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School of Communication -
Undergraduate
Introduction
Students majoring in Public Relations learn how to promote
a client's business, image, or product in the international
marketplace. Public relations focuses on managing a client’s
(individual, product, business, governmental agency) key messages
often through the free placement of messages in the media
through media releases, editorial content, and promotion.
Focus is on the strategic management and evaluation of key
messaging systems in traditional and non-traditional media
milieus. Both a major and a minor are offered in Public Relations.
Classroom requirements reflect the importance of research,
computers, and the relationship of all media (electronic,
print, and related technology) to public relations in both
the public and private sectors.
Students create and execute PR campaigns in a senior-level
campaigns class. Demand for PR interns is high, and the internship
and practicum programs for up to four semesters provide students
ample opportunity to work within a professional environment
after being admitted to the major.
Educational Objectives
The educational objectives of the program in Public Relations
require that:
• Students demonstrate they understand and can apply
the principles and laws of freedom of speech and press,
and understand how public relations research, theory, and
tactics are used in organizations, roles and situations.
• Students produce effective, audience-sensitive
communications in forms appropriate for intended audiences
that demonstrate an understanding of the diversity of groups
in a global society for public relations purposes.
• Students demonstrate an ability to think critically,
creatively, and independently and express that through appropriately
written and spoken communications that are grammatically
and stylistically correct for the medium in which they are
to be communicated.
• Students create, design, present and evaluate strategically
planned campaigns that meet public relations objectives
that demonstrate an understanding of the ethical principles
of truth, accuracy, fairness and diversity.
• Students gain a broad understanding of public relations
practices through an understanding of the history and role
of professionals and institutions in shaping communications.
• Students demonstrate an ability to apply tools
and technologies appropriate for the communications professions
in which they work.
Degree Programs
The Bachelor of Science in Communication degree is offered
in the Public Relations Program.
Major
A major is offered in Public Relations.
Each candidate for the degree of Bachelor of Science in Communication
will complete School of Communication requirements including
courses in the Required Areas of Study, the second major,
and electives sufficient for a total of 66 credits in the
liberal arts and sciences.
A Bachelor of Science student in Public Relations will be
permitted a maximum of 30 credits in Mass Communication courses
(excluding COM 101, COM 110 and COM 250) toward the 120-credit
University degree.
Admission to the Public Relations major
Before admission as a Public Relations (CPR) a student must:
A) Achieve sophomore standing;
B) Complete the five Core courses listed below, in residence
at the University, all with grades of C or higher (C- is
not acceptable)
Students who have obtained the written approval of the Director
of the Public Relations major to use transfer credit to satisfy
one or more requirements of that major may be required to
complete additional courses in residence at the University
before being admitted to that major.
Upon completion of a student’s first 45 University
credits while enrolled in the School of
Communication, all University credits earned toward the major
will be used in computing a student’s major cumulative
quality point average; only those students with a cumulative
average of 2.5 or higher will be admitted to a major.
A student who has completed 45 credits while enrolled in
the School of Communication but who has not been admitted
to one of the Communication majors may be dismissed from the
School. A student who has completed 60 University credits
while enrolled in the School but who has not been admitted
to one of the Communication majors will be dismissed from
the School. See PROBATION AND DISMISSAL.
The Public relations Major
CORE COURSES
COM 101 Mass Media Communication in Society
COM 110 Communication Theory
CPR 116 Introduction to Public Relations in Society
CPR 232 Promotional Writing
COM 250 Freedom of Expression and Communication Ethics
OTHER REQUIRED COURSES
CPR 311 Research Methods for Public Relations
CPR 346 Advanced Public Relations Writing and Design
CPR 436 Public Relations Campaigns
Five additional courses (15 credits) in a concentration at
the 300-level or higher (12 credits if a 200-level School
of Communication graphics design course is taken as prerequisite
to CPR 346) must be selected, with the prior approval of a
Public Relations advisor, from School courses leading to professional
orientation and practice. Examples of such concentrations
might be International Public Relations, Health Public Relations,
Sports Promotion, Interactive Media, Corporate Communication,
Public Affairs, or Travel and Tourism.
Students may not use courses required to fulfill the requirements
for the public relations major outside of the major, a second
major or any minor as elective credits towards the public
relations 30-credit major requirement.
Additional Requirements for the Public Relations
Communication Major
For the School’s People and Society requirement, students
must complete ECO 211 and POL 201.
For the School’s Arts and Humanities requirement, students
must complete COS 211 and are strongly encouraged to complete
ART 109 [see DOUBLE COUNTING], and six additional credits
in Arts and Humanities; students wishing to participate in
Study Abroad should consider a two-course basic language sequence
to complete the requirement.
Students must complete MKT 301 plus three additional 300-level
or above credits in the School of Business Administration
chosen with the prior approval of their Public Relations advisor.
Public Relations majors are strongly encouraged to complete
either the Marketing (MKT 301, 310, 340 and 360) or General
Business (ACC 211, FIN 300, MGT 304, MKT 301) minor with a
cumulative grade point average of 2.50 or higher in Marketing
and 2.0 or higher in General Business.
These courses may not count as public relations major electives
if the Marketing or General Business minor is declared (MKT
301 and the three additional 300-level or above credits will
not count as public relations major elective credits).
Minor
The minor in Public Relations requires passing CPR 116, 232,
311, 346, and 436 with grades of C or higher with a cumulative
grade point average of at least 2.50. Minors may participate
in the program’s internship program after completing
CPR 116, 232 and 311 with a cumulative grade point average
of 2.75 or higher by enrolling in CPR 380 with program director
approval.
Department Honors
School of Communication students may graduate with School
Honors in Communication noted upon their diplomas and transcripts.
Students should contact the School’s Office of Admissions,
Academic & Alumni Services (2037 Wolfson Building) for
details.
Students may receive recognition as graduates cum laude,
magna cum laude, or summa cum laude if they meet the requirements
set forth under GRADUATION HONORS in this Bulletin.
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