Program Purpose

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The School of Communications contributes to a better society by benefiting the organizations for which they work and the audiences they reach.

Curricular Structure

Students majoring in Communications with an emphasis in Public Relations and Advertising complete 45 hours in the program. Students complete three courses before applying to the Public Relations and Advertising emphasis: Comms 101 (Mass Media and Society), Comms 235 (Introduction to Public Relations and Advertising, and Writing 150 (Writing and Rhetoric). Students then must complete the required courses in the Public Relations and Advertising emphasis and two School of Communications electives that focus more on the broader theories and concepts of mass media and society. 

1. Complete the following: Comms 101, 235, and Writing 150
2. Apply to the major.
3. Complete the following PR + AD core courses: Comms 303 (R2.1); Comms 317, 318 or 333 (R2.2); Comms 320, 350 or 372 (R2.3); Comms 409 or 436 (R2.4); Comms 491R, 496R, 497R, 498R or GCI 425R (R2.5).
4. Complete 15 credits of PR + AD emphasis electives: Comms 300, 321, 337, 373R, 491R, 496R, 497R, 498R or GCI 425R (Option 3.1); Comms 317, 318 or 333 (Option 3.2); Comms 320, 350 or 372 (Option 3.3); Comms 409 or 436 (Option 3.4); FHSS 400, GCI 300, MKTG 201, POLI 110, PSYCH 111, SOC 111, STAT 121 (Option 3.5)
5. Complete two from the following departmental electives: COMMS 301, 302, 304, 351, 411, 416, 481, or 482.

Catalog Information

Learning Outcomes

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Students will demonstrate proficiency in the ten professional values and competencies of the Accrediting Council on Education in Journalism and Mass Communication (ACEJMC). Each of these values and competencies are related to the Public Relations and Advertising program learning outcomes:

• Apply the principles and laws of freedom of speech and press, in a global context, and for the country in which the institution that invites ACEJMC is located;
• Demonstrate an understanding of the multicultural history and role of professionals and institutions in shaping communications;
• Demonstrate culturally proficient communication that empowers those traditionally disenfranchised in society, especially as grounded in race, ethnicity, gender, sexual orientation and ability, domestically and globally, across communication and media contexts;
• Present images and information effectively and creatively, using appropriate tools and technologies;
• Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve;
• Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and service to all people and communities.  
• Apply critical thinking skills in conducting research and evaluating information by methods appropriate to the communications professions in which they work;
• Effectively and correctly apply basic numerical and statistical concepts;
• Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness;
• Apply tools and technologies appropriate for the communications professions in which they work.

Think Strategically

Students will use data, insight, and intelligence to design, manage, and evaluate effective communication strategies.

Innovate with Insight

Students will transform data and research into actionable insights that inform compelling strategies and creative communication to solve organizational problems.

Communicate with Excellence

Students will write, design, and deliver clear, creative, and impactful messages across media platforms.

Collaborate Effectively

Students will foster inclusive teamwork and build strong relationships with diverse stakeholders across organizational and cultural contexts.

Lead with Integrity

Students will apply Christ-centered leadership and ethical principles to build trust, strengthen communities, and guide teams with professionalism.

Share Light and Truth

Students will bring light and truth to others by modeling Christ-centered values and serving as a positive influence in their communities and in the profession.

Evidence of Learning

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Our plan is to evaluate the public relations classes on a two-year cycle:

1. FAll 1: Comms 318 & Comms 333 - Numerical Skills + Technology
2. WINTER 1: Comms 320 & Comms 350  - Writing and Editing + Technology + Critical Thinking
3. FALL 2: Comms 436 + Comms 235 - Critical Thinking + Ethics + Diversity
4. WINTER 2: Comms 485 - Numerical Skills + Technology + Critical Thinking

Direct measures

The following forms of direct evidence inform the faculty's assessment of program learning outcomes:

1. FAll 1: Comms 318 (final project report) & Comms 333 ( 
2. WINTER 1: Comms 320 (email pitch and media list) & Comms 350 (final video)
3. FALL 2: Comms 436 (final campaign plan) + Comms 235 (test scores)
4. WINTER 2: Comms 485 (final project report)  

Indirect measures

The following may be used as indirect measures of student learning:

1. University senior surveys
2. National Survey of Student Engagement
3. Experiential Learning Survey (ELMS)
4. Awards for student work
5. Publication of student work
6. Student surveys and focus groups
7. Alumni survey

Learning and Teaching Assessment and Improvement

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