Strategic Public Relations

Overview

Public Relations – sometimes called strategic communication – is among the fastest growing professions in America and probably the world. At USC Annenberg, we think of public relations as advocacy communication, meaning the use of communication skills and tools to advocate on behalf of any social cause, organization, entertainment property, candidate, or brand. Successful public relations professionals are creative, skilled strategists, counselors, managers and communicators. They know how to analyze problems, weigh options, develop solutions, advise senior management and implement programs that achieve organizational goals. The M.A. in Strategic Public Relations equips graduates with the conceptual and practical tools needed to be a leader in this dynamic field.

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After spending the first year building a solid foundation in strategic thinking, writing, ethics, and highly applied research and analysis, in their second year, students customize the program by selecting from among a wide variety of specialized courses focusing on such specific areas of practice as entertainment, crisis management, politics, sports, content creation, social media, etc. In this way the program helps students to identify, and then pursue, the specific industry or specialization about which they are the most passionate.

Learning Objectives

Upon successful completion of the Strategic Public Relations program you should be able to:

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  1. understand and apply the principles and laws of freedom of speech and press for the country;

  2. demonstrate an understanding of the history and role of professionals and institutions in shaping communications;

  3. demonstrate an understanding of gender, race ethnicity, sexual orientation and, as appropriate, other forms of diversity in domestic society in relation to mass communications;

  4. demonstrate an understanding of the diversity of peoples and cultures and of the significance and impact of mass communications in a global society;

  5. understand concepts and apply theories in the use and presentation of images and information;

  6. demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity;

  7. think critically, creatively and independently;

  8. conduct research and evaluate information by methods appropriate to the communications professions in which they work;

  9. write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve;

  10. critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness;

  11. apply basic numerical and statistical concepts;

  12. apply tools and technologies appropriate for the communications professions in which they work, with emphasis on the ability to write in all public relations formats;

  13. demonstrate competency in the role of communications in organizational environments of all types.

Curriculum

The M.A. in Strategic Public Relations degree requires the completion of 40 units and is typically finished in two years (4 semesters). In addition, you must complete either a thesis or a comprehensive examination. During the first year, you will complete six compulsory courses including:

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  • JOUR 508 – Introduction to Strategic Public Relations (3 units)
  • JOUR 504 – Public Relations Research, Evaluation and Insights (3 units)
  • JOUR 510 – Legal, Ethical and Social Foundations of Public Relations (3 units)
  • JOUR 535 – Writing for Strategic Public Relations (3 units)
  • JOUR 527 – Multimedia Content Creation for Strategic Public Relations (3 units)
  • GSBA 520 – Business Fundamentals for Non-Business Professionals (3 units)

In the summer between the first and second years, you have the option to participate in a unique international program through which you will live, work and study in London, Shanghai, Hong Kong, or Capetown.

In the second year, you will choose from a wide range of specialized elective courses. Students electing to write a thesis  must complete 18 units of approved elective courses. Students electing the comprehensive examination option must complete 22 units of approved elective courses.

How to Apply

The M.A. in Strategic Public Relations degree program is competitive; admission is limited to the fall term. Successful applicants demonstrate through their application these admission criteria:

  • A passion for the practice of public relations
  • Strong writing abilities
  • Academic excellence evaluated by undergraduate academic performance and GRE scores
  • Very high English language proficiency

Before submitting an application, please carefully review:

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Class Profile & Careers

The following are examples of recent career placements for some alumni of the M.A. Strategic Public Relations program:

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  • The Home Depot, Manager of Community Affairs/Executive Communications
  • Fox Interactive Media, Media Analyst
  • Orchard Supply Hardware (OSH), Communications Manager
  • Southern California Center for Nonprofit Management, Education Coordinator
  • General Motors, Communications
  • Disneyland Resort, Cast Communications
  • City of Hope Medical Center, Media Coordinator
  • Leukemia and Lymphoma Society, Marketing Manager
  • Industrial Light and Magic, Communication Specialist
  • Weber Shandwick, Account Supervisor
  • American Honda Motors, Corporate Communication Coordinator
  • University of Southern California, Associate Director of University Advancement
  • Union Pacific Railroad, Director of Corporate Relations and Media 
  • BCBG, Public Relations and Digital Media Strategist
  • Milken Institute, Digital Communication Associate
  • Farmers Insurance, Sr. Corporate Communication Specialist
  • 20th Century Fox, VP Talent Aquisitions
  • Oracle, Corporate Communications Manager 
  • Apple, Manager of Retail Communications
  • Sunkist, Public Relations and Advertising Manager
  • IBM, Manager of Media, Analyst and Influencer Relations
  • Ruder Finn Group, Senior Vice President
Industry-Leading Research

USC Annenberg is known as a highly prestigious leader in the practice of communication and public relations because of its biennial Generally Accepted Practices (GAP) Study which tracks trends and best practices in the field. Students are encouraged to become involved in this and other projects of the USC Annenberg Strategic Communication & Public Relations Center.

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Faculty

Below are some of the key faculty that teach in the Strategic Public Relations degree program:

/images/faculty/swerlingj.jpg   Jerry Swerling
Professor of Professional Practice, School of Journalism; Director of Public Relations Studies; Director, Strategic Communication and Public Relations Center

Expertise: Marketing Research, Organizational Communication, Public Relations  
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Photo of Professor Jenn Floto Jennifer Floto
Professor of Professional Practice in Public Relations, School of Journalism

Expertise: Branding, Marketing, Marketing Research, Organizational Communication, Public Relations
Burghardt Tenderich Burghardt Tenderich
Associate Professor of Professional Practice in Public Relations, School of Journalism; Associate Director of the Strategic Communication and Public Relations Center

Expertise: New Media, Marketing Research
Matthew Le Veque Matthew Le Veque
Associate Professor of Professional Practice in Public Relations, School of Journalism

Expertise: Public Relations