BA (Honours) Public Relations and Media
Three years full-time
UCAS code • PP23
This course is subject to reapproval
Location • City Campus
Related subjects • Media, PR and journalism • Media arts
By adding to My Courses you can compare courses and create a personalised prospectus.
Read about our media PR and journalism teaching team
Our Digital Design Centre can print medium to large format high quality outputs on a range of different media. The laboratories have software supporting 2D and 3D engineering and creative design applications. Find out more.
One of the most valuable resources available for you to access is our highly experienced technical support team. Find out how they can help support your development.
At a glance
This course gives you a broad understanding of the PR industry and the specialised knowledge and skills needed to work as a PR professional. You also gain a good understanding of the cultural, political and economic significance of PR and the media in society and their influence on everyday life.
Key points
• Learn from lecturers who are practicing PR professionals and expert academics.
• Benefit from strong links with PR practitioners for your placement.
• Tailor your training with optional modules from journalism and media courses.
• Gain automatic student membership of the Chartered Institute of Public Relations (CIPR).
What is public relations and the media?
Public relations involves building relationships, enhancing reputations, and above all, good communication. The best and most creative public relations (PR) campaigns make a positive difference to people's lives. They can improve issues such as health awareness and public safety and be a persuasive force for the public good. More and more organisations, from charities to government and business, now use PR to get their messages across.
For more information on public relations please go to the CIPR website.
There are various types of media including traditional print (newspapers and magazines) and broadcast (TV), as well as newer, convergent forms such as digital and social media.
This course
Learn how to research, plan, implement and manage successful PR campaigns, with an in depth knowledge of the media. You examine and evaluate key theories relating to PR and engage with current debates about the relationship between public relations, media and wider society.
You also study professional issues including ethics and corporate social responsibility, crisis management, Freedom of Information and industry codes of conduct.
Studies of the media focus on issues such as its influence upon individual and collective identities and the way many of the wider issues in society are framed and understood.
Your studies are led by a team which includes national award-winning PR industry specialists, with experience across TV, health, charity, public and private sectors.
On the course, you experience working for real clients to produce a portfolio of work to show prospective employers.
We also offer placement opportunities for you to gain further industry experience during your studies. In the third year, you have the opportunity to take a paid work placement. This is a great opportunity to improve your career and starting salary prospects and to sharpen your practical knowledge of PR. You have the opportunity to work for a range of large or medium private or public sector organisations in the UK. Recent students have gained experience working with the BBC, regional newspapers, PR agencies and in the voluntary sector.
In your final year you can apply your theoretical and practical learning to an external project or complete a dissertation, researching a topic of your choice.
Every year we hold a Chartered Institute of Public Relations (CIPR) industry event which brings together regional and national PR experts with our students. We also offer a scheme whereby PR professionals mentor students for one year.
The CIPR is the leading professional body representing the UK public relations industry. Its recent review of the course commended us for covering ‘the essential knowledge, skills and standards expected of today’s PR professionals'.
If you want a career in this fast changing, exciting and expanding area, then this course equips you with the essential practical skills and academic knowledge to do so successfully and ethically.
Key areas of study
As well as learning about PR you can learn how to specialise your practice and take a more theoretical or practical route through your degree.
You can choose modules including • media technologies • event management • global PR • celebrity culture • media identity and representation • news media • PR and power.
Compared to some other university PR courses, our course has a relatively small number of students, usually around twenty, which means staff really get to know you as an individual.
Find out more about BA (Honours) Public Relations and Media
Related courses
- BA (Honours) Media (Part-time)
- BA (Honours) Journalism (Part-time)
- BA (Honours) Public Relations and Media (Part-time)
- BA (Honours) Film and Media Production (Full-time)
- BA (Honours) Journalism (Full-time)
- BA (Honours) Media (Full-time)
- BA (Honours) Public Relations (Full-time)
- BA (Honours) Public Relations (Part-time)
You apply for this course through UCAS.
2013/14 academic year
For 2013 entry, membership of a professional body is included in the course fee.
