Public relations professionals are responsible for developing and maintaining the public image for corporations, non-profits, government agencies, educational institutions, professional sports organizations, civic groups and more.
As such, they must be critical thinkers, public speakers, strategic writers, analysts, media liaisons, social media experts and business managers all at the same time. The public relations program at the Mayborn School of Journalism prepares you to manage public relations in the 21st Century.
Coursework teaches students the leadership, business management, professional etiquette, event planning and presentation-giving skills needed to compete and succeed in the public relations industry. Students also learn how to conduct social science research and statistical analysis, receive instruction in the ethics, laws and regulations concerning the industry, and learn how to use an organization’s resources effectively.
Students also receive instruction in professional writing for public relations, including feature writing, press releases, web writing, multimedia work, client presentations, business formats, design concepts and broadcast scripts.
Students learn the fundamental techniques of copy editing, headline writing, caption writing, use of photos/art and graphic layout and design needed to produce a wide range of public relations communications materials.
Students study direct and interactive communication techniques with industry-leading experts. Students have the opportunity to shadow professionals in the student’s area of interest at corporations, agencies and non-profits in the Dallas–Fort Worth area.
To meet the challenges of working with new media, public relations classrooms are equipped with computers, digital projectors and software applications such as Dreamweaver, InDesign, Photoshop, Acrobat and Microsoft Office.