A Master’s in Public Relations (PR) is a dynamic and essential program designed for individuals seeking expertise in managing communication strategies, building brand reputation, and navigating the complex world of modern media. In today’s interconnected and information-driven society, the role of PR professionals has become increasingly critical for organizations, businesses, and individuals alike. This advanced degree delves into the multifaceted aspects of public relations, equipping students with the skills to craft compelling narratives, cultivate positive public perception, and effectively navigate crisis communication. The program combines theoretical knowledge with practical applications, preparing graduates to thrive in the fast-paced and ever-evolving field of public relations.
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Even though many programs lead to a master’s in Public Relations, we went through them to list the top Public Relations master’s programs based on factors such as cost, placements, starting salary, employment rates, acceptance rates, etc. Here is the list of the best online public relations master’s programs:
<a href="https://www.onlinemasterscolleges.com/masters-in-public-relations-online/">Masters in Public Relations Online</a>
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College Name & Address | Tuition | Graduation Rate |
---|---|---|
#1 University of Florida Tigert Hall, Gainesville, Florida 32611 | $10,770 | 88% |
#2 University of Illinois at Urbana-Champaign 601 E John Street, Champaign, Illinois 61820 | $15,016 | 85% |
#3 University of Southern California University Park, Los Angeles, California 90089 | $47,880 | 92% |
#4 Georgetown University 37th and O St NW, Washington, District of Columbia 20057 | $53,136 | 95% |
#5 Johns Hopkins University 3400 N Charles St, Baltimore, Maryland 21218 | $57,010 | 93% |
#6 Marist College 3399 North Rd, Poughkeepsie, New York 12601 | $15,300 | 84% |
#7 Purdue University Hovde Hall of Administration, West Lafayette, Indiana 47907 | $9,208 | 82% |
#8 George Washington University 1918 F Street, NW, Washington, District of Columbia 20052 | $31,770 | 82% |
#9 Syracuse University 900 South Crouse Ave., Syracuse, New York 13244 | $40,392 | 83% |
#10 Quinnipiac University Mt Carmel Ave, Hamden, Connecticut 06518 | $19,350 | 77% |
#11 Ithaca College 953 Danby Road, Ithaca, New York 14850 | $22,056 | 74% |
#12 University of Denver 2199 S. University Blvd, Denver, Colorado 80208 | $52,596 | 77% |
#13 Ball State University 2000 University Ave, Muncie, Indiana 47306 | $9,328 | 67% |
#14 Florida International University 11200 S. W. 8 Street, Miami, Florida 33199 | $8,912 | 63% |
#15 Texas Tech University Broadway and University Avenue, Lubbock, Texas 79409 | $6,788 | 61% |
#16 California Baptist University 8432 Magnolia Ave, Riverside, California 92504 | $13,410 | 63% |
#17 Colorado State University 102 Administration Building, Fort Collins, Colorado 80523 | $11,159 | 67% |
#18 Webster University 470 E Lockwood Ave., Saint Louis, Missouri 63119 | $13,500 | 58% |
#19 Mississippi College 200 South Capitol Street, Clinton, Mississippi 39058 | $11,610 | 57% |
#20 Liberty University 1971 University Blvd, Lynchburg, Virginia 24515 | $7,935 | 47% |
Source – Integrated Post Secondary Education Data System & University Data
*Tuition rates are for in-state and per year. Program specific rates may apply.
**NA – data not available
Public relations are building and maintaining a relationship with the public or customers through influencing and engaging with the key stakeholders across various public avenues to construct and formulate the public perception of an organization. Individuals working in this profession would typically handle corporate and investor relations and marketing communications. They would be involved in crisis and reputation management and be involved in product branding. Depending on their specialization, a master’s in public relations will enable the student to muster all the above. A typical public relations master would require two years and around 30 to 33 credit hours to complete the program. Below, these aspects of a public relations master have been discussed in detail.
