Bachelor of Mass Communication Concentration in Public Relations

The Bachelor of Mass Communication with a concentration in Public Relations at Liwa University is a four-year undergraduate programme delivered in Arabic that equips students with strategic communication, public relations, and media skills for modern professional environments. It suits students who want to become PR specialists, media communicators, content creators, protocol officers, or strategic communication managers, blending communication theory with hands-on practice in campaign planning, messaging, and professional media tools.

Curriculum structure

Year 1 — Foundations of Communication and Media:
In the first year, students begin with Introduction to Digital Media, Introduction to Public Relations, and Introduction to Corporate and Governmental Communication, which build basic understanding of media systems, communication principles, and the role of PR in society. Students also complete general education courses such as English I, Communication Skills in Arabic, and Mathematics and Statistics, strengthening foundational skills in language, logic, and analytical thinking.

Year 2 — Applied Communication Skills:
The second year deepens analytical and writing abilities through courses like Communication Theories, Communication Research Methods, Principles of Media Writing, and Social Networks, where students learn how audiences interpret messages and how digital platforms shape public relations practice. PR-specific units such as Public Relations Management introduce strategic frameworks for managing relationships between organisations and publics. This stage also includes contextual studies such as Media in the UAE and general electives that broaden understanding of cultural and social dynamics.

Year 3 — Intermediate Public Relations Practice:
In the third year, students take Writing for Public Relations, Preparing and Producing PR Materials, and International Public Relations, where they produce professional-level communication content and explore global PR strategies. Public Relations Research strengthens learners’ ability to use scientific tools and data to evaluate campaign effectiveness, while PR Electives such as Social Media Communication Strategies and Corporate Identity Management allow for personalised skill development in areas like event management and reputation building.

Year 4 — Professional Integration and Capstone:
The final year centres on practical and strategic application with courses such as Public Relations Campaign Management, Crisis Management, and Online Public Relations, where students design and implement comprehensive communication plans. Field Training in Public Relations (an internship) and the Graduation Project provide real-world exposure and a professional portfolio that demonstrates readiness for industry roles. Electives such as Reputation Management and Big Data Analysis enhance advanced competencies in managing complex PR environments.

Focus areas (in a string):

Public relations strategy, communication theory, media writing, digital media principles, campaign management, crisis communication, corporate identity, social media strategies, research methods, professional internship.

Learning outcomes (in a string):

Explain PR principles and concepts; apply communication theories and scientific research methods; develop and implement PR campaigns using modern technologies; produce ethical media materials; analyse public opinion and communication issues; innovate effective approaches to campaign management and crisis handling.

Professional alignment (accreditation):

The programme is accredited by the Commission for Academic Accreditation (CAA) of the UAE Ministry of Education, ensuring it meets national quality standards for higher education and prepares graduates for professional roles in public relations, communications, and media sectors.

Reputation (employability rankings):

Liwa University is recognised within the UAE higher education landscape and offers industry-aligned curricula through its College of Media and Public Relations, preparing graduates for roles such as Public Relations Specialist, Media Researcher, PR Manager, Protocol Officer, Content Creator, and Social Media Specialist. While specific global rankings for Liwa University’s PR programme are not widely published, its accreditation and integrated practical components support employability in local and regional markets.