The Public Relations concentration of the Bachelor of Arts in Communication and Media Studies helps students to acquire the strategic communication and relationship-building skills needed to succeed in this industry. Public relations is best thought of as a communication process, one that helps organizations maintain mutually beneficial relationships with key stakeholders. Strong writing and oral communication skills are a must, as is the ability to research information efficiently and communicate effectively using the latest social media tools. Jobs in public relations include: publicist, lobbyist, media liaison, copywriter, scriptwriter, corporate spokesperson, and public relations manager.

Opportunities in public relations abound for strong communicators skilled in the most popular social media platforms of the day. Account executive and manager positions work directly with the client to manage their campaigns; while development officers and fundraising managers plan and organize events to raise funds and awareness for organizations. PR jobs that focus on publicity and promotion include publicist, public information officer, and public relations director; while positions responsible for pitching stories to news directors and editors include media relations managers, media directors, and new media coordinators. In addition to the jobs discussed, many organizations require a PR specialist who can do a little of everything, from writing press releases and planning events, to coordinating media coverage and promoting a positive public image for the company.