A master’s in public relations would generally have a different specialization, and that would invoke a slight change in curriculum per the specialization. Below are a few subjects learned in a typical master’s in public relations. Different curriculums have different courses; however, some standard courses one can find across institutions include
Curriculum | Description/Skills Gained |
---|---|
Measurement & Evaluation | This course will focus on the method and analysis for consumer insights and measuring the effectiveness of various promotional and campaign strategies. It includes an overview of quantitative research methods emphasizing the analysis and interpretation of data and application to evaluate the effectiveness of promotional strategies. |
Strategy & Messaging | This course focuses on creating and executing successful messages across communication channels. It explores the development of persuasive messaging through theories of persuasion, consumer-information processing, and theories of creativity. The course examines the relationship between creative strategy and creative executions while allowing students to practice creating content for traditional and non-traditional media. |
Promotional Strategy | The course is designed to provide students with comprehensive insights into the development and execution of effective promotional campaigns. In today’s competitive business landscape, promoting products, services, or ideas requires a strategic and integrated approach. It explores various elements of promotional strategies, from traditional advertising to digital marketing, aiming to equip the skills needed to create impactful promotional campaigns. |
Strategic Media Management | This course analyzes the markets served by various advertising media and factors to consider in selecting and evaluating media. Markets include investors, employees, and consumer segments. This course will also cover managing media in a global context. It is designed to give students an advanced understanding of media analysis, planning, buying, and optimization. |
Messaging Strategy | This course teaches how to create and execute successful messages across communication channels. The course examines the relationship between creative strategy and creative executions while allowing students to practice creating content for traditional and non-traditional media. They learn about strategic brand communication and different audiences, including consumers, employees, stockholders, and the media. |
Professional SBC Capstone Project | This course serves as a capstone, requiring the student to demonstrate a mastery of knowledge in the primary areas of Strategic Brand Communication. The project is designed to allow them to demonstrate their mastery of strategic brand communication. It is focused on Creating and Executing a Research Plan, Repositioning Analysis and Strategy, Strategic Brand Communication Strategy & Tactics, Media Strategy & Tactics, Campaign Monitoring and Evaluation. |
Some additional courses that one can find across programs include:
By the end of the program, students in the Master’s in Public Relations program will acquire a range of skills, including:
There are typically three programs for a master’s in public relations. Namely, an MA in public relations, an MS in public relations, and an MBA in public relations. Below, we will discuss how they differ and whom they are meant for.
An MA in public relations deals with the more theoretical aspect and would suit future proponents who typically deal with reading market and consumer sentiments and accordingly make policy decisions, modifications, and changes.
An MS in public relations typically deals with the applied aspects of public relations and would suit future proponents of public relations who would be responsible for executing policy changes and running campaigns to manage a narrative and influence public sentiments.
An MBA in public relations is not quite common, but it is a mix of subjects studied in an MA and an MS in public relations. However, there are few MBA in public relations programs; below is a list for reference:
As per the specialization chosen by a student in master in public relations, the roles they play post-graduation would vary, so one should be mindful and choose their specialization, per their interest of vocation. Below is a list of typical roles played post a master in public relations:
Area of Focus | Description | Careers This Concentration Prepares For |
---|---|---|
Strategic Communication/Strategic Brand Communication | Strategic Communication/Strategic Brand Communication specialization is designed to equip students with the skills to convey impactful messages through the most effective channels. Emphasis is placed on aligning communication strategies with organizational goals, ensuring a cohesive and compelling narrative. The curriculum covers strategic planning, audience analysis, and the utilization of various communication platforms to achieve organizational objectives. | • Director of Public Relations • Media Manager • Communication Strategist • Brand Communication Specialist • Public Relations Consultant |
Corporate Communication | Corporate Communication specialization focuses on how businesses and organizations communicate with diverse internal and external stakeholders. Students gain insights into developing effective communication strategies that align with organizational goals. Topics covered include internal communication, crisis communication, and cultivating a positive corporate image. Emphasis is placed on fostering transparent and coherent communication practices within the corporate environment. | • Director of Corporate Communication • Corporate Communication Manager • Internal Communication Specialist • Employee Relations Manager • Corporate Affairs Consultant |
Marketing and Advertising | Marketing and Advertising specialization delves into the intersection of public relations, marketing, and advertising. Students explore how public relations strategies can be integrated into marketing and advertising campaigns to shape public perception and enhance brand presence. Emphasis is placed on understanding consumer behavior, creating compelling narratives, and utilizing various channels for effective communication. | • Advertising Manager • Marketing Communications Specialist • Brand Strategist • Public Relations Consultant in Marketing • Social Media Marketing Manager |
Brand Management | Brand Management specialization focuses on developing skills and knowledge essential for building, maintaining, and enhancing a brand’s reputation. Students delve into the strategic aspects of brand communication, understanding consumer perceptions, and crafting narratives that align with organizational goals. The curriculum emphasizes brand strategy, identity, and the use of communication tools to create a strong brand presence. | • Brand Manager • Brand Strategist • Corporate Communications Manager • Public Relations Specialist with Brand Focus • Marketing Communications Director |
Crisis Management | Crisis Management specialization equips students with the skills to navigate and mitigate challenges that may jeopardize an organization’s reputation. They learn strategic communication techniques to address crises effectively, minimize damage, and restore stakeholder trust. The curriculum covers crisis planning, real-time response strategies, and post-crisis evaluation. | • VP/Director of Public Relations • Crisis Communication Specialist • Public Relations Manager • Corporate Spokesperson • Reputation Management Consultant |
Most masters in public relations typically take anywhere between 18 to 24 months, while many accelerated master’s programs require just one year of study after students have completed their bachelor’s. In doing an accelerated program, one can save money on tuition. Typically, for a master’s in public relations, they need to take 30 to 33 hours of credits.
