Public Relations

The major in public relations enables students to develop the knowledge and skills, including analytical and communication skills, necessary for the effective practice of public relations. Students will learn public relations principles, perspectives for understanding and communicating with targeted and diverse publics and a systematic process for problem solving that emphasizes programming based on formative and evaluative research. Special attention is paid to writing skills and students will acquire the ability to write correctly and clearly in forms and styles appropriate for public relations practice. They will learn to use tools and relevant technologies, including new media, and students will also develop an understanding of ethical principles, including the importance of truth and accuracy, which guide public relations practice.

Before Graduating Students Must

• Achieve a passing score of 70% or higher on a major individual project (e.g., media kit) developed in PUR 4100 Public Relations Writing and evaluated by the class instructor.
• Achieve a passing score of 70% or higher on a comprehensive campaign plan for an organizational client, developed in the major’s capstone course, PUR 4800 Public Relations Campaigns, and evaluated by the class instructor.
• Achieve a satisfactory rating on four of the five SLOs on a standardized evaluation completed by internship supervisors as part of PUR 4940 Public Relations Internship.
• Complete requirements for the baccalaureate degree, as determined by faculty.

Skills Students will Acquire in the Major (SLOs)

1. Identify and discuss concepts and theories relevant to effective public relations practice.
2. Describe the history and role of professionals and institutions in shaping public relations practice.
3. Display professional ethical principles and exemplify the values of truth, honesty, accuracy, fairness and diversity.
4. Appropriately apply tools and technologies relevant to public relations practice.
5. Gather information and conduct research for public relations planning and evaluation.
6. Appropriately apply basic numerical and statistical concepts for public relations planning and evaluation.
7. Creatively and independently analyze public relations problems.
8. Write correctly and clearly in forms and styles appropriate for public relations practice.
9. Select and use images and information for public relations practice.

Curriculum Map

I = Introduced; R = Reinforced; A = Assessed

Assessment Types

• Projects
• Exams
• Presentations