Journalism, Advertising-Public Relations Concentration (Public Relations), B.S.
Journalism and Strategic Media
615-898-2814
Matt Taylor, program coordinator
Matthew.Taylor@mtsu.edu
Public relations is a "strategic communication process that builds mutually beneficial relationships between organizations and their publics," according to the Public Relations Society of America (PRSA). MTSU's public relations program teaches coursework consistent with this industry standard in order to prepare students for successful careers in the corporate and nonprofit sectors, education, entertainment, government and politics, social media, and sports. The U.S. Bureau of Labor Statistics projects public relations to experience "faster than average" job growth through 2031.
Areas covered include strategic communications, media relations, corporate communications, crisis communications, entertainment public relations, healthcare public relations, international public relations, and research methods.
Academic Map
Following is a printable, suggested four-year schedule of courses:
Journalism, Advertising-Public Relations (PR-General), B.S., Academic Map
Degree Requirements
| General Education | 41 hours |
| Major Requirements | 47 hours* |
| Minor | 15-18 hours |
| Electives | 14-20 hours |
| TOTAL | 120 hours |
*This program requires courses that can also fulfill requirements of the General Education curriculum. If program requirements are also used to fulfill General Education requirements, the number of elective hours will increase.
General Education (41 hours)
General Education requirements (shown in curricular listings below) include courses in Communication, History, Humanities and/or Fine Arts, Mathematics, Natural Sciences, and Social/Behavioral Sciences.
The following course required by the program meets General Education requirements:
Major Requirements (47 hours)
School of Journalism and Strategic Media Core (14 hours)
EMC 1020 - Introduction to Media and Entertainment
3 credit hours
(Same as JOUR 1020/RIM 1020.) An introduction to media and entertainment, exploring the history of media and entertainment as it pertains to ethics, law, free expression, diversity and inclusion, economics, research, globalization, and other important concepts. Examines the evolution of technology, from the first printing presses to social media and gaming, as well as media industries that include advertising and public relations.
JOUR 1020 - Introduction to Media and Entertainment
3 credit hours
(Same as EMC 1020/RIM 1020.) An introduction to media and entertainment, exploring the history of media and entertainment as it pertains to ethics, law, free expression, diversity and inclusion, economics, research, globalization, and other important concepts. Examines the evolution of technology, from the first printing presses to social media and gaming, as well as media industries that include advertising and public relations.
RIM 1020 - Introduction to Media and Entertainment
3 credit hours
(Same as EMC 1020/JOUR 1020.) An introduction to media and entertainment, exploring the history of media and entertainment as it pertains to ethics, law, free expression, diversity and inclusion, economics, research, globalization, and other important concepts. Examines the evolution of technology, from the first printing presses to social media and gaming, as well as media industries that include advertising and public relations.
(may be counted in General Education)
JOUR 2710 - Media Writing
3 credit hours
Prerequisites: Grade of C or better in ENGL 1010 and ENGL 1020 or equivalents. Theory and practice of writing for print and electronic media according to the techniques, styles, and formats of various media.
JOUR 2720 - Digital Media Skills
3 credit hours
Professional skills necessary to create digital platform stories that integrate audio, photo, video, and text.
JOUR 4880 - Professional Development
1 credit hour
Prerequisite: Senior status. Issues faced by graduates upon entering the professional world or graduate school. Topics include preparation of the professional portfolio, the resume and cover letter, post-graduate study, and professional advancement. Should be completed by majors in the School of Journalism in either of their last two semesters prior to graduation.
EMC 4250 - Mass Media Law
3 credit hours
(Same as JOUR 4250.) Prerequisites: EMC 1020; junior standing. Examines legal guarantees and restrictions on the flow of information using the case study method. Focuses on libel, privacy, obscenity, and the special restrictions placed on advertising, broadcasting, cable television, and the Internet.
JOUR 4250 - Mass Media Law
3 credit hours
(Same as EMC 4250.) Prerequisites: JOUR 1020 and JOUR 2710; junior standing. Examination of legal guarantees and restrictions on the flow of information using the case study method. Focus on libel, privacy, obscenity, and the special restrictions placed on advertising, broadcasting, cable TV, and the Internet.
JOUR 3580 - MC Practicum
1 to 3 credit hours
1 credit hour(1 credit hour) OR
dotslash:(1 credit hour) OR
title:1 credit hour
(1 credit hour) OR
JOUR 3580 - MC Practicum
1 to 3 credit hours
Prerequisites: Junior standing; permission of instructor. Practical experience in an on-campus mass communication setting. Note: Total credit for practicum and internship courses cannot exceed 3 credits. Pass/Fail.
