Quick Link: Enrollment Information
The public relations sequence prepares students to manage communication programs of public and private organizations. Public relations, in its simplest form, is building relationships between an organization and its publics.
Working in public relations may require you to produce publications and videos, research and interpret public trends, write speeches, deliver presentations, plan special events and advise your employer on the best ways to meet communication goals. The curriculum emphasizes writing, techniques, communication theory and managerial coursework.
| Core Classes | ||
| MC 110 | Mass Communication in Society | 3 |
| MC 396 | Mass Communication Research | 3 |
| MC 446 | Law of Mass Communications | 3 |
| Required Sequence Classes | ||
| MC 180 | Fundamentals of Public Relations | 3 |
| MC 200 | News and Feature Writing | 3 |
| MC 280 | Public Relations Writing | 3 |
| MC 380 | Public Relations Planning and Strategy | 3 |
| MC 382 | Public Relations Case Studies | 3 |
| MC 480 | Public Relations Techniques | 3 |
| MC 491 | Mass Communications Internship | 1-3 |
| MC 645 | Public Relations Campaigns | 3 |
| Public Relations Elective (choose at least one of the following) |
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| MC 539 | Fund Raising in Non-Profit Organizations | 3 |
| MC 557 | Advanced Advertising and Public Relations Techniques | 3 |
| MC 625 | Media Relations | 3 |
| MC 662 | International and Intercultural Public Relations | 3 |
| MC 665 | Managing Integrated Strategic Communications | 3 |
| MC 682 | Seminar in Public Relations | 3 |
| Electives | ||
| Any MC course or courses | 3-5 | |
| Total | 39 | |
The public relations curriculum requires a minimum of four semesters to complete, since the skills courses progressively build upon one another. For students who begin the option as juniors or seniors, this sequential order of courses may result in a later graduation date.
The School strictly adheres to course prerequisites. Here is the curriculum in detail:
Mass Communication in Society (MC 110) Pr: none. This course should be taken in a student's first year in JMC. This large lecture-style course provides a broad historical and social overview of mass communications and its role and impact in society.
Fundamentals of Public Relations (MC 180) Pr: none. This course focuses on persuasion principles involved in the management of communication between an organization and its publics.
News and Feature Writing (MC 200) Pr: A passing score on the CST and a 2.5 GPA upon completion of 12 or more credit hours. This course offers a foundation in gathering information and writing it accurately, logically and compellingly. Classes are taught in an Apple Macintosh writing lab. Typing proficiency is necessary.
Editing and Design (MC 241) Pr: MC 200 with a grade of C or better. This course emphasizes elements of the editing process in conjunction with publication design and graphic arts principles. The lab component is taught in an Apple Macintosh graphics lab.
Public Relations Writing (MC 280) Pr: MC 180 and 200 with grades of C or better. This course emphasizes the preparation of messages for different media, such as news releases, employee publications, public service announcements and video scripts.
Public Relations Strategy and Planning (MC 380) Pr.: Fundamentals of Public Relations with a grade of C or better. Public relations planning, including theory, techniques and models related to setting long-range and short-term goals and objectives; designing strategies and tactics; segmenting publics and designing effective messages; identifying appropriate message channels; communicating with top management; developing budgets; issue management. Pr.: MC 180 with a grade of C or better.
Public Relations Case Studies (MC 382) Pr.: Fundamentals of Public Relations with grade of C or better. Study of historic and contemporary public relations using a case method approach. The course focuses on strategic planning and implementation by public relations managers. Students learn to assess and establish criteria for public relations programs under a variety of conditions.
Mass Communication Research (MC 396) Pr: A 2.5 GPA after 30 hours and completion of a math or statistics course, along with MC 110. This course focuses on the formulation of mass communication research and design, data collection and analysis, and the measurement of public opinion.
Law of Mass Communications (MC 466) Pr: Juniorstanding. This course examines freedom of expression and the limitations that exist in such areas as libel, privacy, copyright, obscenity, advertising, corporate speech and broadcasting.
Public Relations Techniques (MC 480)Pr.: Public Relations Writing with grade of C or better. Focuses on the use of communications techniques in achieving organizational goals. Includes planning, application, and ethics of messages for print, electronic, and online media and for special events.
Public Relations Internship (MC 491)Pr.:Completion of PR Writing and Public Relations Planning and Strategy with grades of C or better. Students earn between one and three hours of academic credit by working in an approved professional setting that offers public relations experience.
Fund Raising in Non-Profit Organizations (MC 539) Pr.:Public Relations Writing with a grade of C or better. Theory and practice of public relations in non-profit organizations. Focuses on why and how people give to philanthropic causes.
Advanced Advertising and Public Relations Techniques (MC 557) Pr.: Advertising Techniques or Public Relations Techniques with grades of B or better. Emphasis on individual enhancement of creative concept development, advanced technical skills, and portfolio development. Self-directed projects allow in-depth knowledge, understanding and practice of advertising and public relations production methods.
Public Relations Campaigns (MC 645) Pr: Mass Communications Research and Public Relations Techniques with grades of C or better. Advanced study of an organization's public relations needs. Includes researching the situation, analyzing audiences, and preparing strategic plans for approved clients.
Media Relations (MC 625) Pr.: Public Relations writing with grade of C or better. Examines management skills necessary for establishing, maintaining, and evaluating a media relations program. Discussion includes working with journalists, conducting media events, preparing spokespersons, and developing crisis communications.
International and Intercultural Public Relations (MC 662) Pr.: Public Relations Writing with grade of C or better. Global diversity in business, governmental, and charitable organizations and the demographic changes within countries and across communities that affect the role and practice of public relations worldwide.
Managing Integrated Strategic Communications (MC 665) Pr.: Advertising writing or Public Relations Writing with grades of C or better. Investigation of managerial decision making in advertising and public relation programs. Emphasizes strategic and logical thinking in the decision-making process. Theories and practices from media management, social/cognitive psychology, and integrated communication.
Seminar in Public Relations (MC 682) Public Relations Writing, Public Relations Planning and Strategy or Public Relations Case Studies with grades of C or better. Contemporary topics in public relations practice, theory, and research.