Advertising and Public Relations

Advertising and public relations are the disciplines through which organisations shape how they are perceived by their audiences, attract customers, manage their reputation, and communicate in times of crisis or change. Advertising creates persuasive messages across paid media channels, drawing on psychology, creativity, and data to engage target audiences. Public relations manages the relationship between an organisation and its various stakeholder groups through earned and owned channels, including media relations, social media, community engagement, and crisis communication.

Together, they form the frontline of organisational communications strategy in a world where public perception can make or break a business, brand, or cause.

At Richmond, the American International University in London, this programme equips you to work across advertising and PR in organisations of all kinds, from corporations and charities to political campaigns and cultural institutions. You will study how communications strategies are developed, how different media channels are used, how social media has transformed the dynamics of public communication, and how advertising and PR professionals adapt to an industry that is constantly evolving. The programme includes a foundation year, making it suitable for students who want to build their academic and creative foundations before progressing to the full degree, and runs over four years in total.

The programme also includes a sandwich year, a year abroad, and a work placement, giving you substantial professional and international experience. These opportunities allow you to develop your skills in real communications environments and to experience how advertising and PR operate in different national and cultural contexts.

Graduates move into careers in advertising agencies, PR firms, in-house communications teams, marketing departments, media organisations, and digital content agencies. Common roles include account management, media planning, copywriting, PR management, social media strategy, and public affairs. Postgraduate study in communications, marketing, or a related field is a natural route for those wishing to develop their expertise further.