Program Description
Central Michigan University's journalism major with a public relations concentration delivers the best of two diverse and powerful communication career tracks. As a journalism: public relations major, you’ll combine the skills of storytelling with technology and new media. This unique and real-world-focused major makes public relations writing, principles and practices the focal point and integrates journalism research and editing skills to develop well-rounded students ready for a demanding and fast-paced media career.
Put Your Degree to Work
In a public relations career, you’ll analyze and research public opinion, implement communication programs, and help management communicate with its target audiences. You may work in a firm offering services to many clients or in institutions such as hospitals, corporations, government agencies, foundations and school systems.
U.S. Bureau of Labor Statistics sample data
| Job | Median Pay | Job Growth through 2022 |
|---|
| Editor | $53,880 per year | Little or no change |
| Public relations/fundraising manager | $95,450 per year | 13% (8,000 more jobs) |
| Writer/author | $55,940 per year | 3% (3,800 more jobs) |
Program Overview
The course listings below are a representation of what this academic program requires. For a full review of this program in detail please see our official online academic bulletin AND consult with an academic advisor. This listing does not include the General Education courses required for all majors and may not include some program specific information, such as admissions, retention, and termination standards.
(Click on the course name or number for a complete course description.)
Journalism Major: Public Relations Concentration
A Journalism major requires 42 hours of journalism coursework.
The Journalism Department requires that ALL graduating seniors take an exit exam prior to graduation as part of the department’s assessment efforts.
Total: 42 semester hours
Required Courses II
(33 hours)
JRN 202WI
Writing for the Mass Media
3
Gathering, processing and writing information and opinion on current matters using professional standards and formats in news, public relations and advertising. Writing Intensive. Prerequisites: ENG 101 (C or better) or ENG 103/109 (C or better) or ELI 198 (C or better) or ENG 201 (C or better).
JRN 203QR
Information Gathering for the Mass Media
3
Acquiring, comprehending, analyzing, synthesizing, and evaluating information by solving journalistic problems in a variety of cases and from multiple perspectives. Pre/Co-Requisite: JRN 202. Quantitative Reasoning.
JRN 220
Basic Media Photography
3
Camera operation, producing and processing of photographs for media use.
JRN 302
Introduction to Graphics and Visual Communication
3
Principles and techniques of publication/advertising graphics and visual communication, including typography and the printing process.
JRN 353
Foundations of Strategic Public Relations
3
Overview of strategic campaign process and application public relations theory to real-world projects including formative research, strategic and tactical planning, and plan evaluation phases.
JRN 369
Advertising and Public Relations Research
3
Reviews and applies secondary, social scientific, professional, and interpretative research methods in persuasive mass communication contexts. Prerequisite: JRN 350 or 353 or 360.
JRN 404
Law of Mass Communication
3
Principles and case studies. Prerequisites: JRN 101 or 102; junior standing.
JRN 450WI
Public Relations Writing
3
Creating and editing written materials for a variety of public relations purposes and a variety of media. Writing Intensive. Prerequisites: JRN 202; JRN 350 or 353.
JRN 551WI
Case Studies in Public Relations
3
Examination of historic and contemporary public relations problems and programs with emphasis on research, planning and problem solving skills in public relations practices. Writing Intensive. Prerequisites: JRN 350 or 353; JRN 450.
JRN 556
Public Relations Seminar
3
Practical applications of public relations principles in a diverse society. Prerequisites: JRN 350 or 353; 450.
JRN 559
Public Relations Internship
1-4
Experience in public relations under professional and faculty supervision. May be applied toward journalism major and minor only with permission of faculty advisor. Prerequisites: junior standing; permission of instructor.
Required Courses III
(3 hours)
Select one of the following:
JRN 372
The Asian Media and Cross-cultural Mass Communication
3
Analysis of Asian media systems and historical, economic, political and cultural factors shaping those systems. May be offered as Writing Intensive. (University Program Group IV-B: Studies in Cultures Outside of the Anglo-American Tradition)
JRN 380
Racial and Cultural Diversity: Mass Media's Role
3
Critical, historical and contemporary examination of African, Hispanic, Asian, Native American, and gender stereotypes in mass media. Self- portrayals by these groups using mass media. May be offered as Writing Intensive. (University Program Group IV-C: Studies in Racism and Cultural Diversity in the United States)
Required Courses I
(3 hours)
Select one of the following:
JRN 101
Media and Society
3
Understanding the influence of media and society. (University Program Group III-B: Studies in Social Structures)
JRN 102
Introduction to Journalism
3
An introduction to journalism as a social, cultural, political, technological, and economic force; a professional field; an academic discipline, unit and program.
Required Courses IV
(3 hours)
Select one of the following:
JRN 340
Introduction to Digital Journalism
3
Survey of current theories, issues and trends of the digital journalism environment, and introduction of digital journalism production using current media tools and software. Prerequisites: JRN 202 with a C or better or JRN 361 with a C or better.
JRN 402
Advanced Media Graphics and Visual Communication
3
Advanced techniques of multimedia graphics, digital publishing, and visual design for media industries including advertising, journalism and public relations. Prerequisite: JRN 302.