Major Title: Public Relations and Advertising
Major Description:
This major prepares strategic communication professionals to build brands, shape public perception, and drive consumer engagement through integrated campaigns. Students master both traditional and digital communication tools while developing skills in creative storytelling, media relations, market research, and campaign analytics. The program emphasizes ethical practice, cultural intelligence, and data-driven decision making in an evolving media landscape. Through hands-on projects with real clients, students learn to craft compelling messages, manage brand reputations, and measure campaign effectiveness across multiple platforms.
Learning Objectives:
- Develop strategic communication plans for diverse audiences
- Create persuasive content for traditional and digital media
- Conduct market research and audience analysis
- Manage brand reputation and crisis communication
- Master advertising concepts from creative brief to campaign evaluation
- Utilize analytics to measure communication effectiveness
- Apply ethical standards and regulatory guidelines
- Navigate the evolving media relations landscape
- Execute integrated PR-advertising campaigns
Course Outline:
Core Communication Foundations
- Principles of Public Relations
- PR models and theories
- Stakeholder engagement strategies
- Advertising Fundamentals
- Brand positioning and messaging
- Creative concept development
- Media Literacy & Society
- Media ecosystem analysis
- Information consumption patterns
Strategic Communication Skills
- Writing for PR & Advertising
- Press releases, pitches, and copywriting
- Social media content creation
- Digital Marketing Communications
- SEO/SEM strategies
- Influencer marketing tactics
- Crisis Communication Management
- Reputation risk assessment
- Response protocol development
Specialized Applications
- Consumer Behavior & Insights
- Market research methodologies
- Audience segmentation techniques
- Creative Campaign Development
- Integrated marketing communication plans
- Multi-platform content strategies
- Media Planning & Buying
- Traditional/digital media mix optimization
- Budget allocation strategies
Practical Training Components:
- Client-based campaign projects
- Media pitching simulations
- Crisis communication drills
- Advertising creative workshops
- PR agency-style portfolio development
Technology Integration:
- Social listening tools (Meltwater, Hootsuite)
- Google Analytics certification
- Adobe Creative Suite applications
- Media monitoring platforms
Program Duration:
4-year Bachelor's degree (includes mandatory internship)
Certification Pathways:
- Google Ads Certification
- Hootsuite Social Marketing Certification
- PRSA Certificate in Principles of PR
Career Outcomes:
- Public Relations Specialist
- Advertising Account Executive
- Social Media Strategist
- Corporate Communications Manager
- Media Planner/Buyer
- Brand Content Creator
Industry Advantages:
- Portfolio development with real client work
- Networking with PR/advertising professionals
- Access to industry-standard tools and software
- Preparation for agency and corporate roles
This program bridges creative storytelling with strategic analysis, producing communication professionals who can build meaningful connections between organizations and their publics. Graduates leave with a robust portfolio demonstrating their ability to conceptualize, execute, and measure effective communication campaigns in today's complex media environment.
