ABOUT THE PROGRAM
The Strategic Advertising/Public Relations concentration offers graduate students an opportunity to learn strategic planning skills and techniques to develop campaigns for nonprofit and commercial clients. Students learn to analyze government and industry research and data to develop strategic plans and messages in advertising and public relations.
Students select a second area of study in which to specialize. Many students select Communication as the second area of study. Students primarily interested in Advertising might take Communication courses in persuasion, political communication, intercultural communication, media processes and effects, or mass media cognition. Students primarily interested in Public Relations might take courses in organizational communication theory, organizational communication research, interpersonal communication, small group communication, or media processes and effects. Many students interested in both advertising and public relations select courses from both lists. Students often select Communication as a second area because it helps prepare them to work in the industry or pursue a doctoral degree.
Advertising/Public Relations graduates typically acquire the skills necessary to pursue careers in advertising, public relations, government communications or related fields. Graduates of this concentration work as specialists or managers at advertising, public relations firms or media firms, as analysts or managers at commercial research firms, or pursue doctoral degrees at major universities to work in research, academia or in government.
Meet the Faculty
Professor, advertising journalism. Coordinates graduate program. B.A. in Radio-TV Broadcasting from the University of Southwestern Louisiana; M.A. in Advertising from Michigan State University; Ph.D. in Mass Media (Advertising) at Michigan State University. Professional experience at advertising agencies and television stations. Research interests: advertising clearance, management and ethics. Joined the University of Arkansas in 1994.