Integrative Public Relations
Why study integrative public relations at CMU?
The integrative public relations program at CMU emphasizes the management of an organization's communications. This interdisciplinary major in the College of Communication and Fine Arts is a joint effort of three departments: journalism, broadcast and cinematic arts, and interpersonal and public communication. Consider these key features that distinguish this program:
- An interdisciplinary approach offering flexibility in creating a program of study that reflects each student's specific career goals
- Faculty members with professional experience in a variety of disciplines
- Professional experience and portfolio development through a required internship
- Involvement in on-campus academic and professional organizations such as the Public Relations Student Society of America
Career outlook
According to the Bureau of Labor Statistics Occupational Outlook Handbook, for all occupations through the year 2014:
- Employment of advertising, marketing, promotions, public relations, and sales managers is expected to increase 18 to 26 percent.
- Opportunities should be best for college graduates who combine a degree in public relations, journalism, or another communications-related field with a public relations internship or other related work experience.
- The need for good public relations in an increasingly competitive business environment should spur demand for public relations specialists in organizations of all types and sizes.
Career options
Graduates of the integrative public relations program at CMU will find a variety of career opportunities. Some of these may require additional education.
- Public Relations Practitioner
- Public Relations Specialist
- Advertising Manager
- Marketing Manager
- Public Relations Manager
- Sales Manager
- Promotions Manager
- Community Relations Specialist
Program Overview
The course listings below are a representation of what this academic program requires.
For a full review of this program in detail please see our official online academic bulletin
AND consult with an academic advisor. This listing does not include the General Education
courses required for all majors and may not include some program specific information, such as admissions, retention, and termination standards.
(Click on the course name or number for a complete course description.)
Integrative Public Relations
Integrative Public Relations is an interdepartmental major grounded in the disciplines concerned with the practice of public relations. Students are strongly encouraged to work closely with their academic advisor throughout their academic careers .
( Total: 59 semester hours
For additional information, see the list of advisors in the Class Schedule Booklet. )
(41 hours)
Required Courses
( Note: COM 357 fulfills the oral competency requirement. )
4
BCA 210 Survey of the Mass Media
Examination of historical, political, economic, social and legal evolution of mass media. Emphasis on mass media and their content in a social and cultural context.
3
BCA 311 Electronic Media Copywriting
Practice in the pervasive short forms of audio and video writing: commercials, continuity, public service announcements, and campaign evolution. Prerequisite: ENG 101 with a minimum grade of B or ENG 103/099 with a minimum grade of B or ELI 198 with a minimum grade of B or ENG 201 with a minimum grade of B.
3
BCA 512 Electronic Media Promotion
Tools and techniques of promotion for electronic media. Emphasis on media needs, community relations and problems unique to the electronic media promoter. Prerequisites: BCA 210 with a C or better; BCA 311; limited to juniors or above; or graduate standing.
3
COM 264 Organizational Communication
Current communication theories and practices in the modern formal organization. Especially recommended for students on preprofessional curricula.
3
COM 357 Public Speaking
Theories and techniques for creating public speeches. Designed for students who seek to improve public-speaking skills.
1
IPR 101 Foundations of Integrative Public Relations
Introduction to the concepts, activities, responsibilities and career directions of public relations from an interdisciplinary perspective.
3-6
IPR 555 Public Relations Internship
Directed full-time work experience in a professional public relations environment. Prerequisites: IPR 101; BCA 210, BCA 311; COM 264, COM 357; JRN 202, JRN 302, JRN 350, JRN 450; completion of 56 credit hours; prior written approval of the designated internship director; open only to signed Integrative Public Relations majors.
3
JRN 202 Writing for the Mass Media
Gathering, processing and writing information and opinion on current matters using professional standards and formats in news, public relations and advertising. Typing skills important. Prerequisites: ENG 101 (C or better).
3
JRN 302 Introduction to Graphics and Visual Communication
Principles and techniques of publication/advertising graphics and visual communication, including typography and the printing process.
3
JRN 350 Public Relations Principles and Practices
Concepts and theories of public relations as a management function as practiced by corporations, non-profits and other organizations. Role of the practitioner stressed. This course is approved for offering in a distance learning format.
3
JRN 450 Public Relations Writing
Creating and editing written materials for a variety of public relations purposes and a variety of media. Prerequisites: JRN 202, JRN 350.
3
JRN 551 Case Studies in Public Relations
Examination of historic and contemporary public relations problems and programs with emphasis on research, planning and problem-solving skills in public relations practices. Prerequisites: JRN 350.
3
JRN 556 Public Relations Seminar
Emphasis on interaction of public relations with society, with individual case studies. Prerequisites: JRN 350.
Select from the following:
3
COM 195 Intercultural Communication
Content focuses on how values, attitudes and beliefs influence communication among people from different cultural backgrounds.
3
COM 353 Small Group Communication
Theories and application of the methods surrounding small-group interaction processes.
3
COM 362/WST 362 Gender Communication
Focuses on the role of communication in the creation and perpetuation of gender stereotypes. Emphasis on personal growth and awareness in a variety of contexts. Identical to WST 362. Credit may not be earned in more than one of these courses.
