Patrick Scanlon, Department Chairperson
(585) 475-2449, pmsgsl@rit.edu
Program overview
The fields of advertising and public relations are rapidly changing now that the Internet and mobile devices (such as smart phones and tablets) have influenced the way professionals create messages. Unique opportunities and exciting challenges lie ahead in the advertising and public relations field. This program is one of the few in the country to combine advertising, public relations, and marketing to address the overlapping roles of communication professionals.
The advertising and public relations program prepares students to create persuasive messages for a variety of traditional and emerging media platforms. Students learn to analyze audiences, write copy, select media, and manage campaigns. The program also features a senior thesis and 20 weeks of work experience gained through internships and/or cooperative education.
Curriculum
Students develop skills through a core of required communication courses, which cover communication theory, visual communication, public relations, advertising, writing, campaign planning and management, media planning, public speaking, and digital design. A professional core of four marketing courses, chosen by the student, provides a deeper understanding of marketing. Electives and liberal arts courses complete the program's curriculum.
Advertising and public relations, BS degree, typical course sequence (quarters)
| Course | Qtr. Cr. Hrs. | |
|---|---|---|
| First Year | ||
| 0535-200 | Foundations of Communication | 4 |
| 0535-421 | Public Relations | 4 |
| 0535-501 | Public Speaking | 4 |
| 0535-462 | Digital Design in Communications | 4 |
| 4002-206 | Web Foundations | 4 |
| Liberal Arts* | 8 | |
| Mathematics and Science Requirements‡ | 16 | |
| 1105-051, 052 | First-Year Enrichment | 2 |
| Wellness Education† | 0 | |
| Second Year | ||
| 0535-481 | Persuasion | 4 |
| 0535-461 | Principles of Advertising | 4 |
| 0535-450 | Visual Communication | 4 |
| 0535-482 | Mass Communications | 4 |
| 0535-467 | Media Planning | 4 |
| Professional Core | 12 | |
| Liberal Arts* | 16 | |
| Wellness Education† | 0 | |
| Third Year | ||
| 0535-445 | Theories of Communication | 4 |
| 0535-463 | Campaign Management and Planning | 4 |
| Professional Core | 4 | |
| General Education Electives | 8 | |
| Liberal Arts* | 8 | |
| Mathematics Requirement‡ | 4 | |
| University-wide Electives | 8 | |
| Cooperative Education | Co-op | |
| Fourth Year | ||
| 0535-315 | Quantitative Research Methods | 4 |
| 0535-316 | Qualitative Research Methods | 4 |
| 0535-464 | Public Relations Writing | 4 |
| 0535-460 | Copywriting and Visualization | 4 |
| 0535-595 | Senior Thesis in Communication | 4 |
| Liberal Arts* | 12 | |
| University-wide Electives | 16 | |
| Total Quarter Credit Hours | 182 | |
* Please see Liberal Arts General Education Requirements for more information.
† Please see Wellness Education Requirement for more information.
‡ Please see Mathematics and Science General Education Curriculum for more information.
Advertising and public relations, BS degree, typical course sequence (semesters), effective fall 2013
| Course | Sem. Cr. Hrs. | |
|---|---|---|
| First Year | ||
| COMM-122 | Public Relations | 3 |
| COMM-201 | Public Speaking | 3 |
| LAS Perspective 1, 2 | 6 | |
| LAS Foundation: First-Year Seminar | 3 | |
| COMM-121 | Principles of Advertising | 3 |
| COMM-223 | Digital Design in Communication | 3 |
| LAS Perspective 3 | 3 | |
| LAS Perspective 5* | 3 | |
| ENGL-150 | LAS Foundation: First-Year Writing | 3 |
| Wellness Education | 0 | |
| Second Year | ||
| COMM-202 | Mass Communications | 3 |
| COMM-221 | Public Relations Writing (WI) | 3 |
| LAS Perspective 4, 6 | 6 | |
| LAS Electives | 9 | |
| COMM-304 | Intercultural Communication | 3 |
| Communication elective | 3 | |
| STAT-145 | LAS Perspective 7A: Introduction to Statistics | 3 |
| Third Year | ||
| MKTG-363 | Professional Core 1: Principles of Marketing | 3 |
| COMM-321 | Copywriting and Visualization | 3 |
| LAS Immersion 1, 2, 3 | 9 | |
| LAS Elective | 3 | |
| STAT-146 | LAS Perspective 7B: Introduction to Statistics II | 4 |
| COMM-322 | Campaign Management and Planning | 3 |
| Professional Core 2 | 3 | |
| COMM-301 | Theories of Communication | 3 |
| COMM-499 | Cooperative Education | Co-op |
| Fourth Year | ||
| COMM-401 | Research Methods | 3 |
| Professional Core 3 | 3 | |
| LAS Electives | 9 | |
| COMM-421 | Media Planning | 3 |
| COMM-501 | Senior Thesis in Communication | 3 |
| Professional Core 4 | 3 | |
| Free Elective 1, 2 | 6 | |
| Total Semester Credit Hours | 121 | |
Senior thesis
Students conduct original research on a subject of their choosing. Two faculty members advise students on how to investigate their topic, select a research method, implement the project, and present their results. Department of communication students often present their research at conferences.
Cooperative education
Two required quarters of internship experience or cooperative education give students the opportunity to apply their classroom learning to a professional work environment. There are many opportunities to choose from, including positions with advertising agencies and public relations firms as well as businesses and nonprofit organizations.
Admission requirements
For information on undergraduate admission, including freshman and transfer admission guidelines, please refer to the Undergraduate Admission section of this bulletin.
Additional information
Advisers
Every student is assigned a faculty adviser, a co-op/placement adviser, and a peer mentor. Faculty advisers assist in academic advising and career counseling. They are helpful in course selection and scheduling, course planning, and post-graduation work. The co-op/placement adviser, who is located in the Office of Cooperative Education and Career Services, offers career guidance and advice. Peer mentors, who are upper-level advertising and public relations students, are also available to answer questions about classes, clubs on campus, student-run activities, and other matters from the student’s perspective.
Faculty
Nearly all of the department’s 18 faculty members hold the highest degrees in their fields. Many have won awards for teaching, and all have been published within their areas of expertise.
Careers
Upon graduation, students are well-qualified for positions in business, government, and the not-for-profit sectors. The program also prepares students to pursue graduate studies in a variety of fields. The department of communication offers an MS degree in communication and media technologies. Visit the program website (www.rit.edu/cmt) or refer to RIT’s Graduate Bulletin for more information.
Accelerated dual degree option
An accelerated dual degree option is available for students who wish to earn a BS in advertising and public relations and an MBA. The program is offered in conjuction with the E. Philip Saunders College of Business and allows students to obtain both degrees in five years of study.