Media & Communication

Bachelor of Arts in Public Relations

The Bachelor of Arts in Public Relations is a degree programme that equips students with knowledge and skills in in public relations. The programme falls under the Media & Communication category and typically spans 4 Years of full-time study at accredited Kenyan universities.

The curriculum covers Public Relations Theory, PR Writing, Media Relations, Strategic Communication, Event Planning, Research Methods. Students engage with both theoretical foundations and practical applications, developing competencies in Crisis Communication, Digital engagement, Event Planning, Media Relations, PR writing. The coursework is designed to build progressive understanding from foundational concepts to advanced topics.

Throughout the programme, students study Introduction to Public Relations, Writing for Public Relations, Media Relations, Communication Theory, Strategic Communication. The teaching approach combines lectures, laboratory practicals, tutorials, assignments and independent research projects. This blend ensures graduates can apply theoretical knowledge to real-world problems in their field.

The programme offers specialisations in Corporate Communication, Digital PR and Social Media, Media Relations. Students can focus their studies on areas of particular interest, allowing them to tailor their degree to specific career goals. The flexibility enables graduates to pursue diverse professional paths within the sector.

Graduates of the Bachelor of Arts in Public Relations pursue careers as Public Relations Officer, Corporate Communications Officer, Media Relations Officer, Event Coordinator. They find employment in various sectors including government agencies, private companies, research institutions, non-governmental organisations and academic institutions. The degree opens doors to both local and international opportunities.

The programme is accredited by the Commission for University Education (CUE) and offered at recognised universities across Kenya. Students benefit from industry attachments, fieldwork and practical training that complement classroom learning and enhance employability upon graduation.

Duration: 4 Years
Public, up to: Ksh 283,000
Private, up to: Ksh 242,800
Job market: High

The programme

What you study, how long it takes, and how it is delivered.

Practicalities

Study mode: Full-time
Attachment: 3 months
Average class: 35 students
Award: Bachelor

What you study

10 subjects

Public Relations Theory
PR Writing
Media Relations
Strategic Communication
Event Planning
Research Methods
Digital Engagement
Persuasive Communication
Fundraising
Media Literacy

Modules

12 in the programme

Introduction to Public Relations
Year 1Semester 13 creditsCore
Foundational concepts of public relations, including history, theory, and practice.
Writing for Public Relations
Year 1Semester 13 creditsCore
PR writing skills including press releases, media advisories, and communication materials.
Media Relations
Year 1Semester 23 creditsCore
Media Relations: Building and managing relationships with media organisations and journalists. Covers theoretical foundations, practical applications, and industry-relevant skills.
Communication Theory
Year 1Semester 23 creditsCore
Communication Theory: Theoretical foundations of communication, including models and frameworks. Develops practical skills for academic and professional contexts.
Strategic Communication
Year 2Semester 13 creditsCore
Strategic planning for PR campaigns, including audience analysis and message design.
Research Methods in Communication
Year 2Semester 13 creditsCore
Research methodology for PR, including surveys, content analysis, and evaluation.
Digital Engagement and Social Media
Year 2Semester 23 creditsCore
Digital PR strategies, social media management, and online reputation management.
Event Planning and Management
Year 3Semester 13 creditsCore
Event Planning and Management: Planning and executing corporate events, product launches, and PR campaigns. Covers planning, organising, leadership, and control in organisational contexts.
Persuasive Communication
Year 3Semester 13 creditsCore
Persuasive Communication: Principles of persuasion and influence in public relations practice. Develops practical skills for academic and professional contexts.
Crisis Communication
Year 3Semester 23 creditsCore
Crisis Communication: Managing communication during organisational crises and reputational threats. Develops practical skills for academic and professional contexts.
PR Campaign Project
Year 4Semester 16 creditsCore
PR Campaign Project: Final-year PR campaign project, including planning, execution, and evaluation. Involves independent research, data analysis, and scholarly writing under supervision.
Industry Internship
Year 4Semester 23 creditsCore
Mandatory split industry internship with a PR agency, corporate, or media organisation.

Specialisations

Corporate Communication
Focus on managing corporate reputation, internal communication, and stakeholder relations. This specialisation equips graduates with discipline-specific competencies for professional practice in Kenya and the East African region, with pathways to postgraduate study and professional certification.
Digital PR and Social Media
Focus on digital engagement, social media strategy, and online reputation management. This specialisation equips graduates with discipline-specific competencies for professional practice in Kenya and the East African region, with pathways to postgraduate study and professional certification.
Media Relations
Focus on building and managing relationships with media organisations. This specialisation equips graduates with discipline-specific competencies for professional practice in Kenya and the East African region, with pathways to postgraduate study and professional certification.
Event Planning and Management
Focus on planning and executing corporate events, launches, and campaigns. This specialisation equips graduates with discipline-specific competencies for professional practice in Kenya and the East African region, with pathways to postgraduate study and professional certification.
Crisis Communication
Focus on managing communication during organisational crises and reputational threats. This specialisation equips graduates with discipline-specific competencies for professional practice in Kenya and the East African region, with pathways to postgraduate study and professional certification.

A day as a student

A typical day combines lectures, seminars, and practical workshops. Morning sessions cover PR theory, media relations, or strategic communication, while afternoons focus on writing, event planning, digital engagement, and group projects. Students analyse PR case studies, write press releases, plan events, and execute simulation exercises. Group projects involve campaign design, media kit preparation, and crisis communication simulations.