JOUR 4000 - MC Internship
1 to 3 credit hours
(1 credit hour)(1 credit hour)
dotslash:(1 credit hour)
title:(1 credit hour)
(1 credit hour)
JOUR 4000 - MC Internship
1 to 3 credit hours
Prerequisites: Junior standing; permission of the internship coordinator. Advanced students gain practical experience in a professional setting. Note: Total credit for internship and practicum courses cannot exceed 3 credits. Pass/Fail.
Writing/Design Requirements (9 hours)
JOUR 3090 - Reporting
3 credit hours
Prerequisite: JOUR 2710. Theory and practice of basic journalism skills, including content gathering, storytelling, evaluating, writing, and processing of news.
PR 3360 - Strategic Communication Writing for Public Relations
3 credit hours
Prerequisites: JOUR 2710 and PR 2040. Techniques of creating and writing strategic messages, including the planning and development of components for strategic communication campaigns for corporate, public service, and other persuasive messages.
VCOM 2950 - Visual Communication Applications
3 credit hours
Introduces students to the creative use of current industry-standard software used for print, digital, and Web design. Focuses on important aspects of design, typography, color theory, and production for creating more effective visual communication. Students explore their own vision through creative projects. Exposure to diverse industry professionals from around the world expands knowledge of the field. Combined lecture/lab.
Conceptual Requirements (9 hours)
PR 2040 - Public Relations Principles
3 credit hours
Introduces the practice of public relations, including its fundamental concepts and theories, historical development, and current issues.
NOTE: This was formerly PR 3040.
JOUR 3660 - Strategic Communication Research
3 credit hours
Prerequisite: JOUR 2710, permission of instructor, or permission of the School of Journalism. Introduces research methods used in advertising, journalism, public relations, and strategic communication. Provides experiences in scientific research and data analysis, including quantitative and qualitative methods, content analysis, experiments, surveys and focus groups for diagnosing, planning, managing, and evaluating situations.
Choose one:
ADV 3020 - Principles of Advertising
3 credit hours
Overview of advertising principles and practices including the role of advertising in society and the marketplace, consumer behavior, advertising media, budgeting and planning, and the creation and production of advertising messages.
ADV 3060 - Issues in Advertising: Sexuality and Gender
3 credit hours
Explores use of sexuality and gender portrayals in print, broadcast, outdoor, and online and new forms of advertising from various theoretical perspectives and using actual cases.
JOUR 2800 - Journalism and Media Topics
1 to 3 credit hours
Examines a specific topic in the field of journalism or media. Variable credit. Topic and available academic credit will be announced prior to scheduling of the class. May include Study Abroad; Study Abroad fees may apply.
JOUR 3050 - Principles of Health Communication
3 credit hours
Introduces students to fundamental issues in Health Communication. The development of health communication, the role of interpersonal communication in health care, the design and challenges of public health campaigns, intended and unintended health messages in news and popular media, the structure of health care organization, and key ethical issues in creating and disseminating health messages to diverse audiences.
JOUR 3650 - Free Expression, Mass Media, and the American Public
3 credit hours
(Same as EMC 3650/RIM 3650.) A general introduction to the issues surrounding free expression and its relationship to mass media in contemporary America. Comprehensive analysis of the history, philosophies, cases, and controls associated with freedom of expression.
JOUR 4210 - Mass Communication and Society
3 credit hours
Prerequisite: Junior standing. Theories of the process of mass communication, how media affect society, the evolution within a social and cultural context, ethical and social dimensions. Extensive reading in theory, history, and research. Media-content emphasis varies depending on instructor's expertise.
JOUR 4700 - Mass Media and National Security
3 credit hours
Prerequisite: Junior/Senior standing or permission of instructor. Examines the role of the mass media in maintaining national security. Topics include history, legal, and operational concerns from both media and the government perspectives. Discusses the tension between maintaining national security and American traditions of civil liberties and the role of both the media and government in these discussions.
JOUR 4790 - Global News and World Media Cultures
3 credit hours
Prerequisite: Junior standing. Systems and philosophies associated with gathering international news and news coverage in different regions. Looks at global communication systems and ownership; examines how cultures shape news and the role of the individual in reporting news internationally. Includes discussion of development issues and role of global advertising and public relations.
