Program Competencies

Public Relations Program graduates will be able to:

• Demonstrate knowledge of the historical and theoretical contexts important to Public Relations practices.

• Analyze the structure, content and consequences of both traditional Public Relations and emerging digital media usage in Public Relations.

• Analyze, evaluate and critique Public Relations practices both mediated and non-mediated.

• Demonstrate knowledge of the complex relationships between the client, the key publics and stakeholders.

• Apply ethical values that guide Public Relations practices and professional standards.

• Articulate their own ideas and express them effectively, with clarity, appropriateness and interest.

• Use with expertise the Research, Planning, Implementation, and Evaluation strategy found in Public Relations campaigns

• Demonstrate a working knowledge of a variety of Public Relations tactics (written materials, social media, audio, video, web-based).

• Identify and anticipate societal trends in Public Relations.

• Conduct communication and Public Relations research.

• Apply legal concepts specific to Public Relations issues to situations potentially arising in their professional practices.

• Demonstrate sensitivity to multicultural values and global perspectives in Public Relations practice.

• Identify various audience segments, and show evidence of being able to adapt to those audiences.

• Design and implement hands-on, field based campaigns and projects in partnership with community clients from both for-profit and non-profit organizations.