STRATEGIC PUBLIC RELATIONS Graduate Program Prospective Student Guidebook 2014
Welcome Message from the Director of Graduate Studies The practice of being a communicator
and practical experience. This has led
is rapidly evolving with digital
our faculty to design the curriculum
technologies. Social media and
around real-world clients and case
mobile devices continue the trend
studies so our graduates leave with
of increasing opportunities for
the experience and confidence
interaction among friends and brands,
needed to lead organizational
Download a QR reader app to
the 24-hour news cycle shows no
change.
symbols and visit our online links.
lines between what we think of as
It’s never been a better time to
advertising, marketing and public
practice public relations. The book is
relations continue to blur. But for
still being written on best practices
all of the changes taking place in
for using new technologies to shape
society and the world, one skill never
perceptions and change attitudes. If
becomes obsolete: the ability to
you have the desire to lead and want
formulate strategy.
to learn how global communication
your smartphone to scan these
signs of slowing its pace, and the
is practiced, I’m sure you’ll find the A modern PR practitioner needs
Strategic Public Relations program to
more than just to be aware of and
be a great fit.
utilize the digital tools necessary for Robertson School of Media & Culture: Social Media
communication. A focus on tactics
--
alone produces inefficient results.
June Nicholson
Our program at VCU is based upon
Director of Graduate Studies
the premise that executive-level
Robertson School of Media & Culture
training requires a strategic emphasis
Virginia Commonwealth University
grounded upon theoretical insights
Public Relations is Needed in Every Industry and Organization Public Relations is a broad field that
the information gathered from these
spans all industries and businesses.
tools, practitioners create strategic
PR practitioners can be found
communications plans aimed at
representing professional sports
changing attitudes, perceptions and
teams, global clothing manufacturers,
behaviors. A number of concepts from
Hollywood production studios, energy
psychology play an important role in
companies, hospitals, international
this process.
non-profits and small businesses. This wide variety of opportunities is
PR practitioners are ethical
due to the fact that PR people are
communicators. Being misleading
professional communicators, and
or lying can not only damage the
all organizations, big and small,
reputation of a practitioner, but it
must communicate with a variety of
can also damage the reputation
audiences in order to succeed.
of whatever organization the
The primary role of a PR practitioner is to create, maintain and build relationships with an organization’s publics.
practitioner represents. Because of this, practitioners are often forced to make difficult decisions and guide organizations though ethical dilemmas. Due to occasional
The primary role of a PR practitioner
conflicting interests between an
is to create, maintain and build
organization and its publics, a PR
relationships with an organization’s
practitioner bridges these gaps,
publics. To accomplish these tasks,
sometimes being an advocate for
practitioners may write news releases,
the organization, while other times
organize grassroots organizations,
advocating on behalf of the publics to
plan events, create newsletters, lobby
executive management.
government officials, form coalitions among organizations or maintain a
Being a trusted advisor to an
presence in social media outlets.
organization’s leadership is also essential. PR practitioners guide
Research is also an important part of
business strategies and serve as the
PR. Creating surveys and organizing
voice of an organization’s publics in
focus groups are common techniques
the boardroom.
used to gain insights into what groups of people believe and think. Based on
Strategic Public Relations: Program Highlights Graduates of the fast-track master’s
Saturday) as a cohort through four
degree in strategic public relations are
semesters. Continued full-time public
a new generation of communications
relations employment is encouraged
professionals who are able to function
during the program.
at the highest levels of management and apply sophisticated strategic
One of the program’s unique
thinking to accomplish organizational
features is a two-week study abroad
objectives.
experience in China, an expectation of students while they are enrolled in
The selective professional program is
the course “Strategic Public Relations
30 credit hours, including 6 hours of
in a Global Environment.” The
approved elective courses in areas
study tour, led by a full-time faculty
such as nonprofit management,
member, visits Shanghai and Beijing
business management and marketing.
for meetings with international and
Courses are taught by full-time faculty
Chinese PR firms, in addition to media
and experienced public relations
organizations. The cost of the study
professionals. Students take weekend
abroad experience is not included in
classes (Friday evening and all day
the program’s tuition.
Judy VanSlyke Turk Scholarship The Judy VanSlyke Turk Scholarship
Applications for this approximately
was established in the Robertson
$1000 scholarship will be posted
School of Media & Culture to honor
by spring 2014 and due in summer
Dr. Turk’s leadership as director of
2014. Students who apply must have
the School from 2002-2010. It was
completed the application process
awarded for the first time in 2012.
and have been admitted to the Strategic Public Relations graduate program.
