Bachelor of Arts in Public Relations

The Public Relations major seeks to develop students' skills in professional-level public relations work, including social media, media relations, event planning, campaigns for non-profits and businesses, PR strategies, and public relations writing. The scope of this effort includes working in non-profit organizations, corporations, government and media organizations, both domestically and internationally. The importance of ethics, branding and social media are also stressed.

Public relations majors are in demand and CBU graduates can find employment in a number of settings, including PR firms, professional services companies, PR departments in corporations, nonprofit organizations, government agencies, health care, and educational institutions. Jobs for public relations specialists are expected to grow by 24 percent through 2018, according to the U.S. Bureau of Labor Statistics.

Why CBU?

PR majors gain an understanding of public relations’ contribution and responsibility in both private and public sector organizations by providing exemplary leadership, education and scholarship to foster PR’s unique role to develop and maintain relationships for the organization, community and church.

Career Opportunities

  1. Account executive
  2. Government affairs officer
  3. Marketing coordinator
  4. Special events coordinator
  5. Customer relations officer

Links

  1. prssacalbaptist.org
  2. prssa.prsa.org
  3. prsa.org
  4. ipra.org
  5. instituteforpr.org

 

  • Student Learning Outcomes
    1. Demonstrate an understanding of key elements within the practice of public relations. 
    2. Effectively apply public relations organizational structure, workflow and practice.
    3. Demonstrate mastery of effective research and writing for press releases, speeches, and social media posts for various audiences.
    4. Create and develop campaigns that utilize convergence and/or digital media to strategically reach publics. 
    5. Demonstrate an understanding of public relations history, theory and ethical matters in the field.  
    6. Demonstrate an understanding of faith integration as it relates to the profession. 
    7. Use best practices for issues and crisis management in public relations.
  • Public Relations Minor

    CBU students can choose to minor in Public Relations, developing their oral and written communication skills as they learn to work on campaigns, branding and internal and external communications. This course provides marketable skills as students learn to create public relations materials including a press kit with brochures, flyers and web communications including including social media.

Program Requirements (45 units)

Lower Division Requirements 

JRN150 Media and Society

Functions, responsibilities, and influence of various mass media and emerging forms of niche media in society. Students review the theories, structures, functions, practices, economics, critical analyses, and historical aspects of mass media and its social responsibility in society. (3 units; Interdisciplinary; Multicultural; Fall/Spring)

JRN150-A
Stilwell, Heather A.
09/05/2017 Th 8:45 AM - 10:15 AM James Complex ONLN
JRN150-C
Stilwell, Heather A.
09/05/2017 T 12:15 PM - 1:45 PM Yeager Center ONLN
JRN150-B
Stilwell, Heather A.
09/05/2017 Th 12:15 PM - 1:45 PM James Complex ONLN
JRN150-A
Stilwell, Heather A.
01/09/2018 Th 2:00 PM - 3:30 PM James Complex ONLN
JRN150-B
Stilwell, Heather A.
01/09/2018 MW 9:30 AM - 10:30 AM James Complex ONLN

JRN170 Writing for Mass Media

An introduction to mass media writing. Students will utilize journalistic reporting, editing and writing for mass audiences intended for distribution across electronic and print media outlets. (3.0 units; Fall, Spring; Interdisciplinary, Multicultural)

JRN170-A
Chute, Michael D.
09/05/2017 MWF 8:15 AM - 9:15 AM James Complex 048
JRN170-B
Chute, Michael D.
09/05/2017 MWF 10:45 AM - 11:45 AM James Complex 048
JRN170-A
Chute, Michael D.
01/09/2018 MWF 8:15 AM - 9:15 AM James Complex
JRN170-B
STAFF, STAFF
01/09/2018 MWF 1:15 PM - 2:15 PM James Complex

JRN254 Publication Layout & Design

Principles and practical experiences in layout and design, including copy, typography, photos and cutlines, and developing pre-press documents to provide practical knowledge of state-of-the-art publishing technology. (3 units; Interdisciplinary; Multicultural; Fall/Spring)

