Summer: Communication for PR and Advertising

bright, messy screen print of a magazine cover
Work by Kevin Chamber. Photo by Lewis Bush.

Communication is central to the contemporary promotional industries such as Public Relations and Advertising. On this summer school, you will learn some of the theories that support contemporary communication processes, and the tools that help all organisations whether they are in the private, public or charity sector to build understanding, influence behaviour and to adapt to changes in the environment...

Taught by: Kuldeep Nazran with a range of guest tutors and expert practitioners.

Description

Communication is central to the contemporary promotional industries such as Public Relations and Advertising. On this summer school, you will learn some of the theories that support contemporary communication processes, and the tools that help all organisations whether they are in the private, public or charity sector to build understanding, influence behaviour and to adapt to changes in the environment.  You will look at Public Relations and Advertising strategically from an organisational perspective, learning about, for example, crisis management and online reputation, as well as, the promotion of products, brands and services. As part of this broad-based course you will engage with issues relating to Public Relations and Advertising in social media and digital communication.

In the final week of the course you will work in a team on a "Brand Aid" brief - bringing back new life to a product that has sgone out of fashion. Previous campaigns have re-branded Tamagotchi and the iPod classic

Course Aims 

This short course aims to provide an intellectually challenging and stimulating educational experience that will:

Practically to support your study of PR and advertising as creative communications industries 
Help you develop a personal advertising communication methodology that enables you to examine, interpret, speculate and apply new and innovative approaches to communication 
Help you develop skills to demonstrate knowledge and apply a practical and critical understanding of contemporary issues surrounding PR and advertising communications

Learning Outcomes

Use a variety of creative and practical skills to analyse communications sources and materials to enable you to complete your studies (Research)
Examine, interpret and apply evaluative thinking and practice in relation to your chosen study of PR and advertising and related fields. (Analysis)
Demonstrate a practical understanding of contemporary issues in PR and advertising communications and related areas (Subject Knowledge) Demonstrate effective visual, oral and written communication skills in the production and presentation of ideas. (Communication and Presentation, Technical Competence)

This course is ideal for you if you are thinking about a career in advertising or PR, or are heading for further study in communications. 

 

Course Outline 

Week One:

This week will have a focus on the foundations of PR. Your tutor will introduce you to the fundamental concepts of PR and how these are visible in contemporary practices and processes.  You will look at the roles and functions of in-house PR teams, agencies and freelancers.

Through analysis of case-studies presented by your tutor you will have the opportunity to explore the variety of sectors and specialisms such as media relations and corporate reputation. You will contribute your thoughts in small group discussions to current debates in PR like digital brand and issues and crisis management. Through a series of practical exercises you will practise the technical and strategic expertise needed for effective PR such as planning, persuasion, news releases and the written word. 

By the end of this week you will have an understanding of contemporary PR industries and the skills required of practitioners in developing effective PR campaigns. 

Week Two:

Advertising relies heavily on personal voices – this week will encourage you to develop and nurture an individual and team voice. Through teamwork and team exploration, both theoretically and practically, you will learn how to develop a team set of working practices, a manifesto, that will set your work apart from the rest.

This week will give you a foundation in the skills necessary to research and gather, analyse and interpret information. Operating in an agency environment you will develop a thorough understanding of creative thinking, branding strategy and communications theory. You will be assessed on your ability to collect, document and interrogate data; analyse and present arguments; generate ideas and experiment with media and materials.

By the end of the week you should be able to demonstrate systematic identification and investigation of sources; examine and interpret information and understand the role of new media platforms and how they integrate with advertising narratives.

Week Three:

In the final week of the summer school you will complete a project, conceiving an advertising campaign and writing a press release. Drawing on the concepts and practical knowledge you learned during the first two weeks, as well as your individual creativity, you will generate, research and refine your ideas.

You will be assessed on the presentation of your work, giving you the chance to demonstrate the communication skills you have developed over the three week course. 

 

Sample lectures

 

Reading 

We do not recommend that you go out and buy these books but they should give you a feel for the content and the level of the course. If you are interested in buying texts we suggest you contact us in advance: studyabroadoffice@arts.ac.uk 

  • Aitchison, J. (2008) Cutting edge advertising: how to create the world’s best print for brands in the 21st century. 3rd ed. Singapore: Pearson/Prentice Hall
  • Buzan, T. & Buzan, B. (2010) The mind map book. New ed. Harlow: BBC Active
  • De Bono, E. (2000) Six thinking hats. London: Penguin
  • Tench, R. & Yeomans, L. eds. (2014) Exploring public relations. 3rd ed. Harlow: Pearson

 

Feedback 

"Really enjoyed this three-week course. Found it to be really intensive yet interesting. I liked that the instructors had real job experience in the area and that was incorporated into teaching.”

"The part on advertising was really enjoyable and interesting for me. It was very inspiring.I also very much enjoyed the reading on critical theory and the promo culture." 

Tutors

This course is led by Kuldeep Nazran. Kuldeep joined LCC directly from industry and brought a breadth and depth of experience from his varied roles. With a background in aeronautical engineering and cybernetics, Kuldeep cut his teeth with his own digital agency, specialising in 3D for the internet. He later went on to a successful career with world-renowned advertising agencies such as Saatchi & Saatchi and Publicis. Kuldeep is passionate about making ideas come to life. 

You will also be taught by a range of guest tutors and expert practitioners.

Course Handbook

Please see our sample course handbook for more course information. Please note that the content for 2016 will be mostly the same, although dates and tutors may vary slightly. 

Entry Requirements

This course is ideal for you if you are thinking about a career in advertising or PR, or are heading for further study in communications.

Summer Study Abroad Entry Requirements:

  • Academic - You should have some prior study in communications or social sciences, or some relevant work experience. If you have questions about your academic background, please email us - studyabroadoffice@arts.ac.uk 
  • English - You should be proficient in written and spoken English and be able to participate in group discussions and make presentations. As a guideline we would expect you to have an IELTS score of 6.0. The Language Centre at University of the Arts London offers English courses for overseas students. 

Course Credits

On completion of this course you will recive a short course certificate of attendance. 

If you need any additional supporting documentation to convert this into credit for your home university we can provide that for you. This summer school is based on classes from BA Advertising and BA Public Relations Year One and will be taught by current members of teaching staff from the Communications and Media programme at London College of Communication.

ENQUIRE ABOUT THIS COURSE

If you haven’t found the information you’re looking for or want to ask us a question about this course, please contact the UAL Study Abroad team on: studyabroadoffice@arts.ac.uk

 

DETAILS FOR BOOKING

Date

Day

Time

Duration

Cost

Status

Location

Apply

03/07/2017 - 21/07/2017

Monday - Friday

10.00 - 16.00

3 Weeks

£1795

Available

LCC

APPLY NOW

 

 

 

 

 

 

 

 

24/07/2016 - 11/08/2017

Monday - Friday

10.00 - 16.00

3 Weeks

£1795

Available

LCC

APPLY NOW

#LCCSummerSchool: Take a look at our Summer School courses on Instagram.