JOUR 4800 - Seminar in Media Issues
3 credit hours
Prerequisite: Junior standing. Examination and critical evaluation of issues relevant to the operation and functions of mass media, including their relationships to each other and to government, advertisers, consumers, and other publics. May be repeated up to 6 credits.
JOUR 4820 - Race, Gender, and Class in Media
3 credit hours
Prerequisite: Junior or senior standing or permission of instructor. Critical examination of diversity in mass communication with particular emphasis on media representations of race, gender, and class. Also examines audience interpretations of media texts.
JOUR 4850 - Ethics and Mass Communication
3 credit hours
Prerequisite: Junior standing. Examination of ethical concerns of media practitioners illuminated by study of selected current ethical issues and an overview of the cultural and philosophical basis of socially responsive mass media.
VCOM 2010 - Introduction to Visual Communication
3 credit hours
Overview of concepts for effective visual communication; the role of visual elements and design practices in a cultural, historical, and political context; basic typography and design, electronic and digital composition and reproduction, and technological aspects of design and production.
- Approved School of Journalism and Strategic Media elective 3 credit hours
Professional Topics (12 hours)
PR 3380 - Public Relations Publications
3 credit hours
Prerequisite: Admission to candidacy; VCOM 2950. Effective print-design techniques with emphasis on organizational publications.
PR 3400 - Case Studies in Public Relations
3 credit hours
Prerequisite: PR 2040. Practical methods of handling problems in public relations with emphasis on fact-finding, planning, promoting, and evaluating.
Choose two:
ADV 4250 - Interactive Advertising and Social Media
3 credit hours
Prerequisite: ADV 3020 or permission of instructor. Explores advertisers' use of social media from various theoretical perspectives and using actual cases. Focuses on building skills in various platforms.
PR 4720 - Crisis Communication in Public Relations
3 credit hours
Prerequisite: PR 2040 or permission of School of Journalism. Examines crisis communication theories, management, strategies, tactics, and cases while developing practical skills useful in crisis situations.
- Approved upper-division professional or conceptual elective 3 credit hours
Senior Capstone (3 hours)
PR 4740 - Public Relations Campaigns
3 credit hours
Prerequisites: JOUR 3660, PR 3360, and PR 3380 or VCOM 2950; junior standing. Researching and planning public relations campaigns. An opportunity for senior-level students to synthesize and apply knowledge and skills from previous courses.
Minor (15-18 hours)
- Selected from outside the School of Journalism and Strategic Media with advisor approval; students may wish to consider a minor in the Jennings A. Jones College of Business.
Electives (14-20 hours)
- Students in the School of Journalism and Strategic Media (SOJSM) must complete 50 hours in liberal arts and sciences including General Education requirements and one minor from outside SOJSM. Students must select at least nine hours of liberal arts/social sciences (beyond General Education); at least six hours of liberal arts/social science electives must come from courses at the 3000-level or higher.
Curriculum: Journalism, Advertising-Public Relations (Public Relations-General)
Curricular listings include General Education requirements in Communication, History, Humanities and/or Fine Arts, Mathematics, Natural Sciences, and Social/Behavioral Sciences categories.
Majors must have a C (2.00) or better in all Media and Entertainment courses.
Freshman
ENGL 1010 - Expository Writing
3 credit hours
The first General Education English course. Emphasis on learning to adapt composing processes to a variety of expository and analytic writing assignments. Minimum grade of C- required to meet degree requirements.
ENGL 1020 - Research and Argumentative Writing
3 credit hours
Prerequisite: ENGL 1010. The second General Education English course. Emphasis on analytic and argumentative writing and on locating, organizing, and using library resource materials in the writing. Minimum grade of C- required to meet degree requirements.
COMM 2200 - Fundamentals of Communication
3 credit hours
Introduces principles and processes of effective public oral communication including researching, critical thinking, organizing, presenting, listening, and using appropriate language. Counts as part of the General Education Communication requirement. TBR Common Course: COMM 2025
HIST 2010 - Survey of United States History I
3 credit hours
Survey of the political, economic, social, cultural, and diplomatic phases of American life in its regional, national, and international aspects. Discusses the era from the beginning to 1877. May be used to satisfy one part of the General Education History requirement. HIST 2010 is NOT a prerequisite for HIST 2020. TBR Common Course: HIST 2010
HIST 2020 - Survey of United States History II
3 credit hours
Survey of the political, economic, social, cultural, and diplomatic phases of American life in its regional, national, and international aspects. Discusses the era from 1877 to the present. May be used to satisfy one part of the the General Education History requirement. HIST 2010 is NOT a prerequisite for HIST 2020. TBR Common Course: HIST 2020
HIST 2030 - Tennessee History
3 credit hours
The role of the state in the development of the nation. May be used to satisfy one part of the General Education History requirement. TBR Common Course: HIST 2030
HIST 2040 - Survey African American History I
3 credit hours
The role of African Americans in establishing and shaping the American nation. Covers their historical development and contributions to American art, music, literature, and religion. May be used to satisfy one part of the General Education History requirement.
