MC432 Half Unit
Strategic Communication in Practice: Professional Perspectives
This information is for the 2020/21 session.
Dr Lee Edwards
This course is available on the MSc in Media and Communications, MSc in Media and Communications (Research), MSc in Politics and Communication and MSc in Strategic Communications. This course is available with permission as an outside option to students on other programmes where regulations permit.
In order to accommodate academic staff research leave and sabbaticals, and in order to maintain smaller seminar group sizes, this course is capped, meaning that there is a limit to the number of students who can be accepted. Whist we do our best to accommodate all requests, we cannot guarantee you a place on this course.
This course will be delivered as a combination of academic lectures and presentations from leading industry practitioners, in order to facilitate a cross-fertilisation between professional experience, academic perspectives, public debates and research. Students will be expected to critically engage with ideas from practice in the seminars, developing reflexivity and analytical skills through the course.
The professional lecturers will be experts working on various forms of strategic communication in a wide range of sectors, including the corporate sector; the not-for-profit sector such as global NGOs and activist organisations; voluntary sector; government and public sector organisations; and journalists. The course will culminate in a group-based practical presentation from students of their own campaigns, which will form part of the course assessment.
The academic lectures will focus on campaign theory and development. The topics covered in the practitioner lectures will change each year depending on speaker availability, but as an illustration, they could include: connecting with elusive audiences; global media industries; global NGOs; communications in the retail industry; communicating in complex contexts; communicating change; communicating government policy; crisis communication.
This course is delivered through a combination of lectures and seminars totalling a minimum of 20 hours across Lent Term. This year, some or all of this teaching will be delivered through a combination of virtual classes and flipped-lectures delivered as online videos. This course includes a reading week in Week 6 of term.
Students will be expected to produce one 1500 word essay in the LT.
- Sussman, G. 2011. The propaganda society: Promotional culture and politics in global context. New York: Peter Lang.
- Cornelissen, J. 2014. Corporate communication: A guide to theory and practice. London: Sage.
- Amiso, G. and Kwansah-Aidoo, K. 2017. Culture and crisis communication: Transboundary cases from non-western perspectives. Piscataway, NJ: IEEE Press.
- Christensen, L., Morsing, M. and Cheney, G. 2008. Corporate communications: Convention, complexity, critique. London: Sage.
- Coombs, W.T. and Holladay, S. 2014. Ongoing crisis communication. Thousand Oaks, CA: Sage.
- Demetrious, K. 2013. Public relations, activism and social change: Speaking up. London: Routledge.
- Dimitrov, R. 2017. Strategic silence: Public relations and indirect communication. London: Routledge.
- Macnamara, J. 2014. Journalism and PR: Unpacking 'spin', stereotypes and media myths. New York: Peter Lang.
- Powell, H. 2013. Promotional culture and convergence: Markets, methods, media. London: Routledge.
- Seu, I.B. and Orgad, S. 2017. Caring in crisis? Humanitarianism, the public and NGOs. London: Palgrave Macmillan.
- Tench, R. and Yeomans, E. 2017. Exploring public relations (4th edition). Harlow, Essex: Pearson.
Essay (100%, 3000 words) in the ST.
Important information in response to COVID-19
Please note that during 2020/21 academic year some variation to teaching and learning activities may be required to respond to changes in public health advice and/or to account for the situation of students in attendance on campus and those studying online during the early part of the academic year. For assessment, this may involve changes to mode of delivery and/or the format or weighting of assessments. Changes will only be made if required and students will be notified about any changes to teaching or assessment plans at the earliest opportunity.
Department: Media & Communications
Total students 2019/20: 44
Average class size 2019/20: 15
Controlled access 2019/20: Yes
Value: Half Unit
Personal development skills
- Team working
- Problem solving
- Application of information skills
- Commercial awareness
- Specialist skills