Strategic Communication

Why study strategic communication?

Strategic communication is the study of communication strategies, principles, tactics, and initiatives that further the goals of an organization. Students learn how to use social and digital media to promote and advance the public image of businesses and organizations. Student can pick from majors in advertising, integrative public relations (IPR), or journalism with a public relations concentration.

Students interested in one of these programs are advised to contact a College of the Arts and Media or strategic communication advisor as early as possible and meet with that advisor each semester before registering for classes. Majors and minors are also expected to be involved each semester in co-curricular activities: the Public Relations Student Society of America, PR Central, and the American Advertising Federation, also known as Ad Club.

Employers expect advertising, integrative public relations, and public relations graduates to have completed at least one internship which is an indicator that an applicant has the attitude and skills necessary to be successful in the workplace. The School of Communication, Journalism and Media internship coordinator will provide input on finding internships that match your career interests and allow you to build a portfolio of your work.

Advertising

Our advertising program combines theoretical, conceptual, and practical classes with hands-on experiences. You will have opportunities to learn about advertising research, messaging, and creative strategies, writing advertising copy and design, media planning and integrated marketing communication.

Our advertising program is accredited (under the Department of Journalism) by the Accrediting Council for Education in Journalism and Mass Communications, a distinction held by only one other Michigan university. 

Integrative public relations and public relations concentration

As part of our integrative public relations and public relations concentration programs you will build the skills and talents to earn and maintain public confidence in organizations of any size. Whether it's a multinational manufacturer, a hospital, or a local charity, earning and maintaining public confidence is the role of the public relations practitioner. Both majors will prepare you to develop the skills to be the voice of an organization and establish a dialogue with different audiences. You will learn to do research, craft media releases, develop social media strategies and content, plan events, create and implement communication plans to advance the company, and address social problems through the strategic use of organizational resources.

Our public relations concentration program is accredited (under the Department of Journalism) by the Accrediting Council for Education in Journalism and Mass Communications, a distinction held by only one other Michigan university. 

The integrative public relations major is an interdisciplinary major that includes courses from the School of Communication, Journalism, and Media; Business; Art; and others.