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IMC: Public Relations Leadership

There are two ways to pursue the PR Leadership specialization: as an area of emphasis in the full IMC degree program, or as a four-course graduate certificate. Both options prepare you to lead a company's public relations department or run your own PR firm. Students are exposed to coursework that provides practical knowledge, data-minded analysis and hands-on experience in both client- and agency-related public relations.

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You should pursue PR Leadership if...

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You're interested in:

  • Brand awareness and management
  • Digital and social messaging for PR
  • Leadership skills for the PR field
  • Managing conflict resolution
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Your dream job title is:

  • CEO of a PR Agency
  • Director of Media Relations
  • Communications Director
  • PR Director
  • Media Director
  • Development Officer
  • Executive Comm Manager
  • Corporate Comm Specialist
  • Marketing Comm Manager
  • PR Specialist
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You're looking for:

  • A master's degree program – Creative Strategy is an optional area of emphasis in our renowned online IMC master's degree program.

  • A graduate certificate – take the four online Creative Strategy courses to earn a graduate certificate (transfer these into the full M.S. IMC program anytime!).

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Is Public Relations Leadership right for you? How can you get started?
Complete a brief form and we'll reach out to discuss your options and the application process.

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Public Relations Leadership Courses

IMC 628: Applied Public Relations

This course provides practical knowledge and hands-on experience in public relations from both the client and agency perspective. Students develop and produce PR tools and tactics including press releases, public service announcements, crisis communication plans, speeches, newsletters, and special events for a chosen client.

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IMC 631: Crisis Communication

Apply theory and case study analysis to gain the expertise and confidence required to maneuver through myriad potential crisis situations that today’s organizations and individuals encounter.

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IMC 637: Internal Brand Communication

This course addresses the important roles that internal communications and branding play in a company’s successful operation by examining internal communications strategies and implementation, the use of consistent messaging and company-to-employee crisis communication.

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IMC 648: Executive Communications and Leadership

Examine the changing strategic position of communications within modern businesses and organizations, the importance of communications as a component of executive leadership, and the new imperative that communications deliver measurable results tied to business and organizational goals and objectives.

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The PR Leadership courses prepare you to:

  • Utilize market research and data analysis to plan PR activities and improve PR effectiveness
  • Incorporate crisis and internal communication planning into IMC campaign strategy
  • Develop a comprehensive organizational public relations plan to support C-suite thought leadership and business objectives
  • Learn to anticipate and differentiate among different types of crisis and how to communicate effectively about them to both internal and external stakeholders/audiences
  • Explain digital and social media effectiveness as it relates to reputation management and persuasion and learn how to manage negative opinions and feedback online
  • Define the role of public relations in executive leadership, including methods to analyze an organization, identify and develop favorable messages to persuade a variety of internal and external publics, and disseminate messaging through available digital, social and traditional media
  • Plan and develop content, including research briefs, SWOT analyses, speech writing, account pitches, and media relations materials
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Request Information

When you submit a request, we will contact you via your preferred contact method. We’re happy to answer any questions you have as you consider your graduate education options.

Wondering whether you should send us your information? We get it, sometimes filling out forms on the internet results in overwhelming phone calls and email.

What we WILL DO with your information:

  • We'll email you program information, including testimonials from current students and faculty, and details we know you need when considering your graduate education. We'll also send regular program updates at the end of each month so you can keep up with what's currently happening in our programs.
  • We'll mail you a free copy our program view book, which provides additional details on programs and college.
  • If you have any questions about any of the content we send you, contact our recruitment and retention manager via email at  daniel.sadler@mail.wvu.edu or phone at  (304) 293-8542.

What we WILL NOT DO with your information:

  • We will not bombard you with high-pressure messages. Our goal is to provide you with information you need to determine whether our program is right for you. You can opt-out at any time.
  • We will NEVER sell or share your information with any other college, program or organization.
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Let's Chat

As the enrollment specialist and an IMC alum, I'd be glad to share my expertise and help you decide what is the best fit for you.

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