Advertising and Public Relations, B.A.
Undergraduate Degree
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Program Overview

The fields of Advertising and Public Relations are increasingly complex given the ever-changing impact of technology, new media, emerging communication channels and platforms, and more. Traditional functions in Advertising and Public Relations are paired with new realities in such areas as social media, web management, multimedia, video production and data management.

Professionals in Advertising and Public Relations require a strong foundation in skills and strategies to excel in today’s workplaces and be ready to adapt and grow successfully in the future. Marshall University in Huntington, West Virginia, fully prepares undergraduates for these dynamic career paths with the Bachelor of Arts (BA) degree in Advertising and Public Relations.

For majors who choose Advertising as their area of emphasis, the focus will be on a fast-paced, creative industry. This field is ideal for individuals who thrive on variety and relish new approaches and the latest trends. Advertising brings together analytical thinkers and imaginative creatives to work side by side to build relationships with consumers and provide useful information to those interested in what a company has to offer. Advertisers are the people responsible for message creation and brand building.

As the other area of emphasis in this bachelor’s degree program, Public Relations serves a vital role in every business, nonprofit and organization. Public Relations is about raising a company’s authority and influence by building good relationships with clients and customers, stakeholders, the media, the community and investors. Practitioners in this field write news releases, articles, speeches and newsletters, engage in crisis management, conduct research, arrange events, plan PR campaigns and manage a variety of activities that direct a company’s reputation and image.

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Program Highlights
Professional Awards

Marshall majors in Advertising and Public Relations also have the opportunity to compete and earn professional awards for their work, including PRSA Anvil Awards (Public Relations) and Clio Awards (Advertising).

Specialized Facilities

Advertising and Public Relations degree students can take advantage of the fully digital television studio, live newspaper newsroom, 24/7 radio station, still and video cameras, 360° cameras, drones and Oculus 3-D visors.

Of special interest to Advertising and Public Relations majors is the five-room Seven Arrow Branding Lab that is a collaborative space for content creation. Two walls covered in dry erase paint offer space to foster brainstorming, research and trials for creative ideas. A conference room serves to host client conferences, and AAF and PRSSA professional organization meetings.

Hands-On Experience

Research is integral to the project work that Advertising and Public Relations majors create. All students in the SOJMC are required to take basic information research courses, and Advertising / Public Relations majors conduct many additional research projects to build foundations for client decision making and production of media content.

All students majoring in journalism and mass communications are required to complete 3 hours of internship credit, 100 hours of work in the field for one hour of credit. Students practice in professional settings their skills in writing, design, photography, fund raising, content creation and social media.

 

Career Opportunities
The fields of Advertising and Public Relations span many types of job opportunities. The skills required of strategic communications professionals are also in demand in any career. Marshall’s majors in Advertising and Public Relations are prepared for national, mid-size and small agency work, client-side corporate communications, social media management and digital content creation. They are ready to move into media, retail and any strategic communications environment. Some graduates become their own agency owners. Graduates of the bachelor’s degree in Advertising and Public Relations program learn to write, design, research, analyze data, plan events, visualize, strategize and produce media products. The program prepares graduates to work in advertising agencies and public relations agencies, political organizations or the nonprofit sector. Journalistic writing is at the core, but that skill is expanded and applied to all phases of the Advertising / Public Relations businesses.
  • Content Coordinator
  • Digital Strategist
  • Research Analyst
  • Social Media Specialist
  • Marketing Communications Manager
  • Digital Marketing Coordinator
  • Integrated Media Buyer
  • Multimedia Specialist