Specialized Studies Program in Public Relations
“The media institutions that we have trusted for all of our lives…are collapsing with stunning speed."
—Paul Gillin, technology journalist, “Farewell to the mass media,” www.prsa.org
U.S. population has risen 23 percent during the last 20 years, while newspaper circulation has dropped 20 percent and may be dying altogether. Shifting advertising venues and online communications are rapidly restructuring public relations methodology. This kind of evolution requires public relations professionals stay current.
Learn to reach and inform today’s audience, establish yourself or your organization as a trusted brand, and become a public relations leader. Every type of organization—from the smallest nonprofits to the largest multi-million-dollar corporations—benefits from solid public relations planning and strategy. Develop a solid understanding of the media, and how to garner their attention and earn their respect. Acquire the knowledge to help your organization build understanding, credibility and trust with the media and, in turn, the public in this evolving environment.
This curriculum is based on competencies established by the Commission of Public Relations Education. Classes are held in the evening, and the entire program is designed to be completed in a year.
Gain practical knowledge that matters
- Gain insights on the profession from top-notch faculty.
- Network with other public relations professionals.
- Demonstrate your ability to keep up with the new media.
- Gain a competitive edge in hiring situations.
Designed for professionals like you
This program is designed for public relations professionals who want to energize their careers or expand their specific areas of expertise. It's also for marketing professionals, business owners and others who want to develop proficiency in public relations.
Specialized Studies Program Requirements
Courses may be taken individually or as part of the Specialized Studies Program in Public Relations. Participants will be awarded a certificate in Public Relations upon the successful completion of 8.4 required units and one elective course as designated. Tuition for the entire Specialized Studies Program in Public Relations is $2,865 to $3,165, depending on when you enroll. The program application fee, textbooks and parking are not included in the tuition fee.
- Required courses (8.4 units)
- Elective courses (choose 1)
| UNITS | F | W | SP | SU | ||
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| REQUIRED COURSES | Essentials of Public Relations | 1.8 | 
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| Writing for Public Relations Professionals | 1.8 |
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| Media Relations | 1.5 |
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| Marketing and Public Opinion Research | 1.5 |
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| Strategic Planning in Public Relations | 1.8 |
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| ELECTIVE COURSES | Special Events | 1.5 |
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| Social Media | 1.5 |
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F=Fall W=Winter SP=Spring SU=Summer;
Schedules subject to change
Classroom format |
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Required Courses
Essentials of Public Relations
1.8 quarter units academic credit, X423.17.
Expand your knowledge of the roles and responsibilities of the public relations professional and the skills needed for success. Examine the role of public relations and the responsibilities and duties of those in this exciting profession.
Learn the functions of public
relations departments and the variety of specializations, such
as crisis communications, issue
management, and building and managing your organization's image.
This course is not currently scheduled.
Writing for Public Relations Professionals
1.8 quarter units academic credit, X423.215.
Effective public relations copy requires the ability to write informatively and persuasively for diverse audiences, using a variety of formats. Sharpen your writing skills by reviewing good writing principles and developing the critical thinking skills to create clear, successful public relations pieces.
Analyze and apply
techniques to persuade and motivate your audience. Exercises cover
writing
basic news releases, feature stories, direct mail letters, brochures,
website
copy and more.
Sections of this course open for enrollment:
- Writing for Public Relations Professionals starts February 9, 2010
Media Relations
1.5 quarter units academic credit, X441.18.
Your media targets receive hundreds of press releases every day. How do you make your message stand out in the crowd? The key to landing news coverage is to understand what the media wants and to deliver your message credibly, creatively and concisely. Develop a solid understanding of the media and various media outlets.
Gain insights into media perspective and how stories are chosen; the critical components of effective pitch letters, press releases and public service announcements; and how to format your messages for print and broadcast. Prepare for and conduct mock interviews, and learn how to handle controversial issues.
This course is not currently scheduled.
Marketing and Public Opinion Research
1.5 quarter units academic credit, X441.315.
Learn a planned and critical approach to using research as a tool for making informed business decisions. People from many different kinds of organizations, including nonprofit, government, political and corporate, often need to gauge public opinion before making major decisions.
Explore both quantitative and qualitative methods from a practical
point of view, with many real-world illustrations. Topics include
research
planning, instrument design, sample selection, field implementation,
data
tabulation and analysis, and preparation of written and oral reports.
Individual and group projects let you develop your own skills with
observations
from the instructor and your peers.
This course is not currently scheduled.
Strategic Planning in Public Relations
1.8 quarter units academic credit, X441.19.
Strategic planning is critical for an effective public relations program. Review a variety of public relations programs, deepen your understanding of public relations concepts, and learn to apply public relations theory to practical situations.
Through the development of an actual public relations campaign, learn to analyze a variety of common challenges and objectives. Understand research components and learn to identify your audiences. Create targeted messages and appropriate timelines, budgets and tactics. Discover how to evaluate and measure the impact of a public relations campaign. Guest speakers discuss their public relations challenges and solutions. A basic understanding of public relations is required.
This course is not currently scheduled.
Elective Courses
Special Events
1.5 quarter units academic credit, X423.19.
Discover ways to define your goals and custom design events to accomplish them. Whether you want to promote a new business, a product line or reinforce your brand, special events are an important marketing tool and offer public relations opportunities for companies, organizations and communities. Examine how to identify target audiences and find sponsors.
Learn to create pre-event publicity and draw in
event-day media coverage. Gain an "insider's look" at events as well
as how to manage them, how to measure them and how to produce events
successfully time-after-time.
This course is not currently scheduled.
Social Media
1.5 quarter units academic credit, X423.25.
Business
organizations are
incorporating social media into their marketing strategies more rapidly
than
predicted. Clearly, with more than 100 million videos being viewed on
YouTube
each day, the increasing presence of blogs and the incredible traffic
on Facebook
and Twitter, marketing professionals cannot help but notice that such
widespread adoption can play a critical role in advertising and
promotions.
Sections of this course open for enrollment:
- Social Media starts March 8, 2010
You also have the option of taking any course in our Marketing or Web Site Design programs as an elective.
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