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Undergraduate

BA (Hons) Public Relations

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Student working with their notebook with working materials around them
Sketchbook by Tevin Akinyemi. Photography by Alys Tomlinson.
College
London College of Communication Start date
September 2022 Course length
3 years UCAS code
P210

Prepare for a successful and rewarding career in the 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.

Apply to start in September 2022

This course has places available. Read our Guide to applying for a course starting this September through UCAS Extra. For a full list of UAL courses open for 2022/23 entry, visit the Courses with places available page.

Re-approval

Please note this course is undergoing re-approval. This is the process by which we ensure the course continues to provide a high-quality academic experience. During re-approval there may be some changes to the course content displayed on this page. Please contact us if you have any questions about the course.

Why choose this course at London College of Communication

  • Industry links: The course is strongly linked to industry, and taught by a team of public relations academics and professionals who also advise commercial clients. The course is accredited by and partnered with industry bodies.
  • Focus on creativity: Utilise the creative potential of UAL to build your communication skill set in the written word, photography, design and film, and how this is applied to Public Relations activities.
  • Blend of theory and practice: Grow your understanding of media and communications theories and learn how to apply them to respond to real-life challenges.
  • Networking opportunities: Build a network of like-minded creative communicators in a multicultural and inclusive community right in the heart of London. Meet PR professionals in our programme of guest lectures, and take part in industry events thanks to our links with the Chartered Institute of Public Relations and the Public Relations and Communications Association.
  • Personalisation: In years 1 and 2, choose an option unit from the Communications and Media programme that reflects your academic and personal interest. Complete assignments and a final project that are aligned to your own interests and development to support your own career goals.

Open Days

The next Open Day for this course will be announced soon.

Explore life at LCC with our interactive Virtual Open Day.

Course accredited by

Online Open Day

(Recorded October 2021)

Student work

  • Animals-Charley-Hazell,-Dominique-Kooneo,-Alexa-Hotca,-Dominika-Chmara,-Kloe-David.png
    , Animals - Charley Hazell, Dominique Kooneo, Alexa Hotca, Dominika Chmara, Kloe David.png
  • Monica-Takvami.jpeg
    , Image by Monica Takvam
  • FINAL-PROJECT-CASTED-MILENIALS_jordi-crous_quynh-duong_acer-anderson_armanda-arutjunova_cover.png
    , Casted Milenials - Jordi Crous, Quynh Duong, Acer Anderson and Armanda Arutjunova
  • Rooted-Stella-Briem-Fridriksdottir,-Sharaz-Ahmed,-Daisy-Cullen,-Kenya-Forrester-Brown.png
    , Rooted - Stella Briem Fridriksdottir, Sharaz Ahmed, Daisy Cullen and Kenya Forrester-Brown
  • Internationals-Salome-Ashenden,-Andrew-Ehrensperger,-Sara-Chen,-Giulia-Cuna.png
    , Internationals - Salomé Ashenden, Andrew Ehrensperger, Sara Chen and Giulia Cuna
  • Tyreris-Soufyane-Badreddine,-Kate-Kyratsous,-Chanelle-Lartey-Risberg,-Kate-Penwarden-and-Lenate-Ufelberger.png
  • Do-you-Daryl-Ho,-Keanu-Adorable,-Jay-McGregor,-Gillian-Magsino,-Rena-Song,-Yasmin-Roble.png
    Do you - Daryl Ho, Keanu Adorable, Jay McGregor, Gillian Magsino, Rena Song and Yasmin Roble
  • Bermuda-Triangle-Babett-Kurschner,-Anette-Suvages,-Zitong-Liao.png
    Bermuda Triangle - Babett Kurschner, Anette Suvages, Zitong Liao.png
  • Internationals-Salome-Ashenden,-Andrew-Ehrensperger,-Sara-Chen,-Giulia-Cuna.png
    Internationals - Salomé Ashenden, Andrew Ehrensperger, Sara Chen and Giulia Cuna
  • Monica-Takvam.jpeg
    Image by Monica Takvam
  • Fizzy-Five-Dominic-King,-Camilla-Clauss,-Brydie-Edwards-and-Nicole-Chan.png
    Fizzy Five - Dominic King, Camilla Clauss, Brydie Edwards and Nicole Chan

Year 3 projects

Agency Life

During this project students replicate the experience of a PR agency: working on a client live-brief in a team and to then pitching solutions to a panel.

The panel is constituted from both PR practitioners and course team lecturers.

