2024-2025 Graduate Studies Bulletin
Public Relations and Reputation Management, MA
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Professor Cline Sargent, Graduate Program Director, 516-463-4873
The Master of Arts in Public Relations at Hofstra University is designed to educate students in the fast-evolving strategic communications field. It emphasizes leadership, critical thinking, management, research, and the skills needed for writing and using communications tools and best practices required within the public relations (PR) profession. The program prepares students to assume specialized public relations and management-level roles and responsibilities.
Graduate students may choose between an optional concentration in marketing or reputation and crisis management. These concentrations, combined with the required program coursework, seek 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 and intercultural understanding; media literacy and content creation; and competent management techniques essential in the practice of public relations.
Courses are delivered primarily in-person with some online offerings combined with in-person classes, use contemporary management strategies, and are structured to build upon and complement each other. Syllabi will emphasize business insight, ethics, and a professional understanding of the public relations industry related to modern media and target audiences. The Master of Arts in Public Relations at The Lawrence Herbert School of Communication is one of the nation’s most innovative, hands-on, mentored communication programs and one of the world’s most “in demand” professions.
When a student completes an advanced degree in public relations, there are numerous career options. Corporations offer public relations management positions at all levels, including entry, intermediate and advanced. 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, etc. Public relations careers are found within nonprofit organizations, supporting the efforts and agencies and their missions to improve social, environmental, health, economic, political, community, religious, and educational conditions.
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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 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. PTE scores are also accepted with a minimum score requirement of 66. 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. 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. Once admitted, students are required to maintain a minimum 3.00 GPA.
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.
Program Requirements - Total Semester Hours: 30
Required Courses - Semester Hours: 21
Elective Courses - Semester Hours: 9
Chosen from the following:
Concentration in Marketing - 9 Semester Hours
Hofstra University’s MA in Public Relations program, with a concentration in marketing, prepares professionals for business management to design, implement and oversee strategic corporate public relations and integrated brand communication campaigns. Matriculated weeknight students study brand marketing strategy, consumer behavior, international marketing, public relations, advertising, sports marketing, media planning, and online marketing strategies and tactics in a global environment. This concentration will prepare professionals for the 21st century’s worldwide economy by highlighting integrated marketing communications and synergies between public relations, marketing, and advertising. Three (3) courses in marketing (9 credits) are required to complete the concentration.
In lieu of the listed electives, students with a concentration in marketing must select from the following:
Concentration in Reputation and Crisis Management - 9 Semester Hours
Hofstra University’s MA 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, culture wars, echo chambers, hackings, the expectation that businesses should articulate political stances and employee and endorser backlash for such stances. Students should take courses in sequence.
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