JRN254-A
Chute, Katherine B.
09/05/2017 Th 5:45 PM - 7:15 PM James Complex ONLN
JRN254-A
Chute, Katherine B.
01/09/2018 T 5:45 PM - 7:15 PM James Complex ONLN

PRL202 Introduction to Public Relations

This course will provide an introduction to the historical, theoretical and practical aspects of public relations with focus on the role of public relations in society, as well as an examination of the communication planning process. (3 units; Fall; Spring)

PRL202-A
Brodie, Victoria K
09/05/2017 TTh 12:15 PM - 1:45 PM James Complex 052
PRL202-A
Brodie, Victoria K
01/09/2018 TTh 2:00 PM - 3:30 PM James Complex

Upper Division Requirements 

JRN312 Magazine & Feature Writing

Planning, gathering material, writing and preparation of articles for specialized and general media publications, with emphasis on the magazine article and newspaper feature; includes overview of the magazine market. Laboratory and field work. Students may only earn credit for either JRN 312 or JRN 350. Prerequisite: JRN 170. (3 units; Interdisciplinary; Multicultural; Fall/Spring)

JRN312-A
Chute, Michael D.
09/05/2017 MWF 1:15 PM - 2:15 PM James Complex 104
JRN312-A
Chute, Michael D.
01/09/2018 TTh 3:45 PM - 5:15 PM James Complex

JRN320 Media Law, Ethics and Copyright

An introduction to the ethical and legal aspects of public relations and journalism, including print, online and broadcasting. Students will gain practical insight into the field through review of real-world case studies and materials on ethics, policies and law. (3 units; Spring)

JRN320-A
Chute, Michael D.
09/05/2017 MWF 2:30 PM - 3:30 PM James Complex 104
JRN320-A
Chute, Michael D.
01/09/2018 MWF 12:00 PM - 1:00 PM James Complex

JRN349 Editing for Print & Online Media

A course involving students in an in-depth study of procedures of copy editing for newspapers, magazines and online media. Through assignments and exercises, students will develop superior skills in grammar and word usage, punctuation, spelling, style, fact-checking, use of reference books, and writing headlines and captions. Students will practice substantive editing, and proofreading for print and online media. The special conditions of the increasingly important Internet to copy editors will be demonstrated. Prerequisites: ENG 113 or JRN 170. (3 units; Interdisciplinary; Fall/Spring)nits; —=^I¢

JRN349-A
Quezada, Robert G.
09/05/2017 T 10:30 AM - 12:00 PM James Complex ONLN
JRN349-A
Stilwell, Heather A.
01/09/2018 MWF 8:15 AM - 9:15 AM James Complex ONLN

JRN397 Publication Seminar

Prepares students to produce high-quality publications. Students will learn to work within the guidelines of the university, the publisher of the campus publications, to produce the Angelos yearbook, Banner newspaper or Pursuit magazine. Creating and publishing student-run campus publications will provide an opportunity for students to learn production skills, including editing, interviewing, writing, layout and design, photography, audio, videography, and management skills that will be vital tools for careers in media. Laboratory and field work. May be repeated once for credit.(3 units; Interdisciplinary; Multicultural; Fall; Spring)

JRN397-A
Veneman, James Ray
09/05/2017 MW 3:45 PM - 4:45 PM James Complex ONLN
JRN397-A
Quezada, Robert G.
01/09/2018 MW 1:15 PM - 2:15 PM James Complex ONLN

PRL300 Public Relations

Principles, history and professional practice of public relations and the writing and production of materials for special events, newsletters, and brochures. (3 units; Interdisciplinary; Multicultural; Fall/Spring)

PRL300-A
Brodie, Victoria K
09/05/2017 MW 10:45 AM - 11:45 AM The Village at CBU ONLN
PRL300-A
Brodie, Victoria K
01/09/2018 MW 10:45 AM - 11:45 AM James Complex ONLN

PRL302 Public Relations Writing

This course will provide students with practical application of public relations writing process for various media with focus on targeting public using research, audience analysis, and message design. (3 units; Spring)