Fud Energy Proposal [PDF, 5.3 MB] by Kieran Robson, Banu Whitehead, Oliwia Dumnicka.

FUDFAM [PDF, 1.6 MB] by Babett Kurschner, Zitong Liao, Anette Suveges

Persuasion and Public Opinion

The aim of this submission is for students to identify a social issue and to provide a solution, in the form of a campaign or communication platform.

Project 1: The rising level of violence and aggression against young women [PDF, 696 KB] by Loyola Bilbao Gomez, Kate Kyratsous, Ella McLaren, Kate Penwarden, Ally Warren.

Project 2: Period poverty [PDF, 279 KB] by Soufyane Baddredine, Jade Burtrand, Emma Dobson, Megan Firmstone, Anna Holub.

Project 3: Discrimination and racism against Asian individuals [PDF, 7.4 MB] by Digvijay Karad; Ivan Markin; Ana Maria Nicoara; Lena Teufelberger; Elena Urbonaviciute.

Student voices

Student voices: Babett Kurschner

Graduate Babett's project considers how public relations can be used to enhance the voices of activist organisations.

Course stories

Facilities

  • Red light indicating recording is taking place.
    Image © Vladimir Molico
    Lens-based and Audio-visual

    Find out about the workspaces and studios that support Lens-based and Audio-visual practice.

  • A close-up of the moveable type available in the Letterpress area.
    Image © Lewis Bush
    Printing and Finishing

    Discover our printing techniques, from Lithographic Printing to Print Finishing and Bookbinding.

  • Student reading a book in between two bookshelves in the Library
    Students in the Digital Space. London College of Communication, UAL. Photograph: Alys Tomlinson
    The Digital Space  

    The Digital Space is an open-plan, creative hub with computers set up with specialist software.

Course overview

BA (Hons) Public Relations focuses on how organisations, brands, governments and individuals form relationships with the public and wider society.

Learn how to create, collaborate and communicate in the highly diverse media environment. Discover how to navigate the dynamically changing social landscape and form relationships that benefit individuals, local communities, organisations and wider society.

Students on the course will understand how communication tools can be used to influence attitudes or individuals and shape societies, as well as learn about the ethical obligations that come with this knowledge.

What can you expect?

You will gain the skills required for communicating and promoting ideas, products and services to a wide range of audiences.

Alongside this, you'll develop the 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, as well as its many overlapping disciplines: sponsorship, marketing and advertising in the new digital media environment.

Public Relations is taught at London College of Communication both as a key creative function within strategic business management processes and as a driving force in society. The course is taught within the Media School and draws on the College’s unique heritage to offer a broad perspective that is inclusive of business and culture.

Work experience and opportunities

BA (Hons) Public Relations helps you to prepare and apply for placements and permanent roles in top International PR agencies and in-house departments.

We help you focus on your dream roles by supporting you to design an effective online presence and to identify your career goals. We also train you in responding to recruiter questions.

Between Years 2 and 3 of the course, you’ll also have the opportunity to undertake the following additional UAL qualification: 

Diploma in Creative Computing: An optional, year-long opportunity which allows you to develop the computational skills that are shaping the future of the digital creative industries. After successfully completing the Diploma and the final year of your undergraduate degree, you’ll graduate with an enhanced degree title: for example, BA (Hons) Public Relations (with Creative Computing).

Course Structure

The academic year for this course is divided into 2 blocks.

The 1st block is of 15 weeks’ duration from late September to mid-February. In accordance with the University timetable, there will be a four week holiday in December.

The 2nd block is also of 15 weeks’ duration from mid-February to the end of June with a three week holiday for Easter.

Mode of study

BA (Hons) Public Relations runs for 93 weeks in full time mode. It is divided into 3 stages over 3 academic years. Each stage lasts 31 weeks. 

Contact us

Register your interest to receive information and updates about studying at UAL.

Contact us to make an enquiry.

Course units

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.

In Year 1 and Year 2 students will be able to choose one optional unit from a selection offered by other courses in the Communications and Media Programme.

Year 1

In your first year you will learn the basics of Public Relations, business and promotional communication. You will develop your creative skillset and start building your knowledge of effective communication with and for brands and organisations.

Introduction to Public Relations (20 credits)

You will learn about different approaches to studying and practising PR and prepare an engaging group presentation to reflect on your understanding of the discipline.

Creative Public Relations Practice (20 credits)

In this unit you will gain a better understanding of communication channels and will develop your skills in creative Public Relations tactics. You will develop your fist client-focused communication materials.

