The public relations field involves the strategic development and maintenance of an organization, brand, or person's public image and reputation. Public relations professionals shape an organization's message and design a strategic communication process to uphold and spread that message. They also manage the flow of information between a company or an individual and the public.
Successful public relations campaigns use the power of storytelling in digital media to build and maintain credibility. As the internet and digital communications evolve, public relations increasingly incorporates elements of digital content marketing and social media management.
Successful public relations practitioners boast excellent oral and written communication skills and management skills. They also enjoy solving problems related to public image. Public relations specialists typically hold a bachelor's degree in communications, and a master's in public relations online qualifies these professionals for more advanced positions.
Explore these promoted online degree programs.
These top, accredited schools offer a variety of online graduate degree programs. Figuring out where to apply? Consider one of these online Master's or PhD programs.
Most Affordable Online Master's in Public Relations in 2021
FAQ
| Question | Answer |
|---|---|
| What is the difference between public relations and marketing? | The field of public relations focuses on the maintenance of an individual's (or a company's) public image, and marketing focuses on creating campaigns to sell services or products. Both fields use branding to cultivate public reputation. |
| How long does it take to earn a master's in public relations? | A master's in public relations typically takes 1-2 years to complete. Program length varies depending on several factors, including program requirements and student enrollment status. |
| Can I earn a master's degree in public relations online? | Yes, many universities and colleges now offer master's degrees in public relations online. These degrees accommodate busy schedules and working professionals. |
| What is the difference between public relations and communications? | Public relations involves communications but focuses on designing strategic messages and delivering them to target audiences. |
Which Careers Benefit From a Master's in Public Relations?
Graduates with a master's in public relations can choose from a variety of career options. A master's degree qualifies graduates for management and executive positions in the public relations field. Nearly every industry employs public relations professionals to represent individuals, companies, nonprofit organizations, or government agencies.
Public Relations Specialists Public relations specialists craft and maintain a positive public reputation for the clients they represent. Their responsibilities include writing press releases, responding to information requests from the media, and drafting speeches and interviews for top executives.
Public Relations and Fundraising Managers Public relations and fundraising managers coordinate the development of materials related to the maintenance of a client's public image. They also organize capital campaigns. Public relations and fundraising managers typically need a bachelor's degree, though some positions require a master's.
Advertising, Promotions, and Marketing Managers Advertising, promotions, and marketing managers work to generate interest in products or services and increase sales. Their responsibilities include planning promotional campaigns, negotiating advertising contracts, and working with executive staff to discuss marketing plans and budgets. These positions typically require a bachelor's degree and some work experience.
Account Executive Account executives sell services and products to customers and meet sales quotas provided by the company. They identify prospective clients, make targeted pitches, and close sales. These positions typically require a bachelor's degree and some experience in the field.
Corporate Spokesperson A corporate spokesperson speaks to the public on behalf of a company. They typically work in a marketing department or at a public relations firm. Sometimes the CEO acts as the spokesperson.
Chief Public Relations Officer The chief public relations officer heads the organization's public relations department and reports directly to the CEO. They coordinate responses to public image crises, develop strategies for building and maintaining client reputation, and represent the company at events or to the media.
| Career | Median Annual Salary | Projected Growth Rate (2019-2029) |
|---|---|---|
| Public Relations Specialists | $61,150 | 7% |
| Public Relations and Fundraising Managers | $116,180 | 9% |
| Advertising, Promotions, and Marketing Managers | $135,900 | 6% |
Source: BLS
Accreditation for Master's Degrees in Public Relations
Accreditation ensures that schools provide excellent education for their students. In the United States, schools obtain either regional or national accreditation. Regional accreditation carries more prestige than national accreditation. Additionally, students transfer easily between regionally accredited institutions. National accrediting agencies tend to focus on professional or vocational programs and specialize in a specific field.
When selecting a program, look for a school's regional accreditation and any relevant national accreditations. The U.S. Department of Education maintains a database of accredited postsecondary institutions and programs.
Courses in a Master's in Public Relations
A master's in public relations prepares students to pursue communications-related careers. This degree provides training in the best practices, trends, and strategies needed to help an organization or individual maintain a relationship with the public.
Through coursework, students develop a strong foundation in research, writing, strategic development, and corporate ethics. Master's programs often culminate in a capstone experience like a research project, internship, or comprehensive exam.
The following list details a few courses in a typical public relations master's degree, but courses vary by program.
Writing in Public Relations
This course provides a survey of various forms of professional public relations writing. Students become familiar with news releases, pitch letters, biographies, position papers, feature writing, speeches, media advisories, and crisis management communications. Students learn how to put together a cohesive and strategic public relations campaign kit.
Public Relations Theory and Practice
This course provides students with a foundation in research studies regarding the relationship between company communication and the public. It also explores the process of executing a public relations program to address image concerns. Topics covered include audience differentiation, message formation and strategy, media selection, and the impact of different types of media on public relations.
Public Relations Strategies
This course introduces students to the principles and strategies used by public relations professionals to plan and execute targeted messaging campaigns. Students learn how to identify and reach audiences across the media landscape. Topics include major organizational communications theories, components of an effective public relations plan, and audience research.
Public Relations Ethics
In this course, students learn about the way ethics, moral analysis, and leadership impact a public relations strategy. The course explores ethical conundrums and best practices in relation to ethical concerns.
Public Relations Research
This course trains students in qualitative and quantitative research, the maintenance of public relations programs, and the evaluation of campaign effectiveness. Students learn to conduct public relations research and evaluate public relations programs.
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Financial Aid
Like higher education in general, completing a public relations program often comes at a high cost. Graduate students typically utilize financial aid to help fund their education. The financial aid application begins with the FAFSA form. Graduate students typically qualify for direct unsubsidized loans, which means that they pay more in interest than in a subsidized loan.
Graduate students often qualify for teaching or research assistantships at their university. Programs typically reserve these opportunities for doctoral students, but sometimes master's students qualify. Inquire about the opportunities available at your prospective institution.
Scholarships for Public Relations
Students enrolled in online public relations master's programs often qualify for scholarships. Some scholarships support underrepresented minorities, while others select recipients based on merit or need.
ACES Bill Walsh ScholarshipWho Can Apply: College juniors, seniors, or graduate students in any major who demonstrate a commitment to a career in the editing of written materials can apply.Amount: $3,500
Jack G. Shaheen Mass Communications ScholarshipWho Can Apply: This scholarship accepts applications from Arab-American undergraduate juniors, seniors, and graduate students in media studies.Amount: $2,500
The Floyd Mayweather Jr. Foundation: Advancement of Women in Sports and EntertainmentWho Can Apply: This scholarship accepts applications from college undergraduate and graduate school women in one of the following majors: communication studies, marketing, public relations, media studies, or journalism.Amount: $1,000
Chester Burger ScholarshipWho Can Apply: This scholarship accepts applications from graduate public relations students who want to pursue a career in corporate public relations. Eligible candidates hold a minimum 3.0 GPA.Amount: $1,000
Gary Yoshimura ScholarshipWho Can Apply: The scholarship accepts applications from students pursuing higher education in public relations who demonstrate financial need. Eligible candidates hold a minimum 3.0 GPA.Amount: $2,400
