Course Descriptions

Master's Degree in Strategic Public Relations

Below is a complete list of course descriptions for the Public Relations program:

Public Relations Principles and Practices: The Foundations of Public Relations Strategy and Tactics

History; major trends; major firms; types of business; expertise; and career trajectories in the field. Basic rules and strategies in PR. Concepts of new media and integrated media communications. (3 credits)

Advanced Writing for Communications Professionals: From Context to Composition and Beyond

Written and presentational communications; networking; servicing clients (based on case studies). Communications in traditional and new media, with attention to mastering both types of communications. (3 credits)

Media Relations in the New Media World: New Tools, New Challenges, New Thinking

Theory and practice of media communications for the Public Relations professional. Strategies and techniques for interacting with media. Particular attention to new media applications. (3 credits)

The Business and Budgeting of Public Relations: How Public Relations Firms and Departments Operate for Profit and Success

Firm management; legal restrictions governing political activity; marketing the firm; compensation systems, and other topics related to running a small business, Public Relations firm, or the Public Relations activities of a trade association, advocacy or interest group. (3 credits)

Ethical Standards in Public Relations and Public Affairs: The Framework of Professional Credibility and Accountability

Application of ethics to public relations in political settings; norms of conduct that should guide activities and working relations with clients, media, and public officials. (3 credits)

Strategic Marketing and Marketing Communications: A New Paradigm for Extending the Reach and Impact of Public Relations and Public Affairs

Survey of practice in integrated marketing communications: advertising, public relations, direct marketing, sales and web-based applications, and evaluation techniques, using full spectrum of marketing media and techniques, including new media. Particular attention to integration of new and old media. (3 credits)

Applied Public Relations and Public Affairs Research: Measuring and Evaluating Public Relations and PA Program Success

Techniques of data analysis and the uses and abuses of statistical reasoning, with particular emphasis on applications to electoral campaigns, lobbying, and government relations. Topics include measurement, descriptive statistics, probability, and significance testing. (3 credits)

Issues Management and Crisis Communications

Management of issues, Crisis Situations and public policy initiatives for public relations and public affairs purposes. (3 credits)

Corporate Social Responsibility Communication Strategies

Examine the global CSR movement, explore the unique communications challenges it presents and offer practical suggestions and tactics to respond to this trend. We will utilize case studies, professional journals and original research to explore the topic and develop a comprehensive CSR communications strategy as the capstone project for the class. (3 credits)

Political Socialization: How these Factors Impact the Development and Implementation of Public Relations Strategies

Sources and dynamics of public opinion and political socialization. (3 credits)

Public Relations and Public Affairs Capstone Research Project: Applying Public Relations and Public Affairs Skills and Knowledge to Independent Research

Final research project on a Public Relations topic chosen by student and approved by adviser. Must be approved by Program Director and reader. (3 credits)