PRL302-A
Quezada, Robert G.
09/05/2017 T 8:45 AM - 10:15 AM James Complex 104

PRL402 Public Relations Rsrch & Campgns

This course will provide students with the basic skills and practical experience to plan, develop, execute and evaluate public relations campaigns through case study analysis and actual campaign development. This will be achieved through case study analysis and team-based campaign development. (3 units; Spring)

PRL402-A
Brodie, Victoria K
01/09/2018 T 12:15 PM - 1:45 PM James Complex ONLN

Concentration Courses (12 units)

Students must complete all requirements in one of the following concentrations: 

Integrated Marketing Communication

COM425 Organizational Communication

Examination of the nature and process of communication in modern organizations, including theories, change strategies, internal personnel relations, and conflict management, as they relate to organizational cultures. (3 units; Interdiciplinary; Multicultural; Spring)

COM425-A
Pate, John R.
01/09/2018 MWF 12:00 PM - 1:00 PM TBA

MKT333 Principles of Marketing

A study of the marketing functions, channels of distribution, selling, advertising, distribution, and marketing management for both retail and industrial businesses. (3 units; Fall/Spring)

MKT333-C
O'Neill, Kevin James, II
09/05/2017 T 3:45 PM - 5:15 PM BUS ONLN
MKT333-B
Ortiz, Madeline H.
09/05/2017 MW 2:30 PM - 3:30 PM BUS ONLN
MKT333-A
Ortiz, Madeline H.
09/05/2017 TTh 10:30 AM - 12:00 PM BUS 202
MKT333-A
Weniger, Marc
01/09/2018 TTh 10:30 AM - 12:00 PM TBA
MKT333-B
Weniger, Marc
01/09/2018 TTh 3:45 PM - 5:15 PM TBA

MKT353 Integrated Marketing Communicatn

This course examines the best practices companies use to perform integrated marketing communications (IMC). IMC includes advertising, sales promotion, direct marketing, personal selling, public relations, customer segmentation and selection, branding, and building customer relationships. Integration of these functions is essential to the success of the marketing strategy of the organization. Prerequisite: MKT 333. (3 units; Fall)

MKT353-A
Ortiz, Madeline H.
09/05/2017 MWF 8:15 AM - 9:15 AM BUS 251

and one of the following:

JRN400 Special Topics in Journalism

Concentration upon a specific topic in the field of Journalism. Topic varies for different semesters. May be taken multiple times with change in topic. (3 units; Fall/Spring)

JRN400-A
Brodie, Victoria K
09/05/2017 T 2:00 PM - 3:30 PM James Complex ONLN

JRN450 Internship in Journalism

Under faculty supervision, the student will be assigned to a position, utilizing principles of journalism acquired and employed throughout their university experience. This internship provides an opportunity for investigating and participating in field experience with a practitioner of the trade, giving depth and breadth to their understanding of journalism as a whole. Prerequisite: Permission of the Department Chair. (1-3 units; Fall/Spring)

JRN450-IN
Chute, Michael D.
09/05/2017 - Instructor OFFC
JRN450-IN
Chute, Michael D.
01/09/2018 - Instructor OFFC

International Public Relations

ICS305 Global Perspectives

A general survey of the redemptive activity of God in the world-past, present, and future. Topics include the biblical basis of God's global activity, historical perspectives, mission strategies, and cultural implications, as well as contemporary missiological issues. (3 units; Interdisciplinary; Multicultural; Spring)

ICS305-T3
Lewis, Jeff C.
01/09/2018 MWF 8:15 AM - 9:15 AM TBA
ICS305-A
Lewis, Jeff C.
01/09/2018 MWF 8:15 AM - 9:15 AM TBA

ICS430 Intercultural Communications

This course will address principles and processes of communication from one culture to another. Attention will be given to different perceptions, ways of thinking, values, verbal and non-verbal expression, and sub-groups within a given culture. Prerequisites: Previous Biblical Studies and Intercultural Studies coursework. (3 units; Multicultural; Spring)

ICS430-A
Nsofor, C. Fyne L.
09/05/2017 TTh 12:15 PM - 1:45 PM BUS 250
ICS430-A
Nsofor, C. Fyne L.
01/09/2018 TTh 12:15 PM - 1:45 PM TBA

