Strategic Communication and Media, Bachelor of Science (BS) - Concentration in Public Relations
Slippery Rock University’s Public Relations major enables students to channel their natural ability to communicate complex information into a variety of media platforms and in a number of different settings. By earning a Bachelor of Arts degree in Communication with a major in Public Relations from SRU, you’ll be set up to succeed as a PR professional in whichever setting you choose.
The PR curriculum at SRU will prepare you to meet the research, planning, writing, and technology-based aspects of the profession. Our faculty bring not only their extensive knowledge of public relations, marketing, advertising, and social media to the program, but also their professional experience from working in the industry.
WHY MAJOR IN PUBLIC RELATIONS?
When you major in Public Relations at SRU, you will gain a solid background in the history and practices of PR. From copywriting and research to social media and graphic design, you will learn the skills required to succeed professionally after graduation.
In your senior year, you will complete two public relations campaigns for real clients. In addition, the senior capstone seminar will ease your transition from student to professional, offering career preparation and job search skills. As a graduate of the Public Relations program at SRU, you will be marketable for employment in public relations, marketing, and advertising agencies in corporate, nonprofit, and governmental settings.
In addition to the knowledge and hands-on experience you’ll gain, you’ll also have the opportunity to be a member of several clubs and organizations designed specifically for Communication and Public Relations majors. These include:
- Lambda Pi Eta Communication Honorary
- Public Relations Student Society of America (PRSSA)
- Rock PRoductions Student Public Relations Firm
WHAT WILL YOU LEARN?
SRU’s curriculum gives students a broad stroke foundation in communication and public relations, enabling them to go on to pursue positions in a variety of niches. The core course requirements set the stage for what it means to work in the communication industry, covering concepts, research methods, and mass media.
The public relations emphasis courses cover a wide range of topics, including digital design, journalistic writing, social media, persuasion, argumentation, and more. Through these classes, students learn about various modes of communication. Additional message production and preparation courses—such as photojournalism, video production, and interactive multimedia—allow students to dig deeper into a certain communication area. Furthermore, students complete one of two business courses—organizational behavior or principles of marketing—to better understand the importance of communication as it relates to the success of a company.
Those who major in Public Relations at SRU also participate in an internship program, which allows them to apply their classroom knowledge in a practical setting. This gives students the hands-on experience needed to enter the workforce after graduation.
CAREERS IN PUBLIC RELATIONS
Public relations professionals ensure that companies, organizations, and individuals reach the right parties with an expertly crafted message in an age of instant information transference. In collaboration with our Advisory Board and skilled professionals working in the field, this degree program is designed to help you develop the specific skills and insights employers are looking for: public opinion research and analysis, strategic planning, effective writing skills, and proficiency in the use of social media, visual, and graphic design technologies. Potential job titles include but are not limited to:
- Public Relations Specialist
- Brand Ambassador
- Publicist
- Event Coordinator
- Social Media Specialist
- Content Strategist
- Copywriter
The success of our program is measured by our graduates who are employed in public relations, marketing, and advertising at agencies, corporate offices, and non-profit organizations.
PROGRAM LEARNING OUTCOMES
Strategic COMMUNICATION and Media - PUBLIC RELATIONS, BS
- Writing: Produce written communication tactics to communicate with various publics. (SRU SLO 1, 2, 5, 8, 9, 10)
- Tactics: Employ social media, multimedia, and graphic design technologies to communicate with publics. (SRU SLO 1, 2, 5, 8, 9, 10)
- Strategic Campaigns: Demonstrate the ability to develop a research-based strategic communication plan tailored to a specific target public. (SRU SLO 1, 2, 5, 8, 9, 10)
STRATEGIC COMMUNICATION AND MEDIA DEPARTMENT, OVERALL
- Writing competency: Students will demonstrate the ability to write and present messages clearly and effectively. (SRU SLO 1)
- Ethics and legal issues: Students will understand ethical and legal issues facing communicators in the 21st century. (SRU SLO 8)
- Research and analysis: Students will demonstrate the ability to design and implement research studies and critically analyze research data. (SRU SLO 2)
RELATED LINKS
Strategic Communication and Media - Public Relations, BS Program Page
CURRICULUM GUIDE
GPA REQUIREMENT
Major GPA: 2.0 or higher
Overall GPA: 2.0 or higher
SUMMARY*
| Code | Title | Hours |
|---|---|---|
| Rock Studies 2 Requirements | 42 | |
| Other Basic Requirements | 0-3 | |
| Major/Concentration Requirements | 54 | |
| Electives | 24 | |
* All undergraduate degree programs require a minimum of 120 credits. Some courses meet multiple requirements, but are only counted once toward the 120 credit total required to graduate.
