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WVU Morgantown

Public Relations Leadership

  • Overview
  • Learning Outcomes

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

Course List
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 528Applied Public Relations3
IMC 531Crisis Communication3
IMC 537Internal Brand Communication3
IMC 548Executive Communication & Leadership3
Total Hours12

Suggested Plan of Study

First Year
FallHoursSpringHours
Early Fall Term Early Spring Term 
IMC 5373IMC 5483
Late Fall Term Late Spring Term 
IMC 5283IMC 5313
 6 6
Total credit hours: 12

Certificate Learning Outcomes

Public Relations Leadership

  1. 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.
  2. Develop a comprehensive organizational public relations plan to support C-suite thought leadership and business objectives.
  3. Utilize market research and data analysis to plan PR activities and improve PR effectiveness.
  4. Plan and develop content, including research briefs, SWOT analyses, speech writing, account pitches, and media relations materials.
  5. Learn to anticipate and differentiate among different types of crisis and how to communicate effectively about them to both internal and external stakeholders/audiences.
  6. Incorporate crisis and internal communication planning into IMC campaign strategy.
  7. Explain digital and social media effectiveness as it relates to reputation management and persuasion. Learn how to manage negative opinions and feedback online.
  8. Evaluate and report ROI results of PR, crisis and other communication campaign efforts, including executive communications.
  • Academic and Professional Standards
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  • Calendar
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    • Public Relations Leadership
  • Programs, Courses and Credits
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WVU Morgantown

Graduate/Professional Catalog Information

  • Academic and Professional Standards
  • Accelerated Programs
  • Admissions
  • Advising, Enrollment and Evaluation
  • Calendar
  • Courses
  • Degree Regulations
  • FERPA
  • Financial Aid
  • Graduate Certificates
  • Programs, Courses and Credits
  • Tuition, Fees and Residency
  • Veterans

Office of the University Registrar
P.O. Box 6878
Morgantown, WV 26506
Email: registrar@mail.wvu.edu
Phone: 304-293-5355

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