The course fee may be subject to annual inflationary increase. For further information on fees and funding see www.shu.ac.uk/study/ug/fees-and-funding
2013/14 academic year
Typically £10,680 a year
2014/15 academic year
Typically £11,250 a year
The course fee may be subject to annual inflationary increase. For further information on fees, scholarships and bursaries see www.shu.ac.uk/international/fees
• examinations • essays • reports • electronic assessment • oral presentations • portfolio work • project
This course is recognised by the Chartered Institute of Public Relations (CIPR).
When you enrol on a course recognised by the CIPR you are eligible for CIPR Student Membership. This gives you access to many industry and personal development opportunities and to the members area of the CIPR website. The website features a dedicated student area which offers help and advice on getting into the PR industry and free online training.
This recognition also allows graduates to become full members of the CIPR without further examination.
Key Information Set 
Adrian Roxan
Senior lecturer
Adrian is a senior lecturer in public relations teaching at both undergraduate and postgraduate levels.
He is a trained journalist who switched to public relations after spells working in newspapers, magazines and radio. He has worked in the public relations field for 25 years including running a busy London local government press office, working in national health education and three years running the press office at the British Medical Association.
He ran a leading public sector PR consultancy for eight years specialising in issues management with clients as diverse as the Audit Commission, the NHS Cancer Screening Programmes, ACAS, the Healthcare Commission and the Financial Services Authority.
Adrian moved into teaching in 2007 before joining Sheffield Hallam University as a permanent member of staff at the beginning of 2010. He is a member of the National Union of Journalists and the Chartered Institute of Public Relations.
David Clarke
Senior lecturer
David is a senior lecturer and course leader in journalism teaching media law and investigation skills. Before joining Sheffield Hallam he worked as a news reporter for The Sheffield Star and the Yorkshire Post and spent four years working as a press officer in local government.
David's research interests include • investigative journalism • official secrets • censorship • freedom of information. He has a PhD in Folklore which was completed at the National Centre for English Cultural Tradition at the University of Sheffield in 1999. David's interest in folklore, contemporary legends and the supernatural goes back to his childhood. He has authored and co-authored 12 books and numerous journal, magazine and newspaper articles on aspects of supernatural belief and tradition. David writes a monthly column for the Fortean Times and sits on the editorial board of The Skeptic.
Since 2008 he has been working with The National Archives (TNA) as their consultant for the ongoing release of the UFO files created by Britain's Ministry of Defence. David's book The UFO Files was published by TNA in September 2009.
Image courtesy of The Sheffield Star.
Sue Featherstone
Senior lecturer
Sue is a journalist with over 20 years experience in regional newspapers and corporate public relations. As a journalist, she has covered a broad range of writing specialisms and this is reflected in her teaching interests, which include broadsheet and magazine feature writing, profiles, personal columns, reviews and opinion pieces.
In 2008 she was journalism lead on a sports initiative which saw two dozen Sheffield Hallam students work as volunteers in the Media Centre at the Beijing Olympics. Amongst other things, they were involved in collecting ‘flash’ quotes from competitors which were fed into a central database for use by sports journalists from all over the world. She has also co-ordinated a similar initiative for the 2010 Commonwealth Games in New Delhi.
She is co-author of Feature Writing: A Practical Introduction, published by Sage in Spring 2006, and Newspaper Journalism: A Practical Introduction, which was also published by Sage in Spring 2005. In addition, she is a marker and assessor for the National Council for the Training of Journalists. She is currently working on her first novel.
Andrew Pollard
Senior lecturer
After graduating with a first class art history degree and achieving a distinction in my masters on cultural policy, I have taught for the past nine years on BA Arts Management and am course leader for MA Cultural Policy and Management at Sheffield Hallam University.
I have been a freelance curator for many years, with successful exhibitions in Yorkshire and Cornwall. I now manage the Clare White Gallery in Barnsley, specialising in Cornish art. I also worked with several South Yorkshire schools and arts practitioners for the Arts Council-funded Creative Partnerships programme for 18 months.
I have co-authored articles and presented at conferences nationally on the topic of home display practices and the use of museum collections among Pakistani communities in South Yorkshire. As part of this research, I curated the successful 'Ferham Families' exhibition at Rotherham Arts Centre in 2007.
Carolyn Waudby
Senior lecturer
Carolyn is a senior lecturer and also works as a freelance writer, specialising in travel features for newspapers and magazines.
