Michael Parsons

Research activity per year

Personal profile


Having taught for over 16 years I pride myself on being extremely student-focused and passionate about my subject area – public relations. I constantly strive to ensure that my lectures and tutorials are contemporary and engaging, demonstrated by the use of creative teaching and learning approaches.

I have lectured in the education sector for the past 15 years. In 2017 and 2018 I was honoured to receive the USWSTARS Enhancement Award for teaching and supporting learning in 2019 for the design and delivery of an innovative crisis simulation assessment.

Teaching interests

MSc Public Relations Course Leader

Other Interests


Thomas. L., Parsons, M. and Whitcombe, D. (2019). Assessment in Smart Learning Environments: Psychological Factors Affecting Perceived Learning. in Human Behavior. 95, pp. 197-207.

Parsons, M. and Rowling, M. (2018). Social media and the paradox of fear: an exploratory study of political relationship marketing within South Wales. Journal of Political Marketing, 17 (3), pp.235-257.

Parsons, M. (2017). Keeping it Real: Integrating Practitioners in a Public Relations Crisis Simulation. Games and Simulation enhanced Learning (GSeL) Conference, Plymouth University

Moufahim, M. Parsons, M. and Rees, P. (2016). Shades of purple: a discursive analysis of mainstream political party responses to UKIP. Journal of customer behaviour. 15 (3). pp. 261-282

Parsons, M., & Rowling, M. (2015). Social Media and the Paradox of Fear: An Exploratory Study of Political Relationship Marketing Within South Wales. Journal of Political Marketing, 1-23. DOI: 10.1080/15377857.2015.1039746

Parsons, M. & Rees, P. (2015). Shades of Purple – A critical discourse analysis of mainstream political party response to UKIP. International Political Marketing Conference, 3-5 September 2015, Prague: Charles University in Prague.

Parsons, M. & Calder, G. (2015). Depoliticisation and the ‘extra-political’: An exploration of new forms of citizen engagement / political participation in the output side of politics. Policy and Politics Annual Conference 2015.

Parsons, M. & Rees, P. (2015). To know your Enemy, you must become your Enemy’ – A discourse analysis of mainstream political party response to UKIP. Academy of Marketing Conference, 7 -9 July 2015, Limerick: University of Limerick.

Parsons, M. & Samuel, A. (2014). Place Matters: Reconceptualising the Cognitive Mobilisation Model. Academy of Marketing Conference, 8-10 July 2014, Bournemouth: Bournemouth University.

Parsons, M. & Rowling, M. (2014). READY FOR CHANGE? Exploratory research of the potential barriers to social media use by UK Welsh Government Ministers. Academy of Marketing Conference, 8-10 July 2014, Bournemouth: Bournemouth University.


Member of the Chartered Institute of Public Relations (CIPR)
Member of the Public Relations & Communications Association (PRCA)
Associate Member of The Wales Institute of Social and Economic Research, Data & Methods (WISERD)


Mike has acted as a marketing consultant for a diverse range of organisations, including SME’s, political groups and charities.


My research interests include reputation management in the era of digital disruption and higher education pedagogy. I am currently researching the impact of experimental learning simulation activities on student perceived learning as well as the use of VR technologies in higher education.



★ Higher Education Pedagogy
★ Public Relations
★ Brand Reputation and Management
★ Creative Digital Marketing Communications

Education/Academic qualification

BA (Hons) International Relations and Politics, Staffordshire University

MSc Marketing

MA International Studies, University of Sheffield


P.G.C.E., University of Wales College, Newport


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