Curriculum

Public Relations is the exciting and fast-growing discipline through which all types of organizations communicate and build relationships with the people who are important to them.

From non-governmental social action groups to Fortune 500 companies, highly skilled public relations practitioners play essential roles. USC Annenberg PR graduates are sought by organizations for their hands-on skills, analytical ability and creative mindset. A degree in Public Relations from USC Annenberg will tell employers that you are a strategic thinker, a strong communicator, an accomplished writer and a professional with tremendous potential.

CURRICULUM

The university's general education program provides a coherent, integrated introduction to the breadth of knowledge you will need to consider yourself (and to be considered by other people) a generally well-educated person. This program requires eight courses in core literacies and two courses in global perspectives. For more details, visit

COURSES REQUIRED FOR B.A. IN PUBLIC RELATIONS

Public Relations must complete the following courses:

Required Lower Division Courses

PR 209 - Effective Writing for Strategic Public Relations (4 units)

PR 250 - Strategic Public Relations: An Introduction (4 units)

Required Upper Division Courses

PR 351ab - Strategic Public Relations Media and Content (4-4 units)

PR 428 - Social, Legal and Ethical Foundations of Public Relations (4 units)

PR 429 - Business and Economic Foundations of Public Relations (4 units)

PR 450 - Advanced Strategic Public Relations (4 units)

PR 463 - Strategic Public Relations Research, Analysis and Insights (4 units)

Elective Courses 

Plus 12 upper division journalism and/or public relations elective units chosen in consultation with an adviser.

Students must consult with an undergraduate academic adviser at least once each semester to explore course selections within the major, the minor, general education offerings and electives.

MINORS

Advertising Minor

The advertising minor is designed for students interested in building a career in, or developing a better understanding of, the field of advertising. It explores the key role played by advertising in today's global economy. At no time has advertising been more successful or more controversial than it is today, and this program will explore both the positives and the negatives. Emphasis is placed throughout the program on both the practical skills required to meet the demands of the marketplace and the theoretical underpinnings of those practices. Program content includes: the history of advertising; creation of written and visual advertising elements; the measurement, selection and analysis of media; the concept of "branding;" the role of advertising in creating and maintaining successful brands; the analysis of advertising campaign case studies; and the creation of integrated marketing communications campaigns.

Required Courses

•PR 340 Introduction to Advertising (4)

•PR 341 Advertising Copywriting (4)

•PR 342 Advertising Media and Analysis (4)

•PR 343 Advertising Design and Production (4)

•MKT 406 Practicum in Advertising and Promotion Design (4)

Select one additional course from the following:

•MKT 402 Research Skills for Marketing Insights (4)

•MKT 405 Advertising and Promotion Management (4)

•MKT 425 Marketing on the Internet (4)

Total units: 24

News Media and Society Minor

News media and society is a journalism minor that explores the responsibilities, the influence, the ethics and the diversity of the news media. It explores the myths about news media in the United States and explains what the news media are, how they work, what they do wrong and what they do right, and why they are important to a society whose citizens depend on the free and unfettered flow of information. This minor will help all students in all majors to understand one of the most important and misunderstood forces in American society: the news media.

News media and society benefits every student at the university because it gives students a new appreciation and understanding of the news media that so much influence their lives on a daily basis.

Required Course, Lower Division

•JOUR 201 Culture of Journalism: Past, Present and Future (4)

Required Courses, Upper Division

•COMM 371 Censorship and the Law: From the Press to Cyberspace (4)

•16 upper-division journalism and/or public relations units chosen in consultation with an adviser

Total units: 24

Public Relations Minor

The public relations minor is designed for students interested in building a career in, or developing a better understanding of, the field of public relations. At no time has public relations been more successful or more visible than it is today. Emphasis is placed throughout the program on both the practical skills required to meet the demands of the marketplace and the critical thinking required to be a successful entry-level public relations practitioner.

Required Courses

•PR 209 Effective Writing for Strategic Public Relations (4)

•PR 250 Strategic Public Relations: An Introduction (4)

•PR 352 Public Relations Media and Content for Non-Majors (4)

Elective Courses

•12 upper-division journalism and/or public relations units chosen in consultation with an adviser

Total units: 24

Minor in Media Economics and Entrepreneurship Interdisciplinary Minor

See the Annenberg School of Communication for complete course requirements.

Minor in Nonprofits, Philanthropy and Volunteerism Interdisciplinary Minor

See the Price School of Public Policy for complete course requirements.