BA (Hons) Public Relations

Prepare for a successful career in the growing and dynamic Public Relations (PR) industry. Discover how brands communicate ideas, products and services to diverse audiences, and how reputations are formed and maintained in a digital environment. You'll explore PR as a force in the 21st century, its relationship to marketing and advertising, and learn key skills for building relationships in media relations, social media, event management, political communication.

We will update this webpage from time to time with new information as it becomes available. In the meantime, if you have any questions, please contact a member of the course team.

Additional costs: In addition to tuition fees you are very likely to incur additional costs such as travel expenses and the cost of materials. We strongly suggest you read the information on our Additional Costs page

London College of Communication BA (Hons) Public Relations second year students take part in a House of Lords debate.
Photo by Roger Harris

Second year students take part in a House of Lords debate - LCC Blog.

Bob Leaf

PR legend Bob Leaf signs books after speaking to students - LCC Blog.

Simon Redfern, BA (Hons) Public Relations, London College of Communicationm LCC
Simon Redfern

Guest Lecture from Simon Redfern, Starbucks UK Director of Corporate Affairs - LCC Blog. 

First in a series of PR lectures at London College of Communication with PR guru Nick Jones.

Guest Lecture from PR guru Nick Jones, previously Head of Digital at Number 10 Downing Street - LCC Blog.

Mark Borkowski, guest lecture to public relations students, London College of Communication, LC
Warren King Photography

“Love the haters!” author and media commentator, Mark Borkowski, gives a lecture - LCC Blog. 

CIPR recognised course.

BA Public Relations at LCC is a CIPR recognised degree course.

A PRCA recognised degree course.

BA Public Relations at LCC is a PRCA recognised degree course.

Funding opportunities

Find out about the range of funding options available for undergraduate study.

Use UAL's fees and funding calculator to estimate how much your studies may cost you in your first year, and what funding may be available to you.


Course Leader

Adrian Crookes

Course Location

London College of Communication
Elephant and Castle
Find Us

Study LevelUndergraduate
Study ModeFull time
Course Length3 years
Home/EU Fee

£9,000 per year (2016/17 fees)

International Fee

£17,230 per year (2016/17 fees)

Start DateSeptember 2016
Autumn Term DatesMonday 26 September 2016 – Friday 9 December 2016
Spring Term DatesMonday 9 January 2017 – Friday 17 March 2017
Summer Term DatesTuesday 18 April 2017 – Friday 23 June 2017
Application Route

Universities and Colleges Admissions Service (UCAS)

Application DeadlineOpen for UK, EU and international applicants for 2016/17 entry. Applications for 2017/18 entry will open in Autumn 2016.
UCAS CodeP210
University CodeU65

Content and Structure


BA (Hons) Public Relations at LCC will prepare you for a dynamic, challenging and rewarding career.

BA Public Relations is an industry-recognised degree, taught in central London at the heart of the UK’s PR industry. Both the Chartered Institute of Public Relations (CIPR) and the Public Relations Consultants Association (PRCA) support the degree and take a close interest in its contents and its students. During your studies, you’ll meet and network with industry professionals on a weekly basis.

What to expect:

This course focuses exclusively on Public Relations and provides you with a comprehensive understanding of how it fits within the wider communications mix. You’ll learn about the essential management of reputation which is at the heart of all successful organisations and how to develop an awareness of the media and communication channels available to you in delivering public relations campaigns. Furthermore, you will be taught how to make the most of your creative ideas in support of organisational goals.

Your studies will equip you with the skills required for communicating and promoting concepts, products and services to a wide range of audiences, with the literacy and knowledge of social and political affairs required to assist your creative response to the news agenda and more. Practice in these areas is solidly underpinned by teaching across social, media and cultural theory so that you’ll be able to engage and contribute to the current debates and issues affecting the industry and its many overlapping disciplines such as sponsorship, marketing and advertising in the new digital environment.

Public Relations is taught at LCC both as a key function within the strategic business management process and as a driving force in society. Housed within the Media School, the course draws on the College’s unique heritage to offer a broad perspective that is inclusive of business and culture, so that students leave prepared to deliver real ‘added value’ to their chosen organisation’s reputation.


Alumni include many successful professionals based in noted PR and creative agencies, handling accounts for clients within corporate, public and third sector organisations, or indeed managing or directing PR within an in-house communications department.

Learning and teaching

Courses in UAL span a broad range of art, design, communication, business, media, science and communication subjects. So the ways in which you learn and how your time is used will vary according to the specific course you are studying; this may be in studios, labs, classes, involve working alone, learning from peers in pairs or groups, or with external partners. Most importantly, no matter which course you enrol on, you will learn not only about your subject but also about how you learn and how to increase your knowledge base.

