Public Relations, B.S.C.

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Strategic Acumen

Students majoring in Public Relations learn how to promote a client's business, image, or product in the international marketplace.

Public relations is an arena of strategic communication that focuses on the free placement of messages in the media through media releases, editorial content, and promotion. Both a major and a minor are offered in Public Relations.

Classroom requirements reflect the importance of research, computers, and the relationship of all media (electronic, print, online and related digital multimedia technology) to public relations in both the public and private sectors.

Students create and execute PR campaigns in a senior-level campaigns class. Demand for PR interns is high, and the internship and practicum programs for up to four semesters provide students ample opportunity to work within a professional environment after being admitted to the major.

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Public relations graphics including design theory and techniques for all media; advanced design and traditional reproduction techniques for art and copywriting.

An examination of the concept of freedom of expression, its philosophical roots, its application of contemporary issues in communication, and of the basics of moral philosophy (ethics) and moral reasoning.

An introduction to the art of visual communication as it relates to advertising design. Students will learn how to use Adobe PhotoShop and InDesign as tools for applying basic graphic design techniques used in print and outdoor media. Topics include typography, design principles, art & image manipulation, conceptualization and layout stages, color theory and color reproduction, printing processes, and production.

Introduction to graphic design for communication media and use of computer software as layout and design tools. Selection, preparation, and study of design principles and production processes for typography, photography, art work, and white space.

An exploration of the formation and role of public opinion in mass communication with an emphasis on its role in public relations. Theories of public opinion in American culture and their application in attitude formation and research methodologies will be examined.

The capstone course for seniors in their last year of study. Theory and princip les, audience research, strategic planning, and targeted communication are applied in developing a campaign to influence attitudes and behavior on behalf of a real client. A written plan, professional presentation, and teamwork are emphasized.

Ethical concepts and issues pertaining to individuals and society with application to advertising and public relations. Case studies focus on professional and personal ethics based on traditional teaching, modern codes, and other guidelines.

Students select an internship in the field of public relations for on-the-job training. The student will work a minimum of 45 hours per credit. No more than three (3) credits of internship may be completed in any given semester.

This course introduces students to research-based strategy development and planning at the core of public relations practice.

This course provides students with an understanding of writing styles appropriate for communicating in the digital age, with particular emphasis on grammar, spelling, syntax and clarity. It provides a solid foundation for further practice and specialization in various types of multimedia communication.