Overview
The MSc in Public Relations and Strategic Communications has been developed in partnership with the public relations industry in Ireland and with the advice and expertise of academics and practitioners across Europe and in the United States. The course is accredited by the Public Relations Institute of Ireland (PRII), which is part of the Global Alliance of PR associations, representing 280,000 practitioners and academics in 126 countries. The MScPR programme is revised annually, with PRII input, to reflect the changing landscape of communications and the emerging use of the latest digital technologies.
The programme provides students with public relations theory and practice alongside an understanding of recent developments and challenges for the profession. These include the impact of social media; the decline of traditional media; growing issues of corporate social responsibility influencing organisational reputation; and the increasing influence of other social science disciplines on Public Relations theory and practice.
DCU People
I undertook the MSc in PR and Strategic Communications in 2021.
Read more about Sophie Popplewell
As Programme Director of the MSc in Public Relations & Strategic Communications (MScPR), I lead a small, tightly knit team of enthusiastic, talented and dedicated lecturers.
Read more about Martin Molony
Careers & Further Options
Careers
The skills of strategic communications are used within organisations of all types: in public service, charities, voluntary organisations, entertainment, sports, education and business – across all sectors, including technology, food, healthcare, leisure and utilities.
Graduates from the MSc in Public Relations & Strategic Communications will pursue careers both within in-house communications departments and public relations agencies.
Graduates are now working in communication roles on three continents, including in Australia, France, Italy, Norway, United States, as well as across the UK and Ireland. Specific roles include;
- Advertising
- Agency Strategist
- Brand Ambassador
- Business
- Communications
- Editor
- Event Management
- Market Research
- Marketing
- Presenter
Entry Requirements
For admission to the MSc in Public Relations and Strategic Communications programme, successful applicants will have:
• A degree at the level of an Irish or UK Honours undergraduate degree (H2.2 or above) or equivalent. Entry to this programme is very competitive and places are limited. Applicants will normally have a strong honours primary degree in a related discipline.
• Appropriate combinations of professional qualifications and experience may be accepted as equivalent to an honours degree, in accordance with the relevant regulations of the university. This may apply to applicants who have worked in advertising, journalism, marketing, media, public relations, or in a communications role / function for several years.
• Recognition of Prior Learning (RPL) applicants are required to submit a cover letter along with their application under the Transcripts section of the portal, affirming their intent to apply for RPL. For more information on RPL see here.
• International candidates who are non-native speakers of English must satisfy the University of their competency in the English language.
As part of the application process applicants may be called for interview.
Due to the specialist nature of this programme, additional criteria may be used to assess suitability to undertake this programme. For further information, please contact the Programme Chair using the contact details above.
Programme Structure
The programme is normally delivered over 54 weeks from mid-September in four parts:
- two twelve-week teaching semesters consisting of,
- three modules delivered from mid-September to mid-December and
- three modules delivered from late January to late April.
- the completion of a capstone supervised research dissertation, focusing on current topics of importance to the public relations, media and communications sectors, for submission by 30th June.
- participate in a three-month formal supervised work placement in a leading public relations agency or within a significant in-house communications department. This is coordinated by the university and takes place over July, August and September.
The MSc in Public Relations & Strategic Communications makes use of blended learning techniques, where some classes are taught in a traditional classroom setting while other classes are online or may be accessed remotely using market standard videoconferencing technology
Semester One classes comprise face-to-face sessions on Monday afternoons and evenings and on Thursday evenings, with an online (but real-time participation) class on Wednesday evenings.
Semester Two classes comprise face-to-face sessions on Monday afternoons and evenings, with an option to either attend in person on Wednesday and Thursday evenings, or to access these sessions remotely.
The programme places particular emphasis on building familiarity for students with the public relations workplace, through continuous engagement with public relations practitioners and their work.
With that in mind, a number of industry-supported elements complement the traditional classroom activities:
- The core lecturing team includes experienced practitioners, with greatly varying experiences and still active in the marketplace,
- Each module features guest lectures and panel discussions from practitioners drawing on topical experiences within the communications and media sectors.
- Each student is provided with a personal one-to-one industry mentor to support them throughout their year on the programme.
- Each student is automatically registered as a student member of the industry’s professional body, the Public Relations Institute of Ireland* (PRII) a status that remains in place for two years post-graduation.
- Students attend the annual conference of the Public Relations Institute of Ireland in October as part of a module assessment.
- Students are asked to tackle real life case-studies, provided by client organisations, to which MScPR student groups prepare and deliver a pitch to professional agency standards.
- A “Careers Bootcamp”, is organised annually, involving CV and career planning support from DCU’s Career Service and a full mock interview followed by feedback with a panel of senior industry communications and HR professionals.