PRL430 Prncpls of Intl Public Relations

This course examines principles of practicing public relations in a global setting. Students will learn practical application of various theories regarding cultural identity, research and planning campaigns for global audiences. APR, Accreditation In Public Relations standards, will be emphasized as they relate to the practice of international public relations. (3 units, Online and Professional Studies)

and one of the following:

JRN400 Special Topics in Journalism

Concentration upon a specific topic in the field of Journalism. Topic varies for different semesters. May be taken multiple times with change in topic. (3 units; Fall/Spring)

JRN400-A
Brodie, Victoria K
09/05/2017 T 2:00 PM - 3:30 PM James Complex ONLN

JRN450 Internship in Journalism

Under faculty supervision, the student will be assigned to a position, utilizing principles of journalism acquired and employed throughout their university experience. This internship provides an opportunity for investigating and participating in field experience with a practitioner of the trade, giving depth and breadth to their understanding of journalism as a whole. Prerequisite: Permission of the Department Chair. (1-3 units; Fall/Spring)

JRN450-IN
Chute, Michael D.
09/05/2017 - Instructor OFFC
JRN450-IN
Chute, Michael D.
01/09/2018 - Instructor OFFC

Media Relations and Writing

JRN315 News Reporting

Practice in gathering information, conducting interviews and using online databases in writing and reporting news stories. Emphasis on style, clarity, accuracy, responsibility in handling the reporting of news. Laboratory and fieldwork. Prerequisite: JRN170. (3 units; Interdisciplinary; Multicultural; Fall/Spring)

JRN315-A
Stilwell, Heather A.
09/05/2017 Th 10:30 AM - 12:00 PM James Complex ONLN
JRN315-A
Stilwell, Heather A.
01/09/2018 Th 10:30 AM - 12:00 PM James Complex ONLN

JRN440 Writing Columns and Blogs

Principles and practices of writing in the shorter forms of journalism, including editorials and opinion essays for print, electronic and online media outlets. Includes writing columns, blogs, opinion-page articles, and reviews of theater, music, books, and film. Prerequisite: JRN 170. (3 units; Fall)

JRN440-A
Chute, Katherine B.
09/05/2017 T 5:45 PM - 7:15 PM James Complex ONLN

JRN460 Investigative Reporting

The tradition of investigative reporters, who uncover facts and write articles that expose waste, wrongdoing, mismanagement, fraud, conflict of interest and abuse of authority, and promote change and reform, has a long and proud history that stands alongside more conventional journalistic practices. Students are provided with reportorial skills and techniques required by journalists who develop articles of substance and depth in specialized areas, with emphasis given to research, analysis, and interpretation of complex issues in writing for publication. Prerequisite: JRN 170. (3 units; Spring)

JRN460-A
Quezada, Robert G.
01/09/2018 MW 3:45 PM - 4:45 PM James Complex ONLN

and one from the following:

JRN400 Special Topics in Journalism

Concentration upon a specific topic in the field of Journalism. Topic varies for different semesters. May be taken multiple times with change in topic. (3 units; Fall/Spring)

JRN400-A
Brodie, Victoria K
09/05/2017 T 2:00 PM - 3:30 PM James Complex ONLN

JRN450 Internship in Journalism

Under faculty supervision, the student will be assigned to a position, utilizing principles of journalism acquired and employed throughout their university experience. This internship provides an opportunity for investigating and participating in field experience with a practitioner of the trade, giving depth and breadth to their understanding of journalism as a whole. Prerequisite: Permission of the Department Chair. (1-3 units; Fall/Spring)

JRN450-IN
Chute, Michael D.
09/05/2017 - Instructor OFFC
JRN450-IN
Chute, Michael D.
01/09/2018 - Instructor OFFC

New Media

JRN360 Audio Newsgathering

This course provides students opportunities to participate in the production of radio news stories and newscasts, using professional principles, aesthetics, ethics, and practices of journalistic audio reporting, producing in-field and project assignments. Prerequisite: JRN 216. (3 units; Fall)

