MA in Public Relations and Digital Communications

This module aims to provide learners with a critical understanding of the major theoretical paradigms of audience and communicative practice. It provides a theoretical underpinning to the range of media skills developed in the programme, providing critical context for the notion of audience in the production and reception of media products. As a complimentary module to Research Methods, it introduces learners to a range of theoretical frameworks and areas of media research to prepare learners for the completion of the MA Dissertation module. 

This module aims to facilitate a critical and practical understanding of the corporate environment and corporate communications theory and strategy. It equips learners with an understanding of corporate structure and the strategic role that communications play in the management of organisations. The module assists learners in developing the core competencies required within corporate communications, including, problem-solving, interpersonal relations, critical thinking and business acumen. 

This module enables learners to identify and fully exploit available and emerging research resources in the conduct of their dissertation investigation to support and direct their research methodology or techniques. The module aims for learners to rigorously apply appropriate research, design and implementation methodologies to develop media content, practices, processes and/or techniques. The module also allows learners to complete significant research into specialist topics and present findings, insights and hypotheses reflecting a mastery of the concepts and techniques involved. A dissertation can be an academic work of 18,000 to 20,000 words, or can be a practical dissertation of media artefact production (such as a video or radio documentary) with appropriate supporting documentation. 

This module aims to develop learners’ overall creative and technical production abilities by equipping them with the practical skills to approach the production of factual visual programming on mobile devices for multiplatform distribution. Learners critically evaluate professional video standards and conceive, shoot, edit and upload online their own short video programming using mobile phones. They also learn to transfer footage from mobile to desktop computers to develop more advanced editing skills. The module develops learners’ concept development skills and digital video production skills for mobile journalism. 

This module aims to enable learners to attain the practical skills required to identify, plan, research, write and edit publishable news reports, feature articles and commercial content for identified audiences on multiple platforms and for different formats. Through practice, and through the use of AI to generate story ideas and conduct initial story research, learners develop the ability to use social media platforms to promote their writings, and to develop their online profile on their own WordPress website. The module also cultivates critical thinking among learners to the role of and the future of, journalism in democratic societies. 

This module aims to instil in learner’s the knowledge of how to create broadcast quality radio and podcast content including news and current affairs coverage. It equips learners with the ability to develop the skills, techniques, research ability, and the editorial standards which are necessary to work in a professional radio or podcasting environment. 

This module aims to facilitate learners in being able to take a role in the process of running or co-ordinating communication aspects of a political campaign, or working with an elected representative, in a public government agency, an NGO or a Not-for-Profit organisation. The module introduces learners to the wider political and public affairs environment within an Irish and international context. It develops a critical depth to learners' PR work through their gaining an understanding of the relevant sociological, political and psychological theories that underpin the decisions made and strategies implemented in political communications and public affairs. 

This module aims to facilitate a theoretical and practical understanding of public relations within the dynamic communications environment. Through successfully completing a series of assignments, participants in the module learn to, act as a spokesperson for an organisation that is in the midst of a PR crisis, how to design a PR strategy for a client, how to write press releases and how to pitch proposals to a client’s management team. Through also teaching the history of communications and public relations, as well as the core concepts of public relations, learners are equipped with the practical and theoretical skills required to make the transition from third-level education to the public relations industry. 

This module aims to deepen learners’ research skills about their module-related assignments and prepares them for conducting major research projects; skills which will be essential should they wish to switch to the MA edition of the programme and thus complete a major dissertation or dissertation by practice. The module extends their abilities as self-directed learners by equipping them with the appropriate vocabulary for reflecting on, critiquing and evaluating their own work and that of others. Throughout the module, learners are required to engage in several research methodologies and current research issues and trends. The module also advances good project management skills and techniques so that learners can successfully deliver a research project including scoping media research projects and completing a literature review.

