What Does Public Relations Major Cover?

A public relations major covers strategic communication, media relations, campaign planning, and professional writing skills through approximately 36-49 credit hours of specialized coursework. The curriculum combines foundational communication theory with hands-on experience in press release writing, crisis management, research methods, and digital media strategy.

Core Curriculum Components

Public relations programs structure their coursework around building both technical skills and strategic thinking abilities. Most programs require 120 total credit hours for a bachelor’s degree, with roughly one-third dedicated to PR-specific courses.

Foundational courses introduce students to communication theory and PR principles. In these early classes, students explore what public relations actually does—building mutually beneficial relationships between organizations and their publics. The foundational phase typically includes Introduction to Public Relations, Communication Theory, and Fundamentals of Strategic Communication. These courses establish the theoretical framework students will apply throughout their career.

Writing courses form the backbone of PR education. Multiple surveys of PR professionals consistently identify writing as the number-one skill employers seek. Students take several writing-focused courses that progress in complexity. PR Writing teaches the basics of crafting press releases, media advisories, and organizational communications. Advanced PR Writing builds on these skills with longer-form content like annual reports, speeches, and feature articles. Throughout these courses, students learn AP style—the standardized writing format used by journalists and PR professionals.

Research and strategy courses teach students how to measure communication effectiveness and make data-driven decisions. PR Research Methods covers both qualitative and quantitative research approaches, including surveys, focus groups, and content analysis. Students learn to use statistical software like SPSS or Excel to analyze data. Strategic Communication Planning takes this further by teaching students how to develop comprehensive PR campaigns based on research insights. This includes setting measurable objectives, identifying target audiences, and selecting appropriate tactics.

Campaign and portfolio courses represent the culminating experience. In PR Campaigns (often a capstone course), students work with real clients to develop complete communication plans from research through evaluation. These projects require applying everything learned throughout the program. Students typically graduate with a professional portfolio showcasing press releases, media kits, campaign proposals, and social media content they’ve created.

Specialized Skills Development

Beyond core coursework, PR programs develop several specialized competencies that set graduates apart.

Media relations training prepares students to work effectively with journalists and news organizations. This includes learning how to identify newsworthy angles, pitch story ideas, prepare spokespersons for interviews, and manage press conferences. Students study the media landscape to understand different outlet types—from traditional newspapers to digital media platforms to broadcast news. They learn what makes information valuable to journalists and how to build lasting media relationships.

Crisis communication skills equip students to handle organizational challenges. Through case study analysis, students examine both successful and failed crisis responses. They learn crisis planning, rapid response protocols, stakeholder communication during emergencies, and reputation recovery strategies. Many programs use simulations where students must respond to breaking crisis scenarios in real-time.

Digital and social media expertise has become essential in modern PR practice. Courses cover platform-specific strategies for channels like LinkedIn, Twitter, Instagram, and TikTok. Students learn content creation, community management, social listening, and analytics interpretation. Some programs include training in Adobe Creative Suite for basic graphic design and Canva for quick content creation.

Event planning and management teaches students how to execute special events that advance PR goals. This encompasses everything from small stakeholder meetings to large-scale conferences. Students learn event logistics, vendor management, budget development, promotional strategies, and post-event evaluation.

Technical Requirements

Public relations programs increasingly require technical proficiency. Students need laptop computers capable of running Adobe Creative Cloud software—particularly for courses in visual communication and campaign production. Other required software typically includes Microsoft Office Suite (especially Excel for data analysis and PowerPoint for presentations), presentation software, and sometimes specialized PR management platforms.

Many programs now incorporate data analytics tools. Students learn Google Analytics to track website performance, social media analytics platforms to measure engagement, and media monitoring services to track coverage. Statistical analysis software like SPSS appears in research methods courses.

Internship Component

Nearly all accredited PR programs require professional internships, typically completed during junior or senior year. These internships provide 120-300 hours of supervised work experience at PR agencies, corporate communication departments, nonprofit organizations, or government agencies. Students apply for internships that align with their career interests, whether that’s fashion PR, sports communication, healthcare PR, or political communication.

The internship requirement serves multiple purposes. It builds students’ professional networks—research shows 85-90% of PR jobs come through networking rather than public postings. It provides portfolio material for job applications. Perhaps most importantly, it allows students to test different PR settings to determine whether they prefer agency work (serving multiple clients with varied projects) or in-house roles (deep engagement with one organization’s communication needs).

Degree Variations

Public relations education comes in several formats. A Bachelor of Arts in Public Relations emphasizes liberal arts breadth, requiring more humanities and social science courses alongside PR studies. A Bachelor of Science in Public Relations typically includes more business, research methods, and analytical coursework. The distinction matters less to employers than the quality of the program and student experience.

Some schools offer PR as a concentration within Communication rather than a standalone major. Students take general communication courses plus PR-specific electives. This approach provides broader communication knowledge but may offer fewer specialized PR courses than dedicated programs.

Graduate programs (MA or MS in Public Relations or Strategic Communication) typically require 30-36 credit hours and take two years part-time or one year full-time. These programs suit career-changers or professionals seeking advancement. Graduate coursework assumes baseline communication knowledge and focuses more heavily on strategy, leadership, and research.

Certification and Accreditation

Students should look for programs certified by the Public Relations Society of America (PRSA). Only 36 programs nationwide hold this certification, which requires meeting rigorous standards for curriculum, faculty credentials, and student outcomes. PRSA-certified programs prepare students for the Certificate in Principles of Public Relations exam—an entry-level credential that signals competency to employers.

