to change. The option modules listed are also an indication of what will be available to you. Their availability is subject to demand and you will be advised which option modules you can choose at the beginning of each year of study.
Start to build your knowledge of PR by studying your six core modules. You will learn to communicate in a clear, coherent and ethical manner and create a portfolio of real-life work experience.
Core Modules

This module will introduce you to the commercial, political and societal context of public relations and brand communication and will present its history, academic and professional development. You will gain useful insight into the most important theories and concepts in PR and brand communication and you will analyse the current trends in the industry. You will study a variety of topics including ethics and professionalism in contemporary public relations and brand management.

Understand and develop core professional communication skills and gain experience with media technologies and strategies commonly used in work-based environments.

You will begin to develop your professional `brand' and improve your verbal, written and digital communication skills. You will also gain experience in online content management and curation.

Begin to explore contemporary issues in the media environment relevant to PR and brand communication.

Study key marketing and branding principles and theories and consider the ways that organisations apply them. You will also develop an understanding of the economic environment.

Study issues including organisational structure, culture (both organisational and national), technology, power, leadership, ethics and change.

You will complete seven core modules and one option module. Working in a group, independently, and with real-life clients, you will develop your PR principles, knowledge and techniques.
Core Modules

Explore the role of digital storytelling in effective stakeholder engagement. You will analyse elements of stories, hallmarks of great stories, the brand as a story, and visual storytelling. By so doing, you will learn to reflect on practices that emphasise content that is organic, authentic, creative, risk-taking, with measurable outcomes. You will be asked to develop strategy based on these principles for projects that you will put into practice in the second semester.

Develop professional digital communication skills and learn how to create magnetic content that people want to view and share that is organic, authentic, creative, risk-taking, and with measurable outcomes. You will engage audiences through a broad spectrum of media, search engines and online media in a multi-cultural context. This module will see you develop multi-media content that builds your own professional brand as well as content for a client.

Learn how to conduct research, commission research from others, and evaluate research methods and results. You will have the opportunity to explore topics of interest in preparation for your final year dissertation or journalism project by focusing on research ethics, research design, and qualitative research methods.

Understand the steps involved in planning, delivering and managing brand communication campaigns. You will gain knowledge of how these steps are applied in various contexts with respect to organisations ranging from the private to the not-for-profit-sector; and how strategic brand communication plays a vital role in the achievement of organisational KPIs

Study PR as a phenomenon which shapes society and culture, including the media, and brand communication as a form of persuasive communication designed to change the attitudes and behaviours of publics and societies.

You will work to a brief set by The Global Communications Project (GlobCom), an international student project that sees students develop a communication campaign. You will work as part of mixed virtual intercultural teams to meet the needs of a real international client. The module is followed by a symposium taking place at one of the participating universities at which teams present their ideas to the client.

Build on the knowledge and skills you gained in the PR Research 1: Research Design & Insights to further explore topics of interest in preparation for your third year dissertation or journalism project. You will focus on the principles of public opinion and analytics design, research ethics, experimental design, questionnaire development, and data analysis.

Option modules may include:

Gain a broad and integrated knowledge and critical understanding of international public relations (IPR) and intercultural communication theory and practice. You will also gain a basic knowledge of an international language.

Engage with fashion theory and history with particular emphasis on fashion and cultural movements. You will learn how to create fashion articles and promotional materials.

Develop a critical understanding of cultural, social, political and entrepreneurial aspects of the healthcare system and how the process of achieving public health goals works. You will learn how to analyse the way healthcare is impacted upon by public opinion, policies and politics, and the way in which healthcare communications specialists deal with the challenges of their professional field.

Examine the complex relationship between media and sport at both the industry and audience level. You will understand the role sports coverage plays across print, broadcast and online media in all contexts: local, regional, national and global.

Your four core modules will include a choice of a dissertation or an in-depth project and you will select one option module. You will practise using your skills and knowledge by designing and executing advanced PR strategies.
Core Modules
PR Dissertation / Research Project

Develop your understanding, knowledge and expertise in practice based contemporary communications and consultancy. This module includes managing a research project in a `live? business environment so you will hone your consultancy and management skills, entrepreneurialism, professionalism, team working, oral and written skills, and academic research. You will be able to deliver a comprehensive, well-researched management report to client deadlines and to external industry standards.

Examine public relations from a managerial and business perspective. This module will teach you the entrepreneurial and enterprise skills of pitching for business clients to a `live brief? set by a national public relations, branding or integrated communications agency. You will develop your understanding, knowledge and expertise in practice-based contemporary communications and consultancy work by developing a work-based individual Professional Practice Portfolio to help you transition to employment.

