Applications for the 2024 edition are now closed!


EUPRERA (European Public Relations Education and Research Association) has run the Master Thesis Award competition since 1995. EUPRERA wants to honour and reward master theses (MSc, MA and MPhil) in any language that make a significant professional/practical or academic contribution to the field of public relations in Europe. The call is open to any student studying public relations in Europe, regardless of the location.

Chair of the Jury

Dr. Martina Topić, University of Alabama


The award is a celebration of the PR academia and of the role performed by European Higher Education Institutions in the evolution of knowledge of this field.


There are up to two categories of thesis awarded each year. The winner of each category will receive a certificate and they will also be invited* to present their thesis at the EUPRERA Annual Congress, the main gathering for public relations scholars in Europe.

* Should the winners need to travel, EUPRERA will cover travel and accommodation expenses (up to € 350 for each winner).

Shortlisted applicants, their supervisors and their universities will be featured on the website during the pre-announcement period. All nominees will receive a “Merit Diploma”. Winners, supervisors and their universities will be featured on the EUPRERA website for one year.

  • All theses in any language from all countries that research problems within the PR academic field and that contribute to the consolidation and/or evolution of the public relations body of knowledge will be eligible for entry.
  • All eligible theses should have been assessed and classified by the university of origin up to 13 months before the date of submission of the abstract to the jury and never have been a candidate to this same award.
  • The theses, at the time of application, must be accompanied either by a statement from the supervisor of the applicant, jury or other body of the university of origin, indicating the date of completion and/or assessment.
  • The award may comprise two categories (the jury reserves the right to vary the award categories according to applications received):
    • Practical Impact Award – Theses following an applied research approach in which research is undertaken to solve practical problems rather than to acquire knowledge for knowledge sake.
    • Theoretical Impact Award – Theses following a basic experimental research approach, and theoretical work undertaken to acquire new knowledge without looking for long-term benefits other than the advancement of knowledge.

The applicant will complete an application form and submit this with their thesis abstract and supervisor statement (see details below, in “Procedure”).


There are two bodies involved in the procedure:

  • The Abstract Committee: responsible for analysing the submitted abstracts, it will be composed of 3-5 academics from universities across Europe; each submission will be evaluated by at least 2 members of the committee; each submission shall have clearance from at least 2 of the committee members assessing it.
  • The Jury: will be composed of selected members from universities across Europe.

The manuscripts are to be submitted to double-blind review by two independent jurors. The composition of the jury is to be known only by the Board of EUPRERA to ensure independence.

  1. Candidates should submit:
    1. A 400/500-word abstract of their thesis in English, using the template file available in the Downloads box and including:
      • Title
      • Purpose (research objectives and questions)
      • Theoretical context and scope of the research
      • Design/methodology/approach
      • Main findings
      • Implications and outcomes for theory and/or practice
      • Originality/value
      • References
    2. The fully completed registration form (see Downloads box)
    3. A statement from the supervisor, jury or other body of the university of origin, indicating the date of completion and/or assessment.
    4. Except for applicants coming from soft-currency countries (see the list on, the proof of payment of € 20,00 as entry fee. Accepted payment methods:

Bank transfer
Bank: KBC Bank NV, Havenlaan 2, 1080 Brussels, Belgium
Branch: KBC Brussels Berchem, Chaussée de Gand 1179, 1082 Berchem Ste Agathe, Belgium
IBAN: BE79446021174133 – BIC/SWIFT: KREDBEBB
Ref.: MA award application


  1. The committee will consider the general quality and eligibility of the abstract (topic within the PR field).
  2. Accepted applicants will be asked to submit within one month:
    1. A summary of the thesis in English (expanded abstract, 2000-3000 words), using the template file available in the Downloads box (left column next to this section).
    2. A copy of the original thesis (in the original language).
  3. Each thesis submitted to the chair of the jury will be blind reviewed by two jurors following a common criteria list (to be distributed by the coordinator). The jurors, using this common criteria list, will score each entry and produce a two paragraph statement.
  4. Scores are averaged and the winner determined.
  5. The results are communicated to the EUPRERA Board and every applicant is contacted either to inform them whether they have made the shortlist. The shortlist as well as the winner(s) are announced.
Timeframe and deadlines

The timeframe will be structured as follows:

  • February 29: Deadline for submission of abstracts and formal documentation.
  • March 29: Abstracts assessment Communication of the results to the authors of the accepted abstracts.
  • June 1: Submission of 10-page summary, other formal documents and original theses.
  • July 15: Results of the jury and presentation of the results to the Board.
  • August 1: Feedback to the applicants and information on their inclusion in the Publication of the shortlist on the website.
  • August 1 or at least 1 month before the congress: The winner is informed and travel arrangements are made.

Potential applicants should not hesitate to contact the chair of the jury for additional information: Dr. Martina Topić, /

[download as pdf]

Winners 2023

Among the applications received from 8 countries, the Jury of expert reviewers selected the winners for the 2023 edition.

Theoretical Impact Award

Caitlin Carbury, University of Stirling, UK: The Role of Consumer PR in Feminist Menstrual Activism (supervisor: Clare McKeown) more info

Practical Impact Award

Temitope Oyelade
, University of Stirling, UK: PR Strategies for Audience Engagement and Dialogue on Social Media: A Multimodal Discourse Analysis of Select British NGOs’ Twitter Posts (supervisor: Sally Chalmers) more info

The EUPRERA Board of Directors, the award coordinator Martina Topić and the jurors congratulate these promising graduates on the outstanding academic work done so far.

Finalists 2023

From the applications from 7 different countries, the Jury selected the finalists for the 2023 Master Thesis Award for Excellence in the theoretical and in the practical categories: get to know them!

Winners 2022

Among the applications received from 11 countries, the Jury of expert reviewers selected the winners for the 2022 edition.

Theoretical Impact Award

Anne Margaret Cumming, University of Stirling, UK: How racial justice documentaries can be used as a public relations tool: a case study of Ava Duvernay’s “When They See Us” more info

Practical Impact Award

Lucille Cotman Morrison
, University of the Arts, UK: The Lie of the “Perfect Mom” & The Role of Public relations in the Construction and Deconstruction of its Discourse more info

The EUPRERA BoD, the award coordinator Martina Topić and the jurors congratulate these promising graduates on the outstanding academic work done so far.

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