Between 2003 and 2005 she carried out press work for a government minister. Before turning freelance in 2000 she worked in regional newspapers for 15 years. Her last position was as a feature writer and columnist with The Star, Sheffield. Prior to that she specialised in consumer journalism.
Whilst working for the Peterborough Evening Telegraph she received a Newspaper Society award for coverage of a flood disaster in Pakistan. She has written several websites, including an internet guide to Sheffield, and a website for children on the history of the fairground for the University of Sheffield.
Carolyn worked with young people as part of the Government’s Gifted and Talented programme, and was a journalistic advisor for the journalism charity Children’s Express in Sheffield.
She is also a published poet. In 2000 she received an Arts Council grant to produce a pamphlet of poetry based on works of art. The same year a poem on wind turbines was used as the basis of a short film for the big screen. She won third prize in the Ilkley Literature Festival Poetry Competition 2007 and was a winner in the Mslexia Poetry Competition 2009. Also in 2009 she staged a collaborative exhibition of her poems on Cuba with photographs for the Off The Shelf literature festival.
Julie Gillin
Senior lecturer
Julie is an experienced journalist and public relations (PR) consultant. She worked as a reporter, feature writer and deputy news editor on The Sheffield Star, Sheffield Telegraph and Derbyshire Times newspapers. She has particular interest in health journalism and feature writing.
As a PR consultant, Julie spent two years with media consultancy HR Media working with clients including Sheffield Children’s Hospital, Sheffield United FC, Westfield Health, Community Health Sheffield and Sheffield Health Authority. She was press officer for the Weston Park Hospital Cancer Appeal charity in Sheffield for two years.
As a freelance PR consultant she specialised in the health and charity sector. Her work included providing media training for charities and small businesses.
Julie has taught journalism and public relations at Sheffield Hallam for eight years and is the course leader for MA Public Relations. She is a member of the Chartered Institute of Public Relations.
Julie is currently studying for an MSC in Technology Enhanced Learning, Innovation and Change.
Phil Andrews
Senior lecturer
I am a senior lecturer in journalism at Sheffield Hallam University and I teach on the sports journalism and international broadcast journalism postgraduate courses.
My background is in sports and television journalism, and I am the author of the standard text on sports journalism, used in universities throughout the world - Sport Journalism: A practical Introduction, published by Sage, London.
I have worked for many years as a sports journalist at The Independent and The Independent on Sunday, national newspapers in the UK.
I am also a TV journalist for ITV, British Independent broadcaster, and have worked as a radio journalist for the BBC.
I won several awards as a sportswriter, including awards from the Sports Writers' association, UK Press Gazette, and was Yorkshire Sports Writer of the Year three times.
I am a former political editor and was head of public relations for Sheffield City Council, one of Britain's largest local authorities, for seven years. I have written two novels, published in London by Hodder and Stoughton.
I teach on the sports journalism and sport and the media modules, and also teach public affairs for journalists.
Russell Jackson
Course leader for the undergraduate PR courses
Russell, a sociologist, is a senior lecturer in communication studies and public relations and currently course leader for the undergraduate public relations courses.
He gained an MA in Cultural Studies from the University of Leeds in 1997. His Economic and Social Research Council (ESRC) funded doctoral thesis was a Foucauldian analysis of the construction of responsibility for employee health.
He has presented numerous conference papers and during 2003 was a guest lecturer at the University of Toronto. His main teaching and research interests are in attempting to utilise poststructuralist insights from within a broadly Marxist framework in the areas of health, drugs, governmentality, moral panics, public relations, surveillance and neoliberalism.
Rinella Cere
Senior lecturer
I am a senior lecturer in media and cultural studies. I am the course leader of the MA Communication and Media and I teach on the MA and BA (Hons) Media and Journalism courses.
My teaching and research is in • post-colonial media cultures • globalisation and the media • international museums of cinema • Italian media culture.
I am co-editor of Postcolonial Media Culture in Britain (Palgrave 2011) and author of The Love of Cinema: an international study of museums of cinema and their audience (Routledge, forthcoming publication 2011).
Other recent published work has covered Italian media culture and globalisation (Globalization vs. Localization: anti-immigrant and hate discourses in Italian media in Beyond Monopoly: Contemporary Italian Media and Globalization, Ardizzoni, M. and Ferrari, C. eds., Lexington Books, 2010).