An Accelerated Master’s in Public Relations is designed for students who wish to expedite their graduate education. This program typically compresses the traditional timeframe, allowing them to complete the requirements more quickly. While the exact structure varies, accelerated programs often involve more intensive coursework and focused schedules and may require them to carry a heavier academic load. Some institutions providing an accelerated master’s in public relations include:
Admission into Master’s in Public Relations (MPR) programs involves a comprehensive evaluation of applicants to ensure they possess the academic background, skills, and motivation to excel in the field. While specific requirements can vary among institutions, the following are common elements often sought in applicants:
Accreditation means that an institution has been evaluated by an independent accrediting body and found to meet the high standards of a rigorous education. It is of utmost importance that academicians and the industry universally recognize a student’s degree as being of a particular academic and professional standard. Hence, one must ensure that the institution they are enrolling in has their master’s programs accredited.
Accreditation in Public Relations is a voluntary certification program for public relations professionals. The designation Accredited in Public Relations (APR) signifies a high professional level of experience and competence. Accreditation demonstrates that some individuals know public relations strategy and best practices, an understanding of ethics, and experiences that set them apart. The APR credential is increasingly valued as a hiring and professional advancement screening criterion. Research has shown that Accredited public relations practitioners earn more money than their non-accredited counterparts.
The Accreditation in Public Relations (APR) is administered by the Universal Accreditation Board (UAB), a consortium of nine leading public relations organizations, which are:
Some Master’s in Public Relations (MPR) programs have adopted a test-optional policy, so they do not require applicants to submit GRE (Graduate Record Examination) scores for admission. However, specific policies can vary between institutions, and prospective students must check individual programs’ admission requirements. A few colleges provide no GRE graduate public relations programs, including:
Free courses in public relations help one learn the intricacies of the profession and field. A few such courses that students of an online master’s in public relations can take include:
Course | Principles of Public Relations [22] |
Provided by | Coursera |
Description | Students delve into the historical evolution of public relations, gaining insights into how the profession has developed over time. The curriculum covers fundamental theories and models that guide strategic communication efforts, emphasizing the importance of building and maintaining positive relationships with diverse stakeholders. |
Course | Public Relations: Optimize Systems Theory and Stakeholder Management Practices [23] |
Provided by | Alison |
Description | This course aims to equip students with a deep understanding of the theoretical foundations and practical applications of systems theory and stakeholder management in public relations. They will gain valuable skills to navigate complex communication environments and optimize strategies for effective stakeholder engagement. |
Course | Introduction to PR [24] |
Provided by | PR Academy |
Description | This course is designed for individuals seeking entry into strategic communication and reputation management. Students will delve into the theoretical foundations of PR, exploring key concepts such as stakeholder engagement, media relations, and crisis communication. |
The following are potential funding mechanisms for students pursuing a Master’s in Public Relations (PR) to explore and consider:
Read the best Financial Aid Guide to understand college funding options comprehensively.
Graduates with a Master’s in Public Relations (PR) can pursue diverse and rewarding careers across various industries. The advanced skills and knowledge gained during the program equip them for roles that involve strategic communication, reputation management, and effective engagement with different stakeholders. Here are some potential careers for individuals with a Master’s in PR:
Students would look at managerial positions in constructing and shaping an organization’s public relations strategy. The typical career positions one would look at include public relations manager/director, promotion, advertising, or marketing manager. These roles typically might have interactions with the public and media. Below are a few positions explained:
Occupation | Public Relations Specialists [25] |
Skills | Analytical, interpersonal, excellent communication, strategic thinking, adaptability, and creativity. |
Median Annual Salary | $67,440 |
Job Growth (up to 2032) | 6% (faster than average) |
Job Description | As a Public Relations Manager, individuals are responsible for managing and enhancing the public image of an organization or individual. They utilize analytical and strategic thinking to develop communication plans, engage with the media, and create a positive public perception. Duties involve crafting press releases, organizing events, managing social media, and responding to public inquiries, contributing to the overall success and reputation of the entity they represent. |
Occupation | Advertising, Promotions, and Marketing Managers [26] |
Skills | Analytical, creative, strategic thinking, communication, leadership, and adaptability. |
Median Annual Salary | $138,730 |
Job Growth (up to 2032) | 6% (faster than average) |
Job Description | As Advertising, Promotions, and Marketing Managers, individuals are responsible for planning and executing campaigns to promote a product, service, or brand. They use analytical and creative skills to identify target audiences, develop marketing strategies, and oversee advertising and promotional activities. Duties involve coordinating with creative teams, analyzing market trends, and assessing the effectiveness of marketing efforts to drive business success and achieve organizational goals. |
Occupation | Public Relations and Fundraising Managers [27] |