Theories of Media and Communication (20 credits)

This unit is focused on presenting current and historical theories that have been shaping the field of PR and aims to contextualise the environment in which PR people operate.

The Business Environment (20 credits)

In this unit you will learn how to assess the stakeholder landscape and analyse forces shaping businesses – and their reputations - today.

Branding and Digital Marketing (20 credits)

This unit brings together theory and practice into designing effective PR and Marketing Communications campaigns and challenges you to improve the communications of a chosen brand.

You will choose an option unit which in the past have included:

  • Visual Communication (20 credits)
  • Global Media Cultures (20 credits)
  • Advertising Theories & Contexts (20 credits)

Year 2

The second year is about strategy, collaboration and preparing your professional profile. We will help you apply your theoretical and practical skills in industry settings. Individual tutorials and coaching sessions will support you for working in industry.

Media Relations (20 credits)

Former broadcast and print journalists will train you to understand effective media messaging. You will test out your new-found media messaging skills by role playing a reputational crisis and answer questions ‘on the record’ and ‘on camera’.

Planning Public Relations Campaigns (20 credits)

In this unit you will focus on developing a consistent and measurable communication strategy. You will learn how to set organisational objectives and develop creative strategies to meet them.

Public Relations Professionalism: Work-based Learning (20 credits)

In this unit we will support you to secure a placement in industry in order to help expand and develop your professional career prospects.

Investigating Contemporary Communication (20 credits)

In this unit, you will learn about the steps you need to take in planning academic research. Experienced academics will guide you through the process of setting research objectives and designing methodology that answers questions about PR and communication.

Collaborative Unit (20 credits)

You will meet and collaborate with students from different courses to create unique communication solutions that touch people’s hearts and change the way they think.

You will choose an option unit which in the past have included:

  • Behavioural Insights (20 credits)  
  • Film Theory & Cinematic Practice (20 credits)
  • Digital Cultures (20 credits)
  • Convergent Media: From Radio to Podcasting (20 credits)

Year 3

The third year brings together your learning to date with advanced knowledge from all areas of Public Relations as you focus in on your own career and interests.

Reputation Management (20 credits)

In this unit, you will be taught the practicalities of building and maintaining reputation – one of the most critical assets of any organisation, and which underpins professional PR practice.

Persuasion and Public Opinion (20 credits)

We will challenge you to use psychological and media theories to plan persuasive communication strategies to societal problems. You will learn how the human mind works and how to ethically deploy this information for the benefit of individuals and society.

Agency Life (20 credits)

A practical conclusion to the course where PR professionals invite and support you to respond to a live brief in simulated work-place conditions. 

Major Project / Dissertation (60 credits)

You can choose between writing a traditional academic paper that researches a communications question or choose to work on a practical solution-based output and design a comprehensive Public Relations plan.

Learning and teaching methods

  • Lectures
  • Seminars
  • Workshop sessions
  • Personal and group tutorials 

Assessment methods

  • Portfolio
  • Group presentations
  • Essays
  • Analytical reports
  • Case Study

Staff

Visiting practitioners

Maud Davis is an experienced PR professional, with a long-standing expertise in PR. She is a long-time collaborator with LCC BA (Hons) PR, as well as having worked with CIPR, PR Academy, JGA Group amongst others. You can meet Maud in year 2, as she teaches Planning PR Campaigns and PR Professionalism. LinkedIn profile.

Essi Nurminen is currently Head of Strategy at Born Social, a London-based PR firm. Essi graduated BA (Hons) PR at LCC in 2014, she started a successful career in PR at We Are Social. You will meet Essi in year 3, as she teaches on the Agency Life unit. LinkedIn profile.

Kamiqua Pearce, MPRCA is an experienced communication consultant at Coldr. She is a relentless activist for diversity and inclusivity in PR, as founder of the UK Black Comms Network, and founding member of the PRCA Race and Ethnicity Equity Board. You will meet Kam in year 3, as she teaches on the Agency Life unit. LinkedIn profile.

Kalina Pulit is a London based Photographer, Filmmaker and Creative Director. She creates and curates a variety of content that communicates brand narratives and stories across multiple channels, including digital and print. An award-winning professional, Kalina is a long-standing collaborator of our course; you will meet her in year 1, where she teaches Creative PR Practice. Instagram profile.

Tom Rouse is currently Director of Creative and Strategy at Don’t Cry Wolf, a London-based PR firm. An award-winning creative director with extensive skills and experience across the full spectrum of creative communications, Tom teaches in year 1, at Intro to PR, and year 3, on the Agency Life unit. LinkedIn profile.