NOTE: HIST 2040 is not a prerequisite for HIST 2050.
HIST 2050 - Survey African American History II
3 credit hours
The role of African Americans in shaping the American nation and creating a twentieth-century racial identity. Covers their historical development and examines their contributions to American art, music, literature, and religion. May be used to satisfy one part of the General Education History requirement.
JOUR 1020 - Introduction to Media and Entertainment
3 credit hours
(Same as EMC 1020/RIM 1020.) An introduction to media and entertainment, exploring the history of media and entertainment as it pertains to ethics, law, free expression, diversity and inclusion, economics, research, globalization, and other important concepts. Examines the evolution of technology, from the first printing presses to social media and gaming, as well as media industries that include advertising and public relations.
EMC 1020 - Introduction to Media and Entertainment
3 credit hours
(Same as JOUR 1020/RIM 1020.) An introduction to media and entertainment, exploring the history of media and entertainment as it pertains to ethics, law, free expression, diversity and inclusion, economics, research, globalization, and other important concepts. Examines the evolution of technology, from the first printing presses to social media and gaming, as well as media industries that include advertising and public relations.
RIM 1020 - Introduction to Media and Entertainment
3 credit hours
(Same as EMC 1020/JOUR 1020.) An introduction to media and entertainment, exploring the history of media and entertainment as it pertains to ethics, law, free expression, diversity and inclusion, economics, research, globalization, and other important concepts. Examines the evolution of technology, from the first printing presses to social media and gaming, as well as media industries that include advertising and public relations.
- Mathematics 3 credit hours
- Humanities and/or Fine Arts 3 credit hours
- Natural Sciences 4 credit hours
- Electives 6 credit hours
Subtotal: 31 Hours
Sophomore
ENGL 2020 - Themes in Literature and Culture
3 credit hours
Prerequisites: ENGL 1010 and ENGL 1020. Traces a specific theme or idea through a number of literary texts that reflect different historical and cultural contexts. Subject will vary.
ENGL 2030 - The Experience of Literature
3 credit hours
Prerequisites: ENGL 1010 and ENGL 1020. The reading of a variety of literary types which illuminate themes and experiences common to human existence.
HUM 2610 - World Literatures
3 credit hours
Prerequisites: ENGL 1010 and ENGL 1020. Representative works of French, German, and Hispanic authors in English translation. No foreign-language proficiency required. Carries General Education credit.
HIST 2010 - Survey of United States History I
3 credit hours
Survey of the political, economic, social, cultural, and diplomatic phases of American life in its regional, national, and international aspects. Discusses the era from the beginning to 1877. May be used to satisfy one part of the General Education History requirement. HIST 2010 is NOT a prerequisite for HIST 2020. TBR Common Course: HIST 2010
HIST 2020 - Survey of United States History II
3 credit hours
Survey of the political, economic, social, cultural, and diplomatic phases of American life in its regional, national, and international aspects. Discusses the era from 1877 to the present. May be used to satisfy one part of the the General Education History requirement. HIST 2010 is NOT a prerequisite for HIST 2020. TBR Common Course: HIST 2020
HIST 2030 - Tennessee History
3 credit hours
The role of the state in the development of the nation. May be used to satisfy one part of the General Education History requirement. TBR Common Course: HIST 2030
HIST 2040 - Survey African American History I
3 credit hours
The role of African Americans in establishing and shaping the American nation. Covers their historical development and contributions to American art, music, literature, and religion. May be used to satisfy one part of the General Education History requirement.
NOTE: HIST 2040 is not a prerequisite for HIST 2050.
HIST 2050 - Survey African American History II
3 credit hours
The role of African Americans in shaping the American nation and creating a twentieth-century racial identity. Covers their historical development and examines their contributions to American art, music, literature, and religion. May be used to satisfy one part of the General Education History requirement.
JOUR 2710 - Media Writing
3 credit hours
Prerequisites: Grade of C or better in ENGL 1010 and ENGL 1020 or equivalents. Theory and practice of writing for print and electronic media according to the techniques, styles, and formats of various media.
