According to the Bureau of Labor Statistics, Public Relations Specialists - typically an entry-level role - earn a median annual salary of $67,440, while Public Relations Managers - who typically have 3-5 years of work experience - earn a median annual salary of $125,620.
Furthermore, in our social media driven era, companies are increasingly conscientious of their public image and brand voice. Major corporations such as Nike, Target and Nordstrom have deemed it in their best interests to take public stances on various social and political causes. This increased focus on brand voice and identity has created a significant demand for employees with an understanding of how to message complex issues to a wide audience.
In addition to working in public relations (PR), graduates with a strong background in strategic communications also make ideal fits for roles in marketing, sales, branding, and - later in their careers - management.
This program was created by Dr. Matt Charles, APR, of the University of Virginia with input from various technology CEOs and hiring managers. This program is primarily driven by project-based learning, with every class featuring multiple project and simulation activities. While it covers the traditional content of a PR program, it also features special emphasis on strategic communications, as well as ethics and inclusion, as recommended by the people consulted during development of this program.
Although this major places an emphasis on ethics and inclusion, these topics are not part of their own class but rather embedded within the learning objectives of most courses within the Public Relations Core. The reasoning behind this structure is to ensure that graduates from the program consider these ever-more-prioritized concepts a fundamental part of communication, rather than something tacked on as an afterthought. Inclusion, specifically, has become particularly important to corporations that look to sell to an increasingly diverse population and hire the best available people from all walks of life.
Finally, the program culminates in a capstone course which will ask students to perform a semester-long communications research project. This project will ask students to perform research and formulate a strategic communications plan for either a private or public sector entity. This capstone will allow students to hone their skills and provide them with a portfolio project to show prospective employers.
He also works as a PR and Strategic Communications consultant to a variety of organizations, including The American Heart Association, The Commonwealth of Virginia, Boys & Girls Club of America, and the YMCA.
To continue improving the programs relevance to the Public Relations industry, the committee recommends the inclusion of two certifications from Public Relations Student Society of America (PRSSA): the CEPR and APR. Setting the foundation for these certifications will be a pursuit of course updates over the course of the next academic year. Additionally, pedagogical recommendations were made and implemented, including an increased emphasis on communication plans as project deliverables.
| Member | Organization | Notes |
|---|---|---|
| Matt Charles | University of Virginia | Academic representative |
| Christy Mesaros-Winckles | Adrian College | Academic representative |
| Mara Maddox | Greenberg Traurig | Industry representative |
Recommended CIP Code: 09.0900