Master of Arts in Public Relations and Advertising

You will lead and thrive in the rapidly expanding public relations industry because we prepare you to deliver more — more strategy, more content, more channels, more creativity, and more insights.

We will ensure you are ready to create integrated public relations campaigns that span paid, earned, shared and owned media types. You will learn to weave together storytelling with data intelligence while creating multi-platform content. You will hone your ability to use audience insight mining to inform and execute PR strategies. You will become adept at building influencer relations and advancing brand activations.

Led by our dynamic faculty in one of the world’s great media capitals, you will be empowered to shape your own career path while forging professional opportunities that can span business, marketing, advertising, entertainment, technology, healthcare, advocacy, and beyond.

By the numbers

school for studying public relationsCiting our innovative curriculum and ideal location in L.A., College Magazine ranks USC Annenberg as the foremost school for studying public relations.

Citing our innovative curriculum and ideal location in L.A., College Magazine ranks USC Annenberg as the foremost school for studying public relations.

100% %

of our Class of 2018 employed within 12 months of graduationOur recent graduates have gone on to distinguished careers with employers such as Weber Shandwick, Hulu, Vans, Disney, Amazon, Cedars-Sinai Hospital, and the Los Angeles Kings.

Our recent graduates have gone on to distinguished careers with employers such as Weber Shandwick, Hulu, Vans, Disney, Amazon, Cedars-Sinai Hospital, and the Los Angeles Kings.

80% %

of PR professionals and marketers believe the future is digital storytellingA recent study from USC’s Center for Public Relations found that crafting a compelling story and pushing it out to social channels is one of PR’s greatest opportunities.

A recent study from USC’s Center for Public Relations found that crafting a compelling story and pushing it out to social channels is one of PR’s greatest opportunities.

students per required courseOur students develop intellectual, professional and ethical depth as they engage with our expert faculty in small-class settings.

Our students develop intellectual, professional and ethical depth as they engage with our expert faculty in small-class settings.

Faculty, student and alumni work

Communicating messages strategically

Katrina Swarthout ’18 makes the most of her opportunity to work with the Center for Public Relations and the Center on Public Diplomacy.

The power of online influencers

Maria Rodriguez’s video thesis secures her more than just a master’s degree. It lands her a job.

Relationships are key

Siddharth Pandey ’19, an international student from Dubai, learns to think on his feet while creating dynamic PR campaigns.

Inventing netnography

Fusing the internet with ethnography, Professor Robert Kozinets develops an innovative research method to study online communities.

Leaving the gate open

Cynthia Park ’19, director of communication at Dreamline Gaming, urges the industry to celebrate women gamers.

Storytelling and advertising

Professor Eunjin “Anna” Kim explores trend toward more narrative advertising.

Advance your audience insight and content creation skills

Our state-of-the-art Media Center and Digital Lounge allow you to gain hands-on experience while acquiring the advanced multimedia and analytical skills necessary to tell stories while measuring impact across platforms. Through the center’s Digital Media Analytics Desk, you can learn to monitor the social stream as well as how to collect and analyze data for real-time events, brand communication and advertising campaigns. The Digital Lounge offers a creative makerspace where you can build your technology and content creation skills, including Adobe Certification.

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