Program Overview

Public Relations, Skills Competency Award (SCA)

Overview

The Public Relations Skills Competency Award demonstrates a level of knowledge and training in basic Public Relations planning and skills, and gives students hands-on experience in these areas. This SCA enhances students' ability to obtain entry-level jobs in Public Relations and Advertising Agencies, nonprofit organizations, government agencies, and all sectors of the business world.

Requirements

Complete all department requirements with a “C” or higher or "P" in each course. Candidates for a Skills Competency Award are required to complete at least 20% of the department requirements through SBCC.

Course List

• COMM 171: Mass Media and Society (3 units)
• COMP 139 & COMP 271: Social Networking for Business and Business Communications (3-3.5 units)
• or COMM 161: Communication in Organizations
• JOUR 101: Reporting/Writing I (3 units)
• JOUR/MKT 135: Public Relations (3 units)
• MKT 101: Introduction to Marketing (3 units)
• Total Units: 15.00-15.50

Learning Outcomes

1. Identify the definitions of and relationships between Public Relations (PR), Marketing, Mass Media, Social Media, and Journalism.
2. Demonstrate the steps in strategic planning for Marketing and PR, including developing goals, strategies, and tactics; conducting research, tracking, and evaluation; identifying audiences and fashioning appropriate messaging; and fashioning campaign tools and executing plan tactics.
3. Exhibit the ability to create written PR tools, including press releases, collateral materials (such as biographies and fact sheets), public service announcements, photo captions, photo opps, and pitch letters, brochure and website content, among others.
4. Apply in written work the key elements of news writing style: active writing, brevity, and clarity; the use of active voice and professional tone; application of journalistic procedures and news judgment; and use of inverted triangle format. Produce materials with a minimum of errors, reflecting use of prewriting, proofreading, and revision.
5. Identify current trends and developments in PR, marketing, and mass media, particularly the impact of the use of social media.
6. Explain what makes “news” in the various media and constitutes a newsworthy PR pitch in each, taking into account the role, organization, and influence of the mass media in shaping U.S. culture and society.
7. Exhibit oral communication skills in regards to pitching stories, making oral presentations, and/or in interviews.
8. Demonstrate problem-solving skills, creative and critical thinking, professional ethics, and the ability to work cooperatively in interpersonal and small group settings to successfully accomplish tasks.