M.A. in Public Relations

Locations

The public relations degree is offered at the following locations:

Continental United States

• St. Louis, MO
  • Home Campus

In addition, the M.A in public relations is available online. For more information, please visit online.webster.edu.

Program Description

The Master of Arts (M.A.) degree in public relations is intended for students who have both an interest and background in public relations. The M.A. in public relations is a specialized concentration available to individuals who qualify for the program. Qualifications include an educational background or three years professional experience in this area. Students without educational background or three years experience in public relations are required to enroll in 6 credit hours of prerequisite coursework. The selection of prerequisites will be determined through consultation with an academic advisor. Students must earn a grade of "B" or better in the prerequisite courses before they will be allowed to enroll in graduate courses. The prerequisite courses do not count toward the 36 credit hours required for the degree, nor will they be considered as part of the credit hours required for advancement to candidacy. This degree is theory and application based. It is not intended to be production-oriented and therefore, students interested in developing a creative portfolio may wish to consider undergraduate coursework in public relations.

Prerequisite Courses

A student must have completed a minimum of 6 hours from the following undergraduate courses (or their equivalents). These requisites must be listed on an official transcript.

• PBRL 2100 Fundamentals of Strategic Communications and Public Relations
• PBRL 2920 Writing for Public Relations
• PBRL 4300 Crisis Communications Management
• PBRL 4800 Media Relations
• MNGT 3550 Public Relations
• MEDC 1050 Introduction to Media Writing
• SPCM 3500 Presentations for Media Professionals

Student Learning Outcomes

Successful graduates of this program will be able to:

• Demonstrate expertise in problem identification, resolution development and implementation for communication-related issues;
• Design and perform public relations research and understand findings, in order to solve an organization's communications problems;
• Develop public relations plans for various internal and external audiences;
• Demonstrate strategic-level analysis and critical thinking;
• Assess and apply major tactical-level communication tools based on overall public relations plan strategy;
• Review trends and anticipate implications for future communications needs and challenges;
• Identify changes that could have an impact on public relations practices.

Program Curriculum

Public Relations

The course of study for students working towards an M.A. in public relations is as follows:

Core Courses (21 credit hours)

• MEDC 5000 Media Communications (Requisite Course)
• MEDC 5310 Media and Culture
• PBRL 5322 Public Relations
• PBRL 5342 Writing for Public Relations or PBRL 5344 Speechwriting
• MEDC 5350 Media Organization and Regulations
• MEDC 5360 International Communications
• MEDC 6000 Seminar in Media Communications

Emphasis Courses

A minimum of 15 credit hours must be completed from the following:

• ADVT 5321 Advertising Decision-Making (special prerequisites)
• MEDC 5300 Strategic Communications
• MEDC 5343 Writing for Media Communications: Scriptwriting
• MEDC 5345 Writing for Media Communications: Journalism
• MEDC 5400 Media Production Management
• MEDC 5430 Media Communications Technology
• MEDC 5460 Media Research
• MEDC 5500 Professional Seminars
• MEDC 5550 Topics in Media Communications
• MEDC 5600 Introduction to Interactive Communications
• MEDC 5650 Special Topics in Interactive Media
• PBRL 4190 Public Relations Research
• PBRL 4800 Media Relations
• PBRL 5323 Organizational Communications
• PBRL 5342 Writing for Public Relations (if not used as Core course)
• PBRL 5344 Speechwriting (if not used as Core course)
• PBRL 5451 Communication Strategies for Investors and Financial Stakeholders
• PBRL 5452 Communications Strategies for Public Affairs and Government Relations
• PBRL 5453 Communication Strategies for Nonprofit Organizations
• PBRL 5465 Crisis Management Communications
• PBRL 5770 Multinational Public Relations

Course Descriptions

ADVT 5321 Advertising Decision-Making (3)
This course examines case studies that cover decision making in all aspects of advertising management: target and audience identification, strategic planning, objective-setting, creative strategy, media planning, budgeting, research, and agency/client relationships. Prerequisites: a minimum of 6 credit hours of undergraduate coursework in advertising theory and MRKT 5940 Promotional Management (MRKT 5000 Marketing is the prerequisite for MRKT 5940 Promotional Management).

MEDC 5000 Media Communications (Requisite Course) (3)
This is the requisite course in the public relations program. Students examine communications theory and its application to mass media. Consideration is given to the distinctive characteristics of each of the major mass communications systems, including print, radio, film, television, and interactive media. The course introduces students to the graduate program and describes program expectations as well as introduces research methodologies used throughout the program and discusses academic preparation for MEDC 6000 Seminar in Media Communications. Therefore, students must take this course even if they have academic and/or professional experience in media communications. Prerequisite: students should have an educational background or professional experience in media communications, or they must enroll in 6 credit hours of additional preparatory undergraduate coursework, as determined by an academic advisor.

