The curriculum for the Weekend Masters Program in Public Communication is a mixture of core classes and electives allowing the cohort members to customize their professional development in today’s world of communication. The program consists of ten courses spread out over a 20-month period. There are six required core courses and four electives or selected topic courses. The required core courses cover the professional skills and theoretical components of public communication.

Professional skills courses (3)

* Principles of Strategic Communication and Digital Communication 
* Public Communication Writing
Must take one of the following two courses
* Public Communication Management
* Public Communication Practicum and Digital Portfolio

Theory & research courses (3)

* Public Communication Theory
* Public Communication Research
* Seminar in Public Communication (capstone theory/research course)

The four additional courses that focus on differing aspects of public communication often vary from year to year based on the different needs, interests and backgrounds of incoming cohort members. Selected topics are customized courses that feature cutting edge practices in public communication.

Possible Electives & Selected Topics in Communication (4)

* Political Communication (COMM-531)
* International Public Relations (COMM-539)
* Social Marketing (COMM-540)
* Crisis Communication (COMM-541)
* Internet Advocacy Communication (COMM-551)
* Social Media (COMM-596)

Professional Skills Courses

COMM-640 Principles of Strategic and Digital Communication Broad survey course introducing the components and principles of current thinking in strategic public communication. Presents today’s best practices used to research, design, implement and evaluate campaigns. Discussions include impact of the evolution of technology and the digital environment on delivery of campaigns, communication contexts, message strategy, media strategies to include social media, audience analysis, and communicator credibility. Outlines ways to use creative strategies and tactics to develop and manage a campaign.  

COMM-644 Public Communication Writing in a Digital World
A practical skills based course designed to improve understanding of what makes writing effective and persuasive, and to hone those writing skills that apply especially to the professional communicator. The class starts with preparing classic news releases, brochure copy and newspaper and magazine articles and moves to writing for converged media and basic broadcast styles.  

COMM-642 Public Communication Management
Course focuses on the interpersonal communication and leadership skills needed to successfully manage communication projects. Students explore management of the proposal process, and management skills such as budgeting, counseling strategies, conflict management, negotiations, leadership styles, interpersonal agendas and group dynamics.  

COMM-646 Public Communication Practicum and Digital Portfolio
Culminating skills component of program. The course conducts an actual campaign for a nonprofit organization in the spirit of American University’s commitment to public service. The class is also customized for each cohort as a professional development workshop exploring best practices in media relations, use of digital/Internet 2.0 advocacy in a campaign and community relations/ internal relations campaigns. 

Theory & Research Courses

COMM-735 Public Communication Theory
Interdisciplinary survey of the ideas that shape public communication scholarship and practice. Emphasis on the persuasive elements of message design, campaign development and implementation, and audience identification and appeal. Strong focus on analysis and application of ideas from socio-psychology, sociology, marketing and communication studies. Course study includes both classic research in communication and contemporary emerging advocacy concepts. 

COMM-738 Public Communication Research Methods
Survey of methods and techniques for conducting research in public communication. Both quantitative and qualitative methodologies are explored, with an emphasis on helping the student decide which methods are best suited for any given research problem. General methodological issues explored include sampling, measurement, validity, reliability, and ethics. Specific methodologies covered include focus groups, interviews, case studies, participant observation, surveys, and archival research.  

COMM-744 Public Communication Seminar
Capstone course for theory component of program. Students develop proposal, research outline and methodology for an in-depth study and analysis of a selected public communication phenomenon. Students receive intensive individual guidance in conceptualizing, designing and completing their studies.

Possible Electives & Selected Topics

COMM-531 Political Communication
Examines the role of communication in politics and advocacy and applies public communication principles to campaigns. Includes the role of media relations in politics, the impact of television on political discourse, political message development, political advertising, ethics in political persuasion, and the impact of political communication on our democratic institutions, as well as how to interpret public opinion, identify and reach constituencies, and develop political communication strategies. Includes the importance of on-line advocacy and digital communication campaigns. 

COMM-539 International Public Relations
The forces of globalization have created a necessity and opportunity for international PR programs. Given the newness of truly international programs, prospective practitioners must gain expertise in cultural sensitivity, knowledge of business cultures, and realistic expectations. The course covers global firms, local agencies, case studies, and PR practices around the world.  

COMM-540 Seminar in Social Marketing
Students study consumer research techniques used for identifying target audiences and developing strategies for social marketing communication campaigns. A case studies approach is used to analyze domestic and international campaigns focused on bringing about social change.  

COMM-541 Crisis Communication
This course examines the nature of issue and crisis management from a strategic communication perspective. Students study various issues, risk and crisis situations, as well as the current literature on strategic issue, risk, and crisis communication methods. Students develop a crisis communication plan for a chosen organization.  

COMM-551 Internet Advocacy Communication
This course, at the intersection of communication, technology, and strategic communication, examines innovation in new communication technology, places those innovations in the context of theories of technological change, and studies their impact on strategic communication and social advocacy, with a focus on Internet communication. 

COMM-596 Special Topics in Communications - Social Media
Social media, which includes Facebook, Twitter, Second Life, YouTube, and blogging, among others, has significantly changed the public relations industry. It is now expected that organizations will engage with their customers or audiences through social media platforms. However, social media is not just another tool to add to a campaign checklist; it is a dynamic communication channel that has the power to transform the communication strategy of any organization or institution. This course explores the ever-changing world of social media and its impact on the public relations profession, and how social media has changed the way communication strategists approach their work. It focuses on understanding how organizations, including corporations, nonprofits, and the government, use various social media tools. Search engine marketing, mobile communications, and viral campaigns are also examined. The course features case studies, hands-on use of social media tools, and experts in social media from various fields.