Graduates of the advertising and public relations area of study receive a Bachelor of Arts in Media and Journalism.
The advertising and public relations curriculum is for students who wish to communicate on behalf of organizations, including corporations, government agencies, nonprofits, advocacy groups and public relations and advertising agencies. Students are prepared to be effective communicators, influencers and storytellers and will learn the principles behind advertising campaigns and the theories behind marketing and branding products.
The communication foundations and skills students learn are used by professionals every day to help their organizations connect and build relationships with their targeted publics – employees, consumers, news media, advocates and activists, government and regulatory agencies, investors, donors and other stakeholders.
A key element of public relations classes is hands-on work – research, strategic planning, tactic production and evaluation. Students work directly with nonprofits, campus organizations, government agencies and small businesses to assist them solve communication problems and tackle new opportunities. Classes help students understand industry trends – specifically in digital marketing and social media – and new approaches in areas such as online analytics, search marketing and branded integration.
Students learn to develop persuasive advertising messages or focus on strategic communication efforts for an organization. Both are pursued within an ethical framework of communication.