Public Relations, MA

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Assistant Professor Cardona , Graduate Program Director, 516-463-6463

The Master of Arts in Public Relations at Hofstra University is designed to educate students in the fast-evolving communications field. It emphasizes management, research, best practices, and the skills needed for writing and using communications tools required within the public relations (PR) profession. The program prepares students to assume specialized public relations positions and leadership roles.

The 36-credit program seeks to achieve specific academic goals that include effective instruction in communication practice; public relations work skills and ethics; an understanding that the convergence of print, broadcast and online journalism greatly impacts the profession; critical thinking; strategic planning; international understanding; media literacy and content creation; and competent management techniques essential in the practice of public relations.

Emphasis is placed on management and executive level responsibilities. Courses are structured to build upon and complement each other, and syllabuses will emphasize business acumen, ethics, and a professional understanding of the public relations industry as it relates to modern media and target audiences.

There are numerous career options when a student completes an advanced degree in public relations. Corporations offer public relations management positions at all levels including entry, intermediate and advanced, and PR practitioners can work in the communications/marketing departments of Fortune 500 companies, major media organizations, entertainment firms, sports franchises, fashion companies, retail, service, and small-to large-sized private and public companies. Public relations agencies vary in size from sole practitioners to international corporations, specializing in various areas, such as consumer and lifestyle, corporate clients, health care, entertainment, travel, investor relations, and others. There are public relations careers found within nonprofit organizations as well, supporting the efforts and agencies and their missions to improve social, environmental, health, economic, political, community, religious, and educational conditions.

Students plan and complete a public relations campaign as a group capstone project in their final semester. In addition to the completion of the capstone, students are required to maintain a minimum 3.00 GPA to qualify for the MA in public relations.

Admission Requirements

Prospective students must complete and return an application to the Dean of Graduate Admission, 126 Hofstra University, Hempstead, NY 11549. In addition to the personal statement portion of an admission application, the application process includes:

A bachelor’s degree from an accredited institution.
A minimum undergraduate overall GPA of 2.75.
A 500-750 word essay detailing “personal and educational history, past employment, volunteer work or related experience in the intended field of study, plans for graduate study, and plans for a professional career.”
Two letters of recommendation.
Writing samples (articles, essays, public relations materials, etc.).
Current resume.
Transcript(s). (GRE scores are optional.)
International students from a non-English speaking countries must have a minimum TOEFL score of 95 to be considered for admission. IELTS scores are also accepted with a minimum score requirement of 7. The only exceptions are those who receive a waiver from the Office of Graduate Admission.

All applicants must be interviewed by the program director for a skills assessment.

Preference for competitive scholarships, if available, is based on overall GPA and academic potential and is given to early applicants. Upon admission, students receive advisement each semester to assist them with academic concerns and ensure their successful completion of the program.

The department understands that any single criterion may not reliably predict a candidate’s potential for success in the program. Students who may not meet all of the criteria are encouraged to apply if they have other experiences that make them suitable candidates for the program.

Program Requirements - Total Semester Hours: 36

Required Courses - Semester Hours: 24-27

PR 260 - The Practice of Public Relations Semester Hours: 3
(See footnote*)
PR 262 - Understanding Audiences Semester Hours: 3
PR 263 - Strategic Writing for Public Relations Semester Hours: 3
PR 264 - Digital Communications Semester Hours: 3
PR 265 - Business Essentials & Corporate Public Relations Semester Hours: 3
PR 267 - Reputation Management and Crisis PR Semester Hours: 3
PR 269 - International and Intercultural Public Relations Semester Hours: 3
PR 272 - Media, Messengers and Messages Semester Hours: 3
PR 298 - Public Relations Capstone I Semester Hours: 3

Elective Courses - Semester Hours: 9-12

Chosen from the following:

PR 261 - Survey of Public Relations Issues Semester Hours: 3
PR 266 - Public Relations Ethics and the Law Semester Hours: 3
(See footnote**)
PR 268 - Public Relations and Advocacy for Nonprofit Organizations Semester Hours: 3
PR 270 - Professional Internship Semester Hours: 1-3
JRNL 231 - Journalism Ethics and Law Semester Hours: 3
(See footnote**)
JRNL 282 - Media Relations Techniques for the Sports and Entertainment Industries Semester Hours: 3
RTVF 234 - Media in Sports and Entertainment Industries Semester Hours: 3
RHET 220 - Theories of Persuasion Semester Hours: 3
RHET 222 - Rhetoric and Popular Culture Semester Hours: 3
RHET 282 - Sports, Media and Society Semester Hours: 3
MKT 203 - Marketing Analysis and Management Semester Hours: 3
MKT 211 - Advertising Management Semester Hours: 3 (prerequisite: MKT 203)
MKT 222 - International Promotional Campaigns Semester Hours: 3 (prerequisite: MKT 203)
MKT 248 - Strategic Decisions for Online Marketing in a Global Marketplace Semester Hours: 3 (prerequisite: MKT 203)
MGT 207 - Organizational Behavior and Leadership Skills for Strategic Advantage Semester Hours: 3

Reputation and Crisis Management Concentration - 9 Semester Hours

Hofstra University’s online M.A. in Public Relations program, with a concentration in Reputation and Crisis Management, prepares public relations professionals to manage a host of new and heightened challenges including the urgency to respond to problems in real-time on social media, fake news, Twitter attacks, culture wars, filter bubbles, hackngs, the expectation that businesses should articulate political stances, and employee and endorser backlash for such stances. Students complete a 3-day in-person course in New York City at the start of the program and a 3-day in-person course at the end of the program, while the remaining 10 classes are taught online.

PR 275 - Crisis Communication Semester Hours: 3
PR 276 - Reputation Management Semester Hours: 3
PR 277 - Practicum on New Reputational Threats Semester Hours: 3

Marketing Concentration - 9 Semester Hours

In lieu of the listed electives, students with a concentration in Marketing must select from the following:

MKT 203 - Marketing Analysis and Management Semester Hours: 3
MKT 211 - Advertising Management Semester Hours: 3
Students must chose one of the following:
MKT 220 - International Marketing Semester Hours: 3
MKT 222 - International Promotional Campaigns Semester Hours: 3
MKT 231 - Sports and Entertainment Marketing Semester Hours: 3
MKT 248 - Strategic Decisions for Online Marketing in a Global Marketplace Semester Hours: 3

Footnotes (*/**)

*Students with significant related background and knowledge of public relations fundamentals may, at their option and with the approval of the program director, substitute an elective in place of PR 260.

**Students may substitute JRNL 231 in place of PR 266, but may not take both PR 266 and JRNL 231.

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