Doctor SpinPublic RelationsPR IndustryThe Perfect PR Masters Degree for Spin Doctors

The Perfect PR Masters Degree for Spin Doctors

How to make good use of those 4,5 years in school.

How would I compile a PR masters degrees for a future spin doctor?

Maybe something like this:

Year 1

First Semester

Media Logic I, 10 weeks
Bandwagon Effect, Card-Stacking, Dunbar’s Number, Spiral of Silence, Market-Driven Journalism, The Tipping Point, The Long-Tail, Shannon-Weaver Model, The Global Village, News Media Logic, Social Media Logic, etc.

Media Organizations, 5 weeks
Digital Companies, Media Conglomerates, The Power of Media, Market-Driven Journalism, Ownership Structures, Global vs. Local Media, Circulation, etc.

Digital Marketing, 5 weeks
The Media Mix, Programmatic Marketing, Introduction to PR, SEO Basics, Introduction to Web Strategy, Mobile Marketing, Advertising, Push & Pull, Social Objects, Integrated Marketing, Branding, etc.

Second Semester

Rhetoric, 5 weeks
Oral Presentations, Written Presentations, Pitching Basics, Classical Disposition, Presentation Software, etc.

Methodology I, 5 weeks
Qualitative vs. Quantitative Research, Correlations, etc.

Persuasive Writing, 10 weeks
Headlines, Style, Clarity and Brevity, Call-To-Action, Prominence, Structure and Disposition, Proofreading, Copy Editing, Portfolio Production, etc.

Year 2

First Semester

Creativity Techniques, 5 weeks
Brainstorming, Physical Feedback Loop, Image-Streaming, Variation Technique, Case Studies, Inspirational Seminars, etc.

Organizational Structures, 5 weeks
Listed Companies, Small- and Medium-Sized Businesses, Marketing Structures, Value-Chain, Controlling, Laws, Ethics, etc.

Strategic Communications, 10 weeks
Two-Way Symmetrical Model, Open/Closed Systems Models, Business Objectives, PR Value, and Measurability, etc.

Second Semester

Tools of the Trade, 10 weeks
Media Training Basics, Press Releases, Policies and Guidelines, PR Strategies, Workshop Formats, Media Relations Basics, Content Creation, Infographics, SWOT Analysis, Social Media Intelligence, etc.

Methodology II, 5 weeks
Statistics, Science Philosophy, etc.

Diploma Thesis, 5 weeks
Students to pick the subject.

Year 3

First Semester

Web Strategy & Online Conversion, 10 weeks
Call-to-Actions, Disposition, Structure, Wireframes, Mockups, Semiotics etc.

PR Summit, 10 weeks
Arranging Seminars, Inviting Guests & Speakers, Event Marketing, PR Logistics, etc.

Second Semester

Media Logic II, 5 weeks
Maslow’s Pyramid, Uses & Gratifications, Incentives & Motivators, Gift Status, Media Semantics, The Medium is the Message, Critical Theories, Perception, and Cognition, etc.

Methodology III, 5 weeks
Qualitative vs. Quantitative Research, Advanced Science Philosophy, etc.

Bachelor Thesis, 10 weeks
Students to pick the subject.

Year 4

First Semester

Internship / International Studies, 10 weeks
Students to find their own internships or choose the subjects and country to study in.

Methodology IV, 5 weeks
Advanced Research, Advanced Science Methods, etc.

Social Psychology and Persuasion, 5 weeks
The Advisory Role, Underdog Psychology, Conflict/Diplomacy, Affirmations, Visualisations, Authority, Influencing Influencers, Spin Doctoring, The Power of Suggestions, Social Proof/Testimonials, etc.

Second Semester

Master Thesis, 20 weeks
Students to pick the subject.

Year 5

First Semester

Available specializations at 1/2 speed (choose 2-4):

  • Public Affairs and Lobbying, 10 weeks
  • Corporate Communications and Issues Management, 10 weeks
  • Social Media PR and Community Management, 10 weeks
  • CSR and B2B Industry PR, 10 weeks
  • Internal Communications and Employer Branding, 10 weeks
  • FMCG PR and Branding, 10 weeks

What do you think the perfect PR masters degree should include? Let me know in the comment section.

Photo by Ryan Tauss on Unsplash.


Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
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