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BA (Hons) Public Relations

Student working with their notebook with working materials around them
Sketchbook by Tevin Akinyemi. Photography by Alys Tomlinson.
London College of Communication
UCAS code
Start date
September 2024
Course length
3 years

With a digital-first approach, BA (Hons) Public Relations will support you to develop the creative, critical and research skills needed to become a strategic, innovative and ethical PR professional.

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 on Monday 20 May. Book your place.

Explore life at LCC with our interactive Virtual Open Day.

Course accredited by

Course overview

With a digital-first approach, BA (Hons) Public Relations will support you to develop the creative, critical and research skills needed to become a strategic, innovative and ethical public relations professional. 

On this course, you’ll consider both the theory and practice of PR through promotional, relational and dialogic lenses. You’ll also consider publics and stakeholders from sociological, cultural and socio-psychological perspectives, and explore key aspects of organisational communication through public relations campaigns and programmes. 

With a focus on areas such as social media and content creation, strategic communication, media relations, reputation management and sustainable reporting, you’ll develop your knowledge of social and political affairs; learn how to persuasively communicate ideas, products and services to a wide range of audiences; and engage critically with PR practices in the digital environment.

What to expect

The course will support you to:

  • understand the development of the PR and marketing communications industries, along with their contributions to commerce, culture and society
  • make choices to develop your subject interests across different option units
  • apply research and evaluation when developing communication campaigns that build sustainable and beneficial relationships
  • develop strategic and creative PR approaches for digital media, social media, television, radio, and print, and in interpersonal contexts such as stakeholder management and media relations
  • understand how communication can influence attitudes and individuals, shape societies, and generate ethical obligations
  • practice contemporary communication techniques using current and emerging digital tools, work collaboratively with students both on and outside your course, and tell stories using the power of image and sound
  • practice strategic communications across the research and development of initial ideas through to creative execution, client presentations and evaluation.

Industry experience and opportunities

With employability embedded throughout the course, you’ll gain industry experience through opportunities to work on live briefs and connect with industry speakers, guests and alumni. You’ll also build skills in audio-visual and digital content creation, alongside advanced skills in media and creative communication. 

In Year 2, the Professional Industry Practice unit will support you to apply for placements and collaborative opportunities through areas such as CV writing and interview workshops. 

In Year 3, the Creative Futures unit will support you to develop your online professional profile, network with industry professionals, and develop strategies for working in the creative industries. Previously, graduates from BA (Hons) Public Relations have secured roles in global media companies such as Google, Channel 4, Edelman, the Financial Times, TikTok, W Communications and Hotwire PR, and have been offered paid placements and internships. Graduates of this course have also launched their own public relations, marketing and creative content consultancies or are pursuing freelance careers. 

Additionally, you’ll have the opportunity to undertake the Diploma in Professional Studies or the UAL Diploma in Creative Computing between Years 2 and 3 to enhance your learning experience and employability skills.

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.

Course units

We are committed to ensuring that your skills are set within an ethical framework and are embedding UAL’s Principles for Climate, Social and Racial Justice into this course.

In common with all courses at 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 credits. To be awarded the BA (Hons) Public Relations qualification, you need to accumulate a total of 360 credits.

Year 1

Introduction to Public Relations (20 credits)

This unit will welcome you to your course and introduce you to our learning approaches. We’ll introduce the UAL Creative Attributes Framework as a tool for understanding your university journey and feature sessions on independent study, collaboration, academic writing and academic conduct. You’ll also be introduced to the key topics that will be developed throughout your course.

Creative Foundations (20 credits)

Through a series of creative and technical workshops, this unit will provide a foundation for understanding and engaging with the creative process: from the early stages of creative thinking and skills development to realising and finalising creative outputs.

Sustainable Strategic Communication (20 credits)

You’ll learn how to assess the stakeholder landscape, analysing the forces shaping organisations and their reputations today. 

Focusing on the ways in which PR practitioners make decisions through the strategic communications process, you’ll explore the impact of business objectives, societal forces and cultural shifts in public opinion while also considering how to make communication structures more inclusive.

Media, Communications and Culture (20 credits)

This unit will introduce you to the broad field of communication studies by mapping and applying key theories and approaches. 

