Total Credit Hours
38
Overview
Throughout the Public Relations master of arts degree program, students will examine how new social tools and communication channels have changed the idea of what it means to be a public relations professional. Students will learn how to leverage social media in order to launch powerful dialogues with an organization’s consumers and advocates. Along with learning the new digital tools, the Public Relations master’s program will give students a solid foundation in traditional PR. Students will gain a solid grasp of how to plan, research, execute, and evaluate effective PR media plans. During the course of the program and in preparation for their final project, students will build a website and social channels from the ground up, fostering their own professional reputation and audience throughout the degree program.
Objective
Master's Objective Public Relations has been an evolving landscape since its inception in the early twentieth century. The rise of the Internet and new media platforms have significantly transformed the traditional role of PR professionals, reshaping how they engage and communicate with various audiences. In addition to traditional news media, today’s PR professionals must also identify and develop credible and lasting relationships with a global audience throughout the social media world. For PR to be successful in achieving set objectives, communication must be informative and newsworthy with targeted messaging, precise timing, and consistent frequency. PR professionals must take into consideration a broad spectrum of challenges as well as a variety of potential actors participating with their message. All of these individual perspectives and perceptions must be valued by PR professionals as they strive to best engage with communities on behalf of their clients. The Public Relations Master of Arts degree program is designed to provide students with a practical working knowledge of traditional PR methods and a hands-on understanding of evolving social tools, communication channels, technologies, trends, and best practices. The program is focused on developing new media PR professionals with a solid understanding of traditional PR tradecraft, digital media expertise, and technical skills.