Study the theoretical and practical underpinning for global issues management and crisis communication. This module will enable you to learn about issues communication as a leadership tool in mitigating threats to the organisations. You will develop response strategies to different situations, crises, and stakeholders and you will have the opportunity to practice your skills in our simulation laboratory.

Option modules may include:

Learn to focus organisations? strategic engagement with stakeholders, sustainability, and social responsibility as part of an overall communications strategy. You will do this by examining the relationship between the messages that organisations can use, the situation, and critical stakeholders (often with competing and mutually exclusive interests) that an organisation speaks to when managing situations ranging from routine to crisis. You will develop a strong knowledge of the current theory and research in strategic stakeholder communication and engage in a project to apply this knowledge.

This module will see you specialise in marketing and communications for arts and cultural industries. From a practice and theoretical perspective, you will study this global industry with an overview of arts sectors and contemporary marketing trends. You will use commercial films, popular music and festivals, theatre and performing arts, galleries and museums, ballet, musicals and new hybrid digital art forms including gaming and fashion as case studies. The module will encourage you to explore the creative opportunities in arts and entertainment and its size, scale and growth as a significant international business sector and employer.

Apply for a placement and undertake a period of paid employment to give you the opportunity to develop business contacts and gain understanding of the jobs and career market.

Develop your understanding of key concepts in political thought in terms of how the role of the media impacts on and is impacted by government and business environments. In particular, you will examine the way public relations experts operate in a challenging international arena.

Study a range of theoretical approaches to the critical study of celebrity and its relation to media products. You will focus on celebrity as a cultural fabrication and on mass media representation as one of the key principles in the formation of celebrity culture.

Learn to apply the traditional and digital techniques and skills you built up in your first two years of study. This module will be divided into three parts: traditional fashion journalism in print, the shift towards blogging in the 21st Century and the disruptive influence of social media on both print and blogging.

Through a mix of theory and practice, you will explore the relationship between sport and the media, and the role of the sports journalist. You will develop the skills of sports reporting across different media but will also examine the professional, ethical, cultural, sociological and financial background of the modern world of sport.

Understand creative industries and popular culture in their wider social and cultural context. This module will focus on understanding the importance of representation of certain industries in popular culture and how popular culture creates narratives and initiates social debates, for example 3D printing and the lack of necessity for human builders in the future, or piracy and the importance of social media for popular culture and creative industries.

This module is in response to changes in the journalism industry, particularly the growth in freelancing, journalism apps and start-ups. You will undertake an entrepreneurial project that equips you with the self-management, planning and marketing skills to set up a journalism business.

Learn the practical skills required for magazine production including layout, aesthetics and design, flow, flat planning and content optimisation. Your tools will be digital, though the product you produce will be a magazine suitable for both print and digital contexts.

You will be introduced to digital camera technique through the process of researching and developing a substantial piece of photographic journalism. A series of photographic assignments in workshops will enable you to acquire technical and practical skills in digital photography and combine them with digital publishing and journalism skills.

Annisa Suliman
Annisa Suliman
Course Director

Annisa has over 20 years’ experience as a media professional and teaches public relations and journalism at an undergraduate and postgraduate level. She is currently studying for her PhD focusing on readers’ letters and participation in the production of 19th century magazines.


 
If you are a great communicator, curious about the world, media savvy and have a passion for meeting people, then join us on BA (Hons) Public Relations. Our graduates are highly prized in an industry that is fast-paced, exciting and creative.
Play BA (Hons) Public Relations Video
BA (Hons) Public Relations

Fees & funding

Fees for this course are not yet confirmed. You will normally spend a whole year in placement. For this year you will be given a full tuition fee waiver. See further information on financing your studies or information about whether you may qualify for one of our Bursaries and Scholarships.

Tuition fees
Your tuition fees cover the cost of registration, tuition, academic supervision, assessments and examinations.
The following are also included in the cost of your course:

  • 24/7 Library and student IT support
  • Free wifi via eduroam
  • Skills workshops and resources
  • Library membership, giving access to more than 500,000 printed, multimedia and digital resources
  • Access to software, including five free copies of Microsoft Office 365 to install on your PC, laptop and MAC, and access to free high-end software via the Leeds Beckett remote app
  • Loan of high-end media equipment to support your studies

Course specific

  • Access to the media suite featuring TV and radio studios, a control gallery, a newsroom and an editing suite to help you develop your professional-level technical knowledge and skills.
  • Access to the Hydra Suite, an on-campus system that will help you to develop effective leadership and group participant skills. We are the only business school in the world with this facility.

Additional costs
In many cases, costs associated with your course will be included in your course fee. However, in some cases there are ‘essential’ additional costs (those that you will be required to meet in addition to your course fee), and/or ‘optional’ additional costs (costs that are not required, but that you might choose to pay). We have included those essential or optional additional costs that relate to your course, below.