*The PRII is part of the Global Alliance for Public Relations and Communications Management which provides reciprocal recognition for PRII accredited qualifications throughout the world
In semester one, students take the Managing the Message and Strategic Communication modules in a face-to-face classroom setting and Contemporary Public Relations Issues in an online environment (but in real-time). In preparation for their MScPR Dissertation, they join students from other postgraduate courses in a first-semester module on Research Methods.
Semester two comprises modules in Contemporary Communication Channels and MScPR Dissertation workshops in a face-to-face environment. Students then have the option to participate in Integrated Communications and Communication Management modules face-to-face or remotely (but in real time).
Students complete their MScPR Dissertation by 30th June, before starting taking up their work placement for July, August and September.
CM5013 Managing the Message
Effective messages must be targeted, focused and planned. This module equips students to identify, map and manage relevant stakeholders; to identify and use the most appropriate communication channels for their purpose; and to appreciate the most appropriate form and content for the messages employed – be that text, image or audio-based.
CM5022 Strategic Communication
In addition to its immediate purpose, communication must also contribute to the overall strategic success of any organisation. This module provides students with an appreciation of strategic thinking and the development of strategic communication as part of strategic management of an organisation.
CM5014 Contemporary Public Relations Issues
The practice of Public Relations evolves within a changing and challenging environment. Drawing on the expertise of current PR practitioners, this module considers broad trends influencing the direction of public relations practice illustrated through current Irish and international experiences.
CM5025 Contemporary Communication Channels
The pace of development in digital and social media challenges communication professionals to select and adopt their most effective use. This module introduces students to the strategic use of emerging communication technologies for effective Public Relations practice and to the range of issues to be considered in the strategic use of digital communication channels within contemporary Public Relations.
CM5021 Communication Management
Effective communication requires systematic planning, implementation and monitoring of all aspects of the communication process. This module gives students a clear understanding of the techniques and processes required to operate a communications function, to develop and deliver communications plans; to manage internal and external communication resources using traditional and digital channels of listening; and to develop a good working knowledge of the theories, practices and key issues involved in managing effective communication.
CM5020 Integrated Communications
Successful strategic communication requires the integration of all communication tools. This module will introduce the student to the theories, principles and practices of integrated communications. The module will enable the student to appreciate the components of integrated communications and particularly Public Relations.
Course Life
DCU’s School of Communications:
The School of Communications at DCU has an internationally recognised reputation for teaching and research excellence in media, communications and journalism. DCU lecturers, with extensive practice experience across the sector, have excellent industry links and are active in researching and analysing communications nationally and internationally.
DCU’s School of Communications is ranked in the top 200 communications schools internationally and is the only ranked Irish media/communications school in the QS ranking.
Our graduates hold senior industry positions working in print, broadcast and online media organisations, in public relations firms, for political parties and government and in the corporate and non-governmental sectors. It is not difficult in the space of media, communications and journalism in Ireland to find a graduate of the DCU School of Communications.
With a tradition stretching back almost 40 years, today we are home to almost 1,000 students studying undergraduate and postgraduate degrees as well as undertaking doctoral research.
The School is also the location of a number of research projects / centres, including the Institute for Future Media and Journalism (FuJo), the Media History Collection and Celsius, a science, technology, environment and medicine research group.
Fees and Funding
Fees
How To Apply
To apply for this programme:
All Applicants must apply through DCU's Student Application Portal which is available here. Here's a quick step by step guide if you need help with your application:
- Provide Academic Transcripts for each and every year of study with English translation if applicable.
- A personal statement of 500-750 words (maximum) outlining your:
(i) Understanding of public relations or strategic communications in action.
(ii) Awareness of contemporary media and the role of different channels, both traditional and contemporary, as seen from an Irish / western perspective.
(iii) Set out a personal career pathway, where this programme is the anticipated starting point.
(iv)Applicants may include other aspects that would demonstrate their suitability for the programme.
- If applicable, provide evidence of competence in the English language as per DCU entry requirements. Please see link https://www.dcu.ie/registry/english.shtml
Application Deadlines
Applications will be accepted on a rolling basis until the programme is full or until the following dates:
- Closing date for non EU applicants is 1st July 2025
- Closing date for EU applicants is 30th August 2025
Note applicants who require a study visa for the purposes of studying at DCU, are advised to apply as early as possible.
All entry requirements should be met before the commencement of the programme.
