Master of Arts - Public Relations and Advertising
About Master of Arts - Public Relations and Advertising
Program Description
The MA in Public Relations and Advertising equips students with the expertise and skills necessary to strategically manage an organization’s communication with its publics. The Public Relations component stresses counseling and relationship management, while Advertising combines the management and creative aspects of persuasive communication.
The development, implementation and evaluation of research-based programs and campaigns are emphasized throughout the curriculum. Students who complete this course of study gain an understanding of the key principles and theories of public relations and advertising and an appreciation for the ethical requirements of responsible practice in these media-related fields.
The program offers skills-based training in such areas as speechwriting, media relations, crisis management and creative strategies. Most graduates of this program are industry-bound for successful careers in business, government, non-profit organizations and/or associations.
Learning Outcomes
Students will be able to:
- Identify, explain and apply conceptual and historical foundations of public communication disciplines as they relate to informational, relational, and persuasion theories, concepts and models.
- Construct and analyze audience research, media research, and environmental scanning.
- Apply measurement and evaluation techniques to products, projects and programs.
- Develop and demonstrate strategic plans and planning methods, issues management techniques, and message development practices in a variety of settings and applications.
- Classify and analyze the elements of ethical decision making to hypothetical and real world settings, as well as articulating the ethical, legal and social responsibilities of public communications professionals.
- Demonstrate facility with writing, speaking and production of media materials to inform, persuade, build relationships, and problem solve.
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