JOUR 2720 - Digital Media Skills
3 credit hours
Professional skills necessary to create digital platform stories that integrate audio, photo, video, and text.
JOUR 3090 - Reporting
3 credit hours
Prerequisite: JOUR 2710. Theory and practice of basic journalism skills, including content gathering, storytelling, evaluating, writing, and processing of news.
PR 2040 - Public Relations Principles
3 credit hours
Introduces the practice of public relations, including its fundamental concepts and theories, historical development, and current issues.
NOTE: This was formerly PR 3040.
- Natural Sciences 4 credit hours
- Minor course 3 credit hours
- Social/Behavioral Sciences 3 credit hours
- Humanities and/or Fine Arts 3 credit hours
Subtotal: 31 Hours
Junior
JOUR 3660 - Strategic Communication Research
3 credit hours
Prerequisite: JOUR 2710, permission of instructor, or permission of the School of Journalism. Introduces research methods used in advertising, journalism, public relations, and strategic communication. Provides experiences in scientific research and data analysis, including quantitative and qualitative methods, content analysis, experiments, surveys and focus groups for diagnosing, planning, managing, and evaluating situations.
PR 3360 - Strategic Communication Writing for Public Relations
3 credit hours
Prerequisites: JOUR 2710 and PR 2040. Techniques of creating and writing strategic messages, including the planning and development of components for strategic communication campaigns for corporate, public service, and other persuasive messages.
PR 3380 - Public Relations Publications
3 credit hours
Prerequisite: Admission to candidacy; VCOM 2950. Effective print-design techniques with emphasis on organizational publications.
VCOM 2950 - Visual Communication Applications
3 credit hours
Introduces students to the creative use of current industry-standard software used for print, digital, and Web design. Focuses on important aspects of design, typography, color theory, and production for creating more effective visual communication. Students explore their own vision through creative projects. Exposure to diverse industry professionals from around the world expands knowledge of the field. Combined lecture/lab.
- Elective 3 credit hours
- Minor courses 12 credit hours
- JOUR conceptual requirement 3 credit hours
Subtotal: 30 Hours
Senior
PR 3400 - Case Studies in Public Relations
3 credit hours
Prerequisite: PR 2040. Practical methods of handling problems in public relations with emphasis on fact-finding, planning, promoting, and evaluating.
PR 4740 - Public Relations Campaigns
3 credit hours
Prerequisites: JOUR 3660, PR 3360, and PR 3380 or VCOM 2950; junior standing. Researching and planning public relations campaigns. An opportunity for senior-level students to synthesize and apply knowledge and skills from previous courses.
JOUR 4250 - Mass Media Law
3 credit hours
(Same as EMC 4250.) Prerequisites: JOUR 1020 and JOUR 2710; junior standing. Examination of legal guarantees and restrictions on the flow of information using the case study method. Focus on libel, privacy, obscenity, and the special restrictions placed on advertising, broadcasting, cable TV, and the Internet.
JOUR 4880 - Professional Development
1 credit hour
Prerequisite: Senior status. Issues faced by graduates upon entering the professional world or graduate school. Topics include preparation of the professional portfolio, the resume and cover letter, post-graduate study, and professional advancement. Should be completed by majors in the School of Journalism in either of their last two semesters prior to graduation.
JOUR 3580 - MC Practicum
1 to 3 credit hours
(1 credit hour required) OR(1 credit hour required) OR
dotslash:(1 credit hour required) OR
title:(1 credit hour required) OR
(1 credit hour required) OR
JOUR 3580 - MC Practicum
1 to 3 credit hours
Prerequisites: Junior standing; permission of instructor. Practical experience in an on-campus mass communication setting. Note: Total credit for practicum and internship courses cannot exceed 3 credits. Pass/Fail.
JOUR 4000 - MC Internship
1 to 3 credit hours
(1 credit hour required)(1 credit hour required)
dotslash:(1 credit hour required)
title:(1 credit hour required)
(1 credit hour required)
JOUR 4000 - MC Internship
1 to 3 credit hours
Prerequisites: Junior standing; permission of the internship coordinator. Advanced students gain practical experience in a professional setting. Note: Total credit for internship and practicum courses cannot exceed 3 credits. Pass/Fail.
- Professional Topics requirement 6 credit hours
- Electives 8 credit hours
- Minor or elective course 3 credit hours
Subtotal: 28-31 Hours
