Dec 07, 2022  
2015-2016 South University Academic Catalog version II 
2015-2016 South University Academic Catalog version II [ARCHIVED CATALOG]

Public Relations (MS)

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As of July 1, 2015, South University no longer accepts applications for entrance into the Master of Science in Public Relations.

The Master of Science in Public Relations is designed to provide students with essential theoretical and practical tools needed to develop or advance their careers in public relations. Oriented toward management and team-building, students learn best practices in the profession and their application to real-world issues and opportunities. Expansion and advances in technologies and global communication venues necessitate that public relations managers and practitioners obtain skills in managing relationships with diverse publics, clearly communicate organizational accountability and ethical standards, develop and maintain organizational reputations, and facilitate interactive dialogue with organizational stakeholders. Students learn how to conduct public relations research for decision-making, campaign planning, effective message design, and how to create effective relationships with the media, understanding that media relations often traverse both traditional and nontraditional communication venues.

Master of Science in Public Relations graduates may seek a variety of career opportunities such as public relations managers, directors of communications, vice presidents of public relations and corporate communications, account directors for public relations consulting firms, management and employee communications managers, public information administrators, public relations specialists, public information specialists, market analysis directors, and political communication managers.

Program Student Learning Outcomes

Upon completion of Masters of Science in Public Relations, students should be able to:

  • Identify historical contexts, issues, and key figures in the development of public relations as a profession and discuss how these elements influence present-day public relations practices.
  • Discuss the conditions that build team effectiveness.
  • Create content, provide feedback, access and use appropriate e-communication resource to facilitate collaborative and interactive relationships with organizational stakeholders and the media using Web-based communication tools.
  • Formulate a crisis communications plan including problem identification, resolutions development, and strategies for implementing a communication plan.
  • Design strategic resonant messages that effectively invite trans-cultural dialogue using appropriate cultural communication venues for international audiences.
  • Craft and deliver concise and compelling public relations' stories that meet and advance organizational goals and relationships.
  • Describe and analyze major business processes, and explain the balanced scorecard approach to performance management.
  • Discuss how different ethical and moral theories advance ethical practices in public relations.
  • Perform public relations research and understand its findings to develop public relations plans for various internal and external audiences.


Maryland residents are not eligible to enroll in an internship, externship, practicum, or field experience course. Students should work with their academic advisor or counselor to be sure they are making appropriate course choices.

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