The trade offs

In its favour

Daystar University is renowned for communication and media training in Kenya.
Programme combines theory with practical skills, including simulation exercises and internship.
High demand for PR professionals in Kenya's growing corporate sector.
Graduates develop versatile communication skills applicable across industries.

Against it

Programme offered at only one university, limiting institutional choice.
Daystar University has relatively high tuition fees compared to public universities.
PR profession in Kenya is competitive, with entry-level positions requiring experience.
Digital media disruption requires continuous learning beyond the curriculum.

What it costs

Tuition at both ends of the market, and how to pay for it.

What it costs, and where

Against 106 media & communication courses

Public153k to 283k

153k at Kenyatta University283k at University of Nairobi

Private105k to 243k

105k at Mount Kenya University243k at Daystar University

Annual tuition in Kenyan shillings, rounded. The upright tick is the median for this field, so a bar sitting entirely to its right is an expensive programme by the standards of its own subject.

The fine print

KU 153K, UoN 283K/yr (BA Journalism); Daystar 242.8K, MKU 105K (educationnewshub)

Government-sponsored students receive fee subsidies through KUCCPS. HELB loans are available. Daystar University offers financial aid for needy students.

Funding options

HELB Undergraduate Loan
Loan
Kenyan citizens enrolled in accredited undergraduate programmes
KUCCPS Government Sponsorship
Scholarship
Students placed by KUCCPS in recognised universities
Daystar University Financial Aid
Scholarship
Academically outstanding and financially needy students

Scholarships

4 recorded

Higher Education Loans Board (HELB) Loan
Government loanKsh 60,000Kenyan
Kenyan students admitted to recognised universities. Must demonstrate financial need.
Daystar University Financial Aid
University bursaryKenyan
Registered students demonstrating financial need at Daystar University.
Higher Education Fund (HEF)
Government subsidyKenyan
Kenyan students who meet KUCCPS cluster cut-off points.
County Government Bursaries
BursaryKenyan
Residents of respective counties pursuing undergraduate studies

Getting in

The grades, the alternatives, and who accredits the award.

What you need

KCSE mean grade: C+ (Plus)
Alternative entry: KCSE mean grade C+ with B- in English; OR at least 4 credits in IGCSE with at least 2 credit passes at A-Level/GCE; OR a relevant diploma from a recognised institution; OR equivalent qualifications recognised by the university senate.

How you are assessed

4 components

Continuous Assessment Tests
Coursework30% of the mark
Regular written tests, essays, PR writing assignments, and presentations.
End of Semester Examinations
Examination70% of the mark
Comprehensive written examinations covering PR theory and practice.
PR Campaign Project
Project100% of the mark
Final-year PR campaign project including planning, execution, and evaluation.
Industry Internship Assessment
Practical100% of the mark
Assessment of supervised internship performance and report.

Accreditation

The programme is accredited by the Commission for University Education (CUE), the statutory body responsible for quality assurance and regulation of university education in Kenya.

Accredited by

Commission for University Education (CUE)
Academic accreditationRequired
CUE is the statutory body responsible for the accreditation and quality assurance of university programmes in Kenya.

Where it leads

The roles it opens, and what you leave with.

Where graduates go

6 roles

Public Relations Officer
High demandKsh 45,000 to Ksh 150,000
Manages PR activities, media relations, and corporate communication for organisations.
Corporate Communications Officer
High demandKsh 50,000 to Ksh 160,000
Manages internal and external corporate communication strategies.
Media Relations Officer
Moderate demandKsh 40,000 to Ksh 130,000
Builds and manages relationships with media organisations.
Event Coordinator
Moderate demandKsh 40,000 to Ksh 120,000
Plans and executes corporate events, launches, and PR campaigns.
Digital PR Specialist
High demandKsh 45,000 to Ksh 140,000
Manages digital PR strategies, social media, and online reputation.
PR Account Executive
Moderate demandKsh 45,000 to Ksh 130,000
Manages client accounts at PR agencies, executing campaigns and strategies.

Graduate outcomes

Graduates work in corporate organisations, PR agencies, NGOs, and media houses. Demand is high, driven by Kenya's growing corporate sector and digital media.

Where these fields lead

8 careers

Tools you will learn

Microsoft Office
ProductivityPrimary
Productivity suite for press releases, reports, and presentations.
Adobe Creative Suite
DesignPrimary
Design tools for creating PR materials, newsletters, and visual content.
Hootsuite
Social media management
Social media management platform for scheduling and analytics.
Google Analytics
Analytics
Web analytics for measuring digital PR campaign performance.
Canva
Design
Graphic design platform for creating PR visuals and social media content.

Certifications

Industry links

Common misconceptions

Public Relations is just about planning events and parties.
PR involves strategic communication, crisis management, media relations, reputation management, and stakeholder engagement.
PR is the same as marketing or advertising.
PR focuses on earned media and relationship management, while marketing and advertising focus on paid promotion.
You don't need a degree to work in PR.
A degree provides theoretical foundations, ethical frameworks, and practical skills that are increasingly required by employers.
PR is only for extroverts.
PR requires analytical skills, writing ability, and strategic thinking, making it suitable for diverse personality types.