3
COM 363 Principles and Types of Interviewing
Study of establishing and achieving communication goals in a variety of formalized interviewing contexts. Emphasis given to question development and interviewing skills.
3
COM 365 Persuasion and Social Influence
Application of theories and principles underlying attitude change. This course is approved for offering in a distance learning format.
3
COM 560 Communication and Social/Organizational Change
Research and methods of communicating changes into existing social systems. Prerequisites: grades of C (2.0) or better in COM 251, COM 301.
3
COM 561 Communication in Conflict Management
Theory, research, and practical application of managing conflicts through communication. Focuses on conflict between people in the contexts of family, group, and organizations. Prerequisites: COM 251, 301 with grades of C or better.
Select from the following:
3
BCA 317 Electronic Media Performance
Study of, and laboratory experience in, common electronic media performance situations. Prerequisite: BCA 210 with a grade of C or better.
3
BCA 318 Radio and Television News
Techniques and principles of writing and producing news copy for electronic media. Prerequisites: ENG 101 with a minimum grade of B or ENG 103/099 with a minimum grade of B or ENG 201 with a minimum grade of B; BCA 210 with a C or better.
3
BCA 411 Long-Form Electronic Media Writing
Strategies and techniques for extended advertising copy and dramatic radio/television scripts, emphasizing narrative, structure and characterization, and creative team dynamics in long-form electronic media formats. Pre-requisite: BCA 311 with a grade of C or better.
3
BCA 503 Critiquing Mass Media
Critical appraisal of mass communications systems and their content with special attention to the electronic media's aesthetic properties and economic, political, and societal effects. Prerequisites: BCA 210 with a grade of C or better; or graduate standing.
3
BCA 511 Electronic Media Sales
Organizational systems and processes of radio, television, and cable sales. Emphasis on selling techniques found most reliable in modern sales practices. Prerequisites: BCA 210 with a grade of C or better; limited to juniors or above; or graduate standing.
Select a total of 9 hours of Multimedia and Entrepreneurship from the following groups:
3
ENT 210/ACC 210 Accounting Information for Entrepreneurial Decision Making
Accounting concepts and practices for entrepreneurs/small business owners. Emphasis given to the use of accounting tools to solve small business problems. No credit if credit has been earned in ACC 201. Does not count on the School of Accounting major or minor. Identical to ACC 210. Credit may not be earned in more than one of these courses.
3
ENT 221/MKT 221 Marketing Strategies for Entrepreneurs
Marketing for small business; identification of a product and/or service potential; advertising plans, marketing strategy, store location, purchasing procedures and inventory control. Identical to MKT 221. Credit may not be earned in more than one of these courses. This course is approved for offering in a distance learning format.
3
ENT 320/FIN 320 Financial Management of the Entrepreneurial Venture
A practical application of basic financial management principles to the operation of a small business. Identical to FIN 320. Credit may not be earned in more than one of these courses. Current PC software and casework utilized as the teaching medium. Prerequisites: ACC 201 or ACC 250 or ACC 210 or ENT 210; a signed major or minor in Entrepreneurship.
3
PHL 318 Business Ethics
Application of ethical principles to such business issues as fair competition, employee obligations, and business's responsibilities to stockholders, customers, employees, community, and society. This course is approved for offering in a distance learning format.
3
PSC 327 Lobbying and Interest Group Behavior
The reasons for and the methods of lobbying constitute the major subjects. Also includes the identification of different lobbyists, their goals, behavior, and organizations.
3
PSY 211 Introduction to Psychological Statistics
Basic descriptive and inferential statistics are considered, including measures of central tendency and variability, the normal distribution, the t-test, correlation, and chi-square. Prerequisite: PSY 100. This course is approved for offering in a distance learning format.
3
PSY 337 Psychology of Advertising
Psychological principles and concepts applied to advertising and selling, promotion, buyer attitudes, consumer behavior, psychological measurement, and prediction in advertising. Prerequisite: PSY 100.
3
SOC 200 Introduction to Social Research and Analysis
Basic research issues. Univariate, bivariate, and multivariate analysis techniques in sociology, social and criminal justice, and social work. Extensive computer applications. Prerequisites: SOC 100; completion of math competency.
3
CPS 282 Introduction to Multimedia Design
Introduction to multimedia concepts. Survey of multimedia applications in fields such as education, business and entertainment. Introduction to multimedia authoring tools. Hands-on projects. Prerequisites: any CPS 100-level course.
3
CPS 482 Advanced Multimedia Design
Interactive multimedia projects will be designed using advanced authoring tools. Issues concerning representation, storage, compression, transmission, and manipulation of various multimedia components will be discussed. Prerequisites: CPS 282.
3
JRN 360 Advertising Principles
Organization of today's advertising industry; role of advertising in promotion; examination of types of advertising and media vehicles.
3
JRN 365 Advertising Media
Evaluation of media in relationship to marketing objectives. Selection of media space/time and decision-making in development of media schedules. Prerequisite: JRN 360.
3
MKT 300 Introduction to Marketing
A basic introduction to the marketing environment, the marketing mix; marketing management and the place of marketing in world society. This course is approved for offering in a distance learning format. Prerequisite: 56 semester hours completed.