Advertising and Public Relations

What is Advertising and Public Relations?
Learn about the creative and business practice of the advertising and public relations industry. Students can choose between two tracks: advertising and public relations. Advertising prepares students to understand how to communicate a product, brand, service, and idea, promote them strategically, and create content for various media platforms. The public relations track teaches students to research, write, think strategically, plan, design effective messages for target audiences, and build relationships between organizations and the public.
Students in the program build proficiency in research, planning, data analysis, writing, social media, brand management, creative problem solving, digital media and campaign execution.
Careers in Advertising and Public Relations
A degree in strategic communication can open opportunities for students to pursue careers in a variety of industries. Graduates typically land jobs as account executives, media planners, marketing and communication specialists, public information officers, public relations directors, brand managers and digital strategists. Many strategic communication professionals work for nonprofits, educational institutions, entertainment businesses, healthcare, agencies, private businesses, government organizations and more.
Choose a Track
Advertising
The advertising track prepares students to promote products and services through a paid, mass-mediated attempt to persuade. Creating memorable and interesting ways to express the value of a brand is key to the advertising profession.
Public Relations
The public relations track prepares students to promote the entire organization and influence public opinion through two-way communication, sound character and proper performance. Facilitating and maintaining relationships and a favorable image with key publics is central to the public relations profession.
CA 101: Introduction Media
CA 260: Digital Writing and Production
CA 300: Fundamentals of Communication Research
APR 224: Introduction to Public Relations
APR 271: Strategic Publication Design
APR 324 (W): Strategic Writing
APR 485: Cases in Strategic Communication
APR 321: Media Planning
APR 322 (W): Creative Strategy
APR 487: Tideline Agency
Choose three
- APR 371: Branding and Visual Messages
- APR 384: Account Management
- CA 445: Ethics-Social Responsibility Communication
- APR 470: Digital Analytics
- APR 471: Professional and Creative Portfolio
- APR 474: Consumer Sales Promotion
- CA 496: Professional Studies Internship
APR 386 (W): PR Writing
CA 390: Special Topics
APR 486: Strategic Campaigns
Choose three
- APR 323: Sports PR
- APR 325: Applied Comm Workshop
- APR 326: PR and Non-profit Fundraising
- APR 371: Branding and Visual Messages
- CA 445: Ethics-Social Responsibility Communication
- APR 470: Digital Analytics
- APR 471: Professional and Creative Portfolio
Students majoring in advertising and public relations are required to have a minor. A full list of minors can be found at Majors and Minors.