The Media School
Specialization in PR and Strategic Communication (Bachelor of Arts in Media)
Students on Summer 2022, Fall 2022, or Spring 2023 requirements MDAS30
Requirements
The specialization requires at least 9 credit hours, including the requirements listed below.
- Public Relations Planning and Research. One (1) course:
- MSCH-R 348 Public Relations Planning and Research
MSCH-R 348 Public Relations Planning and Research
- Credits
- 3
- Prerequisites
- C- or higher in MSCH-C 208, or consent of instructor
- Description
- Theories and principles relevant to public relations research and strategic planning, including development of goals and objectives, client relationships, budgets, and research methods.
- Public Relations Writing. One (1) course:
- MSCH-R 349 Public Relations Writing
MSCH-R 349 Public Relations Writing
- Credits
- 3
- Prerequisites
- MSCH-C 208; and C- or higher in one of MSCH-C 225, MSCH-C 250, MSCH-H 225, ENG-W 231, ENG-W 240, ENG-W 270, or BUS-C 204
- Description
- Develops the professional writing skills expected of beginning public relations practitioners, including different approaches to a variety of audiences and media. Focuses on the basics of good writing as well as the art of writing. Provides practice in AP style. Imparts skills needed to work effectively with real-world clients.
- Repeatability
- Credit given for only one of MSCH-R 349 or JOUR-J 349.
- Public Relations Campaigns. One (1) course:
- MSCH-R 350 PR Strategies for Fashion, Beauty, and Lifestyle Communication
- MSCH-R 360 Public Relations Topics
- MSCH-R 429 Public Relations Campaigns
- MSCH-R 431 Public Relations for Nonprofits
- MSCH-R 440 Public Relations Career Success
- MSCH-R 450 Public Relations Management
- MSCH-R 455 Social Media Communication Strategies
- MSCH-R 480 Bateman Competition
MSCH-R 350 PR Strategies for Fashion, Beauty, and Lifestyle Communication
- Credits
- 3
- Prerequisites
- MSCH-C 208
- Description
- Public relations strategies grounded in research and aligned with brand mission and image are integral to the practice of strategic communication management. This course provides training in the knowledge and skills required to develop effective strategies in brand communication within the fashion, beauty, and lifestyle media space.
MSCH-R 360 Public Relations Topics
- Credits
- 1–4 credit hours
- Prerequisites
- None
- Description
- Topical course that focuses on emerging items in public relations and strategic communication, including related social and political issues, content creation and production, and unique trends and events.
- Repeatability
- Students can take for a total of 3 times and earn up to 9 credit hours
MSCH-R 429 Public Relations Campaigns
- Credits
- 3
- Prerequisites
- A grade of C- or higher in MSCH-R 348 and MSCH-R 349
- Description
- Covers development and execution of a public relations campaign for a non-profit organization as well as public relations theory and in-depth care study analysis. Provides training and practice in developing and pitching a proposal to meet a client\'s business objectives. Includes media relations and crisis communications training.
MSCH-R 431 Public Relations for Nonprofits
- Credits
- 3
- Prerequisites
- C- or higher in MSCH-R 348, or consent of instructor
- Description
- This seminar focuses on how a non-profit organization creates images and how it shapes its programs and goals to gain public support. Assignments and readings are designed to foster a practical understanding of promotional techniques and campaigns using journalistic and other media.
- Repeatability
- Credit given for only one of JOUR-J 431 or MSCH-R 431.
MSCH-R 440 Public Relations Career Success
- Credits
- 3
- Prerequisites
- C- or higher in MSCH-C 208, or consent of instructor
- Description
- Serves as a complement to PR skills courses (e.g. PR writing, PR campaigns, PR research) by preparing students for work in the professional world of public relations. Focus is on the development of personal mission statements; branding and positioning; resumes, cover letters and social media profiles; soft skills refinement; professionalism and more.
MSCH-R 450 Public Relations Management
- Credits
- 3
- Prerequisites
- C- or higher in MSCH-R 348 or MSCH-R 349, or consent of instructor
- Description
- Focuses on the strategic, financial, and leadership skills necessary to become a manager and leader in the public relations industry. Examines the functions of public relations management, and application of these functions in a variety of industry roles and job settings.
MSCH-R 455 Social Media Communication Strategies
- Credits
- 3
- Prerequisites
- A grade of C- or higher in MSCH-C 101 or MSCH-C 208
- Description
- Examines how social media can be used as an effective component of an organization\'s communication management strategy and when it can potentially hamper effectiveness. Covers the use of monitoring and measurement research tools and metrics to evaluate the effects of communication campaigns on organizational outcomes.
MSCH-R 480 Bateman Competition
- Credits
- 3
- Prerequisites
- A grade of C- or higher in MSCH-C 208 and consent of instructor
- Description
- The Bateman Competition is the premiere national competition for public relations students, sponsored by the Public Relations Student Society of America (PRSSA). Requires development, implementation, and evaluation of a real campaign for a national client. Work is evaluated by a panel of PR professionals.
- Grading
- S/F grading.
- Specialization GPA, Hours, and Minimum Grade Requirements.
- Minimum Grade. Except for the GPA requirement, a grade of C- or higher is required for a course to count toward a requirement in the specialization.
- Minor GPA. A GPA of at least 2.000 for all courses taken in the specialization—including those where a grade lower than C- is earned—is required.
Specialization Area Courses
Unless otherwise noted below, the following courses are considered in the academic program and will count toward academic program requirements as appropriate:
- Any course contained on the course lists for the academic program requirements at the time the course is taken—as well as any other courses that are deemed functionally equivalent—except for those listed only under Addenda Requirements
- Any course directed to a non-Addenda requirement through an approved exception
Exceptions to and substitutions for specialization requirements may be made with the approval of the unit's Director of Undergraduate Studies, subject to final approval by the College of Arts and Sciences.