Application Queries
For EU applicant queries, please visit https://www.dcu.ie/registry/eu-postgraduate-taught-admissions or email postgraduateadmissions@dcu.ie
For non EU applicant queries, please visit https://www.dcu.ie/registry/international-admissions-undergraduate-and-postgraduate or email internationaladmissions@dcu.ie
Commencement of Programme
The programme commences in September 2025
Life On Campus
At DCU, our students can expect a unique campus experience. We are known for our excellent teaching and learning facilities, our active clubs and societies, and our great social and sporting facilities. All this makes DCU an exciting place to be.
DCU has three academic campuses; Glasnevin, St. Patrick’s and All Hallows (both in Drumcondra), all close to Dublin City centre.
They can be reached by public transport, Dublin Bus and Bus Éireann, with our Drumcondra campuses a ten minute walk from Drumcondra Train Station. Glasnevin is a 20 minute walk from St Patrick’s and All Hallows. They are also linked by Dublin Bus.
Each campus has a library (O’Reilly, Cregan and Woodlock Hall), study spaces, restaurants, and on-campus residencies. There are sports facilities on Glasnevin and St. Patrick’s, and there is a dedicated sports campus, St Claire’s, located near Glasnevin on the Ballymun Road.
DCU’s 19,000 students have access to exceptional teaching and learning facilities across our three academic campuses.
These include modern learning theatres, research centres, a new media and TV studio, radio/podcast studios, computer suites and advanced labs in the areas of Languages, Engineering, Physics, Chemistry and Biotechnology, as well as a Sports Performance centre and a training hospital ward. In 2021, we opened our first virtual reality ‘Leadership Lab’, which is located in our Business School.
We continue to improve and update our facilities. For example, construction of a new world-class STEM facility is underway on the Glasnevin campus. With capacity for an extra 3,000 STEM students, this facility will advance DCU’s international reputation for excellence in science and health, computing and engineering disciplines.
Studying in DCU isn’t just about course work. The university is rich in student life and activities.
There are more than 140 clubs and societies for students in DCU, with ‘Clubs & Socs’ days taking place on both the Glasnevin and Drumcondra campuses at the start of the academic year. They span everything from rugby to rock climbing, anime to jazz.
For many students, sport is an important part of the DCU experience. DCU’s Sports Complex boasts a 25 metre swimming pool, fitness centre gym, all-weather pitches and squash courts, as well as soccer, GAA and rugby pitches. DCU Dóchas Éireann, the university’s GAA club, is the largest third level Gaelic Games club in the country. Meanwhile, DCU Athletics has been Ireland’s highest achieving university club for many years. And DCU has dozens of other clubs to get involved in, from Archery to Weightlifting.
The Glasnevin campus is home to our purpose built, state-of-the-art student centre, The U, which serves the needs of a rapidly growing student body. Here, you will find the Student Leadership and Lifeskills Centre, performing arts and cultural spaces for students and the wider community, and the Entrepreneurship and Innovation Hub. Also located on our Glasnevin campus is The Helix, our renowned performing arts centre.
On our St Patrick’s campus, we have the Java Student Hub, a vibrant, warm and welcoming space where students can meet for coffee, play music, use the projector to watch events, or just relax. The walls of the Java Hub were designed based on the cultural history of St Patrick’s Campus, including the special references to the notable sporting history and history of the arts.
We have a number of academic, professional and social supports for students.
Student Advice Centre - Offers a wide range of supports and services to students and advice
The Writing Centre - drop-in writing workshops for students through the academic year
Maths Learning Centre - provides maths support for students of all ability levels with maths modules
Student Learning - facilitate the transition from passive to active learning for students at DCU, by teaching study skills, nurturing critical thinking and building student confidence.
Careers work with students to help them on their professional journey into graduate employment.
Our student support team offers a comprehensive support programme, helping students make that all important transition into university life and focusing on building confidence and skills which are key to success at third level.
DCU Glasnevin Campus
FAQs
Is DCU all one campus?
DCU is a multi campus university - the Glasnevin, St Patrick's and All Hallows campuses. The St Patrick's campus is where the Education courses are taught and some of the subjects from the BA Joint Honours degree. There is a 20-25 minute walk between the campuses but there are buses and bikes available to go between them also.
Click here to see maps of all of our campuses
If I'm studying on the St Patrick's campus, can I use the library and sports centre on the Glasnevin campus?
Yes, all facilities such as sports and accommodation are open for all DCU students to avail of.
Are there libraries in DCU and if they have wifi and work stations?
We have a brand new state of the art four floor library on our St. Patrick's Campus which complements the existing library on the Glasnevin campus. There is free wifi, work stations as well as desktop computers.
Does DCU provide accommodation?
DCU does have on-campus accommodation for undergraduate and postgraduate students, and you can find out more and apply via the Accommodation Office webpage.
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