Public Relations

Public Relations

In a social media-driven era, companies are increasingly conscientious of their public image and brand voice. Major brands must take a stance on social and political causes, increasing the need for professionals who can craft messages to a wide audience.

The Public Relations industry is expected to grow to $129 Billion by 2025. It's a role that often sits in the marketing department and gives workers an executive-eye view even in more entry-level positions. 

This program focuses on ensuring that students understand how to appropriately address “hot-button” topics in a way that is responsive and inclusive by leaning into Ethics and Inclusion throughout the curriculum. 

Don't know if you'd be interested? If you are a strong communicator (speaker or writer), are interested in social media, and make friends easily, you could turn that into a career. 

This program was created by Dr. Christy Mesaros-Winckles, Dr. Stephen Shehan, and Dr. Matt Charles, APR, of the University of Virginia with input from various technology CEOs and hiring managers. This program is primarily driven by project-based learning, with every class featuring multiple project and simulation activities. It emphasizes strategic communications, ethics, and inclusion, as those are the skillsets most in demand from hiring managers today. 

Rather than breaking those topics into their own courses, ethics and inclusion are woven into the entirety of the Public Relations Core. 

The program culminates in a capstone course that will ask students to perform a semester-long communications research project. This project will ask students to perform research and formulate a strategic communications plan for either a private or public sector entity. This capstone will allow students to hone their skills and provide them with a portfolio project to show prospective employers.

By offering some of these courses online, we give students access to world-leading faculty and a curriculum vetted by real Fortune 500 companies.

Faculty Contributors

Dr. Christy Mesaros-Winckles - Dr. Mesaros-Winckles is an Associate Professor and Chair of Communication Arts & Sciences at Adrian College, specializing in communication theory, public relations, and gender representation in mediated culture, with research published in prominent journals and cited in major media outlets.

Dr. Stephen Shehan - Dr. Shehan is a Professor and Director of Broadcasting at Adrian College, overseeing WVAC 107.9 FM and specializing in media production, on-air talent training, and podcasting, with professional experience ranging from PR consulting to television production for an international network.

Dr. Matt Charles, APR - Dr. Charles is a professor at the University of Virginia and works as a PR and Strategic Communications consultant to a variety of organizations, including The American Heart Association, The Commonwealth of Virginia, Boys & Girls Club of America, and the YMCA.

The Curriculum Committee includes:

• Rennay Marshall - Family & Children's Place
• Devon Jaffier - Reed Smith LLP
• Burton St. John - University of Colorado Boulder

Curriculum Highlights

The Public Relations Core includes courses like: 

• Strategic Public Relations
• Public Relations Tactics
• Crisis Communications
• Strategic Communications Capstone

Math Required: Statistics

Hardest Class: Strategic Communications Capstone. As befitting a capstone class, this course asks students to leverage their skills from not only previous Strategic Communication & PR courses but also other business, writing, communications and quantitative courses.