It is designed to provide an academically and practically rigorous experience that enables public communicators to meet the challenges of a rapidly changing and media noisy world in which Government exists today.

The programme provides information and publicity officers with a critical and analytical perspective on the main issues affecting working practices.  It was developed initially in a unique partnership between Leeds Trinity and the British Government’s major communications adviser, the COI.  Leeds Trinity University College has a reputation, established over 40 years, for teaching a range of media related disciplines.  The Public Communications programme draws upon the tripartite worlds of public service, the private sector and academia to exchange effective and high quality experience and knowledge.

The course programme, this year, is as follows:

All modules to be taught at Leeds Trinity University College unless otherwise stated

*     core module             
** for those who have already completed PG Diploma in Public Communication

Aims
The course aims to provide:

• A systematic understanding and critical awareness of public communication in a democracy
• A critical awareness of social and ethical aspects of public communication
• The ability to evaluate and analyse information/communication working practices and their underlying operational assumptions
• Skills and competencies in media relations, strategic information management and communication
• An understanding of the theoretical approaches used in the study of media and public communication
• An understanding of research techniques

Course Structure
The course takes the form of a Postgraduate Diploma which, for suitable candidates, can be enhanced to Master’s level. The Diploma comprises two core modules and four option modules.

All modules are delivered on a part-time basis through a series of intensive 2-4 day sessions. You will follow-up these sessions by undertaking designated work in your own time within specified periods, normally between six and eight weeks. Those who achieve a high standard in the Diploma can register for the MA in Public Communication within two years of completing the Diploma. To qualify for the MA, you must complete a research module.

Course Content
The two core modules provide a critical and theoretical base for the more practical and instrumental options. Each core module carries
30 credits:

• Power, Media and Influence
• Strategic Communication

The option modules provide the opportunity to study Public Communication in greater depth. The range of options covers the key areas in the work of information officers. Each option module carries 15 credits. Choose four from:

• Marketing Communications
• Parliamentary Procedure
• Risk and Crisis Management
• Strategic Management
• Internal Communication
• New Media
• Public Sector PR
• European Union
• Local Government
• Psychology of Communication

Assessment
You will be required to successfully complete the two core modules and four option modules, to accumulate the 120 credits necessary for the award of the Diploma.

To proceed from the Postgraduate Diploma to the MA in Public Communication, you will need to have accumulated 120 credits with an average mark of not less than 50%.

As an MA candidate you will be expected to undertake a research module which carries 60 credits. This comprises research methodology training and a research project which takes the form of a dissertation or project report and may be based on research carried out in your own workplace.

Entry Requirements
Applicants must be public communicators (government press and information officers etc.) and have either a degree or three years experience as a public communicator

Awarding Body

Leeds Trinity University College

Professional Bodies

The PGDiploma/MA in Public Communication is now a course recognised by the Chartered Institute of Public Relations (CIPR). Students registered for our programme can become student members of the CIPR and further details can be found at http://www.cipr.co.uk/Membership/index.htm 

Contact Details

Course Director: Fiona Thompson
For an informal discussion: 0113 283 7287
Email: f.thompson@leedstrinity.ac.uk

For more information:
Telephone: 0113 283 7100 ext 395
Fax: 0113 283 7200
Email: s.hartland@leedstrinity.ac.uk