The Public Relations Master of Arts degree program at Full Sail University examines how new digital tools and communication channels have transformed the idea of what it means to be a public relations professional. Students will learn how to leverage social media and AI in order to launch powerful dialogues with an organization’s consumers and advocates. Students will work with industry-standard tools and will be encouraged to investigate and implement AI-assisted utilities such as ChatGPT, Claude, Cision, and Prowly in support of their public relations tactics. The program additionally provides a solid foundation in traditional PR; students will build on this foundation to fine-tune the planning, research, execution, and evaluation of effective modern PR media plans.
In preparation for their final project, students will build a website and social channels from the ground up, cultivating both their professional reputation and audience base throughout the course of the degree program. Graduates will exit with a portfolio of PR strategy and digital campaigns, assembled to professional standards and primed for presentation to employers and clients. As the field increasingly adopts AI-assisted tools, students will learn to apply them as a complement to their strategic-communications judgment.
The Public Relations Master of Arts degree program demonstrates how PR has evolved since its inception in the early twentieth century, providing students with a practical knowledge of traditional PR methods and the evolving digital tools, communication channels, technologies, trends, and best practices for accomplishing objectives within this industry. Students in this program will build core technical competencies in media relations, social media strategy, events marketing, and reputation management and will apply them through hands-on project-based work.
The traditional role of PR professionals has been expanded to new platforms and opportunities for engagement and communication with various audiences. Modern PR professionals must identify and develop credible and lasting relationships with an extensive audience throughout the realm of social media. For PR to be successful in achieving set objectives, communication must be informative and newsworthy with targeted messaging, precise timing, and consistent frequency, and professionals in this industry must stay alert to the potential challenges and various actors participating with their crafted messages. This program develops PR professionals with a solid understanding of traditional PR tradecraft, digital media expertise, and technical skills who strive to best engage with communities on behalf of their clients. Students will also build fluency with current public relations tools and workflows, including AI-assisted tools applied as a support to their strategic judgment.