MEDC 5300 Strategic Communications (3)
This course is taught from a top-management perspective regarding the strategic role of communications, and the communications manager, in achieving the company mission and measurable bottom-line results. It introduces students to an integrated approach to managing all communications functions, including all direct and indirect communications requirements for both internal and external audiences and intermediaries, such as customers, suppliers, distributors, employees, shareholders, competitors, politicians, analysts, journalists and lobbyists. It encompasses the functional areas of marketing communications, organizational communications, media relations, investor relations, government relations and corporate branding. Prerequisite: MEDC 5000 Media Communications.

MEDC 5310 Media and Culture (3)
This course examines the mass media as it reflects and influences the attitudes, values, behaviors, myths, and preoccupations that define a given culture. The course considers the functions of mass media in society and the effect on the individual. Prerequisite: MEDC 5000 Media Communications.

MEDC 5343 Writing for Media Communications: Scriptwriting (3)
This course helps students develop several styles of nonfiction video scriptwriting for broadcast and non-broadcast media, including corporate scriptwriting, news-feature writing, and documentary-style scripting. Prerequisite: MEDC 5000 Media Communications.

MEDC 5345 Writing for Media Communications: Journalism (3)
Writing for journalism is intended to give the student an understanding of the various genres of journalistic expression, including the hard-news story, feature story, and investigative story, as well as interpretive and explanatory journalism. Additionally, students are introduced to the trends of journalistic writing, from yellow and tabloid journalism to muckraking and the new civic journalism. Students can expect a number of writing/reporting assignments in this course. Prerequisite: MEDC 5000 Media Communications.

MEDC 5350 Media Organization and Regulations (3)
The student examines the legal structure of the media communications industry. The course focuses on the formation, rationale, and implications of policies that form the basis of media law and regulation. Prerequisite: MEDC 5000 Media Communications.

MEDC 5360 International Communications (3)
This course focuses on the history, issues, and future of international communications. The class considers individual media systems, including different understandings of the role of the media, freedom of press and information in different areas of the world, parity between distribution of news and the shaping of the public mind, international stereotyping, and international propaganda. The course also examines the relationship between national and global media systems and the role of international communications in the development of the new world order. Prerequisite: MEDC 5000 Media Communications.

MEDC 5400 Media Production Management (3)
This course exposes the student to the principles of management, planning, and execution of media-oriented activities and events. The student examines the role and functions of the producer of media-oriented projects: pre-production organization and research; proposal writing; scheduling; union regulations; budgeting; and staff, crew, and talent coordination. Prerequisite: MEDC 5000 Media Communications.

MEDC 5430 Media Communications Technology (3)
The student explores new technologies in mass communications and the choices that these technologies present in the area of media communications. Course content focuses on the impact of interactive video, computers, and videotext on business and government and the increasing reliance on the management and communication of information. Prerequisite: MEDC 5000 Media Communications.

MEDC 5460 Media Research (3)
The course introduces students to the major research methodologies, communication theories, and topics of study within media research. Theories, models, and methods are applied toward the development of research projects. Students discuss and examine qualitative and quantitative methods of media research employed by various aspects of the media. Prerequisite: MEDC 5000 Media Communications. MEDC 5310 Media and Culture recommended.

MEDC 5500 Professional Seminars (1-3)
Students may supplement the core and elective courses in media communications with professional seminars designed to examine contemporary issues in this field. Course may be repeated for credit if content differs. Graduate students may apply to substitute 3 seminar credit hours for one emphasis course by using a program option request form. Prerequisite: Undergraduate seniors require approval of academic advisor.

MEDC 5550 Topics in Media Communications (3)
This course offers a variety of topics to address emerging theories, practices, and applications in the field of communications. Topics are timely and of interest to professionals currently working in or pursuing media-related careers. Classes may focus on such topics as graduate-level writing, research and critical thinking; media literacy and video production; ethical issues in the media, account planning for advertising and public relations, applications for podcasting and blogs, creating cultural change through organizational communications, etc. Prerequisite may vary with the topic. May be repeated once for credit if content differs and is appropriate for student's course of study.

MEDC 5600 Introduction to Interactive Communications (3)
A practical introduction to interactive media. The course will address concept, design and production strategies, technical aspects of production and publication, and practical applications of interactive media in educational, commercial, and public environments. Students will create flowcharts, treatments, and scripts, and will publish their final project as a design document. Prerequisite: MEDC 5000 Media Communications.

MEDC 5650 Special Topics in Interactive Media (3)
This course will address current and significant issues in interactive media and interactive communications. The course focuses on existing theories and practices, with emphasis on new and emerging topics and technologies in this field. The course topics could include computer-based training, games and entertainment, journalism on the Internet, and interactive narrative writing. Prerequisites: MEDC 5000 Media Communications and MEDC 5600 Introduction to Interactive Communications recommended. Can be repeated for credit if content varies.