Our courses will guide you to take increasing responsibility and ownership of your work and your learning. We do this so that you will be ready and able to take full advantage of the full range of opportunities offered by the creative industries in the global economy.


Assessment always sounds austere and foreboding, but it is not. We see assessment as a very real part of learning, rather than just a means of looking back at past work and measuring achievement; we believe that assessment helps you plan future work and develop new ideas.

Your work will be assessed through projects or portfolios, with written papers or research journals, and, on some courses, examinations. You will be graded according to a set of marking criteria that relate to such things as research, subject knowledge, methodology, and your capacity to analyse and reflect on your achievements. So don’t be afraid of assessment - it is the way to progress.


In common with all courses at the University of the Arts London, this course is credit rated. The course is 3 years, levels 4-6. Each year requires you to achieve 120 credit points. To be awarded the BA (Hons) Public Relations qualification, you need to accumulate a total of 360 credits.

Programme Summary

Year 1

Units Summary: 

  • Introduction to Studying Public Relations (20 credits)
  • Understanding Business and Brands (40 credits)
  • Foundations of PR (40 credits)
  • Media and Communication (20 credits)

Year 2

Units Summary: 

  • Media Relations and Social Media (40 credits)
  • Planning PR Campaigns (20 credits)
  • Investigating Contemporary Communication (20 credits)
  • PR Professionalism: Work-Based Learning (20 credits)
  • Cross College Collaborative Project (20 credits)

Year 3

Units Summary: 

  • Reputation Management (20 credits)
  • Persuasion and Public Opinion (20 credits)
  • Agency Life (20 credits)
  • Major Project / Dissertation (60 credits)

Course Structure

The information outlined is an indicative structure of the course. Whilst we will aim to deliver the course as described on this page, there may be situations where it is desirable or necessary for the University to make changes in course provision, for example because of regulatory requirements or operational efficiencies, before or after enrolment. If this occurs, we will communicate all major changes to all applicants and students who have either applied or enrolled on the course.

Please note that due to staff research agreements or availability, not all of the optional modules listed may be available every year.


Tutors on this course include Course Director, Adrian Crookes who has a wealth of experience both as a broadcaster and journalist and as a Communications Director and consultant. Adrian continues to advise commercial clients and trains PR practitioners for CIPR Diploma courses in the UK and overseas.

Senior Lecturer, Simon Collister is also one of the UK’s leading digital communications practitioners and bloggers. Simon has worked on digital and traditional public relations campaigns for some of the world’s biggest brands. His current research interests include political communications in online environments.

The team is supplemented by PR professionals from different sectors and specialist areas as well as an excellent roster of guest lecturers from industry.

Senior Lecturers: Antonio Marques-Mendes & Gareth Thompson

Programme Director: Steve Cross


Graduates from BA (Hons) Public Relations have a number of options open to them on completion of the course. A small percentage may opt to progress onto one of our MA courses and others will secure successful associate and account management roles in PR and marketing industries in the UK and worldwide.

Some, for example, move into agencies on account handling, client-side roles, or even into completely new industries as a result of their skills in development and career mapping over the duration of the course. Other graduate destinations include further study for teaching certificates, starting their own businesses, consultancy and work within the local government. 

Student Jobs and Careers at UAL

We know what it takes to be successful in your chosen field. Your tutors are professionals in their own right and understand what you need to help you establish your career. 

Careers and Employability is dedicated to helping students build up work-relevant skills, knowledge, experience and networks throughout your time here. 

Creative Opportunities is the UAL job and work placement website for students and graduates, advertising hundreds of creative opportunities each month. This includes ArtsTemps in-house recruitment agency, placing students and graduates in paid temping roles within the University.

UAL houses a number of organisations which promote aspects of career development in the arts and media, and which hold regular workshops and careers fairs. These include:

  • Own-It (intellectual property issues)
  • ArtQuest (career development resource for artists and designers)

Entry Requirements

Recruitment and admissions

The BA (Hons) Public Relations course team recognise applicants come from a broad spectrum of backgrounds from across the world. The course attracts students who apply directly from A Level or equivalent qualifications but it also welcomes students from Foundation Diploma in Art and Design and other related art courses as well as mature students who may have worked in industry.