How to Apply To apply, contact June Nicholson, Director of Graduate Studies, by email at jnichols@vcu.edu or phone (804)-
What to Send to the Director of Graduate Studies:
• An updated resume
827-0251. She will provide additional
• A personal statement of educational
information.
and professional objectives • Three official graduate references,
To apply online, complete the
using the graduate reference forms
application form available at the VCU
available on the VCU Graduate School
Graduate School Website. Note that
Website
this program has a summer admission
• Portfolio material from your
only. Pay the online application fee.
undergraduate and/or graduate and/
Send official, sealed transcripts for
or professional experience
all graduate and undergraduate work
• Unofficial or official transcripts of all
to the VCU Graduate School. Make
graduate or graduate work
sure that your official GRE scores also
• GRE scores
are sent to the VCU Graduate School. Deadlines for admission are January 15 and March 15 for preferred VCU Graduate School Application
Mailing Address: June Nicholson
consideration. The School may admit
Director of Graduate Studies
other students who submit materials
Robertson School of Media & Culture
beyond those review deadlines,
Box 842034
depending on availability of space.
Virginia Commonwealth University 901 W. Main Street Richmond, VA 23284-2034
Courses and Electives MASC 671 Strategic PR in a Digital
MGMT 651 Organizational
An introduction to the thinking and
Study of theoretical constructs
Environment (3 credits)
Communication (3 credits)
actions required to communicate
of the communication process
strategically in today’s dynamic
in organizations. Application
socioeconomic environment. Focus
of communication principles to
is on the skills and information to
managerial functions, training,
handle strategic public relations.
telecommunications, and other
Introduces cutting-edge technology
organizational situations.
and using the Internet as a strategic communications tool. Professional responsibilities emphasized.
MASC 682 Strategic Media Relations (3 credits)
Focuses on what makes news, MASC 672 Strategic PR Research
how different media work, how to
and Evaluation (3 credits)
determine the appropriate vehicle for
Introduces the basic theories and
the message and how to work with the
practices of strategic public relations
media to control a message.
research and evaluation. Both qualitative and quantitative techniques are examined.
MASC 683 Strategic PR in the Global Environment (3 credits)
Examines the phenomenon of global MASC 675 Strategic PR Management
strategic communications, including
(3 credits)
the enabling environmental factors.
An interactive exploration of
How to develop an integrated, holistic
navigating challenges from the
global communications program and
perspective of organizational
how to manage such a program.
culture. Helps students foster
Students experience one region of the
diversity, support organizational
world with an in-depth study tour.
change, make leadership more dynamic, operate ethically within the cultural environment and make the organization more effective overall.
MASC 694 Strategic PR Campaign
Design and Implementation (3 credits) Brings together all the various tasks
and concepts used in public relations There’s more to school
than just coursework. Visit
VCU Recreational Sports to
learn about our facilities and extracurricular activities.
MASC 676 Public Relations Ethics
work to shape an effective campaign.
and Law (3 credits)
Through projects students become
An exploration of ethical and legal
competent and proficient in analyzing
dimensions specific to public relations
cases, strategizing, implementing and
practice. Analysis of critical cases in
evaluating public relations campaigns
the field.
at senior management levels. Electives are drawn from courses in the School of Business (6 credits)
About VCU
VCU is an urban, public university with approximately 31,000 students and features more than 200 degree and certificate programs. It is comprised of two campuses in downtown Richmond, Virginia. The main campus is called Monroe Park, which includes all non-medical programs. The second campus, MCV, is connected to the VCU Medical Center and houses all medical programs. A free shuttle service connects students and faculty on both campuses. VCU is classified by the Carnegie Foundation as RU/VH, which is the highest classification for a researchoriented university. It also belongs to the Atlantic 10 conference in the NCAA, where the men’s basketball team has made a tournament appearance for the last three years.
Richmond: Quick Facts Richmond consists of many distinct neighborhoods, including “the Fan,” which spreads out from VCU’s Monroe Park campus. Multiple Fortune 500 companies have made Richmond their home, and the city is regularly included at the top of national lists for outdoor sports and recreation. RVA, as Richmond is known among locals, has an eclectic variety of art galleries, museums and restaurants that attract tourists and business visitors. The James River flows through the center of the city and provides opportunities for white water rafting, hiking and mountain biking.
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STRATEGIC PUBLIC RELATIONS Graduate Program