How to apply

Information for disabled applicants

UAL is committed to achieving inclusion and equality for disabled students. This includes students who have:
     
  • Dyslexia or another Specific Learning Difference
  • A sensory impairment
  • A physical impairment
  • A long-term health or mental health condition
  • Autism
  • Another long-term condition which has an impact on your day-to-day life
Our Disability Service arranges adjustments and support for disabled applicants and students. Read our Disability and dyslexia: applying for a course and joining UAL information.

Entry requirements

Home/EU/International

The course team welcomes applicants from a broad range of backgrounds from all over the world. The course attracts students who apply direct from A-level (or equivalent) or from Foundation Diploma in Art and Design, or other art or design courses, as well as mature students who may have previously worked in industry.

The standard entry requirements for this course are as follows:

80 UCAS tariff points which can be made up of one or a combination of the following accepted full level 3 qualifications:

  • A Levels at grade C or above (preferred subjects include: English; History; Media; Business; Art and Design, or other subjects within Social Sciences)
  • Pass at Foundation Diploma in Art & Design (Level 3 or 4)
  • Merit, Merit, Pass at BTEC Extended Diploma (preferred subjects: Business/ Business Studies, IT & Computing, Media)
  • Merit at UAL Extended Diploma
  • Access to Higher Education Diploma (preferred subject: Digital and Creative Media, Marketing, Humanities and Social Sciences)
  • OR equivalent EU/International qualifications, such as International Baccalaureate Diploma at 24 points minimum 

And 3 GCSE passes at grade 4 or above (grade A*-C) including English.

APEL - Accreditation of Prior (Experiential) Learning

Applicants who do not meet these course entry requirements may still be considered in exceptional cases. The course team will consider each application that demonstrates additional strengths and alternative evidence. This might, for example, be demonstrated by:

  • Related academic or work experience;
  • The quality of the personal statement;
  • A strong academic or other professional reference;
  • A combination of these factors.

Each application will be considered on its own merit but we cannot guarantee an offer in each case.

English Language Requirements (International/EU)

IELTS level 6.5 or above, with at least 5.5 in reading, writing, listening and speaking. Please check our main English language requirements page for more information.

All classes are conducted in English. If English is not your first language you will be asked to provide evidence of your English language ability when you enrol.

Selection criteria

The details on your UCAS application (including the academic reference and your personal statement) will be assessed against the following criteria:

  • A considered interest in the discipline of public relations and an appreciation of its 'fit' within the world of communication
  • An understanding of the need for a critical and analytical approach (through research and practice) to this area of study
  • Commitment to the study and development of your own creative practice and subsequent career opportunities

Personal statement advice

This is an important part of your application and should demonstrate to the team that you are interested in public relations, and that you have thought carefully about why you want to study on this course. 

You can demonstrate this through your previous work experience or study, personal experience and your ambitions for personal development as a student at LCC. 

You should ensure it is written clearly, and free of any spelling mistakes. It is your chance to impress the team by demonstrating your appreciation of what the course can offer you and how you feel it will help you in the future. 

State what you personally would bring to the course, and explain what motivates you to learn, explore and experiment.

Please note: This course does not require a portfolio as part of the application.

Making your application

Home International

Places available 2022/23

This course has places available for 2022/23 entry. Applications for 2023/24 entry will open in Autumn 2022.

You must apply for this course though Universities and Colleges Admissions Service (UCAS), where you'll need the following information:

  • University code: U65
  • Course code: P210

London College of Communication courses are listed under University of the Arts London.

Application deadline

We recommend you apply by 26 January 2022 for equal consideration. However this course will consider applications after that date, subject to places being available.

Deferring your place

This course accepts requests from offer holders to defer their place for one academic year. Deferral requests are granted on a first-come, first-served basis until all deferral places are filled, or a deadline has been reached, whichever is sooner. Read our Admissions Policy for details, including how to request a deferral and by when.

Transfers

If you are currently studying somewhere else on a course in an equivalent subject area and would like to transfer to this course, you can transfer to:

  • Year 2, if you’ve completed 120 credits in Year 1
  • Year 3, if you’ve completely 240 credits in Years 1 and 2

Apply via UCAS and choose Year 2 or 3 for your POE (Point of Entry)

Please check our Student Transfer Policy for more important information and be ready to provide us with your current course handbook and Year 1/Year 2 unit transcripts.

Referral to alternative UAL courses

The University operates a cross-referral system, where applicants can be considered for and offered a place on an alternative course, if the admissions tutor feels they are more suited to that course. If you wish to opt out of the cross-referral process you can do so at the application form stage.

