The public relations master’s program involves 13 months of intensive study.
Professional: Prepares you to be a public relations practitioner (36 credits)
Under the Professional Track, you may specialize your study by choosing the Sports Media and Communication Emphasis (37 credits), the Social Media Emphasis or the Financial and Investor Communications Emphasis.
Professional track students complete their studies with a culminating experience and may choose the workplace for their public relations internship.
Thesis: Leads you to doctoral study in preparation for a career in teaching or research (36 credits)
Those in the thesis track complete the program by writing a thesis.
If you have any questions, please contact the Academic Advising Office at nhadvise@syr.edu.
Summer Session II—7 credits (July)
PRL 603 | Foundations of Analytics, Social Listening and Information Gathering Information gathering introduces students to effective search strategies for secondary research, social media listening and databases, laying the foundation for finding insights and developing primary research methodologies. Basic concepts of digital analytics are explored. | 1 |
PRL 604 | Theory and Practice of Public Relations Students learn about the theory and practice of public relations, while also learning the strategic writing process, storytelling, media relations, and pitching techniques, demonstrating professional writing skills using AP style, planning and presentation skills. | 3 |
VIS 607 | Graphic Design Fundamentals Teaches the principles of visual communication and graphic design. The course covers visual problem-solving, which includes conceptualization, typography, layout, image editing, and production of print and digital platforms. This course will have additional lab work. | 3 |
Fall Semester—13.5 credits
COM 617 | Multimedia Storytelling Students write and produce short fiction and non-fiction video stories using digital media. Emphasis on storytelling and story structures. Projects will be incorporated into websites and promoted with social media. | 3 |
COM 697 | Advertising and Public Relations Law Students will learn the fundamental cases and laws that apply to the advertising and public relations fields. Topics include First Amendment, corporate speech, intellectual property, defamation and advertising regulation. | 3 |
PRL 611 | Public Relations Research Nature, formation, and communications of attitudes and public opinion in public relations settings. Application of social science methods for measuring attitudes, opinions, and public relations performances. Actual research designed and carried out for client. | 3 |
PRL 614 | Converged Media for Public Relations Writing Emphasize strategic public relations and social media writing; research, compose and develop multimedia content for social sharing, websites and other media for various purposes; respond to crisis situations within the social sphere; and ePortfolio development. | 3 |
PRL 619 or PRL 631 | Social Media & Society for Public Relations This course explores the competing role social media plays within our personal and our professional lives as PR practitioners and seeks to understand the pervasiveness and impacts of social media. or Introduction to Financial and Investor Communication Explore career paths in Investor Relations from agency and corporate perspectives, learn how to speak the language of the “C-Suite”, read and understand basic financial statements, and address disclosure, transparency, ethical and legal considerations. | 1.5 |
Spring Semester—12.5 credits
PRL 530 | Special Topics in Public Relations (Take two 1-credit courses) In-depth look at different public relations specializations, including media relations, government relations, investor relations, crisis communications, employee communications, and sports information. | 2 |
PRL 615 | Public Relations Campaign Planning and Execution Students apply strategic planning, research and tactics to client needs. Teams design, execute and evaluate appropriate integrated campaigns for actual clients. Frequent client/team interaction required. Campaign books produced are part of the student’s professional portfolio. | 3 |
PRL 624 | Public Relations Management and Leadership Students learn the responsibilities of managing a public relations department in various organizational settings; historical and current management theories and practices are applied to the public relations function. | 3 |
PRL 643 | Diversity in Public Relations This course addresses diversity issues which are imperative to understand as consumers and producers of public relations media. | 3 |
PRL 620 or PRL 632 | Digital & Social Media Innovation for Public Relations The course offers a comprehensive overview of the innovations in digital and social media occurring within the public relations field. or Writing for Financial and Investor Communication Introduction to communications tools used to disclose and explain a company’s financial performance, business goals, objectives and strategies. Writing includes research, “C-Suite” language and basic financial statements. | 1.5 |
Summer Session I—3 credits
PRL 635 | Public Relations Culminating Experience Students work in a professional setting full-time for a minimum of eight weeks. Students are responsible for a journal of observations, and a midpoint and final evaluations. PR master’s student with 33 completed hours toward degree required. | 3 |
Total credits: 36
Summer Session II—8 credits (July)
PRL 603 | Foundations of Analytics, Social Listening and Information Gathering (see above) | 1 |
PRL 604 | Theory and Practice of Public Relations (see above) | 3 |
SMC 601 | Sports Media & Communications Proseminar This class is an examination of the sports media field. Students will discuss career paths within the industry and the roles sports media professionals play. | 1 |
VIS 607 | Graphic Design Fundamentals (see above) | 3 |
Fall Semester—14 credits
COM 617 | Multimedia Storytelling (see above) | 3 |
COM 697 | Advertising and Public Relations Law (see above) | 3 |
PRL 611 | Public Relations Research (see above) | 3 |
PRL 614 | Converged Media for Public Relations Writing (see above) | 3 |
SMC 621 | Sports PR and Athlete Advocacy This course examines and explores the unique situations and skills required for public relations practitioners, through both a domestic and global look at sports industry and reputation management. | 1 |
Newhouse Sports Media & Communications Elective | 1 |
Spring Semester—12 credits
PRL 615 | Public Relations Campaign Planning and Execution (see above) | 3 |
PRL 624 | Public Relations Management and Leadership (see above) | 3 |
PRL 643 | Diversity in Public Relations (see above) | 3 |
SMC 624 | The Sports Media Pitch Students will collaborate with a real-word partner and industry professionals on content creation, programming, advertising and social media to create a promotional campaign for a major brand/advertiser. | 3 |
Summer Session I—3 credits
PRL 635 | Public Relations Culminating Experience (see above) | 3 |
Total credits: 37
Public Relations Master’s Schedule: Thesis Track
Summer Session II—7 credits (July)
PRL 603 | Foundations of Analytics, Social Listening and Information Gathering (see above) | 1 |
PRL 604 | Theory and Practice of Public Relations (see above) | 3 |
VIS 607 | Graphic Design Fundamentals (see above) | 3 |
Fall Semester—12 credits
COM 617 | Multimedia Storytelling (see above) | 3 |
COM 697 | Advertising and Public Relations Law (see above) | 3 |
PRL 611 | Public Relations Research (see above) | 3 |
PRL 614 | Converged Media for Public Relations Writing (see above) | 3 |
Spring Semester—14 credits
COM 601 | Research Project Design All aspects of designing academic or applied research projects. Students write proposals that include introductory, literature review, and methodology chapters. Practical matters associated with successful completion of a significant research project. | 3 |
PRL 530 | Special Topics in Public Relations (Take two 1-credit courses) (see above) | 2 |
PRL 615 | Public Relations Campaign Planning and Execution (see above) | 3 |
PRL 624 | Public Relations Management and Leadership (see above) | 3 |
PRL 643 | Diversity in Public Relations (see above) | 3 |
Summer Session I—3 credits
COM 997 | Master’s Thesis | 3 |
Total credits: 36