You’ll explore ways of thinking about the formation, transformation, and influence of communications industries, and contextualise contemporary debates about related practices, texts and users.

Platforms and Social Media (20 credits)

Providing an important foundation for understanding platforms and social media from a range of socio-cultural perspectives, this unit applies project-based learning to not only examine their complexity, but also to consider how they can be used for promotional and creative communication.

Media Strategy: Messaging and Influencing (20 credits)

Using industry briefs, you’ll design a media strategy for a business organisation which will involve media relations, social media and influencer relations. You’ll then include the media strategy for your client in the broader framework of a PR campaign. 

Year 2

Professional Industry Practice (20 credits)

Supporting you to prepare for a career within or alongside the media and creative communications industries, this unit will introduce different modes of working in the professional landscape. You'll be encouraged to reflect on your own interests and creative skills in relation to employability, and to explore industry-based experiences such as placements, internships, live briefs, and freelance working.

Global Media Businesses, Practices and Cultures (20 credits)

You’ll examine the changing ways in which global communications are organised, the connections between business and cultural aspects of the media and creative communications industries, and their relationship to wider processes of economic, political, social and cultural change. 

You’ll also consider different work practices in the creative and cultural industries, and identify the competencies and behaviours required to work successfully within them.

Reputation Management: Issues, Risks and Crisis (20 credits)

In this unit, you’ll learn the practicalities of building and maintaining reputation – one of the most critical assets of any organisation, and the factor which underpins professional public relations practice.

Communication Research Methods (20 credits)

You’ll be introduced to the research process by learning methods for data gathering and data analysis. With a focus on research outcomes, you’ll be supported to then apply these techniques to your written work as well as your creative practice, and to produce a proposal for a research project in your final year. 

Persuasion and Public Opinion (20 credits)

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

Level 5 Option Unit (20 credits)

This unit will enable you to choose an option that supports the further development of your creative production skills. Recent units offered have included:

  • Content Creation: Digital and Web
  • Content Creation: Film and Video
  • Content Creation: Podcasting and Audio
  • Professional Skills: Building Brands
  • Professional Skills: Data and Social Media Analysis
  • Professional Skills: Influencer Marketing Communications

Year 3 

Research Project (40 credits)

In this unit, you’ll undertake an independent research project in an area of public relations or contemporary strategic communication that you’re particularly interested in, which can be accompanied by an incorporated creative project.

Final Major Project (40 credits)

In this unit, you’ll consolidate and further advance your creative skillset along with your professional development by engaging in a live project in which you’ll provide PR-focused solutions and build a pitch for a client’s communication needs.

Creative Futures (20 credits)

In this unit, you’ll explore potential career options and postgraduate opportunities to prepare for life after graduation. 

Reflecting on your journey throughout the course, you’ll identify your skills, strengths and aptitudes alongside your aims and ambitions for the future before producing a 12- to 18-month action plan to help you consider your next steps.

Level 6 Option Unit (20 credits)

You’ll have the opportunity to choose from a range of research-based options and specialist topics to develop your interests across media and communications.

The following units will be offered each year:

  • Critical Sound Cultures
  • Futures Thinking
  • Information Warfares: Misinformation, Conspiracy and Extremism
  • Love in a Digital Age
  • Special Topics*

*Your selection of special topics may potentially include:

  • Comedy and Satire in Media and Communications
  • Community Management
  • Digital Humanitarianism
  • Food Cultures
  • Global and Indigenous Media
  • Rhetoric, Media and Political Communication 

Optional Diploma between Years 2 and 3 

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

Diploma in Professional Studies (DPS) (Optional) 

An optional, year-long learning opportunity which enables you to develop your professional skills by undertaking time out for industry experience. Supported throughout the year by academics, you’ll build on the knowledge gained on your course in a range of national or international locations, and graduate with an additional qualification of Diploma in Professional Studies.

Diploma in Creative Computing (Optional) 

Between Years 2 and 3, you can undertake the year-long Diploma in Creative Computing. This will develop your skills in creative computing alongside your degree. After successfully completing the diploma and your undergraduate degree, you’ll graduate with an enhanced degree: BA (Hons) Public Relations (with Creative Computing).