An important strand of my research has been in the representations of gender in an Italian cultural and media context, this has generated two publications: The Body of the Woman Hostage, Spectacular bodies and Berlusconi’s media in War Body on Screen, Randall, K. and Redmond S. eds., (Continuum, 2008) and Forever Girls: Female Ultras and Football Support in Italy in Sport and its Female Fans, K. Toffoletti & P. Mewett (eds), Routledge, forthcoming 2011).
Carmel O’Toole
Senior lecturer
Carmel O’Toole is a senior lecturer in public relations at Sheffield Hallam University and works with both undergraduate and postgraduate students.
She is a journalist and Chartered Institute of Public Relations (CIPR) award-winning practitioner with over 20 years experience in the industry. Carmel is a former local government head of communications and communications manager for Channel 4.
Now also a freelance PR consultant, Carmel works with public and private sector organisations on strategic communications, reputation risk and crisis PR planning and management, media and plain English training, web content development and publications production. Carmel also has extensive experience in events management. Current and recent clients include Serco, Channel 4, Beam, The Mersey Forest plus regional local authorities and housing associations.
An associate consultant with two regional PR agencies, Carmel became an associate lecturer at Sheffield Hallam in 2008. She was appointed to her current post in early 2010, is a member of the National Union of Journalists and the Chartered institute of Public Relations.
Philo Holland
Senior lecturer
He's worked at BBC Radio 5 Live for over ten years, as a reporter, producer, presenter and editor. He spent four years working with Adrian Chiles on his Sony award-winning Saturday sports talk show.
As both a news and sports reporter he’s covered stories across the world, from general elections to World Cups, appearing on Radio 4’s Today programme, 5 Live Breakfast and BBC World Service. Philo's worked with some of the nation’s most respected broadcasters, including Eamonn Holmes, Richard Bacon and Victoria Derbyshire and now divides his time between Sheffield Hallam University and editing the Stephen Nolan show.
Before becoming a journalist he was a linguist, graduating from Durham University with a joint honours degree in Russian and French.
Philo teaches on the BA (Hons) Journalism, BA (Hons) Media and MA International Broadcast Journalism courses.
Noel Williams
Professor of communication
Noel joined Sheffield Hallam in 1979. He’s now professor of communication, with former responsibilities including head of art, design, communication and media and acting head of postgraduate research in the Cultural, Communication and Computing Research Institute (C3RI). His main research interests are in writing, especially creative writing, in digital communications and writing technologies, and in e-learning, both at policy and practical levels.
In 2003 he was seconded to the Department for Education and Skills (DfES) to manage the evaluation of Curriculum OnLine. In 2005 the Institute of Scientific and Technical Communicators awarded him the Horace Hockley Award for his contribution to the technical publications industry.
He has acted as communications consultant or researcher for the Arthritis and Rheumatism Council, AT&T, British Educational Communications and Technology Agency (BECTA), the British Academy, british Standards Institution (BSI), BYG Systems, the Crown prosecution Service (CPS), the DfES, JISC, General Domestic Appliances, IBM (UK), Hepworth Heating, Learning and Teaching Support Network - Geography, Earth and Environmental Sciences (LTSN-GEES), National Council for Vocational Qualifications (NCVQ), Peak Park Planning Authority, Scottish Vocational Educational Council (SCOTVEC), Sheffield City Council, Skillset and local Training and Enterprise Councils (TECs).
Current research interests are teaching writing and creativity, computer game design, interactive texts and e-learning. His most recent book is 'How to Get a 2.1 in Media, Communication and Cultural Studies' (Sage). As a poet, he is resident artist at Bank Street Arts Centre, has published over a hundred poems and won a dozen prizes, and he’s currently working with Sheffield’s Art in the Park on projects to bring poetry to local communities.
Dr Geff Green
Senior lecturer
Before joining the communication team at Sheffield Hallam University in 1997, Geff worked as a musician, taught English in Indonesia for two years and later designed, programmed and maintained professional multimedia applications, eventually joining Epic Media Group PLC in Brighton.
