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.
Each year through PhilADthropy, advertising and public relations students provide free creative services to non-profit organizations across South Florida during this 24-hour event. Students use the skills they learn in the classroom to create viral videos, ads, newsletters, websites, merchandising and more. Students’ work for PhilADthropy has been used in major magazines, billboards, and online campaigns, helping hundreds of charitable organizations raise awareness about their important causes.
PRSSA is the leading organization for students interested in Public Relations and Communications. The School has its own University chapter. PRSSA nurtures the next generation of professionals through professional development, networking opportunities and industry news.
The Public Relations Experience Program gives public relations students (as well as students from other School of Communication majors) the opportunity to assist companies in South Florida with their live events. Students work on and off-campus, using skills they learned in the classroom, to provide assistance with media relations, press conferences, social media, photography, website writing, promotions, event planning and more. Through this program students have worked with companies including: the Miami Dolphins, the Florida Panthers, Miami Children's Hospital Foundation, St. Jude’s Children’s Hospital, Homestead-Miami Speedway and the PGA TOUR Cadillac Championship.
Graphic design tactics for public relations. Students learn design techniques and software application for newsletter and brochure design, media kit design, PSA design, and other forms of communication used in the execution of public relations strategies.
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.
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 principles, 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.
Develop skills used by professionals in the public relations/media relations, communications, promotions/marketing and journalism professions through faculty-supervised hands-on experience in the "field" with real organizations.
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.
Principles and practice of public relations management in a variety of contexts including agency, consultancy, corporate, and nonprofit.
This course introduces students to research-based strategy development and planning at the core of public relations practice.
A seminar to examine the role of public relations in American political campaigns.