Effective communication is the lifeblood of any organisation. Strategic communication is an essential factor for an organisation's success and how it effects their end goals and not just their image. DCU's MSc in Public Relations and Strategic Communications (MScPR) provides a focus on the why of communication decisions, rather than merely on the how of any communication activities. The programme is designed to provide the skills and ability to think strategically and make effective use of the latest tools in modern communications. The MSc in Public Relations has been developed in partnership with the public relations industry in Ireland and with the advice and expertise of academics and practitioners across Europe and in the United States. The course is accredited by the Public Relations Institute of Ireland (PRII), which is part of the Global Alliance of PR associations, representing 280,000 practitioners and academics in 126 countries. The MScPR programme is revised annually, with PRII input, to reflect the changing landscape of communications and the emerging use of the latest digital technologies. The programme provides students with public relations theory and practice alongside an understanding of recent developments and challenges for the profession. These include the impact of social media, the decline of traditional media, growing issues of corporate social responsibility influencing organisational reputation, and the increasing influence of other social science disciplines on Public Relations theory and practice.