Public Relations Concentration
You will learn to build reputations and maintain relationships between an organization and the people it answers to, using research and strong writing to create measurable campaigns. The public relations concentration prepares you to do that work ethically, on real client accounts, before you graduate.
Public relations at Cal Poly is not a theory class with a group presentation at the end. You will write news releases and persuasive copy for real audiences, use research to measure what success may look like, and plan and run full campaigns with goals, budgets and outcomes you have to account for. You will graduate from the program with a polished professional portfolio that shows the best of your work.
The concentration also offers deep dives into specialty skills such as crisis communications, social media management, and video production for advertising. Under journalism, you’ll learn how to work with the media to get your client the exposure it deserves. The public relations concentration is designed to develop strategic storytelling muscles that apply to a huge range of careers.
Where You Could Work
- Public relations and communications agencies
- Corporate and marketing communications
- Technology and healthcare communications
- Nonprofit and advocacy organizations
- Government and public affairs
- Entertainment, sports and music publicity
- Fashion and designer goods publicity
- Higher education and university marketing
- Tourism, wine, hospitality and travel
Job Titles
- Account manager, account executive
- Communications specialist or manager
- Public relations manager
- Social media manager or strategist
- Content or brand strategist
- Media relations lead
- Crisis communications specialist
- Public affairs or public information officer
- Publicist
- Director of communications
Concentration Courses
The public relations concentration is 15 units: four required courses and 3 units you choose.
Required courses
JOUR 3313 Public Relations Campaigns (3 units)
Term Typically Offered: TBD
Prerequisite: JOUR 312 or JOUR 3300; and JOUR 342 or JOUR 3342.
Development of skills needed to plan and conduct internal and external public relations campaigns for corporate and non-profit organizations. Includes goal setting, management of resources, budgeting, creation of campaign communications, and outcomes analysis. Field trip may be required. Course may be offered in classroom-based or online format. 3 lectures. Formerly JOUR 413.
JOUR 3342 Public Relations Writing and Editing (3 units)
Term Typically Offered: F, SP
Prerequisite: JOUR 312 or JOUR 3300.
Theory, strategic planning and practice in writing persuasive public relations copy for diverse internal and external audiences. Emphasis on gathering information, preparing news releases, newsletters and other communications vehicles. Analysis of various media case studies. Course may be offered in classroom-based, online, or hybrid format. 3 lectures. Formerly JOUR 342.
JOUR 3347 Public Relations Research (3 units)
Term Typically Offered: SP
Prerequisite: JOUR 312 or JOUR 3300.
Introduction to the role of research in the field of public relations. Overview of measurement tools and methodologies for gathering and analyzing data. Practical applications. Course may be offered in classroom-based, online, or hybrid format. 3 lectures. Formerly JOUR 347.
JOUR 4464 Senior Project: Public Relations Practicum (3 units)
Term Typically Offered: F, SP
Prerequisite: Senior standing; and JOUR 413 or JOUR 3313.
Capstone experience that applies public relations principles and strategies in the context of the Mustang Media Group, Cal Poly's integrated media organization. Emphasis on proposing, creating, managing, and implementing public relations campaigns. Course may be offered in classroom-based or hybrid format. 2 lectures, 1 laboratory. Formerly JOUR 415.
Elective: choose 1 of these 3-unit courses
JOUR 3314 Public Relations and Crisis Management (3 units)
Term Typically Offered: SP
Prerequisite: Junior standing.
Apply contemporary public relations theory to turn crisis into opportunity. Analyze Homeland Security and FEMA best practices using public relations framework and strategy. Practical exercises in planning, implementing, and evaluating public relations messages in variety of media platforms. Course may be offered in classroom-based, online, or hybrid format. 3 lectures. Formerly JOUR 412.
JOUR 3315 Public Relations and Advertising Production (3 units)
Term Typically Offered: F
Prerequisite: One of the following: JOUR 303, JOUR 3303, JOUR 346, or JOUR 3346.
Development of fundamentals pertaining to the technical and aesthetic proficiencies used in video communication for public service, public relations, marketing, and advertising. All aspects of pitching, planning, production, editing and post-production in addition to historical and regulatory aspects of communication policy and mandates. Course may be offered in classroom-based or hybrid format. 2 lectures, 1 laboratory. Formerly JOUR 403.
JOUR 3345 Social Media for Strategic Communication (3 units)
Term Typically Offered: F, SP
Prerequisite: Completion of GE Area 1 with grades of C- or better (GE Area A for the 2020-26 catalogs).
Exploration of emerging technologies and media that influence strategic communication, including public relations and advertising practices. Knowledge, insight and analytical skills necessary to create, evaluate, and execute social media campaigns. Course may be offered in classroom-based or online format. 3 lectures. Formerly JOUR 345.