The program should also hold accreditation from the Accrediting Council on Education in Journalism and Mass Communication (ACEJMC). This ensures the program meets professional education standards. As of 2025, approximately 115 programs worldwide hold ACEJMC accreditation.

Learning Outcomes

By graduation, PR majors should demonstrate several key competencies. They write clearly and persuasively across multiple formats and platforms. They conduct research using both primary and secondary methods, then apply findings to strategic decision-making. They understand ethical principles governing PR practice, including truthfulness, transparency, and social responsibility. They use industry-standard tools and technologies competently. They think critically about communication problems and develop creative solutions.

Key Differences from Related Majors

Students often confuse public relations with similar fields. While PR shares overlap with communications, marketing, and journalism, distinct differences exist.

Public Relations vs. Communications: Communications serves as the umbrella term covering all human interaction and information exchange. PR represents one specific application—managing relationships between organizations and their publics. Communications majors study broader topics like interpersonal communication, organizational communication, and rhetorical theory. PR majors focus specifically on professional communication practice. Think of it this way: all PR is communication, but not all communication is PR.

Public Relations vs. Marketing: Marketing focuses on promoting and selling products or services directly to customers. PR builds and maintains organizational reputation with multiple stakeholder groups—not just customers, but also employees, investors, community members, and the media. Marketing measures success through sales figures and conversion rates. PR measures success through relationship quality, reputation metrics, and behavioral change. In practice, these fields work closely together, with PR creating the favorable conditions that make marketing more effective.

Public Relations vs. Journalism: Journalism trains students to report news objectively for public consumption. PR trains students to advocate strategically for organizations. Journalists serve the public interest by uncovering and reporting facts. PR professionals serve organizational interests by communicating strategy and managing reputation. However, PR and journalism share common skills—both require strong writing, research abilities, and understanding of media operations. Many successful PR professionals start as journalists before transitioning.

Frequently Asked Questions

What GPA do I need for a PR major?

Most programs require a minimum 2.0 overall GPA to declare the major, with some competitive programs requiring 2.5 or higher. Individual PR courses often require grades of C- or better to count toward the major. Students should aim for strong performance in writing-intensive courses, as these best indicate PR aptitude.

Do I need to be an extrovert for PR?

Public relations rewards strong people skills, but you don’t need to be an extrovert. Many successful PR professionals describe themselves as introverts who developed comfort with public interaction through practice. The field requires relationship-building and occasional public speaking, but much PR work involves writing, research, and strategic planning—activities that suit various personality types.

Can I work remotely as a PR professional?

The shift toward remote work has affected PR like other fields. Junior positions typically require office presence for training and mentorship, while experienced professionals often negotiate hybrid or remote arrangements. Agency roles may offer more flexibility than in-house positions. However, PR sometimes demands in-person presence for events, crisis situations, or executive support.

How competitive is admission to PR programs?

Admission competitiveness varies by institution. Large state universities often admit students to the general university first, then allow them to declare PR as a major after completing prerequisites. Selective programs may have additional requirements like portfolio submission, essays, or maintaining minimum GPAs in prerequisite courses. Research specific program requirements early.

Career Preparation Beyond the Classroom

Successful PR students engage beyond required coursework. Most schools sponsor Public Relations Student Society of America (PRSSA) chapters where students network with professionals, attend industry conferences, and participate in case study competitions. Many programs operate student-run PR firms that serve actual clients, providing supervised professional experience.

Students should start building professional presence early. This means creating polished LinkedIn profiles, attending industry networking events, following PR trade publications like PR News and PRWeek, and connecting with alumni working in desired fields. Building a professional network before graduation significantly improves job prospects.

Program Selection Considerations

When evaluating PR programs, consider faculty credentials. Look for professors with professional PR experience, not just academic credentials. Review whether the program offers specialized courses matching your interests—sports communication, nonprofit PR, political communication, entertainment PR, or corporate communication. Check whether internship opportunities exist in your target industry. Ask about job placement rates and where recent graduates work.

Location matters for internship access and networking. Programs in major metropolitan areas typically offer more diverse internship options and stronger industry connections than those in smaller markets.

The program structure should balance theory and practice. Look for curriculums that combine conceptual foundations with applied projects. Programs requiring portfolios and client work better prepare students for professional demands than those emphasizing only theory.

Time Investment and Program Length

Full-time students typically complete PR bachelor’s degrees in four years, taking 15-16 credits per semester. Some students accelerate completion to 3-3.5 years through summer courses or credit for prior learning. Others take longer due to work obligations or changing majors.

Associate degrees in PR or related fields typically require two years full-time. These provide entry-level qualification but limit advancement compared to bachelor’s degrees. Many students use associate degrees as stepping stones, transferring to four-year programs.

Part-time study extends program length but accommodates working professionals. Students taking 6-9 credits per semester might need 6-8 years for bachelor’s completion.

Public relations demands substantial work throughout the program. Expect significant writing assignments, group projects, and time-intensive campaign work. Senior year proves particularly demanding when students balance capstone projects, internships, and job searches. The workload prepares students for professional PR’s fast-paced, deadline-driven environment.

With roughly 27,600 job openings projected annually through 2034 and median salaries of $69,780 as of 2024, public relations offers stable career prospects for students who develop strong communication skills and build professional networks during their academic programs.