Public Relations (Master's)
Gain insight to expertly reach an organization’s diverse constituents, manage its identity, and maximize the impact of its reputation. You’ll learn strategies to connect with third-party influencers, utilize mass media outlets, and leverage social media platforms—all while employing the principles of persuasion and creating quality content for traditional and digital media. From researching and evaluating audiences, to planning public relations campaigns, implementing communication plans, and measuring effectiveness, you’ll apply critical thinking, precise writing, and complex reasoning to achieve your goals.
You’ll learn to:
- Communicate persuasively to targeted audiences to meet specific organizational outcomes
- Create communication plans with measurable results using public relations best practices, tactics, and strategies
- Develop, manage, and analyze effective media relations practices
- Articulate and defend the selection of techniques to measure, monitor, and influence reputation
- Articulate the primary principles and practices of public relations
MA in Communication Management with a concentration in Public Relations requires completion of 48 credit hours (12 courses)Core courses - 20 qtr. hrs
Core courses help students to understand the scope of activity, historical development, future direction and trends, and typical types and roles of organizations that operate within a career field. The Capstone course is the culminating academic endeavor of our degree programs, in which students explore a problem or issue within their field of study.
- COMM 4020 - Communication in Professions and Organizations
- COMM 4045 - Applied Critical Thinking in Communication
- COMM 4050 - Communication and Society: Theories and Applications
- COMM 4905 - Graduate Social Research Methods
- COMM 4901 - COMM Capstone Project
- COMM 4902 - Capstone Seminar
- COMM 4904 - Interdisciplinary Capstone Seminar
- COMM 4920 - Portfolio Capstone
Concentration courses allow students to focus on a specific professional area within the larger industry sector in which they are working or wish to work, and master the skills needed to excel in that area.
- COMM 4144 - Public Relations Principles and Process
- COMM 4145 - Public Relations Writing and Tactics
- COMM 4150 - Dimensions of Reputation Management
- COMM 4155 - Public Relations Research and Measurement
Electives may be chosen from among all courses in Communication Management programs. You may also select courses from other University College graduate programs with approval from the academic director.
After you submit your academic plan, your academic advisor will help you select electives that align with your career and personal goals, and your advisor will obtain any necessary approvals from the academic director.
Popular electives for students pursuing Communication Management programs include:
- COMM 4006 - Communicating Effectively in Groups and Teams
- COMM 4016 - Persuasion Methods & Techniques
- COMM 4140 - Marketing Strategy and Process
- COMM 4321 - Digital Marketing Communication
- COMM 4327 - Writing for Digital Media
- COMM 4701 - Special Topics in COMM
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Careers in Public Relations
Public Relations Manager, Publicist, Public Relations Specialist, Brand Manager, Director of Communications, Writer, Consultant
Managing brands and reputations; producing content; planning and directing campaigns and events; preparing briefing materials, press releases, and media kits; communicating with internal and external stakeholders; designing and reviewing communication strategies.
Often considered one of the best creative jobs on the market, Public Relations Specialists and Managers can expect a rise is job opportunities, according to the US Department of Labor. Whether promoting a brand, organization, or individual, PR professionals use creative, social, and technical skills in their careers.
Careers in Communication Management
Top communicators get the top rankings! Public relations specialists, marketing researchers, art directors, and marketing managers all placed among the top 100 best careers in a 2013 ranking by U.S. News & World Report. And although communication, public relations, and media jobs tend to be in larger, metropolitan areas, there is a trend that clearly shows a dispersal of job openings across the nation. Whether you're looking to enter creative services, mediation, media, training and development, or another communication field, the key is to prove ingenuity, resilience, and communication savvy.
Stay ahead of the curve!
New media, new technology, and new global opportunities are all the rage within the communication industry, as employers seek industrious professionals who have innovative skills and can bring something new and dynamic to the table. By next year, total marketing spend will have shifted drastically: interactive online marketing will reach $55 billion and search marketing will grow 15% per year to reach $32 billion. Those with an innate ability to generate creative solutions, think innovatively, and market themselves will likely excel within the organizational and professional communication field.
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