Fast-track Executive Master's Degree in Strategic Public Relations

Ernest F. Martin, Ph.D.
Graduate Program Director
E-mail: efmartin2@vcu.edu

Strategic PR ad (pdf)

Factsheet (doc)

Application process (USA and International)

M.S. in Mass Communications
(Strategic Public Relations)

The field of public relations requires a new generation of communications professionals who are able to function at the highest levels of management and apply sophisticated strategic thinking to accomplish organizational objectives.

Important elements of the program

The professional program is 30 credit hours, including a collateral area in nonprofit management, environmental policy or global marketing management.

Admission requirements include academic background in public relations (university or accreditation program) and at least two years of appropriate public relations experience.

Students take weekend classes as a cohort during three semesters (summer, fall and spring).

The first cohort will begin summer, 2006.

Students encouraged to continued full-time public relations employment.

There will be an educational tour a selected region for each cohort -- Asian experience, Middle Eastern experience, European experience or Latin American experience. In lieu of the educational tour, students may propose an alternative international experience such as an international practicum or study abroad program. The first tour will be to Beijing and Shanghai.

Courses taught by experienced high-level professionals.

Curriculum for Master of Science in Mass Communications (Strategic Public Relations)
MASC 671 Strategic PR in a Digital Environment (3)
MASC 672 Strategic PR Research and Evaluation (3)
MASC 675 Strategic PR Management (3)
MASC 676 Public Relations Ethics and Law (3)
MGMT 651 Organizational Communication (3)
MASC 682 Strategic Media Relations (3)
MASC 683 Strategic PR in the Global Environment (3)
MASC 694 Strategic PR Campaign Design & Implementation(3)

Collateral Electives (two courses in one area)
Nonprofit Management
     PADM 650 Principles of Nonprofit Management (3)
     PADM 657 Nonprofit Advocacy & Government Relations (3)
Environmental Policy
     ENVS 601 Survey in Environmental Studies (3)
     ENVS 628 Environmental Policy & Administration  (3)
Global Marketing Management
     MGMT 644 International Business Management  (3)
     MRBL 656 International Marketing  (3)

Classes will meet during intensive weekend periods. Thirty Friday and Saturday blocks are scheduled over 11 months. Students will start the program in the summer session and will graduate the following May. Each intensive weekend period includes 15 hours of class contact. Friday scheduling is 10:00am – 6:30pm with a one hour lunch break. Saturday classes meet from 8:00am until 4:30pm with a one hour lunch break.

Admission to Master of Science in Mass Communications (Strategic Public Relations) is competitive.

In addition to meeting all requirements for admission to graduate programs in the School of Graduate Studies and the College of Humanities and Sciences (click here for requirements), applicants must have appropriate baccalaureate background in public relations or related area. Students who have not completed the minimum baccalaureate coursework will be required to take the additional undergraduate hours before starting the program. Baccalaureate coursework must include, at minimum, introduction to public relations, public relations writing, public relations research and public relations campaigns. Recognized professional accreditation (e.g. APR, ABC) may be accepted in lieu of baccalaureate public relations coursework.

Applicants must have at least two years of appropriate professional level experience.

Students who do not have at least two years of appropriate experience are required to earn three additional hours of credit in a professional level practicum (MASC 693) for a total of 33 semester hours of credit for the degree. The practicum shall last a minimum of 300 hours.

Applicants must present a GRE (general test) score that indicates ability to pursue graduate work.

In addition, applicants must:

1) Provide three recommendations from persons who are qualified to give information concerning applicant’s ability for the specific program of study proposed (including both academic and professional references).

2) Submit a letter detailing strategic public relations career goals.

3) Submit transcripts of all previous college work.

4) For international applicants, TOEFL (or comparable) scores are required.

This page does not reflect an official position of Virginia Commonwealth University.
Virginia Commonwealth University • School of Mass Communications
• efmartin2@vcu.edu • Last update on June 7, 2005.