Entry requirements (Home/International/EU)

For admission to BA (Hons) Public Relations applicants normally need:

  • 200 UCAS tariff points (gained at GCE Advanced level) will be considered supported by passes in five other GCSE subjects one of which should be English, Grade C or above. 
  • Alternatively, you will be considered if you have achieved 1 subject at GCE Advanced level and Foundation Diploma in Art and Design, supported by passes in three other subjects at GCSE Grade C or above (including English). In addition, the University of the Arts London Awarding Body Level 3 Foundation Diploma in Art and Design will be considered. 
  • We also accept people with the equivalent qualifications obtained through a National Diploma, Access, NVQ and a variety of other pre-University level qualifications including International and European Baccalaureate. Other qualifications, including overseas, may be considered.
  • We also accept those with relevant professional and vocational qualifications.
  • The subjects the Course Team will be looking for in your application are wide ranging: your A levels (or equivalents) would ideally be achieved at grade C or above and may include Arts, Humanities, Social Sciences and Business Studies.

Other entry routes

We also welcome applicants such as mature students who do not have formal qualifications but may have relevant experience. In such cases students applying on the basis of their previous experience or who wish to enter the course with through Accreditation of Experiential Learning (AEL) or Accreditation of Certificated Learning (ACL) processes should apply via UCAS and will be guided by the admissions staff on the AP(E)L processes.

Students applying to this course will be expected to demonstrate a specific interest in this area of study and should have a commitment to engaging with public relations theory and practice. 

Language requirements (International/EU)

  • International and EU students: In the case of applicants whose first language is not English, then IELTS 6.5 (or equivalent) is required.
  • If your first language is not English you should check you have achieved the correct IELTS level in English. Further information is available on our Language Centre page.
  • International applicants, please visit our International Applications page for further details regarding Admissions.

Study Abroad applicants

International undergraduate students can apply to join this BA course for a period of up to three terms as a Study Abroad student. Please visit the Study Abroad website for details on how to apply or contact the Study Abroad office:

T: +44 (0)20 7514 2249

Deferred entry

For Home/EU applicants, the Course Leader will determine whether deferred places are available for the course. If you wish to defer your place, it is advisable to indicate this on your application form and/or discuss this with the admissions team and course leader before/after applying at the earliest opportunity. In all cases, deferred places will only be held for one year.

International applicants are normally permitted to defer entry to any programme of study for one year only, after which they will be asked to re-apply.

Admission procedures

The selection procedures for the course adhere to the Equal Opportunities policy of the University of the Arts London.

Applications are normally made through UCAS. Applications for this course are assessed on the basis of qualifications and the personal statement.

If more information is required, a member of the course team may contact the applicant and in some cases, may request the candidate to attend an interview and bring an example of written work.

Student Selection Criteria / What do we look for?

All applications will be considered by the course team and offers will be made based upon the following selection criteria.

The team will consider three key elements when making a decision on your suitability to join the course:

  • Firstly they will look at your qualifications (or projected results).
  • Secondly, they will review your academic or personal reference.
  • Finally, they will assess your personal statement.
  • The personal statement is a very important part of your application and should demonstrate to the team that you are interested in public relations and that you have thought very carefully about why you want to study on this course.

You should take great care when writing your personal statement to ensure that it is well written, clear and free of any spelling mistakes. It is your biggest chance to impress the team by demonstrating your appreciation of what the course can offer you and how you feel it might help you in the future. It is also an opportunity for you to state what you feel you would bring to the course.

Through their personal statement, applicants should show a strong interest in Public Relations. This can be demonstrated through work experience, studying and personal experience and their ambitions for personal development as a student at the LCC.

Portfolio advice

There is no requirement for a portfolio for entry onto this programme.

Interview advice

Occasionally an applicant will be invited for interview who has either requested to discuss their application with the course director or who the course director feels would benefit from discussing their application prior to final consideration. In this case the applicant should bring an example of written work.

If you are invited for interview you can prepare yourself in advance by thinking of questions that you may have for the course director and also re-familiarising yourself with your UCAS personal statement- from which the course director’s questions will probably arise. The interview will be relatively informal and will take place, normally, at the LCC.

Students are admitted to the course having fulfilled the necessary entry requirements and on the basis of their potential to benefit from the programme.

Minimum UAL entry requirements

Find out more about the University's Regulations on Admissions.

How to Apply

UK/EU Applicants

You will need to apply through the UCAS online application system.

Go to ‘Apply’ from the UCAS homepage, where you will be able to register and create a password that gives you unique access as you complete your application form. London College of Communication (LCC) courses are listed under University of the Arts London.

  • University code: U65
  • Course code: P210
  • There is no 'campus code' for LCC.

International Applicants

There are three ways international students can apply to an undergraduate course at LCC:

Follow the steps on the UAL International Application page for advice of how to apply.

Study Abroad Applicants

International undergraduate students can apply to join BA (Hons) Public Relations for a period of up to three terms as a Study Abroad student.

Visit the Study Abroad page for details of how to apply.

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 fill out our enquiry form.

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