Learning and teaching methods

  • Lectures
  • Seminars
  • Tutorials
  • Workshops
  • Project work
  • Individual and group work
  • Self-directed learning
  • Industry guest speakers
  • Study trips and visits (as appropriate)
  • Assessed assignments
  • Online learning
  • Peer learning

Communication and Media Programme Virtual Open Event

(Recorded November 2023)

Programme Director, Dr Jonathan Wright, gives an overview of undergraduate courses within the Communications and Media Programme at London College of Communication

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

Student voices

Ioana Andreea Marin

Ioana speaks about her final project, creating a PR campaign for cryptocurrency.

Babett Kurschner

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

Course stories

410 Gone

410 Gone



  • 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.


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.

Fees and funding

Home fee

£9,250 per year

This fee is correct for entry in autumn 2024 and is subject to change for entry in autumn 2025.

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

£28,570 per year

This fee is correct for entry in autumn 2024 and is subject to change for entry in autumn 2025.

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.

Scholarship search

Entry requirements

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:

104 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)
  • Distinction at Foundation Diploma in Art & Design (Level 3 or 4)
  • Distinction, Merit, Merit 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

  • IELTS level 6.5 or above, with at least 5.5 in reading, writing, listening and speaking. 

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. Please check our main English language requirements page for more information.

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.

Apply now

Application deadline

31 January 2024 at 18:00 (UK time)

If there are places available after this date, the course will remain open to applications until places have been filled.

Apply to UAL

Home students can apply to this course through UCAS with the following codes:

University code:


UCAS code:


Start your application

Apply now

Application deadline

31 January 2024 at 18:00 (UK time)

If there are places available after this date, the course will remain open to applications until places have been filled.

Apply to UAL

International students can apply to this course through UCAS with the following codes:

University code:


UCAS code:


Start your application

Apply with a UAL Representative

Based across the world, our local UAL representatives can support you with your application from your home country. Check to see if there is a representative available in your country currently.

Find your representative

How to apply

Follow this step-by-step guide to apply for this course

Step 1: Initial application

You will need to submit an initial application including your personal statement.

Personal statement advice

Your personal statement should be maximum 4,000 characters and cover the following:

  • Why have you chosen this course? What excites you about the subject?
  • How does your previous or current study relate to the course?
  • Have you got any work experience that might help you?
  • Have any life experiences influenced your decision to apply for this course?
  • What skills do you have that make you perfect for this course?
  • What plans and ambitions do you have for your future career?

Visit the UCAS advice page and our personal statement advice page for more support.

Step 2: Interview

You may be invited to an interview following our review of your application. All interviews are held online and last 15 to 20 minutes.

For top tips, see our Interview advice.

You also need to know

Communicating with you

Once you have submitted your initial application, we will email you with your login details for our Applicant portal.

Requests for supplementary documents like qualifications and English language tests will be made through the applicant portal. You can also use it to ask questions regarding your application. Visit our After you apply page for more information.

Visas and immigration history check

All non-UK nationals must complete an immigration history check. Your application may be considered by our course teams before this check takes place. This means that we may request your portfolio and/or video task before we identify any issues arising from your immigration history check. Sometimes your history may mean that we are not able to continue considering your application. Visit our Immigration and visas advice page for more information.

External student transfer policy

UAL accepts transfers from other institutions on a case-by-case basis. Read our Student transfer policy for more information.

Alternative offers

If your application is really strong, but we believe your strengths and skillset are better suited to a different course, we may make you an alternative offer. This means you will be offered a place on a different course or at a different UAL College.

Deferring your place

You must apply in the year that you intend to start your course. If you are made an offer and your circumstances change, you can submit a deferral request to defer your place by 1 academic year. You must have met your conditions by 31 August 2024. If you need an English language test in order to meet the entry requirements, the test must be valid on the deferred start date of your course. If not, you will need to reapply. Requests are granted on a first-come, first-served basis.

Contextual Admissions

This course is part of the Contextual Admissions scheme.

This scheme helps us better understand your personal circumstances so that we can assess your application fairly and in context. This ensures that your individual merit and creative potential can shine through, no matter what opportunities and experiences you have received.


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.