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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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