Program Overview

Introduction to the Certificate in Public Relations

The Certificate in Public Relations offers professional training in journalism and mass communication with a focus on public relations. As traditional media change, more and more organizations are assuming responsibility for their own communications--and are telling their own stories through news releases, e-newsletters, and social media messages. As a result, public relations is a strong and growing profession.

Program Overview

The Certificate program provides students with skills in writing, reporting, and editing; visual communication; and new communications technology. Students also gain research techniques, analytical thinking, technical know-how, teamwork, and versatility. These are exactly the skills that today's employers are looking for.

Student Learning Outcomes

The program is designed to help students achieve the following learning outcomes:

• Apply the basic principles of public relations such as media relations, employee communication, and community relations.
• Discuss the legal and ethical underpinnings of public communication in the U.S.
• Interpret and use principles of digital and print design.
• Discuss and practice the principles of ethical and effective informative and persuasive writing.
• Explain the roles and functions of public relations.
• Discuss and execute persuasive communication strategies in public relations.
• Design and execute an effective job search in public relations.
• Design research to support and evaluate public relations campaigns.

Program Requirements

The Certificate program in Public Relations requires satisfactory completion of the following:

• Minimum cumulative grade point average of 2.0.
• Completion of a total of 25 credit hours, with a minimum grade of C in each course.

Core Requirements (16 credits)

• JOUR-J 110 Foundations of Journalism and Mass Communications (3 cr.)
• JOUR-J 200 Reporting, Writing, and Editing I (3 cr.) (P: ENG-W 131)
• JOUR-J 210 Visual Communication (3 cr.)
• JOUR-J 300 Communications Law (3 cr.) (P: Sophomore standing)
• JOUR-J 410 Media as Social Institutions (3 cr.) (capstone) (P: J 300 & Junior standing or above)
• JOUR-J 492 Media Internship (P: By permission) (1 cr.)

Area Core Requirements (9 credits)

• JOUR-J 219 Introduction to Public Relations (3 cr.)
• JOUR-J 340 Public Relations Tactics and Techniques (3 cr.) (P: J 219)
• JOUR-J 390 Public Relations Writing (3 cr.) (P: J 200 & J 219)

Career Opportunities

Graduates of the Certificate program in Public Relations may choose to work in positions in public relations firms, corporations, government agencies, nonprofits, associations, and health and life sciences organizations. The Certificate curriculum prepares students to be effective, ethical communicators regardless of the career path they pursue.