Course-specific optional costs

  • Membership fee for the Chartered Institute of Public Relations (CIPR) 
    (Approximately £35).

Other study-related expenses to consider: books (the library stocks books from your module reading list but you may wish to purchase copies for yourself); placement costs (these may include travel expenses and living costs);student visas (international students only); printing, photocopying and stationery; field trips; study abroad opportunities (travel costs and accommodation, visas and immunisations); PC/laptop (provided on campus in social learning spaces and in the library. However, you may prefer to have your own); mobile phone/tablet (to access University online services); academic conferences (travel costs); professional-body membership (where applicable); and graduation (gown hire and guest tickets).

This list is not exhaustive and costs will vary depending on the choices you make during your course. Any rental or living costs are also in addition to your course fees.

Fees for this course are not yet confirmed. You will normally spend a whole year in placement. For this year you will be charged a reduced fee of £2625. See further information on fees and finance on our Financing Your Studies webpage.

Tuition fees
Your tuition fees cover the cost of registration, tuition, academic supervision, assessments and examinations.
The following are also included in the cost of your course:

  • 24/7 Library and student IT support
  • Free wifi via eduroam
  • Skills workshops and resources
  • Library membership, giving access to more than 500,000 printed, multimedia and digital resources
  • Access to software, including five free copies of Microsoft Office 365 to install on your PC, laptop and MAC, and access to free high-end software via the Leeds Beckett remote app
  • Loan of high-end media equipment to support your studies

Course specific

  • Access to the media suite featuring TV and radio studios, a control gallery, a newsroom and an editing suite to help you develop your professional-level technical knowledge and skills.
  • Access to the Hydra Suite, an on-campus system that will help you to develop effective leadership and group participant skills. We are the only business school in the world with this facility.

Additional costs
In many cases, costs associated with your course will be included in your course fee. However, in some cases there are ‘essential’ additional costs (those that you will be required to meet in addition to your course fee), and/or ‘optional’ additional costs (costs that are not required, but that you might choose to pay). We have included those essential or optional additional costs that relate to your course, below.

Course-specific optional costs

  • Membership fee for the Chartered Institute of Public Relations (CIPR) 
    (Approximately £35).

Other study-related expenses to consider: books (the library stocks books from your module reading list but you may wish to purchase copies for yourself); placement costs (these may include travel expenses and living costs);student visas (international students only); printing, photocopying and stationery; field trips; study abroad opportunities (travel costs and accommodation, visas and immunisations); PC/laptop (provided on campus in social learning spaces and in the library. However, you may prefer to have your own); mobile phone/tablet (to access University online services); academic conferences (travel costs); professional-body membership (where applicable); and graduation (gown hire and guest tickets).

This list is not exhaustive and costs will vary depending on the choices you make during your course. Any rental or living costs are also in addition to your course fees.

Facilities

  • Media Suite
    Media Suite

    The Media Suite gives you access to our TV Studio, Control Gallery, Radio Studio and Newsroom & Editing Suite in the Rose Bowl.

  • The Rose Bowl
    The Rose Bowl

    The Rose Bowl has impressive teaching spaces, auditoriums, conference facilities and an outstanding local reputation as a business hub. The Rose Bowl puts our students at the centre of a dynamic business community.

  • Library
    Library

    Our Library is open 24 hours a day, seven days a week, every day of the year, providing you with access to specialist books and journals, learning spaces, computers, multimedia facilities and media equipment hire. Tens of thousands of our Library's digital resources, including ebooks, ejournals and databases, can be accessed online at a time and place to suit you.

  • Gym and Sports Facilities
    Gym and Sports Facilities

    Keeping fit is easy at Leeds Beckett - our fitness suites are easy to get to, kitted out with all the latest technology and available to all sports members.

Location

The Rose Bowl

The Rose Bowl

It is not every university that can offer you the chance to study in the best tall building in the world. But we can. Our City Campus is home to such award-winning learning environments as Broadcasting Place, voted best tall building in the world in 2010. Other buildings include the Rose Bowl, home to our Business School, which was awarded Best Commercial Property Development in the 2009 Yorkshire Property awards. Just over the road from the Rose Bowl is the Leslie Silver building which houses one of our impressive libraries across five floors. The library is open 24 hours a day, 7 days a week throughout the year.

View in Google Maps

Want to know more?

Start exploring

We host a range of on campus and virtual open days throughout the year, giving you the opportunity to discover life at Leeds Beckett University. Find out more about your course, financing your studies, our range of accommodation and the vibrant city of Leeds.

Open Days & Virtual Events Arrow Right Icon Explore Leeds Arrow Right Icon Accommodation Arrow Right Icon Order A Prospectus Arrow Right Icon

Back to Top Button
Back to Top Button