Erasmus

For further information on Erasmus and UAL exchange schemes, please visit the Erasmus and Non-Erasmus Exchanges section on the UAL website.

Places available 2022/23

This course has places available for 2022/23 entry. Applications for 2023/24 entry will open in Autumn 2022.

There are 2 ways international students can apply to an undergraduate course:

If you are applying through UCAS you will need the following information:

  • University code: U65
  • Course code: P210

London College of Communication courses are listed under University of the Arts London.

Further information on applying via UCAS is provided on the University Applying through UCAS page.

For full details on the application process, visit the Undergraduate Application page, and for further advice for international applicants, please visit the UAL International Application page.

Application deadline

We recommend you apply by 26 January 2022 for equal consideration. However this course will consider applications after that date, subject to places being available.

Deferring your place

This course accepts requests from offer holders to defer their place for one academic year. Deferral requests are granted on a first-come, first-served basis until all deferral places are filled, or a deadline has been reached, whichever is sooner. Read our Admissions Policy for details, including how to request a deferral and by when.

Immigration history check

You will be asked to complete an immigration history check to establish whether you are eligible to study at UAL. We will not be able to proceed with your application until you have submitted your completed Immigration History Form.

Transfers

If you are currently studying somewhere else on a course in an equivalent subject area and would like to transfer to this course, you can transfer to:

  • Year 2, if you’ve completed 120 credits in Year 1
  • Year 3, if you’ve completely 240 credits in Years 1 and 2

Apply via UCAS and choose Year 2 or 3 for your POE (Point of Entry)

Please check our Student Transfer Policy for more important information and be ready to provide us with your current course handbook and Year 1/Year 2 unit transcripts.

If you are an International applicant and studying outside the UK, please complete your Direct application and then contact us via your UAL Portal to ask to be considered for Year 2/Year 3.

Please be ready to provide an official document (translated into English) from your current university, explaining the learning outcomes of the units you have completed.

Referral to alternative UAL courses

The University operates a cross-referral system, where applicants can be considered for and offered a place on an alternative course, if the admissions tutor feels they are more suited to that course. If you wish to opt out of the cross-referral process you can do so at the application form stage.

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.

After you apply

Communicating with you

After you have successfully submitted your application, you will receive an email confirming we have successfully received your application and providing you with your login details for the UAL Portal. We will request any additional information from you, including inviting you to upload documents through the portal. You should check your UAL Portal regularly for any important updates and requests.

If you have achieved or expect to achieve the standard entry requirements we will consider you for a place on the course.

We make our offers based on the strength of the whole application, and therefore don’t routinely invite applicants to interview.

International applicants may be invited to an online interview. Interview details will be sent via the UAL Portal.

Please add @arts.ac.uk to your contacts to ensure that you do not miss any important updates re: your application to UAL.

What happens next?

We will advise you of your application outcome through UCAS Track. If you are an International applicant and have applied directly or through an agent, we will notify you through the UAL Portal.

We invite all offer holders to attend one of our online Offer Holder events. This is your opportunity to meet the academic team and fellow offer holders, find out more about the course, and get a taste of what it will be like to study here.

Requesting feedback

This course receives a high number of applications, and we can’t provide feedback to everyone who is unsuccessful. We can only provide feedback after you’ve had an interview.

If you would like to request feedback – please email lcc.ukeu@arts.ac.uk if you are a Home or EU applicant, or lcc.international@arts.ac.uk if International. We are only able to provide feedback to you directly, or to someone you have told us in writing can receive it on your behalf.

Successful applicants will be guided through the rest of our admissions stages and towards enrolment on the course.

Fees and funding

Home fee

£9,250 per year

This fee is correct for 2022/23 entry and is subject to change for 2023/24 entry. Tuition fees may increase in future years for new and continuing students.

Home fees are currently charged to UK nationals and UK residents who meet the rules. However, the rules are complex. Find out more about our tuition fees and determining your fee status.

International fee

£23,610 per year

This fee is correct for 2022/23 entry and is subject to change for 2023/24 entry. Tuition fees for international students may increase by up to 5% in each future year of your course.

Students from countries outside of the UK will generally be charged international fees. The rules are complex so read more about tuition fees and determining your fee status.

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Careers and alumni

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 public relations 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.

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

Alumni

London College of Communication

Contact

Telephone

+44 (0)20 7514 6500
Address
Elephant & Castle

London
SE1 6SB