Strategic Public Relations Degree Requirements
The Strategic Public Relations program follows an innovative approach to building professional credentials that will position you to excel in this challenging profession. You’ll master core public relations skills and the practical application of strategic thinking. The program is flexible, with only seven required courses and three electives, including the option to participate in GSPM’s unique Global Perspective Residency programs. All courses are three credit hours unless otherwise noted.
Successful public relations professionals wear many hats, from marketing and public affairs to internal and external communications and advocacy. GSPM's Strategic Public Relations masters's degree prepares you to develop, implement, and evaluate a comprehensive communications strategy that integrates an organization's marketing, social media, and public relations activities to maximize impact and achieve significant business outcomes.
The SPR Master's program is 30 credit hours total (10 courses). Students are required to take all six core courses (6201 - 6206) plus the Capstone course (PSPR 6300). Students can choose three electives.
Required Core Courses
PSPR 6201 Strategic Public Relations: Principles and Practice
PSPR 6202 Advanced Writing for Communications Professionals
PSPR 6203 Research Methods for Public Relations and Public Affairs Managers
PSPR 6204 Media Relations in a Digital World
PSPR 6205 Fundamentals of Business and Finance for PR/PA Professionals
PSPR 6206 Ethical Standards in Public Relations and Public Affairs
PSPR 6300 Public Relations & Public Affairs Capstone Research Project
PSPR 6207 – Sustainability Communications Methods and Practices
The Corporate Social Responsibility (CSR) movement is a worldwide phenomenon and corporations, trade associations, and non-profits are being asked to step up and be accountable. Public relations and communications professionals need to develop the skills to prepare strategic communications plans that reflect their organization's commitment to CSR and enhance their employer's reputation in the global marketplace.
This course will examine the global CSR movement, explore the unique communications challenges it presents and offer practical suggestions and tactics to respond to this trend. The class will feature in-class activities, current research, and guest speakers from NGOs, communications firms, and major corporations with practical advice on meeting this challenge in the global marketplace. We will utilize case studies, professional journals, and original research to explore the topic and develop a comprehensive CSR communications strategy as the capstone project for the class.
PSPR 6208 – Integrated Marketing Communications
This course examines the evolution of integrated marketing communications (IMC) as the strategic option to leverage both traditional and non-traditional communications approaches and technologies. Included in the mix are advertising, direct marketing, branding, blogs, podcasts, and cause marketing. Students learn about the theoretical and tactical advantages of integrated strategies in for-profit and not-for-profit enterprises, and design an integrated marketing communications program using both traditional and digital media tools and techniques.
PSPR 6210 (Special Topics Course, Official Course Number may vary) - Nonprofit and Association Communications Strategies
This course is designed to help communicators currently working in or hoping to work in trade associations, nonprofit organizations and labor unions become more effective in the planning and execution of their communications programs. By its very nature, this course will be practical and reality-based, with guest speakers dawn from many organizations and communications backgrounds.
So, what does “more effective” mean? To us, it means understanding the goals, environments, structures, constraints, opportunities and challenges facing the organization, and developing and implementing strategic plans to achieve those goals. Effective also means working within the limitations communicators often face such as (but by no means limited to): smaller budgets, divided membership, fragmented boards and constantly changing leadership, the decline of traditional news media, the rise of blogs and the surge of social media use by members, employees, and the media.
PSPR 6223 - Public Opinion and Political Socialization
Through analytical research, first-hand accounts and theoretical constructs, this course explores key questions related to the formation of public opinion and political socialization. More specifically, this course looks at the process by which people view their engagement in public debates and politics and how they acquire and maintain their attitudes, biases, beliefs - in short, their opinions and the decisions they make as a result. Discussion centers on the forces that influence public opinion and political socialization, including the power of the press and its impact on our major institutions. Course goals include developing awareness and critical thinking regarding the role, formation and use of public opinion in contemporary public affairs and public relations; understanding the socialization processes that shape opinion, political and marketplace behavior; and analyzing how communications activities are used in the real world to influence opinion, attitudes and behavior.
PSPR 6222 - Multicultural Marketing
As multicultural communities increase in size and reach and as diverse institutions gain national prominence, the need for engagement is clear. Today, the general market is necessarily multicultural. The course prepares students for effective and ethical public engagement on behalf of contemporary organizations communicating issues and commitments to diverse audiences and multicultural messages to the general market. From a base of cultural understanding, students will study effective engagement strategies and techniques.
PSPR 6230 - Crisis and Issues Management
The practice of Crisis and Issues Management involves the intersection of a number of communications and policy disciplines, including environmental scanning, public policy analysis, public policy advocacy, strategic communications, media relations, grassroots mobilization, coalition management and corporate reputation management. This course will explore all of the approaches in detail and examine ways in which they work together to further the broad strategic goals of organizations.
CPS 6300 – Public Relations & Public Affairs Capstone Research Project
Students apply the knowledge and lessons gained in their courses to date in an independent research project on a topic of immediate interest to their employer or related to their own professional aspirations. They design the project with the approval of faculty, conducting primary and/or secondary research, and prepare a comprehensive strategic communications plan and present it to their classmates and a panel of alumni.
PMGT 6420 Corporate Public Affairs (3 credits; offered spring every other year)
Exploration of major functional areas in corporate public affairs, with a focus on the political and policy dynamics operating in the United States and other democracies abroad. Development and deployment of appropriate strategy, research, and tactics for corporations managing the complexities related to a global economy and shifting political alliances.
PMGT 6452 Digital Strategy (3 credits; offered fall)
Development of an integrated digital strategy for use in advocacy and electoral campaigns. Introduction to the theoretical concepts, distinctive technologies, applied skills, and managerial challenges associated with digital campaigning. Search engine optimization, GPS, online payment systems, customizing back- and front-end systems to meet strategic goals and budget parameters, working with IT vendors and distance volunteers, legal and cultural considerations in US and other regimes, site rollout and scaling, security and privacy. NOTE: This is a pre-requisite for all PMGT Digital courses.
PMGT 6456 Speechcraft (3 credits; offered fall)
Analysis and techniques used in speechwriting and presentations for public officials, corporate leaders, and candidates. The course addresses managing optics and understanding a speech's visual context and non-verbal communication capabilities. Students will learn about modulating speaker style, tone, and pacing, and staging the speech for maximum effect.
PSPR 6224 - Global Public Relations and Public Affairs: Strategy and Practice
This course will survey how global public relations strategies are developed and implemented to support advocacy efforts, emphasizing successful case studies and failures. Students will examine communications theories, and from that study, gain insights into the unique challenges arising from differences in language, culture, politics, and economics worldwide. After completing this course, students will: understand public relations and its role worldwide; develop, implement, and assess a comprehensive global public relations strategy; and strengthen their writing and presentation skills through group/individual assignments and class discussions.
PSPR 6226 - Digital Communications Platforms and Strategies
This course will examine the theories and approach to digital communications and review the major digital platforms utilized by companies, government agencies, non-profits and associations to accomplish their strategic communications goals and objectives. The class will provide active hands-on opportunities for students to become familiar with the major platforms and the tactics and techniques that top organizations deploy to further their communications objectives.