ROCK STUDIES 2 REQUIREMENTS
| Code | Title | Hours |
|---|---|---|
| The Rock | ||
| SUBJ 139 | Foundations of Academic Discovery 1 | 3 |
| ENGL 102 | Critical Writing | 3 |
| ENGL 104 | Critical Reading | 3 |
| MATH 117 | Quantitative Reasoning | 3 |
| Select one of the following: | 3 | |
| Civil Discourse: Theory & Practice | ||
| Ethics and Civil Discourse | ||
| Civil Discourse and Democracy | ||
| Subtotal | 15 | |
| Integrated Inquiry | ||
| Creative and Aesthetic Inquiry | ||
| Select 3 Credits | 3 | |
| Humanities Inquiry | ||
| Select 3 Credits | 3 | |
| Social Science Inquiry | ||
| Select 3 Credits | 3 | |
| Natural Sciences Inquiry | ||
| SCI 101 | Science of Life | 3 |
| Physical Sciences Inquiry | ||
| SCI 102 | Understanding the Physical World | 3 |
| Subtotal | 15 | |
| Thematic Thread | ||
| Select 12 Credits 2 | 12 | |
| Total Hours | 42 | |
- 1
Course offered in multiple subjects; cannot take course in first major subject.
- 2
From at least 3 Categories; no more than 6 credits from one department; 6 credits must be 300-level or above.
Basic Math Requirement
Check with your adviser or a current degree audit report to see if you have been exempted from this course. The credit earned in this course will not be counted toward the 120 credit hour minimum needed to earn a degree.
| Code | Title | Hours |
|---|---|---|
| Complete one of the following: | 0-3 | |
Meet required minimum SAT or ACT math score OR | ||
| Beginning Algebra | ||
| Total Hours | 0-3 | |
DIVERSITY, EQUITY, AND INCLUSION REQUIREMENT
Students must take and pass a course with the Diversity, Equity, and Inclusion (DEI) designation prior to graduation. Students can meet this requirement by taking any DEI - designated course in any program at any time during their undergraduate career.
MAJOR/CONCENTRATION REQUIREMENTS
- 27 major credits must be taken at SRU or PASSHE
- 27 major credits must be taken at the 300 level or above
| Code | Title | Hours |
|---|---|---|
| Communication Core | ||
| COMM 110 | Communication Concepts 1,2 | 3 |
| COMM 242 | Media Writing 1 | 3 |
| COMM 310 | Communication Research Methods 1,2 | 3 |
| COMM 410 | Communication Law 1,2 | 3 |
| COMM 497 | Senior Capstone Seminar 1 | 3 |
| Subtotal | 15 | |
| Public Relations Requirements | ||
| COMM 231 | Principles of Integrated Marketing Communication & Public Relations 1 | 3 |
| COMM 307 | Social Media 1 | 3 |
| COMM 317 | Topics in Global and Intercultural Communication 1 | 3 |
| COMM 332 | Case Studies in Public Relations and Integrated Communication 1 | 3 |
| COMM 333 | Writing for Public Relations and Integrated Marketing Communication 1 | 3 |
| COMM 431 | PR and IMC Campaigns Capstone 1 | 3 |
| COMM 450 | Internship 1 | 3-12 |
| Subtotal | 21-30 | |
| Message Production Tactics | ||
| Select three courses of the following (at least one course must be 300 level or higher) | 9 | |
| Introduction to Digital Design 1 | ||
| Photojournalism 1 | ||
| Interactive Multimedia 1 1 | ||
| Video Production 1 | ||
| Message Preparation 1 | ||
| Interactive Multimedia 2 1 | ||
| Publication Production 1 | ||
| New-Media Journalism 1 | ||
| Interactive Multimedia 3 1 | ||
| Digital Imaging 1 | ||
| Advertising Production 1 | ||
| PR Professional Practice | ||
| Select two of the following (at least one course must be at 300 level or higher) | 6 | |
| Principles of Creative Advertising 1 | ||
| Mass Media and Society 1 | ||
| Strategic Health Communication 1 | ||
| Argumentation 1 | ||
| Organizational Communication 1 | ||
| Professional Presentation 1 | ||
| Media Relations and Crisis Communication 1 | ||
| Health Communication Cases and Strategies 1 | ||
| Social Media Network Analytics 1 | ||
| Persuasion 1 | ||
| Introduction to HEMT 1 | ||
| Contemporary Travel and Tourism 1 | ||
| Principles of Marketing 1 | ||
| Organizational Behavior 1 | ||
| Human Resources Management 1 | ||
| Environmental Communication 1 | ||
or COMM 204 | Environmental Communication | |
| Interpretive Methods and Programming 1 | ||
| Introduction to Sport Management 1 | ||
| The Fan Experience 1 | ||
| Total Hours | 54 | |
- 1
Course counts for 50% of Major and Major GPA
- 2
A grade of 'C' or higher must be earned in these courses
- *
Some courses may require pre-requisites. Please see course descriptions to determine if there are any pre-requisites for that specific course.
