Strategic Public Relations

Graduates of the fast-track executive master's degree in strategic public relations are a new generation of communications professionals who are able to function at the highest levels of management and apply sophisticated strategic thinking to accomplish organizational objectives.

The selective professional program is 30 credit hours, including approved elective courses in areas such as nonprofit management, environmental policy or global marketing management. Courses are taught by full-time faculty, and experienced top-level professionals. Students take weekend classes as a cohort during four semesters. Continued full-time public relations employment is encouraged during the program.

Admission requirements include academic background in public relations (university or accreditation program) and appropriate public relations experience. Applicants also need to take the Graduate Records Examinations (GRE) General Test. Learn more about the GRE now, and see a list of GRE testing centers. Tuition and fees for 30-hour program is approximately $28,000.

VCU School of Mass Communications

The School of Mass Communications at Virginia Commonwealth University has approximately 1,300 students, and is ideally situated for students who want to pursue communications careers. VCU is an urban university in Virginia’s state capital. Besides being the seat of state government, Richmond is a major center for the communications industry. The graduate strategic public relations program builds on the School’s already strong undergraduate public relations program. The School also has a graduate master’s program in advertising, the VCU Brandcenter, and a master’s program in Multimedia Journalism.

Curriculum

Curriculum for Master of Science in Mass Communications (Strategic Public Relations)

MASC 671 Strategic PR in a Digital Environment (3)
MASC 672 Strategic PR Research and Evaluation (3)
MASC 675 Strategic PR Management (3)
MASC 676 Public Relations Ethics and Law (3)
MGMT 651 Organizational Communication (3)
MASC 682 Strategic Media Relations (3)
MASC 683 Strategic PR in the Global Environment (3)
MASC 694 Strategic PR Campaign Design and Implementation (3)
Electives are decided through consulatation with an academic adviser

Admission

To apply to the, contact Dr. Yan Jin, Graduate Director of the School by email at yjin@vcu.edu or phone 804-827-3764. She will provide additional information.

To apply online, complete the application form available at the VCU Graduate School Website. Note that this program has a summer admission only. Pay the online application fee. Send official, sealed transcripts for all graduate and undergraduate work to the VCU Graduate School. Make sure that your official GRE scores also are sent to the VCU Graduate School.

Here's what you need to include:

an updated resume
a personal statement of educational and professional objectives
three official graduate references, using the graduate reference forms available on the VCU Graduate School Website
portfolio material from your undergraduate and/or graduate and/or professional experience
unofficial or official transcripts of all graduate or graduate work
GRE scores (you may self-report those).

Address:
Dr. Yan Jin, Graduate Director
VCU School of Mass Communications
Virginia Commonwealth University
901 W. Main Street
Richmond, VA 23284-2034

Course descriptions

International Tour for 2008-2009

Class Schedule and International Tour Information for 2009-2010