Graduate Certificate in Public Relations Leadership
Certificate Code - CG53
The Public Relations Leadership Certificate is offered exclusively online with no on-campus classroom attendance required.
The Public Relations Leadership Certificate intends to prepare professional students for careers leading the public relations department for a company or running their own PR firm. Students will be exposed to course work focused in applied public relations, crisis communication, internal communications and C-suite leadership.
The program is taught by a diverse faculty who are recognized leaders in their fields.
Program Format
The program’s academic year consists of five accelerated terms corresponding to the University’s existing parts of term: Early Fall (August–October), Late Fall (October–December), Early Spring (January–March), Late Spring (March–May) and Summer (May–July).
Certificate Requirements
| Code | Title | Hours |
|---|---|---|
| Minimum cumulative GPA of 2.75 required. | ||
| Minimum grade of C- required in all courses provided that a cumulative 2.75 GPA is maintained. | ||
| IMC 528 | Applied Public Relations | 3 |
| IMC 531 | Crisis Communication | 3 |
| IMC 537 | Internal Brand Communication | 3 |
| IMC 648 | Executive Communication & Leadership | 3 |
| Total Hours | 12 | |
Suggested Plan of Study
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| Early Fall Term | Early Spring Term | ||
| IMC 537 | 3 | IMC 648 | 3 |
| Late Fall Term | Late Spring Term | ||
| IMC 528 | 3 | IMC 531 | 3 |
| 6 | 6 | ||
| Total credit hours: 12 | |||
Certificate Learning Outcomes
Public Relations Leadership
- Define the role of public relations in executive leadership, including methods to analyze an organization, identify and develop favorable messages to persuade a variety of internal and external publics, and disseminate messaging through available digital, social and traditional media.
- Develop a comprehensive organizational public relations plan to support C-suite thought leadership and business objectives.
- Utilize market research and data analysis to plan PR activities and improve PR effectiveness.
- Plan and develop content, including research briefs, SWOT analyses, speech writing, account pitches, and media relations materials.
- Learn to anticipate and differentiate among different types of crisis and how to communicate effectively about them to both internal and external stakeholders/audiences.
- Incorporate crisis and internal communication planning into IMC campaign strategy.
- Explain digital and social media effectiveness as it relates to reputation management and persuasion. Learn how to manage negative opinions and feedback online.
- Evaluate and report ROI results of PR, crisis and other communication campaign efforts, including executive communications.