Public Relations (B.A./B.S.)

Program Coordinator/Contact

Lyle Olson, Director
School of Communication and Journalism
Yeager Hall 211
605-688-4171

Program Information

This major prepares students with essential written and visual communication, critical thinking, strategy, design, and research skills for careers in public relations and marketing communications.

Student Learning Outcomes

Students completing a public relations major will be equipped to:

• Understand and apply the principles and laws of freedom of speech and press, for the country in which the institution that invites ACEJMC is located, as well as receive instruction in and understand the range of systems of freedom of expression around the world, including the right to dissent, to monitor and criticize power, and to assemble and petition for redress of grievances.
• Demonstrate an understanding of the history and role of professionals and institutions in shaping communications.
• Demonstrate an understanding of gender, race, ethnicity, sexual orientation and, as appropriate, other forms of diversity in domestic society in relation to mass communications. (Cross-curricular Skill: Diversity, Inclusion and Equity)
• Demonstrate an understanding of the diversity of peoples and cultures and of the significance and impact of mass communications in a global society.   (Cross-curricular Skill: Diversity, Inclusion and Equity)
• Understand concepts and apply theories in the use and presentation of images and information. (Cross-curricular Skills: Diversity, Inclusion and Equity, Information Literacy)
• Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity. (Cross-curricular skill: Ethical Reasoning)
• Think critically, creatively and independently. (Cross-curricular Skills: Inquiry and Analysis, Critical and Creative Thinking)
• Conduct research and evaluate information by methods appropriate to the communications professions in which they work. (Cross-curricular Skill: Inquiry and Analysis, Information Literacy)
• Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve.
• Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness. (Cross-curricular Skill: Critical and Creative Thinking)
• Apply basic numerical and statistical concepts. (Cross-curricular Skill: Inquiry and Analysis)

Apply tools and technologies appropriate for the communications professions in which they work.

Academic Requirements

Public Relations majors must take a minimum of 72 credit hours outside of the ADV, MCOM, and PUBR prefix; must have a GPA of 2.5 in required courses for the major; and must have grades of “C” or better in all major courses. Students can not pursue a double major in any combination of Advertising, Journalism, or Public Relations.

Accreditation, Certification, and Licensure

The public relations major is accredited by the national accrediting body of journalism and mass communication, the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC).

Equipment and Supplies

Public Relations majors must have a laptop and appropriate software to successfully complete the coursework and be adequately prepared for their professional careers. Apple Macs are the dominant choice in the industry. Necessary software includes Adobe Creative Cloud and Microsoft Word-compatible word processing software, as well as presentation and spreadsheet software, such as PowerPoint and Excel.

Course Delivery Format

The program offers coursework in classroom, studio, online, and field-based settings.