Important Curriculum Guide Notes
This Curriculum Guide is provided to help SRU students and prospective students better understand their intended major curriculum. Enrolled SRU students should note that the My Rock Audit may place already-earned and/or in progress courses in different, yet valid, curriculum categories. Enrolled SRU students should use the My Rock Audit Report and materials and information provided by their faculty advisers to ensure accurate progress towards degree completion. The information on this guide is current as of the date listed. Students are responsible for curriculum requirements at the time of enrollment at the University.
PASSHE - Pennsylvania State System of Higher Education Institutions
STRATEGIC COMMUNICATION & MEDIA- BS (2119)
Concentration in Public Relations (PUBR)
This program is effective as of Summer 2024
Revision date: 05.16.2024
UCC 04.16.2024
RECOMMENDED FOUR-YEAR PLAN
| First Year | ||
|---|---|---|
| Fall | Hours | |
| COMM 110 | Communication Concepts | 3 |
| COMM 263 | Mass Media and Society | 3 |
| ENGL 102 | Critical Writing | 3 |
| ESAP 101 | FYRST Seminar * | 1 |
| SUBJ 139 | Foundations of Academic Discovery 1 | 3 |
| Creative & Aesthetic Inquiry | 3 | |
| Hours | 16 | |
| Spring | ||
| COMM 200 | Civil Discourse: Theory & Practice | 3 |
| ENGL 104 | Critical Reading | 3 |
| COMM 231 | Principles of Integrated Marketing Communication & Public Relations | 3 |
| MATH 117 | Quantitative Reasoning | 3 |
| Humanities Inquiry | 3 | |
| Hours | 15 | |
| Second Year | ||
| Fall | ||
| COMM 235 | Introduction to Digital Design | 3 |
| Message Production & Tactics Course | 3 | |
| Natural Sciences Inquiry | 3 | |
| Social Science Inquiry | 3 | |
| Elective | 3 | |
| Declare a Thematic Thread 2 | ||
| Hours | 15 | |
| Spring | ||
| COMM 242 | Media Writing | 3 |
| Message Production & Tactics Course | 3 | |
| Physical Sciences Inquiry | 3 | |
| Thematic Thread Requirement | 3 | |
| Elective | 3 | |
| Hours | 15 | |
| Third Year | ||
| Fall | ||
| COMM 310 | Communication Research Methods | 3 |
| COMM 332 | Case Studies in Public Relations and Integrated Communication | 3 |
| Thematic Thread Requirement | 3 | |
| Message Production & Tactics Course | 3 | |
| Elective | 3 | |
| Hours | 15 | |
| Spring | ||
| COMM 307 | Social Media | 3 |
| COMM 333 | Writing for Public Relations and Integrated Marketing Communication | 3 |
| Thematic Thread Requirement | 3 | |
| PR Professional Practice Course | 3 | |
| Elective | 3 | |
| Hours | 15 | |
| Fourth Year | ||
| Fall | ||
| COMM 410 | Communication Law | 3 |
| PR Professional Practice Course | 3 | |
| Thematic Thread Requirement | 3 | |
| Elective | 6 | |
| Hours | 15 | |
| Spring | ||
| COMM 317 | Topics in Global and Intercultural Communication | 3 |
| COMM 431 | PR and IMC Campaigns Capstone | 3 |
| COMM 450 | Internship | 3 |
| COMM 497 | Senior Capstone Seminar | 3 |
| Elective | 3 | |
| Hours | 15 | |
| Total Hours** | 121 | |
- 1
Course offered in multiple subjects; cannot take course in first major subject.
- 2
Work with your Academic Adviser to declare a Thematic Thread by the end of your fall semester in your second year.
- *
Students are encouraged to take ESAP 101 as a Free Elective.
** This document is meant to serve as a guide. Some planners may show more than 120 credits because faculty have created flexibility in choosing courses. However, only 120 credits are required to obtain a degree. Please consult with your academic adviser and refer to your curriculum guide prior to registering for courses. This plan should be reviewed, and verified, by you and your academic adviser at least once each academic year.
Major Code: 2119
Concentration Code: PUBR
Revised: 05.10.2023