College: Media

The Public Relations and Advertising major focuses on strategic communications and promotional activities that build and maintain positive relationships between organizations and their audiences. Students develop skills in media relations, advertising campaigns, digital marketing, and crisis communications. Graduates are prepared for careers in public relations, advertising, marketing, and communication roles in various industries.

Learning Objectives:

• Understand the basics of public relations and advertising.
• Develop skills in media relations, campaign planning, and digital marketing.
• Learn techniques to create effective communication strategies and advertising campaigns.
• Explore principles of crisis communications, ethics, and brand management.
• Analyze and interpret market trends and consumer behavior.
• Develop critical thinking, creativity, and strategic communication skills.

Main Curriculum:

1. Introduction to Public Relations and Advertising
   • Overview of key concepts, principles, and practices in public relations and advertising.
   • Basics of strategic communication, media relations, and promotional activities.
2. Media Relations
   • Principles of media relations, including press releases, media kits, and interactions with journalists.
   • Techniques for building and maintaining positive media relationships.
3. Advertising Campaign Planning
   • Principles of advertising campaign planning, including market research, target audience analysis, and creative development.
   • Techniques for designing and executing effective advertising campaigns.
4. Digital Marketing
   • Principles of digital marketing, including social media marketing, SEO, content marketing, and analytics.
   • Techniques for leveraging digital platforms to reach and engage audiences.
5. Crisis Communication
   • Principles of crisis communication, including crisis planning, response strategies, and reputation management.
   • Management and communication techniques during crises to protect organizational reputation.
6. Ethics in Public Relations and Advertising
   • Principles of ethics in public relations and advertising, including ethical decision-making, transparency, and accountability.
   • Techniques for ensuring ethical practices in communication and promotional activities.
7. Brand Management
   • Principles of brand management, including brand identity, positioning, and equity.
   • Techniques for building and managing strong brands through strategic communication.
8. Practical Training
   • Hands-on experience in public relations and advertising preparation, including internships and practical projects at agencies, corporate communication departments, or marketing firms.
   • Application of acquired skills in practical communication and promotional scenarios.
9. Capstone Project in Public Relations and Advertising
   • A comprehensive project to apply skills in media relations, campaign planning, or digital marketing.
   • Presentation of a polished communication strategy, advertising campaign, or research presentation.

Assessment Methods:

• Media relations plans, advertising campaign projects, digital marketing strategies, crisis communication plans, ethics analyses, brand management studies, practical training/applied reports, capstone projects, group projects, presentations.

Recommended Textbooks:

• "Public Relations and Advertising" by various authors.
• "Media Relations" by various authors.
• "Advertising Campaign Planning" by various authors.
• "Digital Marketing" by various authors.
• "Crisis Communications" by various authors.
• "Ethics in Public Relations and Advertising" by various authors.
• "Brand Management" by various authors.

Prerequisites:

Basic knowledge in communications and marketing principles, with an interest in strategic communication and promotional activities.

Program Duration:

Typically 4 years for a bachelor's degree, including coursework, internships, and capstone projects.

Certification:

Graduates may earn a degree in Public Relations and Advertising and pursue further education or professional certifications, such as those offered by the Public Relations Society of America (PRSA) or the American Advertising Federation (AAF).

Target Audience:

Aspiring public relations specialists, advertising professionals, marketing managers, and communication strategists seeking to work in agencies, corporate communication departments, marketing firms, and various industries requiring expertise in strategic communication and promotion. This major equips students with the strategic, creative, and communication skills needed to excel in public relations and advertising, supporting careers in diverse marketing and communication roles.