JRN360-A
Kruppa, James K.
09/05/2017 T 12:15 PM - 1:45 PM James Complex ONLN

JRN370 Social Media Strategies

This course provides students opportunities to analyze, use and produce content for current and emerging social media, such as Twitter, Facebook, Tumblr, YouTube, Reddit and other professional business platforms. (3 units; Spring)

JRN370-A
Brodie, Victoria K
09/05/2017 MW 9:30 AM - 10:30 AM James Complex ONLN
JRN370-A
Brodie, Victoria K
01/09/2018 MW 9:30 AM - 10:30 AM James Complex ONLN

JRN380 Video Newsgathering

This course provides students opportunities to participate in the production of television news stories and newscasts, using professional principles, aesthetics, ethics, and practices of journalistic video reporting, producing in-field and project assignments. Prerequisite: JRN216 (3 units; Spring)

JRN380-A
Stilwell, Heather A.
01/09/2018 MWF 10:45 AM - 11:45 AM TBA ONLN

and one from the following:

JRN400 Special Topics in Journalism

Concentration upon a specific topic in the field of Journalism. Topic varies for different semesters. May be taken multiple times with change in topic. (3 units; Fall/Spring)

JRN400-A
Brodie, Victoria K
09/05/2017 T 2:00 PM - 3:30 PM James Complex ONLN

JRN450 Internship in Journalism

Under faculty supervision, the student will be assigned to a position, utilizing principles of journalism acquired and employed throughout their university experience. This internship provides an opportunity for investigating and participating in field experience with a practitioner of the trade, giving depth and breadth to their understanding of journalism as a whole. Prerequisite: Permission of the Department Chair. (1-3 units; Fall/Spring)

JRN450-IN
Chute, Michael D.
09/05/2017 - Instructor OFFC
JRN450-IN
Chute, Michael D.
01/09/2018 - Instructor OFFC

Strategic Communication and Planning

COM308 Interpersonal Communications

This class examines the dynamics of the two-person communication process. Students will study the development of self-concept, self-disclosure, perception, listening, and feedback as they affect the communication process. Non-verbal communication, attitudes, beliefs, and values will also be explored. (3 units; Interdisciplinary; Multicultural; Spring)

COM308-A
Boes, Cynthia D.
09/05/2017 MWF 12:00 PM - 1:00 PM James Complex 171
COM308-A
Boes, Cynthia D.
01/09/2018 MWF 10:45 AM - 11:45 AM James Complex

COM425 Organizational Communication

Examination of the nature and process of communication in modern organizations, including theories, change strategies, internal personnel relations, and conflict management, as they relate to organizational cultures. (3 units; Interdiciplinary; Multicultural; Spring)

COM425-A
Pate, John R.
01/09/2018 MWF 12:00 PM - 1:00 PM TBA

JRN370 Social Media Strategies

This course provides students opportunities to analyze, use and produce content for current and emerging social media, such as Twitter, Facebook, Tumblr, YouTube, Reddit and other professional business platforms. (3 units; Spring)

JRN370-A
Brodie, Victoria K
09/05/2017 MW 9:30 AM - 10:30 AM James Complex ONLN
JRN370-A
Brodie, Victoria K
01/09/2018 MW 9:30 AM - 10:30 AM James Complex ONLN

and one from the following:

JRN400 Special Topics in Journalism

Concentration upon a specific topic in the field of Journalism. Topic varies for different semesters. May be taken multiple times with change in topic. (3 units; Fall/Spring)

JRN400-A
Brodie, Victoria K
09/05/2017 T 2:00 PM - 3:30 PM James Complex ONLN

JRN450 Internship in Journalism

Under faculty supervision, the student will be assigned to a position, utilizing principles of journalism acquired and employed throughout their university experience. This internship provides an opportunity for investigating and participating in field experience with a practitioner of the trade, giving depth and breadth to their understanding of journalism as a whole. Prerequisite: Permission of the Department Chair. (1-3 units; Fall/Spring)

JRN450-IN
Chute, Michael D.
09/05/2017 - Instructor OFFC
JRN450-IN
Chute, Michael D.
01/09/2018 - Instructor OFFC