Strategic Communication and Public Relations (M.A.)

Faculty

Dr. Jamal Watson, Director of Strategic Communication and Public Relations (program chair)
Dr. Peggy Lewis, Executive Dean, School of Business and Graduate Studies and School of Professional Studies

Description

Trinity’s Master of Arts in Strategic Communication and Public Relations program trains the next generation of communication experts to think critically, strategically, and creatively. The program’s unique blend of technical and tactical course work prepares its graduates to practice the craft of communication ethically and equitably, and with a focus on building relationships that aid in achieving social justice in society.

For those seeking to advance in their current communication role or seek a career change, the Master of Arts (M.A.) degree positions graduates to navigate within the upper echelons of any corporate, nonprofit, government, or private sector organization.

The program is designed for students interested in attaining careers in strategic communication management, public relations, public affairs and digital media. The C-Suite needs communications advisors who serve as counsel that aid in aligning organizational goals with communications efforts.

At the completion of the program students will earn the skills needed to become specialists in all things communication – from content creation to digital strategy – enabling them to have a competitive edge in the marketplace.

The Strategic Communication and Public Relations program requires 36 credits for successful completion. Courses are offered in an accelerated format in the evenings in eight-week term course offerings. Significant individual study and guided independent learning throughout each course are required to meet the objectives of each course and the overall goals of the program. Students normally take three courses per semester and complete their degree in two academic calendar years (21 months), although students may elect to complete the degree in three academic calendar years by taking two courses per semester.

Requirements

Core Courses (9 credits)
ALL of the following courses
SCPR 520 Multicultural Media HistoryThis course will examine the history and development of media images in public relations, mass media, journalism and advertising. Students will examine the ways that minority groups have been underrepresent, stereotyped, and typecast. The course will provide students with a historical, multicultural and gender sensitive overview of the development and social role of public relations, journalism and mass media in society. Students will study how media owned and produced by diverse groups cover themselves and the rest of society and analyze the powerful social role of multicultural perspectives in shaping public discussion and driving public discourse. At the end of this course students will be able to demonstrate an understanding of the history and role of professionals and institutions in shaping communications; discuss and analyze the role that news coverage plays in the social construction of race, class and gender. Students will additionally demonstrate an understanding of the importance of diversity in strategic communication and public relations in a global society.
3 credits
Prerequisites: None
SCPR 540 Journalism and Public Relations WritingWriting for news and public relations introduces students to the foundational principles of journalism and public relations. Students learn the fundamentals of news writing and news media expectations; learn the difference between writing objectively and subjectively for audiences; and learn to write for style, tone, angle and messaging.
3 credits
Prerequisites: None
SCPR 600 Media LawThis course is designed to give students an understanding of pertinent constitutional, equity and regulatory laws as they relate to mass media, and provide students with a basic understanding of how existing laws control the operation of mass media. Students will use case studies to look at the wide range of media law and policy issues from First Amendment rights and Fair Use of media images to how to navigate copyright issues within the digital media landscape. Students will explore the issues affecting the First Amendment, free press, free speech, religion and assembly and other legal issues that affect the media including intellectual property and technology. Upon taking this course students will understand and apply the First Amendment principles and the law appropriate to professional practice; understand the role of history and the role of professionals and institutions in shaping communication practices.
3 credits
Prerequisites: None

Research Competency Course (3 credits)
ONE course required:
SCPR 606 Strategic Communication Research MethodsThis course introduces students to research design and its usefulness in solving strategic communication and public relations problems through qualitative and quantitative research. This course introduces public relations and communication theory that aids in managing communication, responding to and counseling strategic organizational management and challenges. The tools and techniques of communication research will be introduced to students through hands on research design within an applicable strategic communication problem.
Students will study current scholarly literature within the strategic communication and public relations disciplines; will learn to develop a research topic, and to identify, analyze and synthesize literature. The course will reinforce students' understanding of the ethical underpinnings of sound public relations practice and broaden their grasp of how these qualities support efficient, effective public relations programs.
Credits: 3
Prerequisites: None

Professional Skills Courses (15 credits)
TWO courses required:
SCPR 620 Advance Public Relations Writing Across Digital PlatformsStrong writing skills are critical for all public relations practitioners. In this course students will learn the professional writing skills needed to engage audiences using traditional and digital media platforms. Students will learn to incorporate strategy into the development of varying public relations tactics including the press release, talking points, op-eds or one-pagers. Students will learn to write on message and on deadline and will produce a final presentation of their writing.
3 credits
Prerequisites: SCPR 540
SCPR 670 Public Relations CampaignsThis course teaches the public relations process to execute a persuasive client campaign within a team-based environment. Students will learn the multidisciplinary approach to developing and executing a campaign and will deliver a final campaign plan to include tactical execution for selected clients. Students will produce a final campaign presentation that will be added to the student's online professional portfolio. Required of all students in the program.
3 credits
Prerequisites: None or SCPR 675 Public Relations ManagementThis course gives a thorough understanding of the strategic communication management function within an organizational system and the practitioner's role as strategic communication advisor to the C-Suite. Public relations theories and practices are taught to demonstrate the role public relations plays within open and closed organizational systems and how that impacts the success of the public relation function within an organization. Students learn how to navigate and advance within the industry and how to manage teams, accounts, clients and projects.
3 credits
Prerequisites: None

