Public Relations, B.S.C.

Undergraduate Program

About the Program

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.

Tracks

View Featured Courses

For a complete list of courses, please visit the UM Bulletin website at http://bulletin.miami.edu

Graphic Design for Public Relations

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.

Graphic Design for Strategic Communication

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.

Public Opinion and Mass Communication

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.

Public Relations Campaign

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.

Public Relations Ethics

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.

Public Relations Internship

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.

Public Relations Management

Principles and practice of public relations management in a variety of contexts including agency, consultancy, corporate, and nonprofit.

Public Relations Strategy Development

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

Religion, Communication, and Culture

A seminar to examine the role of public relations in American political campaigns.

Related Minors

Advertising, Public Relations, Strategic Communication

Contact

Wanhsiu Sunny Tsai

Department Chair
wanhsiu@miami.edu
(305) 284-2845

Resources

Showcase Your Talents

Students studying Public Relations at the School of Communication have many opportunities to showcase their talents to the world. From national competitions to working with real-world clients, the avenues of experience are endless.