MEDC 6000 Seminar in Media Communications (3)
In this course, students synthesize and integrate the learning experiences acquired in all previous media communications courses and research current topics relative to production of a thesis document. Also, current topics in media communications are shared in a seminar setting. Techniques used to accomplish these goals may vary. Prerequisite: Completion of all other graduate courses in program. This should be the last course taken before graduation. Any exceptions must be approved prior to registration by submitting a program option request to be signed by the Director of Graduate Studies and the Dean of the School of Communications.

PBRL 4190 Public Relations Research (3)
Students learn the basic concepts of public relations research using the Internet for instruction and assignment. Students learn how to gather and apply data to public relations program design and evaluation. The course presents primary and secondary data collection methods used in PR research, as well as basic statistical concepts for data analysis. Students also learn to interpret, to report, and to apply findings to specific public relations cases and situations. Prerequisite: PBRL 2100 Fundamentals of Strategic Communications and Public Relations or PBRL 5322 Public Relations for graduate students.

PBRL 4800 Media Relations (3)
Students learn effective verbal and nonverbal communication techniques and apply these concepts to a series of "real-world" simulations in which they learn to attract, work with, and be interviewed by radio, television, and newspaper reporters. Prerequisite: PBRL 2100 Fundamentals of Strategic Communications and Public Relations or PBRL 5322 Public Relations for graduate students.

PBRL 5322 Public Relations (3)
This course integrates communications strategy with organizational mission statements, demonstrates stakeholder and issues management techniques, and considers ethical dilemmas in public relations situations. Public relations cases are examined in order to learn effective strategic and tactical answers to public-perception problems and opportunities. Prerequisite: MEDC 5000 Media Communications and 6 hours undergraduate coursework in public relations.

PBRL 5323 Organizational Communications (3)
This course considers the relationship of organizational mission, employee values, organizational cultures, and motivation. Both formal and informal communication networks are studied as they pertain to appropriate use of media to communicate with employees or volunteers. Students examine case studies showing proactive employee information efforts. Prerequisite: MEDC 5000 Media Communications and PBRL 5322 Public Relations or MEDC 5300 Strategic Communications.

PBRL 5342 Writing for Public Relations (3)
This course applies public relations strategies and theories to writing for specific stakeholder audiences in a variety of complex public relations situations. Various persuasive techniques are applied to specific target audience needs, as indicated by audience analysis. Students examine professional copy and produce their own advanced public relations writing for inclusion in their portfolios. Topics include white papers, financial public relations writing, crisis communications, news releases, etc. Prerequisites: MEDC 5000 Media Communications and PBRL 5322 Public Relations or MEDC 5300 Strategic Communications.

PBRL 5344 Speechwriting (3)
Students review and create organizational and business speeches, with special emphasis on assessing the audience, incorporating the organizational mission, researching the speech, and writing for the ear. Prerequisites: MEDC 5000 Media Communications and PBRL 5322 Public Relations or MEDC 5300 Strategic Communications.

PBRL 5451 Communication Strategies for Investors and Financial Stakeholders (3)
This course addresses the specific communication requirements of the financial stakeholder audience, including discussion of legal communication requirements, annual reports, annual meetings, analyst meetings, analyst information programs, and shareowner communications. Prerequisites: MEDC 5000 Media Communications and PBRL 5322 Public Relations or MEDC 5300 Strategic Communications.

PBRL 5452 Communication Strategies for Public Affairs and Government Relations (3)
This course focuses on managing public relations strategies and tactics used in conducting public affairs, lobbying efforts, political campaigning, and government public information functions. Prerequisites: MEDC 5000 Media Communications and PBRL 5322 Public Relations or MEDC 5300 Strategic Communications.

PBRL 5453 Communication Strategies for Nonprofit Organizations (3)
This course addresses the specific public relations strategies needed to effectively manage the communications function within the nonprofit sector of organizations. The challenges of meeting the communication needs of volunteers and donors will be addressed as well as fund-raising communication techniques. Prerequisites: MEDC 5000 Media Communications and PBRL 5322 Public Relations or MEDC 5300 Strategic Communications.

PBRL 5465 Crisis Management Communications (3)
A specialized function of the public relations practice is the management of crisis communications. Students in this course study the relationship of the organization and its culture to the external environment in times of crisis. Risk assessment, preparation of a crisis plan, and use of appropriate media in addressing crisis communication needs are studied. Prerequisites: MEDC 5000 Media Communication and PBRL 5322 Public Relations or PBRL 4800 Media Relations.

PBRL 5770 Multinational Public Relations (3)
This course focuses on the challenges and opportunities in public relations in a global environment. Students will analyze case histories from both U.S.-based multinational companies and non-U.S. multinationals. Study also will be directed toward differences in cultures and audiences on each continent. Special attention will be given to questions such as: What kind of media works best where? What cultural expectations inform audience decisions and responses? Which techniques are accepted globally? Pitfalls and common errors will be examined. Review of major worldwide media will be included. Students will develop global public relations strategies and communication plans. Prerequisites: MEDC 5000 Media Communications and PBRL 5322 Public Relations or MEDC 5300 Strategic Communications.

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