Select THREE of the following Electives:
SCPR 530 Crisis CommunicationsCrisis management has become a much needed tool in then PR portfolio. A reputation, whether for a business, an organization, a political candidate or an academic institution can take years to build and be ruined in a manner of days or even hours. In this course, students will learn what it takes to build, manage and protect a reputation. Reviewing real life case studies, students will examine the consequences of verbal and financial mistakes and misdeeds, product failures and organization crises, and the tactical and ethical challenges facing PR practitioners seeking solutions. Formally titled, "Olivia Pope in the Real World".
3 credits
SCPR 532 Social Responsibility in Public RelationsDoing good by doing well is the business model of corporate social responsibility. This course will explore the different aspects of social responsibility and the successful campaigns that pursue the greater good and still profit. The area of public interest communications is fast growing. Students will study the public relations strategies and tools that help lead ideas to success. Real world, real time case studies include campaigns gone viral, campaigns that have gained a celebrity following, and campaigns that spark movements.
3 credits
Prerequisites: None
SCPR 534 Public Relations Case StudiesThis course takes a walk through media history looking at the most effective PR campaigns in a wide variety of areas on multimedia platforms. Students will study past and current PR campaigns and the tactics, strategies and media used to determine objectives, effectiveness, challenges and levels of success. The case histories enable students to evaluate best practices, strengths and weaknesses and determine how best to proceed in the future.
3 credits
Prerequisites: None
SCPR 560 Digital AnalyticsThis course examines the processes for gathering, interpreting, and presenting compelling digital and social data. Students will learn key digital and social metrics, run integrated marketing communication campaigns from social media platforms and analyze data in order to solve a business or communications problem. Students will also learn how to set up data experiments to achieve a specific objective and draw actionable insights from the data collected.
3 credits
Prerequisites: None
SCPR 570 Web DesignIn this course students will learn the basics of web design and content management. This course introduces students to information design and does not require prior experience. However, students should expect to be adaptable and wiling to experiment. Students will learn basic coding, image selection, how to storyboard, effective layout and design, visualization, search engine optimization and interface design. Students will examine content management solutions on such platforms as WordPress, Joomia, Drupal and SiteCore.
3 credits
Prerequisites: None
SCPR 588 Gender, Race and Class in PR and MediaPublic relations and media outlets are often dependent upon and in competition with one another. This course explores how gender, ethnicity, race and class impact the work of media and public relations professionals both internally in their decision making and externally in their dealings with clients and audiences. The course examines the content, treatment, and effects of women, minority, and LGBTQ group coverage in print, broadcast, and digital news and entertainment media coverage and the impact on public relations practices.
3 credits
Prerequisites: None
SCPR 605 Media Ethics Case StudiesGiven the ubiquitous headlines and media coverage of political corruption and ethical dilemmas facing individuals, professional organizations and corporations', students need to understand how ethical standards are developed and applied in professional practices. This course will explore the ethical practices and challenges in the closely connected areas of public relations and journalism. Students will compare their personal ethical concepts and values with professional codes of ethics and best practices and will examine problems and opportunities caused by changing audience habits.
3 credits
Prerequisites: None
SCPR 622 Digital and Visual StorytellingStorytelling is used by news media, non-profits, government agencies, political candidates, and businesses to inform and promote ideas, strategies and policies. Students will create online content using digital photography and audio editing. They will take and edit digital photos and create slideshows with digital audio. Students will examine a variety of online multimedia projects with the aim of understanding and gaining a foundation in the most effective ways to enhance storytelling with digital audio and photos. Students will create an audio project, a digital slideshow and a final multimedia project. It is important to know how to work with multimedia in the digital age. Students will be expected to spend non-class time to master these skills.
3 credits
Prerequisites: None
SCPR 624 Social Media for Public RelationsIn this course students examine all aspects of social media and how it is used as a public relations tool for messaging, reputation creation and preservation, and audience interaction. As a part of learning how to utilize online spaces effectively, students will also explore the problems that can occur when personal use compromises professional activities and how to avoid them. Students will examine and explore current social media channels and their use; trends in social media use; and social media's impact on promotion and brand awareness.
3 credits
Prerequisites: None
SCPR 625 Visual CommunicationsVisual problem-solving including conceptualization, typography, photography, design, image editing, and production of printed communications. Students explore current practices and digital skills to implement visuals used in PR, with special emphasis on online magazines, the arts and entertainment and will create their own visual projects.
3 credits
Prerequisites: None
SCPR 626 SpeechwritingStudents will read a variety of speeches and learn what it takes to research and create effective speeches for other people to deliver, emphasizing the need to adapt to another person's ideas and style. The course deals with political speeches, non-profit issues, and will include a variety of topics, including health, environmental, and current events.
3 credits
Prerequisites: None
SCPR 627 Persuasive WritingStudents will create messaging and learn to produce written materials intended to persuade, with special focus on op-eds, speeches, issue advocacy, letters to the editor, lobbying and media packets, grassroots advocacy materials, and talking points. Through a writing intensive term students will learn to write in varying styles, tell stories that have impact, and write to engage audiences.
3 credits
Prerequisites: None
SCPR 630 Political Communications and CampaignsStudents will explore the strategic communications planning used in political campaigns including opposition research, messaging, image creation, crisis management, audience analysis, focus groups and get-out-the vote efforts. The course will include guest speakers who have worked extensively on a variety of national and local political campaigns.
3 credits
Prerequisites: None
SCPR 634 Dynamics of Strategic Event PlanningWhat skills do communications professionals need to create great events? What are all the components needed to ensure a successful event? Those questions will be answered in this course where students will learn what it takes to plan an event from start to finish, including setting goals and outcomes, messaging, media kits, press conferences, brainstorming, branding, timelines, and budgets. Students will hear from event planners and study a variety of event creation strategies including galas, issue and product launches, industry trade shows, crisis response and advocacy, and theater tactics designed to attract media attention.
3 credits
Prerequisites: None
SCPR 645 Non-Profit and Advocacy Public RelationsStudents who want to use their communications skills to make a change learn how to navigate the world of non-profit communication and advocacy. Students will learn the basics of advocacy and will explore the myriad of local, national and global issues our society faces and where change and affected through communication. Topics include citizen advocacy, understanding how to legislate issues, and global citizenry. Students will learn how to apply the public relations process to develop sound and effective social campaigns that resonate with and engage audiences.

