The Public Relations Master of Arts degree program provides a holistic approach to creating comprehensive communication plans for private and public-sector organizations. Managing identity and reputation in multi- channel communication strategy takes a depth of knowledge in constructing meaningful messages for diverse audiences. Core public relations principles such as attention, trust, and credibility are translated into online strategies to bolster brand recognition and credibility. Students learn to match strategies and tactics with audiences and their preferred media channels. It is intended for professionals who manage communication for organization settings and must be able to bring a coherent message to a complex combination of internal and external publics.
This is one of three Master of Arts in Communication degrees, which share four core requirements and share elective courses.
The Student Learning Outcomes (SLOs) for the Master of Arts in Public Relations degree are as follows:
● Students become experts in distinguishing between the needs of communication for profit and nonprofit organizations.
● Students become experts in developing public relations campaigns and strategies to monitor and maintain positive reputation and brand identity utilizing research, audience analysis, and tactical skills.
● Students become experts in matching media types, writing styles, and effective messages for target audiences such as news organizations, general publics, community organizations, and government agencies.
The Master of Arts in Communication degrees’ learning outcomes illustrate the knowledge, skills, and abilities students acquire through the program. In addition to each degree providing a specialization that allows graduates to hone their skills in areas aligned to their career goals, across the Master of Arts in Communication degrees students become expert in:
● Researching, planning, implementing, and evaluating communication campaigns and programs.
● Developing strategic messaging and media plans for special events, campaign events, and sports organizations.
● Writing crisis communication plans and speeches.
● Measuring public opinion through social media audits and survey research.
● Creating online strategies for brand recognition using social media and digital storytelling.
● Applying concepts of user experience design to websites, apps, online content, videos, and mobile communication.
● Acquiring critical thinking skills enabling them to break down and analyze all aspects of a local, regional, national, or international strategic communication campaign.
● Understanding communication theories, models, and historical development of professional communication fields.
Admission Requirements
Students in the Political Communication, Public Relations, and Sports Communication programs come from diverse educational and professional backgrounds. The admission committee considers previous academic records, prior employment experience, recommendations, leadership experiences, and other evidence of maturity and motivation to succeed in graduate studies. Applicants should have an undergraduate grade point average of 3.0 or better.
Advanced Standing
Students with three to five years of appropriate professional experience can apply to the graduate program director to be awarded Advanced Standing in the programs, equivalent to up to 8 credits toward the Political Communication, Public Relations, and Sports Communication degrees. A portfolio submitted by the accepted student will be evaluated by departmental graduate faculty on the basis of communication, management, and knowledge skills. Each skills area is divided into smaller units for criteria assessment. Students should consult the graduate program director for portfolio guidelines. Portfolios must be submitted within the first 30 days of a student’s first semester in the program; however, submission before the start of classes is strongly encouraged. If advanced standing is awarded, the student needs to complete a petition to have any appropriate required courses waived. The form is available on the Graduate Studies website.
Blanquerna Program
This Accelerated Second Master’s Program allows students from the Master of Arts in Political Communication, Master of Arts in Public Relations, and Master of Arts in Sports Communication programs at Emerson College and the Master of Arts in Strategic Management in Global Communication program at Blanquerna to earn two master’s degrees in a condensed amount of time. Both schools allow advanced standing into their program for students who successfully complete the degree program at the other institution, thus decreasing the number of courses needed to earn the second degree. The Advanced Standing for this specific program is based upon analysis of the skills and capacities gained by students as a result of their professional experience and successful completion of their first master’s degree. Blanquerna students will be allowed 12 credits of advanced standing. Emerson students will be placed in the second module of the Blanquerna program.
4+1 Program for CS Majors
A limited number of top-performing departmental undergraduate majors may be admitted into the MA Political Communication, MA in Public Relations, and MA in Sports Communication programs with one year of study beyond their undergraduate studies by applying for the 4+1 Program. Students may apply for the 4+1 program at the completion of their sophomore year although earlier conversations with their advisor is recommended. These three 4+1 MA programs (Public Relations, Political Communication, and Sports Communication) are 36-credit degree programs.
Current Emerson Communication undergraduate students will be given 4 credits of advanced standing towards the MA in their chosen program (Public Relations, Political Communication, and Sports Communication). By receiving advanced standing, the total number of required credits for the master’s program will be reduced to 32, eight classes instead of nine. Students are required to take eight graduate-level courses as aligned with their program’s curriculum in Public Relations, Political Communication, or Sports Communication.
● A maximum of three graduate courses (12 credits) may be taken in a student’s senior year. These classes will count as electives toward the undergraduate degree and toward the master’s degree.
● Students in the program cannot take three graduate foundation courses toward the MA.
● All students must complete CC 692 Capstone Course in Public Relations .
● Students must complete all requirements for the bachelor’s degree by the end of their senior year and are required to complete the following courses as part of their degree:
• One technology-focused communication course: CC 304 Strategic Digital Communication, CC 308 Online Content and Strategy, or CC 360 Social Media and Politics.
• One research methods course: CC 303 Public Opinion Research, CC 305 Communication Research Methods, or CC Research Methods in Sports
• One public communication focused course: CC 263 Argument and Advocacy, CC 361 Public Diplomacy, or CC 345 Public Affairs
4+1 Program for College-Wide Majors (Non-CS Majors)
The Communication Studies (CS) Department has three Master of Arts programs (Public Relations, Political Communication, and Sports Communication) with a 4+1 option for CS undergraduates. Many non- Communication Studies majors have been requesting entrance into the CS 4+1 program. This plan allows all undergraduate majors to apply to the CS 4+1 program.
Timeline
Applying as a Second-Semester Sophomore: Applications for 4+1 programs should start in the last semester of students’ sophomore year to provide adequate planning for their degree to incorporate three CS graduate courses in their chosen 4+1 MA program.
Graduate Courses/Senior Year: With coordination across departments, a student can use three electives in their current undergraduate major to start a CS 4+1 program in their senior year.
Curriculum and Eligibility Requirements for College-Wide Majors
Three CS Graduate Courses: Students fulfilling the requirements of an undergraduate degree will take three designated CS graduate courses as electives to complete their undergraduate degree.
Matriculating to Graduate Program: Upon the undergraduate degree completion, students matriculate into the designated CS graduate program.
GPA Requirements
Students must have at least an overall 3.3 GPA and a major GPA of 3.6.
Three Designated Graduate Courses
Students must use electives to take the three designated CS graduate courses. This introduces the undergraduate students to fundamental disciplinary knowledge. The best approach should be three core/required CS graduate courses rather than CS graduate electives. Departments would need to allow their undergraduate majors to take three graduate CS courses as electives.
Cross-Departmental 4+1 Equivalencies (Other major applicants)
Graduate-Level Course
Undergraduate Equivalent
CC 652 Emerging Communication Technologies Elective
CC 645 Research Methods and Practice Elective
CC 608 Public Affairs Elective
Minors and Designated Replacement Courses
Student minor requirements may impact replacement of undergraduate courses. For instance, Digital Media and Culture Minor courses have CS electives CC 304: Strategic Digital Communication and/or CC 360: Social Media and Politics. These two electives are replaced by CC 652: Emerging Communication Technologies in the 4+1 program.
Advising 4+1 Cross-Department Students
Students entering a CS 4+1 program from a different department should continue to be advised by their current undergraduate advisor, who can coordinate with the graduate CS program advisor. After the student completes their undergraduate degree, they will be assigned to the appropriate graduate director for advising.