Graduate Studies
Public Relations
Course Descriptions for Public Relations Core
Public Relations Foundations
This is the introductory course in the public relations master’s curriculum. The course focuses on the roles and responsibilities of public relations professionals, theories and principles of public relations and public relations programming. The goal is to help students develop the knowledge, expertise and skills that lead to professional competence in the field. As part of their study, students consider the legal and ethical dimensions of public relations and develop a public relations writing portfolio. (Students who enter the program with considerable professional experience in public relations might waive this course although it is recommended as a good starting point for all students in the program.)
Public Relations Theories
This course surveys theories that form the basis for the body of knowledge in public relations. Theories addressed include, for example, communication (interpersonal, mass, organizational), relational, rhetorical, postmodern, complexity, contingency and critical. The course examines these theories within the context of issues relevant to public relations and communication management.
Public Relations Research
This course addresses research methodologies for basic and applied research in public relations. Included are secondary analysis, particularly online research, as well as the range of qualitative and quantitative methodologies used in public relations research. The course also emphasizes the utilization of research by organizations as well as methods for writing reports and presentation of research findings. (For students who intend to continue their studies at the doctoral level, this course would be supplemented by other appropriate research courses.)
Public Relations Management
This course involves the application of strategic management principles to the development of public relations plans and programs. The objective is to help students develop an understanding of and proficiency in theory and principles of strategic management. Emphasis is on relationship management with key publics using a research-based approach. Students also address business-related issues, such as counseling, budgeting, project direction and client relations.
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