3 credits
Prerequisites: None
SCPR 691 Public Relations PracticumStudents work with an academic advisor to design a real-world, real-time, hands on strategic communication or public relations experience that will enable them to work within their field of choice. Students will select from vetted organizations that span the corporate, nonprofit, government, start-up and agency industries to serve as an apprentice, applying classroom theory and lessons to the realities of working in industry. Students will develop public relations tactics to build upon their skills and portfolios.
3 credits
Prerequisites: None

Capstone (3 credits)
ONE degree capstone course:
SCPR 699 Strategic Communication and Public Relations CapstoneThis is the comprehensive final project of the Master's program. It will evaluate what students have learned over the course of the program. They will be asked to work with a real client and develop a strategic communications plan based on an issue, product, problem, or opportunity, or needed publicity campaign determined by you and the client. Students will work with the client and on their own to thoroughly research, develop, write and present a creative, insightful and thorough communications plan. They will write a plan that shows their thought process, research, strategies, tactics, and creativity. The final proposal should include evidence of the research, timelines, strategies and budgets needed for the client's communication needs. There will be benchmark assignments due throughout the semester to determine the progress of the work and the student's overall competencies in strategic communication and public relations concepts. Students will present their findings at the end of the semester in a formal presentation to the client and a panel of faculty. They will be judged on their presentation skills, writing, creativity, strategic thinking and planning, and overall plan. Students will also produce a final digital portfolio comprised of all work produced throughout the program. Students must pass this course with a B or better in order to graduate from the program. Required for all students in the program.
3 credits
Prerequisites: SCPR 670

Program Policies

Comprehensive Assessment:

The Strategic Communication and Public Relations degree program requires students to complete a comprehensive final project in the Capstone Seminar course.  Student are required to interact with a real client and develop a strategic communications plan based on an issue, product, problem, or opportunity, or needed publicity campaign determined by you and the client. Students will present their findings at the end of the semester in a formal presentation to the client and a panel of faculty. Students must earn a grade of “B” or better on this project to complete the program.

Elective Courses:
All courses must be at the 500-level or higher to count toward the degree.

Grades in Graduate Courses:

Students must maintain a minimum GPA of 3.0 to graduate and no more than one grade of “C” may appear on their transcript.

Pass/No Pass:

Graduate students may not take courses on a Pass/No Pass basis; courses taken Pass/No Pass do not fulfill certificate requirements.

TELL Policy:

TELL credits are not applicable toward the degree.

Transfer Policy:
Students may transfer up to six (6) graduate credits from other appropriately accredited institutions of higher learning toward the degree with approval from their faculty advisor. Associations recognized by the United States Department of Education (USDE) and the Commission on Higher Education (CHEA) confer appropriate accreditation; these associations include but are not limited to regional accreditors.

Course Descriptions