Master of Arts in Public Relations
The online Master of Arts in Public Relations degree program (MAPR) equips students with critical thinking and professional practice skills while challenging them to integrate biblical thought with contemporary cultural concepts. Graduates of the online Master of Arts in Public Relations degree will exhibit creativity, confidence, and competence as they research, plan and implement action, communicate effectively and evaluate campaigns as needed to accomplish successful public relations efforts.
The demand for highly skilled, master s level public relations practitioners, communications directors and effective leaders who possess superb communications skills and the education to inform and guide their efforts continues to grow. These employees get invited to the boardroom table, providing strategic planning, reputation management, and positioning, branding and long-term marketing communications/public relations.
Public relations practitioners who hold a Master s Degree are well educated in business, public relations and communication theories and are tech savvy. They communicate with credibility, relevance and impact. They are standard bearers of ethical communications champions of accuracy, truth and integrity as they lead the field. The online Master of Arts in Public Relations degree program at CBU Online not only prepares students in the traditional core of corporate communication/reputation management, internal and executive communication responsibility, community relations and issues management, but includes a strong emphasis on social media direction and gaining valued skills in measuring return on investment.
Consistent with the University student outcomes, upon completion of the Master of Arts in Public Relations degree, graduates will be able to:
- Effectively present information orally and in writing
- Effectively research, analyze and synthesize data regarding various audiences involved in strategic public relations campaigns
- Communicate effectively using traditional and social media platforms to oversee planned action; including media relations, social media communications in public relations campaigns. efforts to determine the success and the modifications needed to achieve the goals of the campaigns.
- Effectively evaluate various components of public relations efforts to determine the success and the modifications needed to achieve the goals of the campaign
- Demonstrate an understanding of the history and theories of public relations
- Analyze and synthesize legal, social, and ethical public relations practices
- Analyze integrated marketing and communication programs according to industry standards.
- Synthesize concepts and theories involving public relations leadership and management.
- Identify communications concepts related to public relations campaigns and strategies
- Demonstrate an understanding and synthesis of international public relations including the historical perspective and practical application of public relations in this age of globalization.
No prerequisite courses; however, applicants should have one of the following: 1. A baccalaureate degree that demonstrates undergraduate preparation in common curriculum requirements including courses in journalism, communications, education, public administration, or public policy, and or significant work experience in a related field. OR 2. A baccalaureate degree in any discipline supplemented with work experience in public relations, communications, journalism or a related field.
Core Requirements (33 units)
History and Theory of Public Relations
This course traces the historical development of the intellectual and theoretical foundations of public relations beginning with Ivy Lee who evolved his philosophy in 1906 into the Declaration of Principles, the first articulation of the concept that public relations practitioners have a responsibility that extends beyond obligations to the clients and continuing through Chet Burger who practiced modern public relations and brought the field through the age of television. This course provides an understanding of the history, principles and ethical practices while engaging with a Christian worldview regarding public relations practice. (3 units)