Public Relations Master’s Curriculum

The public relations master’s program involves 13 months of intensive study.

Choose Your Public Relations Track of Study

Professional: Prepares you to be a public relations practitioner (36 credits)

Under the Professional Track, you may specialize your study by choosing the Sports Media and Communication Emphasis (37 credits), the Social Media Emphasis or the Financial and Investor Communications Emphasis.

Professional track students complete their studies with a culminating experience and may choose the workplace for their public relations internship.

Thesis: Leads you to doctoral study in preparation for a career in teaching or research (36 credits)

Those in the thesis track complete the program by writing a thesis.

Public Relations Master’s Schedule: Professional Track

Summer Session II7 credits (July)

PRL 603Foundations of Analytics, Social Listening and Information Gathering
Information gathering introduces students to effective search strategies for secondary research, social media listening and databases, laying the foundation for finding insights and developing primary research methodologies. Basic concepts of digital analytics are explored.
1
PRL 604Theory and Practice of Public Relations
Students learn about the theory and practice of public relations, while also learning the strategic writing process, storytelling, media relations, and pitching techniques, demonstrating professional writing skills using AP style, planning and presentation skills.
3
VIS 607Graphic Design Fundamentals
Teaches the principles of visual communication and graphic design. The course covers visual problem-solving, which includes conceptualization, typography, layout, image editing, and production of print and digital platforms. This course will have additional lab work.
3

Fall Semester13.5 credits

COM 617Multimedia Storytelling
Students write and produce short fiction and non-fiction video stories using digital media. Emphasis on storytelling and story structures. Projects will be incorporated into websites and promoted with social media.
3
COM 697Advertising and Public Relations Law
Students will learn the fundamental cases and laws that apply to the advertising and public relations fields.  Topics include First Amendment, corporate speech, intellectual property, defamation and advertising regulation.
3
PRL 611Public Relations Research
Nature, formation, and communications of attitudes and public opinion in public relations settings. Application of social science methods for measuring attitudes, opinions, and public relations performances. Actual research designed and carried out for client.
3
PRL 614Converged Media for Public Relations Writing
Emphasize strategic public relations and social media writing; research, compose and develop multimedia content for social sharing, websites and other media for various purposes; respond to crisis situations within the social sphere; and ePortfolio development.
3
PRL 619
or
PRL 631
Social Media & Society for Public Relations
This course explores the competing role social media plays within our personal and our professional lives as PR practitioners and seeks to understand the pervasiveness and impacts of social media.
or
Introduction to Financial and Investor Communication
Explore career paths in Investor Relations from agency and corporate perspectives, learn how to speak the language of the “C-Suite”, read and understand basic financial statements, and address disclosure, transparency, ethical and legal considerations. 
1.5

Spring Semester—12.5 credits

PRL 530Special Topics in Public Relations (Take two 1-credit courses)
In-depth look at different public relations specializations, including media relations, government relations, investor relations, crisis communications, employee communications, and sports information.
2
PRL 615Public Relations Campaign Planning and Execution
Students apply strategic planning, research and tactics to client needs. Teams design, execute and evaluate appropriate integrated campaigns for actual clients. Frequent client/team interaction required. Campaign books produced are part of the student’s professional portfolio.
3
PRL 624Public Relations Management and Leadership
Students learn the responsibilities of managing a public relations department in various organizational settings; historical and current management theories and practices are applied to the public relations function.
3
PRL 643Diversity in Public Relations
This course addresses diversity issues which are imperative to understand as consumers and producers of public relations media.
3
PRL 620
or
PRL 632
Digital & Social Media Innovation for Public Relations
The course offers a comprehensive overview of the innovations in digital and social media occurring within the public relations field.
or
Writing for Financial and Investor Communication
Introduction to communications tools used to disclose and explain a company’s financial performance, business goals, objectives and strategies. Writing includes research, “C-Suite” language and basic financial statements.
1.5

Summer Session I—3 credits

PRL 635Public Relations Culminating Experience
Students work in a professional setting full-time for a minimum of eight weeks. Students are responsible for a journal of observations, and a midpoint and final evaluations. PR master’s student with 33 completed hours toward degree required.
3

Total credits: 36

Public Relations Master’s: Sports Media and Communications Track

Summer Session II8 credits (July)

PRL 603Foundations of Analytics, Social Listening and Information Gathering
(see above)
1
PRL 604Theory and Practice of Public Relations
(see above)
3
SMC 601Sports Media & Communications Proseminar
This class is an examination of the sports media field. Students will discuss career paths within the industry and the roles sports media professionals play.
1
VIS 607Graphic Design Fundamentals
(see above)
3

Fall Semester14 credits

COM 617Multimedia Storytelling
(see above)
3
COM 697Advertising and Public Relations Law
(see above)
3
PRL 611Public Relations Research
(see above)
3
PRL 614Converged Media for Public Relations Writing
(see above)
3
SMC 621Sports PR and Athlete Advocacy
This course examines and explores the unique situations and skills required for public relations practitioners, through both a domestic and global look at sports industry and reputation management.
1
Newhouse Sports Media & Communications Elective1

Spring Semester—12 credits

PRL 615Public Relations Campaign Planning and Execution
(see above)
3
PRL 624Public Relations Management and Leadership
(see above)
3
PRL 643Diversity in Public Relations
(see above)
3
SMC 624The Sports Media Pitch
Students will collaborate with a real-word partner and industry professionals on content creation, programming, advertising and social media to create a promotional campaign for a major brand/advertiser.
3

Summer Session I—3 credits

PRL 635Public Relations Culminating Experience
(see above)
3

Total credits: 37

Public Relations Master’s Schedule: Thesis Track

Summer Session II7 credits (July)

PRL 603Foundations of Analytics, Social Listening and Information Gathering
(see above)
1
PRL 604Theory and Practice of Public Relations
(see above)
3
VIS 607Graphic Design Fundamentals
(see above)
3

Fall Semester12 credits

COM 617Multimedia Storytelling
(see above)
3
COM 697Advertising and Public Relations Law
(see above)
3
PRL 611Public Relations Research
(see above)
3
PRL 614Converged Media for Public Relations Writing
(see above)
3

Spring Semester—14 credits

COM 601Research Project Design
All aspects of designing academic or applied research projects. Students write proposals that include introductory, literature review, and methodology chapters. Practical matters associated with successful completion of a significant research project.
3
PRL 530Special Topics in Public Relations (Take two 1-credit courses)
(see above)
2
PRL 615Public Relations Campaign Planning and Execution
(see above)
3
PRL 624Public Relations Management and Leadership
(see above)
3
PRL 643Diversity in Public Relations
(see above)
3

Summer Session I—3 credits

COM 997Master’s Thesis3

Total credits: 36