Public Relations

What it’s about:

Public relations majors examine how to manage the public image and communications of an organization or individual (such as an entertainer or a political candidate). You learn how to shape the appropriate message, and you’ll explore the best ways to get your message across. You also master technical and managerial skills, such as writing and producing printed and visual materials; and study strategic planning and problem solving.

What the study of this major is like:

Public relations courses address three aspects of professional work. One group of courses-writing, graphic design, and video production-focuses on the techniques you’ll need in publicizing a client’s message: the how of communication.

The second group of courses-social sciences, humanities, natural sciences, mathematics, foreign language, business, and fine arts-provides an understanding of the social and cultural environment: the what of communications.

The third group of courses, which explore why clients communicate with the public, includes public opinion, research methods, strategic planning, problem solving, and ethics. You learn how to obtain and evaluate feedback from the public and how to incorporate the information into business strategies.

Most public relations programs are offered by schools or departments of journalism or mass communications. Sometimes the major is in a department of speech or communications, where it may be called organizational communications. Wherever the major is housed, you take about 25 percent of your courses in public relations, primarily in writing and other skills and in methods of planning, developing, and implementing public relations campaigns (or projects). The rest of the courses are usually in the liberal arts and sciences.

Majors are encouraged to complete a minor or to take most of their elective in business (including accounting, finance, and marketing), especially if they plan to do public relations work for a corporation or for a firm that represents corporate clients.

A highlight of the major is an internship, which may be required, during the academic year or in the summer. On-the-job experiences allow you to apply, in the real world, the principles and techniques you learned in the classroom. When looking for that first job after graduation, you’ll need a portfolio of articles, scripts, presentations, or other work that illustrates your ability. Writing for your college TV or radio station or student newspaper is another excellent way to gain experience and material for your portfolio.

Many public relations courses are taught in a laboratory format; you complete in-class writing, editing, and production assignments. Other courses use the case study approach, in which you evaluate an actual or hypothetical public relations presentation. This type of exercise helps you develop skills in problem solving and critical analysis. In-class discussion and debate give you the opportunity to express and defend your opinions. You will most likely be required to participate in a capstone project, in which you plan, develop, implement, and evaluate a public relations campaign, working alone or in a organized alone the lines typically encountered in the working world.

Career options and trends:

Public relations manager; corporate communications manager; publicist; media relations specialist; event planner; speech writer; public opinion researcher; public relations agency representative; promoter, non-profit or educational fund-raiser.

Over the next decade or so, employment opportunities in the public relations field are expected to grow much faster than in many other professions. Nevertheless, there will be stiff competition for entry-level jobs because the major is so popular. In fact, there is currently a shortage of public relations instructors around the country. Prospects will be best for graduates who combine their public relations degree with business courses and who have internship or related work experience.

Source: CollegeBoard 2012 Book of Majors