Overview
 The U.S. Bureau of Labor Statistics reports that the need for good public relations professionals in an increasingly competitive business environment is expected to grow.
Public relations has evolved into a more pivotal and core capability within the marketing communications mix. Along with the continued evolution of traditional media channels, digital media, web 2.0 and social media capabilities are influencing the services that public relations professionals deliver to guide clients through the changing communications landscape.
The Public Relations 2.0 specialized studies program—available fully online—addresses the skills and knowledge required to be successful in the current public relations field, as well as provides core education in the tenets of public relations.
Specialized Studies Award Requirements
Students must complete all required courses and one elective course for a total of 110 units. Students must earn a grade of “C” or better in each course in order to be eligible for the specialized studies certificate. (One unit corresponds to 10 hours of classroom time or the equivalent amount of content in an online course.)
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Program Benefits
- Learn the core functions of public relations, including writing, media relations, message development, and strategy while also addressing the role of Web 2.0 tools and new media that are shaping a new world of communications
- Apply public relations best practices to building and maintaining the image and reputation of companies, products, ideas and individuals
- Translate business/organizational objectives into communications strategy
- Design and execute a comprehensive public relations campaign
- Integrate Web 2.0 and social media strategies into public relations plans
- Maintain strong professional ties with leading media, key opinion leaders, and communications organizations
- Orchestrate and measure a public relations campaign
Who Should Attend
- Individuals exploring entry or career transition into the public relations field in a corporate or public-sector environment, a nonprofit organization or a public relations firm
- Marketing communications professionals who have responsibility for public relations oversight
- Individuals interested in public relations for specific areas such as social media and hospitality
The U.S. Bureau of Labor Statistics
reports that the employment of
public relations specialists
is expected to grow by approximately 18 percent
from 2006–2016—faster than average
for all occupations.
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