This module enables learners to be able to play a lead role in production teams which produce and repurpose content for new and different online audiences, and to learn the key technical skills which allow them to plan, construct and develop their own and others’, online media artefacts. Learners develop the ability to use the current tools necessary for digital journalism and content creation, and the ability to apply these tools when creating journalistic material and media content online and across platforms. The module also develops learners’ ability to identify and evaluate trends and opportunities in online media, and also cultivates a critical comprehension in the design and construction of integrated web-based media content. 

The module aims to enable learners to work as journalists and/or researchers covering issues that deal with the relationship between politics and economics, both at a national and international level. Learners are shown how to evaluate reports from economic and social research organisations on current topics related to global, regional and national political economy. Learners develop the skills needed to assess how the interaction of governments impacts on the broader context within which economic processes occur. Learners are equipped to research and write about the key organisations of global, regional and national economic governance, and the main trends in the global economy with specific reference to the European and Irish economies. 

This module aims for learners to gain the necessary skills required to initiate, research and produce a design product such as a new online/offline magazine, from concept to completion. Learners will develop an understanding of design theory and the technical software skills needed in layout and design. Learners also develop their skills in sub-editing, house-style adoption, and writing and designing media product for specific audiences. The module also aims to impart professional development skills and awareness for learners in areas such as how to register a company and register as self-employed, hiring an accountant, the basics of a SWOT for business plans, etc. 

This module aims to provide learners with a solid foundation in the practical, aesthetic, and ethical aspects of photojournalism and documentary photography. Covering a broad range of topics, from the beginnings of photojournalism and documentary photography through to its contemporary iterations, this module equips learners with an in-depth understanding of the technical and aesthetic approaches involved in the production of impactful narrative imagery. 

This module aims to give students the necessary tools to become a sports journalist, including sports writing, broadcast experience, interview skills and a taste of practical, in-the-field work, and submitting pieces to tight deadlines. It also aims to give students instructions on how to report on live events, how to find the real story and how to stand out above all the noise. It introduces critical thinking to the processes of the industry, the various platforms and understanding how different business models monetise from sports journalism. It also seeks to hone learners’ critical faculties about the broader aspects of sport and its effect on society. 

This Module aims to provide learners with an overview of the contemporary media business environment and the most significant trends that have emerged in the media sector over the last three decades. Through addressing a broad range of media business concerns, market structures, regulation, marketing, advertising, funding, audience measurement and intellectual property, the module is designed to equip learners with an understanding of the theoretical and practical issues that have shaped the contemporary media business ecosphere in which they will pursue careers. 

This module aims to equip learners with foundation skills in video in the key areas of research, concept and story development; visual storytelling technique (image and sound), approach, and visual sequencing; and editing (technical skill and basic craft). Learners build practical skills in camera, sound recording and editing week by week while exploring video ideas, through concept and story development using examples, guided practical and in-class exercises and critical viewings of current video storytelling practice. Each learner makes a short non-fiction video on a topic of their choosing (3- 5 minutes in duration) with a strong focus on visual storytelling, and engaging narratives for their intended target audience for cross-platform distribution. 

Andreina Gonzalez lectures in Corporate Communications and brings a wealth of real-world experience to the classroom. She is a communications professional with expertise in media relations, corporate reputation management, and stakeholder engagement.

Andreina is currently part of the corporate strategy team at Teneo Ireland, where she works with clients across diverse sectors including energy, banking, transport, FMCG, and technology. She has a strong understanding of the Irish media landscape and a proven track record in delivering strategic communications campaigns and managing media office functions effectively. Her industry insight helps students bridge the gap between academic theory and practical application in the world of corporate communications.

Barry Finnegan is Programme Director and Senior Lecturer at Griffith College's Faculty of Journalism & Media Communications. He holds an MA in International Relations from DCU and is actively involved in public discourse on EU trade policy, media, and mental health. Barry is a researcher with ATTAC (Ireland), co-facilitator with the TTIP Information Network, and part of the Steering Group for Headline, Ireland’s media monitoring programme for mental health and suicide.

