Media and public relations are rich areas for research. Here are some suggestions for areas of study for students.

I deliver an annual lecture for media and public relations students at Newcastle University about contemporary areas of practice. It’s a start point to for dissertation topics.

An MA dissertation is a 12,000-word document in which you make a reasonable argument, answering a research question, problem, or hypothesis, based on evidence.  The best dissertations are original and niche. They make a genuine contribution to the professional body of knowledge in public relations. Avoid populist topics and go deep.

You are going to be spending several months investigating a topic. Make sure you find something that interests you. If it also aligns with your future career, then so much the better.

This year’s lecture was based on the final chapter from Exploring Public Relations and Management Communication. It covers societal issues impacting practice, media and innovative.

Please review the deck and review the topics that I have suggested.

1. Demonstrating value in public relations - and the talent paradox

2. Gender diversity - An issue as old as the industry itself

3. Representing the public that we serve - public relations in the UK is white and middle class

4. Mental health and wellbeing – a conversation that is getting louder

5. Learning on the job – value of qualifications in public relations vs tactic learning and development

6. Tackling fake news and disinformation - an ethical issue that strikes at the heart of public relations practice

7. Purpose: organisations and ESG – is purpose a means for organisations to rebuild trust in society?

8. The modernisation of public relations is a work in progress - digital continues to be a growth area for public relations practice

9. Influencer relations is messy - earned relationships of paid media?

10. The resurgence of internal communications - communications as an organisational performance tool

11. Social media activism - organisations don't listen

12. Alignment with management - the public relations paradox

13. PR slow to adopt an integrated tool stack - Microsoft Excel is the most common form of workflow in public relations

14. Waking up to the impact of automation and AI on PR practice - impact of AI on the professions

15. News media in pain but new formats emerge - the disintermediation of the media by the internet is a work in progress

16. Tell me a story - story telling is a fundamental means of human communication and public relations

17. Opportunities for public relations emerging from COVID-19 – GCS COVID-19 Communications Advisory Panel report

18. International public relations - corporate social responsibility meets organisational purpose

The final section of the lecture covers means of engaging with practice around your area of study and research. I recommend aligning with communities and conversations around practice. Practitioners will generally be willing to support research if you make a thoughtful and considered approach.

Thanks to my colleagues Altman Peng, Ramona Slusarczyk, and Jonathan Ward for their input into this deck. Thanks also to Johanna Fawkes, Mark Lowe, and Rachel Miller for feedback.