Since joining Sheffield Hallam University, he has taught professional and technical communication mainly at masters level and supervised four PhDs ranging from art and design to technical communication. He has been involved with teaching multimedia and communication design to undergraduate students and teaches modules specialising in research methods, online design, online journalism and visual communication. He also currently undertakes knowledge transfer and international business development work for the university.
His research work has focused mainly on South East Asian cultural history and identity with specific focus on film and visual culture, but more recently this interest has expanded to include media anthropology. He retains an interest in visual arts and music and continues work on photographic and digital montage projects in his spare time.
David Farbey
Associate lecturer
David joined the teaching team of the MA Professional Communication after completing his MA in Technical Communication in 2004.
He is module leader for the software documentation module, and co-teaches on the information design and collaborative work modules. He has taught courses on professional writing at Coventry University, and is also a tutor for the Institute of Scientific and Technical Communicators (ISTC)'s Open Learning course in technical communication.
David has been active in the technical communications field since 1994, and he is a Fellow of the Institute of Scientific and Technical Communicators and a Member of the British Computer Society. He has presented at professional technical communications conferences in the UK, Europe, and the USA.
During his wide ranging technical communications career, David has worked both as an independent consultant and contractor and as a staff member and manager. He has written user guides, self-study tutorials, online help systems, reference manuals, policy and procedure guides, and many other types of business documents.
His work covers a wide range of business activities including infrastructure projects, e-learning systems, financial applications, image recognition and processing, enterprise resource planning, and business processes and procedures, as well as copywriting and marketing writing projects. He has worked in a variety of software development environments, and has designed and managed research projects in both the academic and the public sector fields.
Clare Jenkins
Senior lecturer
Clare is a freelance journalist and national radio broadcaster. As a partner in Pennine Productions, she has produced features, documentaries and short stories for Radio 4, as well as contributing to magazine programmes such as Woman’s Hour.
As a print journalist, she has written for various newspapers and magazines. She’s also edited and written a number of books based on personal testimony, among which are Relative Grief – about people’s experience of bereavement – and A Passion for Priests, about women’s relationships with Roman Catholic priests.
A major interest is oral history - she is a visiting research fellow at the Centre for Oral History Research in Huddersfield, where she co-ordinated a project about the Remembrance Day two-minute silence. Her programme on the same subject was broadcast on Radio 4 on Remembrance Sunday 2009. She also runs an oral history training company, Vox Pops.
Clare is a regular visitor to India, reporting on such varied subjects as the status of widows and lesbians, the Anglo-Indian community, and the cultural significance of the bindi, the red dot on the forehead of married women.
Profiles
Adrian Roxan
Senior lecturer
David Clarke
Senior lecturer
Sue Featherstone
Senior lecturer
Andrew Pollard
Senior lecturer
Carolyn Waudby
Senior lecturer
Julie Gillin
Senior lecturer
Phil Andrews
Senior lecturer
Russell Jackson
Course leader for the undergraduate PR courses
Rinella Cere
Senior lecturer
Carmel O’Toole
Senior lecturer
Philo Holland
Senior lecturer
Noel Williams
Professor of communication
Dr Geff Green
Senior lecturer
David Farbey
Associate lecturer
Clare Jenkins
Senior lecturer
The Digital Design Centre
The Digital Design Centre comprises a suite of 6 IT laboratories (4 PC and 2 MAC) together with the Print Output room, an area for printing medium to large format high quality output on a range of different media. The laboratories have a wide range of software supporting 2D and 3D engineering and creative design applications.
The Digital Design Centre runs a high quality computer printing facility and has the ability to print sizes between A4 and A0 and wide format banners. A3, A2, A1, A0 and Banner photo quality printing is available on a range of papers, as well as AutoCAD type plans ( B & W ) on standard paper.
Technical support team
While you will find excellent facilities throughout, the most valuable resource you will have at your disposal is access to our extremely dedicated, highly experienced technical staff.
All the staff are there to support you during your time in the workshops. The technical team with its professionally qualified staff and practicing professionals, has a wealth of knowledge and expertise across all areas of our provision and comprises engineers, designers, silversmiths and jewellers, fine artists, media arts specialists and IT experts.
