Public Relations and Marketing Communications Curriculum
Course of Study
57 credits, including PR 111, 220, 222, 275, 320, 412, 415, 475; BU 125, 220, 230, 320; AR 114, 311; MC 103, 105, 107 (or test out), MC 250; EC 103; AC 200; and PH 355
27 credits, including PR 111, 320, 415; BU 125, 220 and 4 electives from the following: PR 220, 222, 321, 412; AR 114; BU 200, 226; EN 205; FH 332, 338
Public Relations and Marketing Communications Major Audit Sheet
Public Relations and Marketing Communications Minor Audit Sheet (.pdf)
PR 111 Introduction to Public Relations (3)
Introduction to the strategies and tactics of public relations and the persuasive forces that shape public opinion, such as print and electronic media, and the ethical considerations behind persuading target publics; the role and function of PR in society and within the management function of organizations; the study of strategic public relations processes; and its potential as a career. An examination of PR activities in diverse areas including counseling firms, corporations, nonprofits and trade organizations.
PR 220 Journalism (3)
Introduction to the role of the journalist and the relationship between journalists and public relations professionals. An examination of what constitutes "news" and the principles and ethics of reporting. The class explores the basics of writing news and feature stories.
PR 222 Advertising (3)
Introduction to the strategies and tactics of advertising, its role in society, and its potential as a career. An examination of advertising activities including preparation of advertising campaigns. Comparative study of advertising media. The development of creative solutions to communication challenges.
PR 288, 488 Special Topics in Public Relations
An in-depth examination of timely topics relevant to public relations.
PR 275 Public Relations Field Observation (3)
This experiential course offers the student an opportunity to become immersed in the workings of a public relations business or department early in the program to help the student understand the industry. Alongside an industry professional, the student will experience various aspects of the field, such as creative and strategy sessions, industry meetings, client/account executive interaction.
PR 320 Writing for Public Relations (3)
Study of the conceptual and technical skills required of practitioners to communicate messages through a variety of channels and styles to reach an organization's publics. News releases, PSAs, newsletters, brochures, speeches, internet/web, and other written communication vehicles.
PR 321 Grant Writing (3)
Introduction to the role of the grant writer in the nonprofit sector. Emphasis on the ethics of fundraising and development and the attitudes and values associated with the act of asking for money. Provides an overview of the various types of fundraising. Opportunity to write a grant for a local nonprofit.
PR 412 Special Problems: Media Analysis and Client Issues in Advertising (3)
This course will focus on the business aspects of advertising. What media to consider buying for a client, how to construct research, how to measure the effectiveness of an ad campaign. This course will be hands-on and real-world oriented, with the centerpiece an ongoing project and presentation by each student.
PR 111 and 222 or discretion of instructor
PR 415 Creating the Campaign (3)
Creation of a strategic public relations campaign for a Greater Cleveland community organization. The entire public relations process is implemented, beginning with defining the communication problem, identifying audiences, developing objectives, strategies, tactics, budgets, timetables and evaluation methods.
PR 111 and 320
PR 461, 462 Independent Study (1-3, 1-3)
Directed study of specific problems or topics in public relations. Approval of program director is required.
PR 475, 476 Academic Internship (credit varies)
Directed practical experience in public relations.
PR 111, 220, 222, 275, 320, 412 and 415
PR 199, 299, 399, 499 External Learning Assessment (credit varies)
Measurable and verifiable learning that has occurred outside of the traditional classroom. Numerical designation indicates level of proficiency in the topic. Courses for which there is an exact Ursuline College equivalent are listed by the appropriate numerical designation. "PL" is listed before all course titles for which credit is granted through external learning assessment.