His research on EU trade agreements has been presented to the Oireachtas and at various national conferences, with appearances on Newstalk and public debates. Barry has critically analysed the legality of ISDS (ICS) mechanisms in EU agreements and their implications for EU democratic processes. He also focuses on investigative journalism in democratic societies and publishes the Griffith Book of Investigative Journalism, showcasing student work.

Bernadette is a journalist by profession and worked in a senior editorial position at RTE for over 30 years, where she edited many radio programmes including The News at One, Morning Ireland, Tonight with Vincent Browne, The Pat Kenny Show, Day by Day with John Bowman.

She also was in charge of radio coverage of a number of general elections over the decades as well as covering Presidential inaugurations and state funerals for RTÉ. For the past four years she has been a part-time lecturer in Podcasting and Radio Production.

Conor is a native of Cork and graduate of University College Cork. He began his working life as a print journalist in England before moving to the BBC, where he secured a place on the prestigious News Trainee Scheme. He then worked for several years as a reporter and producer for both BBC television and radio in London before returning home to Ireland. 

He worked for more than 18 years at TV3/Virgin Media Television, primarily as a producer. He produced the daily 5.30pm news for ten years before branching out to current affairs in the shape of “Tonight with Vincent Browne” and “The Pat Kenny Show”, among others. He also produced several election debate programmes featuring the various party leaders. 

He has also produced dozens of documentaries, many of them award winning. These include “The Search for Sophie’s Killer”, about the murder of Sophie Toscan du Plantier in West Cork; “A Secret Buried: The Mother and Baby Homes Scandal”; “Sinn Féin: Who Are They?”; “The Rise and Fall of Fianna Fáil” and “Whistleblowers: Can We Handle The Truth?” 

Della Kilroy is an award-winning broadcast journalist working with RTE, Ireland's public service broadcaster. Della holds an Honors degree in English, Media and Cultural Studies and has a First Class Masters in Broadcast Production for Radio and Television. Della regularly lectures on Mobile Video Production.

Donna Parsons lectures in Public Relations Theory and Practice at Griffith College, bringing over 18 years of experience in communications and PR across a range of sectors. She is currently the Public Relations & Advocacy Director at THINKHOUSE, a leading independent agency known for its youth-powered, digital-first marketing strategies that support progressive brands committed to people and the planet.

Throughout her career, Donna has led impactful communications campaigns for globally recognised brands in sectors such as FMCG, alcohol, hospitality, health, and not-for-profit. Her expertise in brand strategy, advocacy, and future-fit communications provides students with deep insights into the evolving role of PR in a socially conscious world.

Patrick McCarry is a Sports Journalism lecturer at Griffith College with over 30 years of experience in the field. A seasoned journalist and bestselling author, Patrick has written extensively on rugby and sports culture in Ireland and internationally.

He has led rugby coverage for JOE and SportsJOE across Ireland and the UK, serving as content lead and producer for House of Rugby. His work has also appeared in TheJournal.ie, Rugby Canada, and he is currently a feature writer with the Irish Independent. Patrick is the author of the bestseller The New Breed: Irish Rugby’s Professional Era and co-author of former Ireland international Stephen Ferris’s autobiography, Man and Ball.

With his deep industry knowledge and storytelling experience, Patrick brings a unique, real-world perspective to the classroom, helping students understand the evolving landscape of sports journalism.

Study Mode: Full-Time

Dublin: €8,150.00 Total Tuition Fee
 

Study Mode: Part-Time

Dublin: €8,150.00 Total Tuition Fee

Flexible payment plans are available, please view our Fees page for more information and assistance.

An Academic Administration Fee of €250.00 is payable each September at the start of term. For students starting in the January/February term, €125.00 is payable in February, and then €250.00 will be payable each September from then onwards. 

Study Mode: Full-Time

Dublin: EUR 9,000.

Study Mode: Full-Time

Dublin 

Non-EU living in Ireland or abroad: Please refer to our Non-EU Tuition Fees section.

Non-EU students: a Student Services and Administration fee of EUR200 is payable each academic year in addition to the fees quoted below.