Skills | Strategic communication, relationship building, organizational skills, creativity, leadership, and adaptability. |
Median Annual Salary | $125,620 |
Job Growth (up to 2032) | 6% (faster than average) |
Job Description | Public Relations and Fundraising Managers manage an organization’s public image and coordinate fundraising efforts. They develop communication strategies to build and maintain a favorable public perception, handle media relations, and oversee fundraising campaigns for various projects. These professionals work closely with internal teams and external partners to ensure effective communication and successful fundraising initiatives, contributing to the organization’s overall success. |
Occupation | Project Management Specialists [28] |
Skills | Project planning, coordination, time management, problem-solving, leadership, communication, and risk management. |
Median Annual Salary | $95,370 |
Job Growth (up to 2032) | 6% (faster than average) |
Job Description | Project Management Specialists are crucial in planning, executing, and closing organizational projects. They coordinate project activities, ensure deadlines are met, allocate resources efficiently, and communicate project goals and progress to stakeholders. These specialists may work in diverse fields, such as IT, construction, healthcare, or finance, overseeing projects from initiation to completion and contributing to successfully implementing organizational initiatives. |
Masters in Public Relations (PR) graduates may pursue various certifications and licensing opportunities to enhance their skills and professional standing. While public relations professionals have no mandatory licensure, certifications can demonstrate expertise and dedication to the field. Here are some relevant certifications:
Certified Public Relations Professional (CPRP) [29]
CPRP certification is designed for mid-career public relations professionals. It demonstrates advanced knowledge and expertise in strategic communication, ethical practice, and leadership within the PR industry.
Accreditation in Public Relations (APR) [30]
APR is a credential for public relations professionals who have proven their competence in the field. It assesses skills in research, strategic planning, implementation, and evaluation of public relations programs.
Social Media Strategist (SMS) [31]
This certification is focused on social media strategy. It covers areas such as developing and implementing social media campaigns, analyzing metrics, and ensuring compliance with ethical standards.
HubSpot Content Marketing Certification[32]
This certification is ideal for PR professionals specializing in content marketing. It covers content strategy, creation, promotion, and analytics.
There is no specific licensing requirement for public relations (PR) professionals in the same way there might be for certain regulated professions. However, it’s crucial to note that regulations and requirements can change, and it’s advisable to check with relevant professional organizations, state boards, or regulatory bodies for the most current information.
Public relations professionals can further their careers with alliance and accreditation through professional public relations organizations. These organizations routinely organize events and conferences inviting industry stalwarts and members to intact and connect contemporary issues and like-minded professionals from the public relations industry. Most public relations professional organizations would like to enroll professionals and students into their ranks, often offering discounts on memberships and accreditations at discounted prices for recent and current graduates. Some organizations that masters in public relations students can consider include:
Public Relations Society of America (PRSA) [33]
PRSA is one of the largest professional organizations for public relations practitioners. It provides resources, professional development opportunities, and a network of PR professionals.
International Association of Business Communicators (IABC) [34]
IABC is a global association for communication professionals. It offers resources, networking events, and professional development opportunities.
National Black Public Relations Society (NBPRS) [35]
NBPRS focuses on promoting diversity and inclusion in public relations. It offers networking events, professional development, and mentorship opportunities.
Hispanic Public Relations Association (HPRA) [36]
HPRA is dedicated to advancing Hispanic PR professionals. It provides networking opportunities, professional development, and advocacy for Hispanic communicators.
Global Alliance for Public Relations and Communication Management [37]
The Global Alliance is an international organization that brings together PR and communication professionals globally. It focuses on collaboration, research, and professional standards.
A Master’s in Public Relations is a graduate-level program that provides advanced knowledge and skills in public relations. It focuses on strategic communication, reputation management, media relations, and other aspects of effective public communication.
Concordia University, Wisconsin
Middle States Commission on Higher Education
Asociación de Relacionistas Profesionales de Puerto Rico
California Association of Public Information Officials
Florida Public Relations Association
Maine Public Relations Council
National Association of Government Communicators
National School Public Relations Association
Public Relations Society of America
Religion Communicators Council
Southern Public Relations Federation
University of Illinois at Urbana-Champaign
Principles of Public Relations-Coursera
Public Relations: Optimize Systems Theory and Stakeholder Management Practices
Advertising, Promotions, and Marketing Managers
Public Relations and Fundraising Managers
Project Management Specialists
Certified Public Relations Professional (CPRP)
Accreditation in Public Relations (APR)
HubSpot Content Marketing Certification
Public Relations Society of America (PRSA)
International Association of Business Communicators (IABC)
National Black Public Relations Society (NBPRS)
Hispanic Public Relations Association (HPRA)
Global Alliance for Public Relations and Communication Management
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