Bachelor's degree programs in PR communications cover areas that include media relations, corporate communications, community relations, crisis management and positive relationship building. A focus on communication strategies is often prominent in a public relations program. PR programs, like the Bachelor of Science in Public Relations, Bachelor of Arts in Communications with an emphasis in PR or B.A. in Public Relations, give students the basic knowledge they need to cultivate a career acting as a public relations specialist for businesses, government agencies or non-profit organizations.
Most programs offer two focuses - communications and public relations. Students will also have to complete general education courses in these 4-year programs. Most schools offer all courses online, so the degree can be completed fully through the school's online platform.
Coursework in a PR communications program generally covers communication skills and methods, as well as public relations-specific information. Common general courses introduce students to the field of public relations and cover different aspects of a career in this field, such as public speaking and writing.
This course covers public relations basics, such as developing press releases, PR strategies and problem-solving techniques. Most core courses require an introduction to public relations as a requirement.
Courses in how the law influences public relations may cover topics such as invasion of privacy and copyright issues. The First Amendment is also typically covered. Some courses may present case studies, which allow students the chance for practical study of legal issues in public relations.
An ethics course usually focuses on the issues that arise when dealing with public relations issues. Students may learn about professional behavior. This course usually introduces students to ethical situations and allows them to apply theories to solving the dilemmas.
Students who want to advance in their careers to a management level often pursue a master's degree program in public relations communication, such as the Master of Science in Public Relations or Master of Arts in Communication with a focus public and media relations. Students will usually learn about social media and brush up on writing and speaking skills. Many programs also have a strong focus on research, so students can develop their skills to assist them with creating PR campaigns and other materials.
Master's programs are typically offered fully online, but some schools may offer hybrid programs where some classes may be campus-based. Programs can be completed in less than two years and some may be offered in an accelerated format to allow students to complete the program more quickly. Master's programs in PR are designed mostly for professionals who are already working the field. As such, these programs are flexible, allowing students to take as many or as few classes as they feel comfortable with each semester.
PR courses at the master's level cover basic topics, such as writing, speaking and research. Professionalism is also usually covered, as is ethics. Programs also may include a thesis project, which is an individual research project on a PR communications topic.
PR specialists often act as leaders or managers of others within the PR department. In a management course, students learn how to properly guide others to form a solid and functional PR team. Leadership styles, challenges and general relations between the PR department and other company departments are other topics covered in this course.
Most PR master's programs include a course that allows students to examine different PR case studies. In this type of course, students analyze different PR situations and apply their knowledge to produce solutions and make recommendations on how to handle the situations.
Developing a public relations campaign is a large part of this career, so students learn about how to effectively create a campaign in this course. The course may cover fund raising, meeting planning and volunteer efforts.
This is a basic course that introduces students to the fundamentals of communication. Students learn how the simple communications skills people exhibit affect the PR field.
Public relations specialists serve as the main spokesperson for a company, agency or organization. In this career, a person must have excellent communication skills and be able to handle problems quickly. According to the U.S. Bureau of Labor Statistics (BLS), in 2008, PR specialists held around 275,200 positions (www.bls.gov). Change for PR specialists was expected to grow by 24% from 2008-2018, with a 13% growth rate predicted for PR managers over the same period.
The BLS reported in 2010 that the average salary for PR specialists was $59,150. In the same year the average salary for public relations managers was $104,390.
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