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Public Communication | Learning Outcomes

BA Public Relations & Strategic Communication

The BA in Public Relations & Strategic Communication has a number of PROGRAM GOALS for its students. Students completing the program will demonstrate knowledge of the following:

  • The principles of strategic communication, including: understanding critical communication issues; identifying and defining target audiences; effective and persuasive messaging.
  • The practical application of these principles in a variety of industries and situations (e.g. politics, nonprofit, international, corporate).
  • The importance of research in strategic communication.
  • The role of strategic communication in an organization.
  • The importance of an ethical approach to all communication activities.
  • The impact of communication on our society.

Learning Outcomes
  • Develop a communication campaign or plan that incorporates the key elements of planning, including situation analysis, research, objectives, strategies, target audiences, key messages, tactics, timeline, and evaluation
  • Use qualitative and quantitative research in developing and evaluating communication plans
  • Think analytically about communication problems and identify creative solutions
  • Write clearly, concisely, and strategically in a range of formats and media
  • Use digital strategy and technology tools adeptly in integrated communication campaigns
  • Present confidently and persuasively

MA Strategic Communication

The Masters program in Strategic Communication has a number of PROGRAM GOALS for its students. Students completing the Masters program will demonstrate knowledge of the following:

  • The principles of strategic communication, including: understanding critical communication issues; identifying and defining target audiences; effective and persuasive messaging.
  • The practical application of these principles in a variety of industries and situations (e.g. politics, nonprofit, international, corporate).
  • The importance of research in strategic communication.
  • A range of communication theories.
  • The role of strategic communication in an organization.
  • The management of the communication in a professional setting.
  • The importance of ethical approach to all communication activities.
  • The impact of communication on our society.


Learning Outcomes
:

  • Develop a communication campaign or plan that incorporates the key elements of planning, including situation analysis, research, objectives, strategies, target audiences, key messages, tactics, timeline, and evaluation
  • Use qualitative and quantitative research in developing and evaluating communication plans
  • Think analytically about communication problems and identify creative solutions
  • Write clearly, concisely, and strategically in a range of formats and media
  • Use digital strategy and technology tools adeptly in integrated communication campaigns
  • Present confidently and persuasively
  • Use theory, best practices, and the latest research in the field to inform communication practice and scholarship