PUBLIC RELATIONS - Dept. Code: CPR
Students majoring in Public Relations learn how to promote a client’s business, image, product or service. Public relations is a strategic communication process that builds mutually beneficial relationships between organizations (business, government, nonprofit, individual) and their publics. PR practitioners develop and deliver key messages through traditional and social media channels. The program provides a well-rounded education in public relations that emphasizes research and analysis, creative development and the relationship of all media to PR in both public and private sectors.
The hands-on curriculum reflects the importance of strategic critical thinking, researching and understanding target audiences, and writing and design expertise and creativity. Students create and execute a PR campaign in a senior-level capstone course that serves a client organization in the community.
Demand for PR interns is high, and qualified students may elect to participate in the internship program to acquire professional experience in South Florida and other regions. The Public Relations Program has ties to the Public Relations Society of America and maintains a PRSA-affiliated chapter of the Public Relations Student Society of America.
The educational objectives of the program in Public Relations require that:
• Students demonstrate they understand and can apply the principles and laws of ethics and freedom of speech and the press, and understand how public relations research, theory, and tactics are used in organizations, roles and situations.
• Students produce effective, audience-sensitive communications in forms appropriate for intended audiences that demonstrate an understanding of the diversity of groups in a global society for public relations purposes.
• Students demonstrate an ability to think critically, creatively, and independently and express that through effectively written and spoken communications that are grammatically and stylistically correct.
• Students create, design, present and evaluate strategically planned campaigns that meet public relations objectives.
• Students gain a broad understanding of public relations practices through an understanding of the history and role of professionals and institutions in shaping communications.
The Bachelor of Science in Communication degree is offered in the Public Relations Program.
A major is offered in Public Relations.
Each candidate for the degree of Bachelor of Science in Communication will complete School of Communication requirements including courses in the School’s General Education Required Areas of Study. Public Relations majors must also complete a separate minor or a second major in either a second Program of Study within the School or in an academic program outside the School.
Admission to the Public Relations major
Before admission as a Public Relations (CPR) major, a student must:
A) Achieve sophomore standing;
B) Complete the five Core courses listed below, in residence at the University, all with grades of C or higher (C- is not acceptable.)
Students who have obtained the written approval of the Chair of Strategic Communication to use transfer credit to satisfy one or more requirements of that major may be required to complete additional courses in residence at the University before being admitted to that major.
Upon completion of a student’s first 45 University credits while enrolled in the School of
Communication, all University credits earned toward the major will be used in computing a student’s major cumulative quality point average; only those students with a cumulative average of 2.5 or higher will be admitted to a major.
A student who has completed 45 credits while enrolled in the School of Communication but who has not been admitted to one of the Communication majors may be dismissed from the School. A student who has completed 60 University credits while enrolled in the School but who has not been admitted to one of the Communication majors will be dismissed from the School. See PROBATION AND DISMISSAL.
THE PUBLIC RELATIONS MAJOR
COM 101 Mass Media Communication in Society
CPR 116 Principles of Public Relations
CPR 202 Design Principles and Techniques
CPR 232 Writing for Public Relations
COM 250 Freedom of Expression and Communication Ethics
OTHER REQUIRED COURSES
CPR 311 Public Relations Research
CPR 346 Advanced Public Relations Writing and Design
CPR 436 Public Relations Campaigns
Five additional courses (15 credits) in a concentration at the 300-level or higher must be selected, with the prior approval of a Public Relations faculty advisor. Courses chosen should lead to professional orientation and practice. Examples of such concentrations include corporate communication, sports promotion, health communication, public affairs, international public relations, and travel and tourism.
ADDITIONAL REQUIREMENTS FOR THE PUBLIC RELATIONS COMMUNICATION
Students must complete POL 201 and ECO 211. These credits may be used for the School’s General Education Required Areas of Study (People and Society).
Students must complete COS 211, which can be used toward the School’s General Education Required Areas of Study (Arts and Humanities). Students also should consider a two-course basic language sequence toward this General Education requirement.
Students must complete MKT 301 plus one additional 300-level or above course (3 credits) in the School of Business Administration chosen with the prior approval of a Public Relations faculty advisor.
Students seeking a Marketing minor from the School of Business Administration must complete MKT 301 with a grade of B or higher, plus three of the following: MKT 310, MKT 320, MKT 340, and MKT 360. Students must earn a cumulative quality point average of 2.5 or higher in the four courses submitted for the minor. Consult the School of Business Administration section of this Bulletin.
Students seeking a General Business minor from the School of Business Administration must complete MKT 301, ACC 211, FIN 300 and MGT 304 with a cumulative quality point average of 2.0 or higher. Consult the School of Business Administration section of this Bulletin.
The Public Relations minor requires five courses (15 credits) with a grade of C or better in each (a C- is not acceptable.) All must be taken in residence. Required courses for the minor in Public Relations: CPR 116, CPR 232, CPR 202 and/or CPR 311 (if both, only one elective will be required), CPR elective (300 level or higher), CPR elective (300 level or higher).
Elective choices must be approved by a Public Relations faculty advisor.
School of Communication students may graduate with School Honors in Communication noted upon their diplomas and transcripts. Students should contact the School’s Office of Admissions, Academic & Alumni Services (2037 Wolfson Building) for details.
Students may receive recognition as graduates cum laude, magna cum laude, or summa cum laude if they meet the requirements set forth under GRADUATION HONORS in this Bulletin.