Fall 2017

Focus on the unique writing requirements of social, online, broadcast, print and other media in public relations/strategic communication; emphasis on judgment, context and audience understanding.

Strategies and practices in the growing field of public relations/strategic communication, including landmark cases; special emphasis on historical roots, evolution, current and future practice.

Emphasis on conceptual, intellectual and analytical skills; knowledge of applied theory for the changing field of public relations/strategic communication.

History and development of advertising; basic advertising campaigns showing relationships of marketing, creative, print and electronic media.

Writing and editing for advertising and commercial copy for all media.

Selling, planning, buying for the media; advertising's relationship to society and business; media choice.

Introduction to media relations, social media and influencer engagement; intensive writing and creating multimedia content for traditional, emerging and social media.

Advanced course in writing, digital content and multimedia creation; production of communications collateral for social and owned media channels targeting an array of audiences.

Covers the complex intersection of legal standards and regulations, ethical practices and decision making, and social responsibilities for public relations/strategic communication practitioners.

Relationship between public relations/strategic communication and other organizational disciplines; understanding business goals and objectives; economic literacy; financial/investor relations; how PR/communication agencies are built and managed.

In-depth study of methods for planning, managing and evaluating strategic communication campaigns; critical analysis of contemporary cases; development of campaigns for real world clients.

Public relations in the design, promotion, and presentation of popular entertainment, including films, broadcasting, music, expositions, amusement parks, resorts and arenas.

Sports Public Relations isn't only getting press for a team or player; it's managing communications among influencers. Complements overview course giving students advanced look at practitioners' role with professional athletes.

Introduction to the field of sports information and promotion, including lectures, media assignments, role-playing, and presentations by sports professionals.

Introduction to the specialized field of public relations for non-profit and non-governmental organizations; emphasis on case studies, strategic and critical thinking, and campaign development.

Application of public relations principles to the context of political campaigns; emphasis on message development and delivery; relationship between candidate, news media, and electorate.

Identification of key strategic insights that drive successful communication campaigns, based on research techniques including surveys, content evaluation and social media monitoring.

Application of monitoring tools to become social media analysts and real-time content creators; interpretation of large data sets drawn from the social web; understanding of how to present data visually for optimal impact.

Hands-on lab; producing multimedia content; basic principles of design; tools and techniques to create digital images and layouts.

Individual research and readings. Not available for graduate credit.

Learn to build, promote and manage a personal brand through critical analysis, case study, interactive interpretation and creative problem solving.

Selected topics in public relations.

Study and evaluation of communications campaigns by civil society actors to influence public policy with a focus on messaging and efforts to shape news coverage.

Covers use of primary and secondary research methods, analysis, web monitoring and analytics, pre- and post-campaign testing, and other techniques in program planning and evaluation.

A survey of the profession, focusing on the key role of strategic public relations in today's information-based society; provides a social, economic and political context for the program.

Intensive focus on the specialized writing requirements of online, broadcast, print and other public relations media; includes content analysis of strategic public relations materials.

Analysis of shifting media environment; development and execution of multi-platform campaigns based on organizational goals and audience characteristics.

Concept of branding, including brand definition, brand engagement, brand management and the role of public relations in creating brand value.

In-depth study of the creation and protection of reputations for entertainment properties of all types and the characteristics that distinguish it from other disciplines.

Specialized writing for persuasive and strategic communication contexts. Intensive focus on public relations writing for print, online, broadcast, and social media.

Learn all aspects of corporate communications and reputation management through real-time news analysis, cases and senior guest speakers from the world's largest, most admired companies.

Focuses on theories, concepts and practices in risk assessment, issues monitoring, and crisis anticipation/management in a wide variety of organizational contexts, and from multiple perspectives.

Research leading to the master's degree. Maximum units which may be applied to the degree to be determined by the department.

Credit on acceptance of thesis.

Credit on acceptance of thesis.

Credit on acceptance of thesis.

Provides a practical, working understanding of financial communications, concerned primarily with articulating a company's value. This applies to matters of corporate image and financial/investment environment. Open only to public relations and strategic public relations majors.