Public Relations, MS

Contact:

Rochelle L. Ford, Chair

318 Newhouse 3, 315-443-9347

Faculty

Rochelle L. Ford, Anthony D'Angelo, Hua Jiang, Dennis F. Kinsey, Joon Soo Lim, Regina Luttrell, Steven Pike, Maria P. Russell

The internationally recognized public relations program at the S.I. Newhouse of Public Communications is one of the few programs in the country that offers public relations education at the undergraduate, Master's, and mid-career levels. In addition to the Master's program described below, please note that the Newhouse School offers a distance-learning Master's program in Communications Management and a joint Master's program in Public Diplomacy, resulting in degrees in Public Relations and in International Relations. Information about these programs can be found under Academic Offerings.

The 40-40.5 credit program in Public Relations is an intensive thirteen months of professional study primarily for recent college graduates seeking entry into the field of public relations. The program also enrolls public relations practitioners with fewer than five years of experience who are seeking to renew and refine their skills. In either case, Master's degree students have the opportunity to explore in depth both the theoretical underpinnings of the profession and to apply best practices. The program is distinguished by its many fine alumni both nationally and abroad, working and teaching in the full spectrum of public relations specialties.

Students choose between two tracks: one that leads to a career in the practice of public relations, the other to advanced study in preparation for a teaching and/or research career. The professional track is completed by a capstone examination and internship. The thesis track is completed by a thesis.

This 40-40.5 credit program leads to a Master of Science (M.S.) in Public Relations.

Student Learning Outcomes

1. Law: Identify the principles and laws associated with free speech and press for the US, as well as compare the American system of freedom of expression with others around the world, including the right to dissent, to monitor and criticize power, and to assemble and petition for redress of grievances

2. Professional History: Use knowledge of the history of the media/public relations industry to adapt to current communications work environment

3. U S Diversity: Explain mass communications in relation to social identities such as gender, race ethnicity, sexual orientation and, as appropriate, other forms of diversity in American society

4. Global Diversity: Recognize how the diversity of peoples and cultures has shaped mass communications in a global society

5. Visual Communication: Apply theories and concepts of design and visual communication to the use and presentation of images and information

6. Ethics: Recognize professional ethical principles and apply them in pursuit of truth, accuracy, fairness and diversity

7. Critical Thinking: Critically, creatively, and/or independently consider problems and issues relevant to the communications professions

8. Research: Conduct research and/or evaluate information by methods appropriate to the communications professions

9. Writing: Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve

10. Critical Evaluation: Evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness

11. Use of Numbers: Apply basic numerical and statistical concepts

12. Technology: Apply tools and technologies appropriate for the communications professions in which they work

13. Contribute Knowledge: Contribute to knowledge appropriate to the communications professions in which they work

14. Management: Apply management principles as related to leadership, strategic planning for public relations departments, collaborating on teams, conducting performance reviews, integrating strategic communications with other organizational functions, and considering fiscal resources

Professional Track (40 Credits)

Requirements (37 Credits)

COM 617 - Multimedia Storytelling 3 credit(s)
COM 697 - Advertising & Public Relations Law 3 credit(s)
PRL 525 - Public Relations Practicum 2 credit(s)
PRL 601 - Public Relations Principles and Practices 1 credit(s)
PRL 603 - Foundations of Analytics, Social Listening and Information Gathering 1 credit(s)
PRL 604 - Writing for News and Public Relations 3 credit(s)
PRL 605 - Public Relations Theory 3 credit(s)
PRL 611 - Public Relations Research 3 credit(s)
PRL 614 - Advanced Public Relations Writing for Digital Platforms 3 credit(s)
PRL 615 - Public Relations Campaign Planning & Execution 3 credit(s)
PRL 635 - Public Relations Culminating Experience 3 credit(s)
PRL 725 - Public Relations Management 3 credit(s)

Integrated & Digital Communications Elective (3 Credits)

Students select from list of approved courses in analytics, digital strategies and IMC courses in Newhouse and Whitman, esp. PRL 530.

Professional track total: 40 credits

Thesis Track (40.5 credits)

Requirements (30.5 credits)

COM 617 - Multimedia Storytelling 3 credit(s)
COM 697 - Advertising & Public Relations Law 3 credit(s)
PRL 530 - Special Topics in Public Relations 1-3 credit(s)
PRL 601 - Public Relations Principles and Practices 1 credit(s)
PRL 603 - Foundations of Analytics, Social Listening and Information Gathering 1 credit(s)
PRL 604 - Writing for News and Public Relations 3 credit(s)
PRL 605 - Public Relations Theory 3 credit(s)
PRL 611 - Public Relations Research 3 credit(s)
PRL 614 - Advanced Public Relations Writing for Digital Platforms 3 credit(s)
PRL 615 - Public Relations Campaign Planning & Execution 3 credit(s)
PRL 725 - Public Relations Management 3 credit(s)

Research Methods Course (3 credits)

Courses will be chosen with the assistance of the students academic advisor.

Theory course (3 credits)

Courses will be chosen with the assistance of the student’s academic advisor.

Thesis Preparation (1 credit)

COM 690 - Independent Study 1-6 credit(s)

Thesis (3 credits)

COM 997 - Masters Thesis 1-6 credit(s)