Proposal for online and professional studies

Proposal for Online and Professional Studies-Feb—Last Tuesday in FEB. Start WASC DOC California Baptist University Spring, 2012 Masters of Public Relations Proposal and Rationale Online and Professional studies division proposes the addition of an online Masters of Public Relations.

Background Preliminary secondary research was conducted to review Masters of Public Relations programs at universities or schools comparable to California Baptist University in mission or size.

Research gathered from these institutions and from within the industry, its associations and literature, indicates a strong demand for employees with extensive knowledge in the rapidly growing field of public relations. The challenge for today’s public relations practitioners is whether to seek employment in the field of non-profits, government work or private industry at a public relations firm or as “in-house” public relations staff members.

Pracitioners who have earned a Master’s in Public Relations are considered extremely valuable.

The demand for highly skilled, master’s level public relations practitioners, communications directors and effective leaders who possess superb communications skills and the education to inform and guide their efforts continues to grow. These employees get invited to the boardroom table, providing strategic planning, reputation management, and positioning, branding and long-term marketing communications. Public relations practitioners who hold a Master’s Degree are well educated in business, communication theories and are tech savvy. They communicate with credibility, relevance and impact. They are standard bearers of ethical communications—champions of accuracy, truth and integrity as they lead the field.

The discipline of Public Relations is not only necessary; it is foundational to today’s growing businesses and organizations. Conversations with students and market research indicate a strong interest in this Master’s Degree.

Demand

As more students become aware of the potential to further their careers in executive levels in the field of Public Relations, and instructors and administrators work diligently to attract recruits to the program, the program should grow quickly as the demand for graduates with such experience is great. Aproximately one dozen CBU seniors and recent graduates have inquired and expressed a strong interest in a Masters Degree in the field of Public Relations.

The most rapidly growing communications field is public relations.

Employment of public relations specialists (many have a B.A. in Communication Studies) is expected to grow by 18 percent by 2016, faster than average for all occupations, according to the U.S. Department of Labor, Bureau of Labor Statistics (source: http://www.bls.gov/oco/ocos086.htm, and see chart below).

The DOL projections also report that opportunities should be best for college graduates who combine a degree in public relations, journalism or another communications-related field with a public relations internship or other related work experience. Those who have completed the coursework for a graduate level degree will be considered particularly valuable. The need for good communicators in an increasingly competitive business environment should spur demand for these workers in organizations of all types and sizes, the DOL further predicts.

Projections data from the National Employment Matrix Change, 2006Projected 16 Occupational SOC Employment, employment, title Code 2006 2016 Number Percent Public 27relations 243,000 286,000 43,000 18 3031 specialists

According to Online Higher Education Update-2009 Communication Studies and Public Relations are among the top 10 majors predicted to have average or better growth. See attached document for more information.

Universities with Online/or Some Online Courses within the Masters of Arts in Public Relations Program: USC Annenberg – Masters of Arts in Strategic Public Relations-although the courses are mainly taught on ground there are some courses offered online or in a hybrid format.

Liberty University- MBA in Public Relations offered online.

San Diego State University-Communication/Journalism and Media George Washington University, Washington D.C. -Online Program ---Insert Comparison Include course titles New Courses and Existing Courses: Two Master’s of Public Administration Courses are valuable to the Master’s in Public Relations. MPA 550, Information and Technology and MPA 593, Professional Presentations are valuable courses for this degree.

The other 30 units are made up of new courses. The proposed titles and a brief description are provided below: Master of Public Relations (36 units) Core Requirements (30 units) MPR 510 History and Theory of Public Relations

A course exploring public relations history, theory, tools and strategies, with an emphasis on new media and social media Real work case studies are analyzed and critiqued by students and student prepare a detailed communication plan. Students review principles of issues management and the increasingly valuable role of public relations management in government, non-profit and for profit entities.

MPR 520 Public Relations Research and Evaluation Students enrolled in this course learn to effectively use tools and techniques, including statistical analysis and evaluation of data gathered through online and social media surveys. Students draft and create projects and learn to promote and influence through effective, strategic public relations plans measured by effective tools.

MPR 525 Legal Ethical and Social Foundations of Public Relations A course exploring the important role of ethical and legal issues and their relation to the social foundations of public relations in this time of social media and online communication. Norms of ethical behavior in today’s society in a professional and personal are analyzed. Various codes of ethics are read, reviewed and analyzed as compared with various case studies.

Students to identify analyze and prepare responses to ethical and legal situations that arise in the private and public sector.

MPR 530 Specialized Writing for Public Relations This course examines the essentials of effective public relations writing, emphasizing strategic thinking and compositional precision as the source of their efficacy and power. Students will learn to write professional communications for media and other target audiences. They also study the views of reporters and editors regarding what’s right and wrong with today’s public relations and public affairs writing. Lastly, they learn about writing for blogs, Web sites and other online media, and compose a press kit of their completed assignments.

MPR 535

Critical Thinking and Crisis Management Introduction to the concept of critical thinking and its practical application to a variety of public relations challenges and opportunities; emphasis on formulating and evaluating problems from multiple perspectives.

