Shaping Perception. Building Trust.
Public Relations is more than managing a message—it's about cultivating credibility, building lasting relationships, and navigating the public voice of brands, organizations, and communities. At Tougaloo, students in the Public Relations emphasis develop the strategic thinking, writing, and media skills to craft compelling narratives, manage reputation, and lead communication in a rapidly evolving world. From crisis response to brand storytelling, you'll graduate prepared to make impact through influence.
About the Program
The public relations program provides practical, real-world training and experience in the planning and implementation of comprehensive public relations strategies and tactics. Specific technical skills are mastered through a well-sequenced core set of courses that provide each graduate with a portfolio of work, professional experience, and significant interaction with real clients and brands.
Positions in the field of public relations include social media manager; communications director; newsletter editor; special events coordinator; publicity director; speechwriter; crisis management consultant; media relations manager; researcher and public relations director for corporations, education, government, and nonprofit organizations.
Students majoring in public relations may earn a Bachelor of Arts degree in Mass Communication with an emphasis in Public Relations. Students are required to take all courses in sequential order. Students need a minimum of 124 semester hours for graduation.
Course Requirements
To earn the B.A. in Mass Communication – Public Relations Emphasis, students must complete 124 total credit hours distributed across core mass communication courses and specialized public relations courses.
COURSE DESCRIPTIONS: MASS COMMUNICATIONS
This course is a survey of the development and the operation of print and electronic media including an overview of mass communication theory and effects research. The course is designed to provide students with a broad understanding of the media industry and professions in the mass media.
CREDIT: THREE SEMESTER HOURS
This course is designed to familiarize the student with various theories of mass communication. Students will understand the evolution of theories in mass communication and discover how theories of mass communication apply to everyday life.
CREDIT: THREE SEMESTER HOURS
This course will introduce students to the basic concepts of news writing for print and electronic media. The course will equip the students with skills needed in understanding the principles, differences, and similarities in writing for print and electronic media.
CREDIT: THREE SEMESTER HOURS
The purpose of this course is to prepare students to work in the media industry by improving specific communication skills. Vocal weaknesses will be evaluated and students will be provided the necessary tools help improve their speech patterns and voices. Students will be introduced to the International Phonetic Alphabet and will practice skills by engaging in mock communication exercises related to Mass Communication.
CREDIT: THREE SEMESTER HOURS
This course is designed to give students training and experience in recognizing and gathering information worthy of news and feature stories as well as the art of reporting, content, including video and still photography, for the students media website will be incorporated in the class. Course work will also be used to produce the student newspaper and other student media projects.
CREDIT: THREE SEMESTER HOURS
This course is designed to give students training and experience in recognizing and defining news, news gathering and news writing. Course work will be used for the student newspaper and other student media projects.
CREDIT: THREE SEMESTER HOURS
The purpose of this course is to assist the student in understanding research and writing as it relates to the field of mass communication. Students will investigate work by scholars in the field and will also be introduced to the tools needed in order to conduct their own research and write the results. This course prepares the student for further study within the department, for the senior project, and for study beyond the Bachelor's degree in mass communication.
Prerequisites: ENG 101, ENG 102, COM 101, 111, 112, 113, 114 & 115
CREDIT: THREE SEMESTER HOURS
This course is a survey of the ethical aspects of the mass media. The course prompts students to consider their roles as media practitioners and the ethical issues that arise.
Prerequisites: ENG 101, ENG 102, COM 101, 111, 112, 114, 115 & 211
CREDIT: THREE SEMESTER HOURS
This course is a general study of legal history and the application of specific laws as they apply to the mass media in the Unites States. Issues such as libel, invasion of privacy, indecency, obscenity, etc., will be investigated through the course. Offered once per year in alternate odd years.
Prerequisites: ENG 101, ENG 102, COM 101, 111, 112, 113, 114, 115, 211 & 212
CREDIT: THREE SEMESTER HOURS
This course will assist the student in developing skills in evaluating the use of graphics for promotional media in mass communication. The student will learn to critically assess campaign needs and analyze visual components for effective message communication using graphic editing software.
Prerequisites: ENG 101, ENG 102, COM 101, 111, 112, 113, 114, 115, 211 & 212
CREDIT: THREE SEMESTER HOURS
This course will teach students about the basics of still photography for use in mass communications, with emphasis on advertising, public relations, journalism and broadcasting. The latest digital photographic techniques will be employed, including digital still cameras and digital darkroom software. This course also focuses on how mass communication professionals make their own photographs suitable for publication in newspapers, magazines and other publications.
Prerequisites: ENG 101, ENG 102, COM 101, 111, 112, 113, 114, 115, 211, 212 & 312
CREDIT: THREE SEMESTER HOURS
Upon completion of all other core requirements and requirement for the emphasis area, students will work for a professional mass media organization under the direction of the instructor and the guidance of media personnel. This course may be taken twice.
Prerequisites: All 100, 200 and 300 level courses
CREDIT: THREE SEMESTER HOURS
This course examines the theoretical aspects of persuasion in the media. Students will be introduced to theory, principles and tactics by which persuasive messages are developed and conveyed. Additionally, students will gain the ability to recognize and critically analyze persuasive attempts in the media.
Prerequisites: All 100, 200, & 300 level courses
CREDIT: THREE SEMESTER HOURS
This course will encourage the students to think critically about the role and the impact of the media in contemporary society by examining the media industry, media content, media consumption and emerging technologies. Additionally, students will consider controversial issues surrounding the mass media.
Prerequisites: All 100, 200, & 300 level courses
CREDIT: THREE SEMESTER HOURS
This is a special topics course which will explore current issues in mass communication. Topics will alternate each time the course is offered.
Prerequisites: All 100, 200 and 300 level courses
CREDIT: THREE SEMESTER HOURS
COURSE DESCRIPTIONS: PUBLIC RELATIONS
This course introduces students to the theory and practice of public relations, its functions within organizations, its impact on the public, and its societal role. Students explore the evolution of public relations, the responsibilities of practitioners, and key trends that shape the field.
Prerequisites: ENG 101, ENG 102, COM 101, COM 111, COM 112
CREDIT: THREE SEMESTER HOURS
This course emphasizes writing, message dissemination, and media networks in public relations. Students develop writing and editing skills to create effective, strategy-based PR materials for real-world clients. It also addresses the role of media in crisis communication and how to produce impactful messages.
Prerequisites: COM 101, COM 111, COM 112, COP 111
CREDIT: THREE SEMESTER HOURS
Using real-world cases, students explore program planning, managerial analysis, and public relations strategy. The course integrates decision-making models and management theory in the context of PR campaigns.
Prerequisites: COM 101, COM 111, COM 112, COP 111, COP 211
CREDIT: THREE SEMESTER HOURS
Students gain hands-on experience planning and executing public relations campaigns. The course covers research, strategy, implementation, and evaluation of campaign components to simulate real-world practice.
Prerequisites: COM 101, COM 111, COM 112, COP 111, COP 211, COP 311
CREDIT: THREE SEMESTER HOURS