Summer: Communication for PR and Advertising

Summer School & Summer Study Abroad Communication for PR and Advertising short courses at London College of Communication - Image of bright, messy screen print of a magazine cover
Work by Kevin Chamber. Photo by Lewis Bush.

Summer: Communication for PR and Advertising is a three-work summer course exploring the theories of contemporary communication processes. Learn the tools that help organisations across private, public to charity sector to influence behaviour and adapt to environmental changes. You will look at Public Relations strategically from an organisational perspective, learning about crisis management and online reputation, as well as, the promotion of products, brands and services. 

Taught by: Andy Imrie, Ruth Butah and Claire Lambert


In the 21st century, Advertising is still one of the most creative and innovative forms of communication. Creating conversations, empathising with customers, selling more things. But how can we do it better? How can we get the best out of media both old and new? How can we create work that the public simply can't ignore? From conquering blank sheet of paper phobia to making a TV ad and writing and presenting a full-blown pitch, you will learn and have some fun and games along the way.

Course Aims 

Summer: Communication for PR and Advertising short course aims to provide you with an intellectually challenging and stimulating educational experience that will: 

  • Support your study of PR and advertising as creative communications industries 
  • Explore personal advertising communication methodology that enables you to examine, interpret, speculate and apply new and innovative approaches to communication
  • Create empathetic conversations across all media platforms with customers
  • 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)

Who Should Attend

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. 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. You will also learn the basics of advertising, from what makes a good brief to how to think more creatively and have better ideas.  

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 and how they work across different media. Week two will help you to understand different types of advertising media and how to communicate in each of them. From press, to TV, to content and social media, you will start to develop and nurture an individual or team voice.

Through practical exploration, you will learn how to develop a team set of working practices that will set your work apart from the rest.

This week will give you a foundation in the skills necessary to research, analyse and interpret information, develop a thorough understanding of creative thinking, branding strategy and communications theory.

By the end of the week, you should be able to demonstrate and understand the role of new media platforms and how they integrate with advertising narratives.

There will also be a focus on exploring the variant tools and tactics employed by the modern PR to further promote an ideal / message / narrative to the consuming public. This blending of practical and theoretical mix will aid the following weeks practical group assignment.

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. 


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: 

  • Cottrell, S. (2005) Critical thinking skills; developing effective analysis and argument. 2nd ed. Basingstoke: Palgrave MacMillan.
  • Diggs-Brown, B. (2013) The PR styleguide; formats for public relations practice. 3rd (international) ed. Connecticut: Wadsworth Cengage Learning
  • Levy, S. J. (1999) Brands, consumers, symbols and research. Thousand Oaks, Calif: Sage
  • McEwen, W. J. (2005) Married to the brand: why consumers bond with some brands for life. New York: Gallup Press
  • Mono (2002) Branding: from brief to finished solution. Crans-Pres-Céligny: Rotovision


"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." 


Andy Imrie

Andy combines teaching at LCC with his role as Creative Head and owner of ad agency creativepi.

Over the last 30 years he has worked for a range of clients at some of the world’s leading creative agencies including Lowes, Euros and JWT. He has also owned 3 of his own agencies. In his a career so far he has won over 50 including gold lions at Cannes, BTA, Creative circle and had numerous entries in D & AD and the One Show.

Ruth Butah

When Ruth isn’t working as an Associate Lecturer at LCC she’s busy managing marketing communications for Blakes Hotel, a premier, luxury boutique hotel in London.

Ruth brings with her loads of PR experience working with some of the biggest names in fashion such as Puma, Barbour, Juicy Couture. At Dolce and Gabbana she had the enviable role of celebrity endorsements and PR Manager.

Claire Lambert

Claire combines teaching at LCC with her role as Creative Head at Maker Studios, a global digital media brand and the original creator network.

Since graduating with a degree in Creative Advertising from University College Falmouth she has worked for a range of clients at some of the world’s leading creative agencies. In her career so far, she’s won a D&AD, BTAA Gold, Cannes Lion and many more awards.

Course Handbook

Course Handbook: Download an example Handbook - Communications for PR and Advertising Summer Study Abroad PDF [296kb]Each year the content, dates and tutors 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 make an enquiry to the UAL Study Abroad team.

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.


If you haven’t found the information you’re looking for or want to ask us a question about this course, please fill out our enquiry form to contact the UAL Study Abroad team. 


DateDayTimeDurationCostStatusLocation Apply
23/07/2018 - 10/08/2018Monday - Friday10.00 - 16.003 Weeks£1900AvailableLCCAPPLY


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