MPA 550 Informational Technology-See OPS Website-MPA course MPR 555 New Media Strategies This course examines the art and theory of media relations from the public relations perspective. Students analyze the state of contemporary media.

Special emphasis is on the advent of the Internet, the rise of citizen journalism, and the impact of blogs and social media.

Evaluating Communications Programs MPR 560 Planning, managing and evaluating integrated communications campaigns utilizing public relations strategies in concert with advertising and other marketing disciplines; emphasis on research, case studies and campaign development.

MPR 565 Public Relations Campaigns; Social and Physical The purpose of this course is to equip students with the knowledge and skills needed to research, plan and implement effective public relations campaigns that incorporate social media and physical public relations platforms.

MPR567 Public Relations Management and Leadership The purpose of this course is to equip students with the knowledge, skills and strategies needed to accomplish effective leadership as a public relations practitioner. Students will study theories with an emphasis on servant and transformational leadership and assessment of growth and skills enhancement, team forming building and motivation.

Pepperdine Model—COMPS Exam seminar 25 page comprehensive essay incorporates course work theory and research into a relative content related problem.

Final Requirement(5-6) Units Select one of the following sequences: MPR Comprehensive Examination Seminar OR MPR Research Project OR MPR 598A Research Thesis MPR 598 B Research Thesis Continuation Impact Statement

A. A. Faculty- A posting for an additional full time

Communication Studies/Public Relations professor has been added to the CBU website. Additionally, several Com. Studies professors from main campus have expressed an interest in overload courses through OPS and the OPS adjunct pool has grown with the addition of several doctoral level professors.

B. B. Staff- No additional staff required at this time.

C. C. Students-This major will be beneficial to OPS students who are seeking to gain a Master’s Degree in a field that is beneficial to various professions.

D. D. Classroom/Office Space-Online

E. F. Library- Steve Emerson indicated the current holdings in

the library are adequate to accommodate on online Master’s Degree in Public Relations.

Proposed Curriculum

A. Course Sequence Ad here

1. Students graduating with the MPR degree will be able to research and gather data on the various audiences involved in strategic public relations campaigns. (All coursework) Students will be able to: 1.1. present written information in an organized, clear and concise manner.

1.2. use acceptable paragraph and sentence structure, with minimal grammar, punctuation, and spelling errors.

1.3. demonstrate appropriate word choice, tone, and format.

Students will be able to: 1.4. demonstrate acceptable presentation skills (e.g., demonstrates confidence and poise through body language, eye contact, vocal tone).

1.5. present information in an organized and logical manner.

1.6. demonstrate acceptable use of visual aids (e.g., PowerPoint).

2. Students graduating with the MPR degree will be able to communicate effectively using traditional and social media platforms to oversee the action in the various areas of public relations campaigns. () Students will be able to: 2.1. demonstrate and apply a common sense approach to preparing and delivering speeches to various publics.

2.2. utilize established practices for public speaking and apply basic concepts of communication studies to solve related issues in communicating.

3. Students graduating with the MPR degree will be able to evaluate various components of public relations campaigns to determine the success and the modifications needed to achieve the goals of the campaign. (COM 113 Oral Communication, COM 308 Interpersonal Communication) Students will be able to:

3.1. describe and explain communication principles relating to speaking in public and personal situations.

3.2. describe and apply verbal and non-verbal communication principles.

4. Students graduating with a Communication Studies degree will be able to explain communication concepts related to public relations.

(COM 300, Public Relations) Students will be able to: 4.1. articulate the theories on public relations in the electronic information age.

4.2. present campaign strategies applicable to online and on ground campaigns for clients.

4.3. explain and analyze Internet and Web promotions including social media campaigns.

4.4. demonstrate an understanding of the ethical implications of public relations campaigns.

5. Students graduating with a Communication Studies degree will be able to explain communication concepts related to oral interpretation. (COM 333 Oral Interpretation) Students will be able to: 5.1. describe and explain the principles of oral interpretation of literature, speeches and promotional campaigns.

5.2. describe and explain the principles of interpreting and delivering oral presentations.

6. Students graduating with a Communication Studies degree will be able to analyze communication concepts related to organizational communication. (COM 425 Organizational Communication) Students will be able to: 6.1. analyze concepts involving communication in organizations.

6.2. apply the communication theories and techniques to real world communication situations in professional and non professional organizations.

6.3. describe and explain tools and strategies of understanding the culture of organizations and the verbal and non-verbal communication norms.

7. Students graduating with a Communication Studies degree will be able to utilize communication concepts to write effective communication pieces for media and various audiences. (JRN 371, Applied Journalism Production) Students will be able to:

7.1. research, interview and write articles, press releases, speeches and programs following associate press style standards.

8. Students graduating with a Communication Studies degree will be able to identify communications concepts related to public relations campaigns and strategies. (JRN 420 Public Relations Campaigns and Strategies) Students will be able to: 8.1. identify the elements of a successful public relations campaign.

8.2. explain the influence of a successful campaign.

8.3. describe the changing platform of campaigns including the impact of social media.

8.4. evaluate the components of an effective campaign.