The team are committed to using their diverse range of skills and knowledge to support practical aspects of your
course work, whether solving a simple software problem, producing a complex engineering project or creating design work for an international exhibition. There are currently 50 technical staff directly supporting the Technical Resource Centres and the research institutes of the faculty.
Catherine Chirnside
BA (Hons) Public Relations and Media
'After gaining an internship at Sheffield Doc/Fest I was hired during the festival to assist the registration team, utilising my customer service and computer skills. During this time I was approached by the university with a business needing PR work for an exhibition, which I worked with and managed to gather great interest in from the public. This was also where I began to build my contacts and had my first press release published in the local paper and interviews secured by broadcast teams. After opening night I went to the after party and networked, gaining my second job which led me to become freelance. This compliments my other job at Ideology, whom I emailed just before finishing university on a whim to see if they had any positions possible as I took PR due to my love of all things creative and was lucky enough to have emailed at the right time and with the relevant experience. I have also recently managed to get the company featured in numerous high-end fashion and lifestyle blogs, building my contact list further.
'Deciding what to do after university is tricky and I’m glad I worked hard, networked and utilised all opportunities after and during the end of my studies. It was hard work (and still is) but so worth it.
'I mostly enjoy getting my work featured in articles, in print and broadcast, and seeing the outcome of utilising all the skills I’ve learnt at previous jobs and internships as well as at university. I also enjoy seeing how I can adapt both social and professional skills, including writing, for numerous businesses to meet specific needs.
'I always thought I wanted to work in-house and the last three years have cemented that idea for me, as I enjoy working in a close-knit team and seeing companies and ideas grow. Right now I plan on keeping at PR in the fashion business, working on a business plan as a social media trainer and then broaden my horizons in the film industry, as Doc/Fest has really given me an insight into that side of one of my passions. I have also begun to get more involved with environmental causes and so also would like to pursue this in the future.
'In a year's time I hope to move to London, and then move abroad. I feel that being freelance can be a scary thing, especially at 21 and just graduating, but if you have the discipline and drive to do it then why not? Networking and keeping contacts is key.
'My internship at Doc/Fest is over in two weeks and most of my work for both them and other companies took place in the last month of university up until now. I want to focus on building the brand that I am now working for and am looking forward to putting on some summer-inspired events. We have also been approached about Sheffield Fashion Week which I’ll be overseeing in regard to Ideology and loaning clothing etc. so it’ll be great to see how that’s run.
'The main aspect of my studies has been rekindling my love for writing, including how I can adapt my styles for different companies, and also networking for the future. In regards to interning and getting work experience (which I feel is an integral part of the university life/transition from this to a professional world) the push from the university was good and not too forced, so I feel I was able to use my initiative in regards to this and do what I really wanted to do, which was also more rewarding.
'The staff were also very supportive when dealing with personal issues which was a great help in helping me become more confident and driven.
'My main advice is become an intern, whether it’s through university or through just contacting businesses. Don’t be scared to email and follow up. Work hard, grab work as much as possible, sacrifice the retail and bar work if you can and continue to have the drive and passion for what you’re studying as well as your interests. It can be disheartening to constantly read academic texts, feel like you’re missing out on socialising or miss your hometown, but think about why you’re at university and your end goals. That’s what’ll keep you going. Be interested, ask the workplaces questions, seem happy and upbeat even if you feel horrendous, and as rubbish as it sounds make coffee for your colleagues and superiors because it really does make a difference! Little things make you memorable.
'Also network, if you’re interested in the creative sectors Sheffield is an amazing place to build up contacts. Once you meet a couple of people you’ll be amazed at how connected everybody is and how willing people are to help you out if you just ask.'
Laura Chapman
BA (Hons) Public Relations and Media
'My course was active and engaging and allowed my learning to be brought to -life through hands on tasks such as mock press conferences and industry event days. Through having this practical experience, I was more confident when at my work placement and also after University when applying for jobs.
'Get as much work experience as possible! Even if it is just 1-2 days- it all adds up and gives you a competitive edge within the job market. It also gives you the opportunity to make great contacts which can be useful for after you graduate.
'Remember to take up every opportunity, attend all the events at University and be willing to learn even after you graduate.'
Profiles
Catherine Chirnside
BA (Hons) Public Relations and Media
Laura Chapman
BA (Hons) Public Relations and Media
