Why do PR?
Tom Murphy of the excellent PR Opinions blog is has posted a piece in response to someone asking him whether he would recommend a career in Public Relations.
Here's what we are telling people who are considering studying Public Relations at the University of Sunderland:
What is Public Relations?
Public Relations is about reputation. It is about telling people what an organisation or business, a charity or a rock band, does - and why it does it.
Public Relations practitioners are the voice of an organisation, spreading the message about what is happening, and why it is happening. PR is also its eyes and ears, watching, listening and learning about what others are saying.
PR is about helping people to understand more about what an organisation does, perhaps to sell more products, perhaps to encourage more people to use vital services, perhaps to encourage people to do new and exciting things that may change their lives forever.
It is a fast-growing profession which offers excellent opportunities for people who want to work in a job that demands creativity, people skills – and common sense.
Some PRs enjoy the glamour of working with big names, others see their communications as making a difference to people’s lives by explaining and promoting information about health, education, support and social services.
As well as giving you a flying start to wherever you want to go, studying at Sunderland
Why do PR at Sunderland
The University of Sunderland
Our programme is taught by experienced practitioners who have worked for a wide range of clients, in both the public and private sectors, for major corporations to voluntary agencies, from arts and drama to tourism and sport.
Who studies PR?
A lot of our students will go on to work for Public Relations consultancies large and small. Some will be drawn to the bright lights and big business, others will make a difference by helping community groups, charities and support organisations. Some will use their understanding of public relations as a springboard to a wide range of other careers. Some may go on with their academic studies.
Our programme brings together practical skills, learnt through workshops and real world experience working with clients through placements, alongside a critical academic understanding of the role of PR in society.
Most of our students are confident and outgoing, good with words and good with people. They are inquisitive and engaged, friendly and keen to expand their horizons.
What will I do?
Through a varied mix of lectures, seminars, workshops and placements you will learn both the theory and practice of PR. You will learn how to deal with the media, studying alongside journalists, learning how to write simply and effectively, developing communication skills that are valued in many different jobs and professions.
You will also learn how business works, about what sets public relations apart from advertising and marketing. You will look at ethics and the law and you will learn about handling crises, maybe about the special skills needed to help charities or promote the arts. You will spend time working alongside PR practitioners in organisations of your choice, and, in your third year, you will have the opportunity to work with real clients on major campaigns lasting six months or more.
And you will have the chance to investigate new technologies like web design, make videos or radio shows, or to study film and media.
Level One
Although you can choose from a wide range of media modules some are ‘core’ to Public Relations and we will expect you to do:
Introduction to PR Theory and Practice
Introduction to Journalism
Introduction to PR in Marketing
Introduction to Media and Cultural Studies
Introduction to Academic Research Skills
Then you can choose from almost any other module offered in Media and Culture. Some of you will be off into the TV studio or go behind a radio microphone, others will explore new academic areas, learning more about media and culture, gender, race and representation. Or, you might take a completely different subject, maybe a foreign languages or business, in another part of the university.
Level Two
You will do these courses – plus others you choose to fit your needs: Public Relations Practice
Public Relations Strategy
PR & Marketing Communications
PR: Issues in Media Law & Ethics
Print Journalism 1
Work Placement
Media Studies 1
Level Three
You will complete your degree with these courses – and again you can choose to specialise in other areas as your career goals become clearer:
Advanced Public Relations
PR: Crisis Management
Practical project or dissertation
Media Studies 2
Over three years you will be assessed in many different ways – from writing press releases against the clock to playing your part in group presentations and devising challenging PR strategies, as well as through exams and essays.
How does Media and Culture work
Public Relations at Sunderland
Although we will help you choose subjects that give you an excellent grounding in public relations, we know some of you will want to experiment, to find out more about subjects not taught in schools and colleges.
So whatever you choose to do in your first year, you can change direction as you go – University should be fun and we are here to help you do what you want to do in the way that suits you.
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