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The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

Public Relations Leadership

The PR Leadership specialization is an area of emphasis in the full IMC degree program that prepares 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.

The Creative Strategy Specialization consists of four courses; three of these fulfill the elective requirements and the final course is additional to your degree requirements. So, an IMC degree with a specialization requires 11 courses, 33 credits, and adds $2,250 to the total cost of the degree.

Public Relations Leadership Courses

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

You should pursue PR Leadership if...

You're interested in:

  • Brand awareness and management
  • Digital and social messaging for PR
  • Leadership skills for the PR field
  • Managing conflict resolution

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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