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Specialized Studies Program in Public Relations

As technology, market trends and American culture have changed over the last decade, so has the growing field of public relations. A well-executed public relations campaign can serve many functions: it can educate the public, establish an organization as a leader, mend a company's tarnished image or even help a business through a crisis. Every type of company and organization—from the smallest nonprofits to the largest multi-million-dollar corporation—benefits from solid public relations planning and strategy.

This program teaches the public relations skills necessary to help organizations build understanding, credibility and trust with the media and, in turn, the public. The curricula for this program is based on competencies established by the Commission of Public Relations Education, and is offered in a format designed to be completed in a year.

How you will benefit

• Focus on practical techniques that you can use immediately on the job.
• Gain insights on the profession from top-notch faculty who are experts in the field.
• Gain a competitive edge in hiring situations by demonstrating your commitment to public relations.
• Network with other public relations professionals.
• Demonstrate to your employer your value as a lifelong learner.

Who should attend

The program is designed for professionals in the field who want to update or refresh their skills, round out their education, or expand their specific areas of expertise. It's also for marketing professionals and business owners who want to develop their skills and expertise in public relations.

Certificate Requirements

Courses may be taken individually or as part of the Specialized Studies Program in Public Relations. Participants will be awarded a certificate in Public Relations upon the successful completion of 8.4 required units and one elective course as designated. Tuition for the entire Specialized Studies Program in Public Relations is $2,745 to $3,045, depending on when you enroll. The program application fee, textbooks and parking are not included in the tuition fee.

• Required courses (8.4 units)
• Elective courses (choose 1)

Quarterly schedule of courses

		UNITS	F	W	SP	SU
REQUIRED COURSES	Essentials of Public Relations	1.8
	Writing for Public Relations Professionals	1.8
	Media Relations	1.5
	Marketing and Public Opinion Research	1.5
	Strategic Planning in Public Relations	1.8
ELECTIVE COURSES	Essentials of Marketing	1.8
	Special Events	1.5
	Classroom format

Required Courses

Essentials of Public Relations

1.8 quarter units academic credit, X423.17.

Expand your knowledge of the roles and responsibilities of the public relations professional and the skills needed for success. Examine the role of public relations and the responsibilities and duties of the public relations professional. 

Learn the functions of public relations departments and the variety of specializations, such as crisis communications, issue management, and building and managing your organization's image.

This course is not currently scheduled.

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Writing for Public Relations Professionals

1.8 quarter units academic credit, X423.215.

Effective public relations copy requires the ability to write informatively and persuasively for diverse audiences, using a variety of formats. Sharpen your writing skills by reviewing good writing principles and developing the critical thinking skills to create clear, successful public relations pieces. 

Analyze and apply techniques to persuade and motivate your audience. Exercises cover writing basic news releases, feature stories, direct mail letters, brochures, website copy and more.

This course is not currently scheduled.

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Media Relations

1.5 quarter units academic credit, X441.18.

Your media targets receive hundreds of press releases every day. How do you make your message stand out in the crowd? The key to landing news coverage is to understand what the media wants and to deliver your message credibly, creatively and concisely. Develop a solid understanding of the media and various media outlets. 

Gain insights into the media's perspective and how they choose stories; the critical components of effective pitch letters, press releases and public service announcements; and how to format your messages for print and broadcast. Prepare for and conduct mock interviews, and learn how to handle controversial issues.

Sections of this course open for enrollment:

• Media Relations    starts November 6

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Marketing and Public Opinion Research

1.5 quarter units academic credit, X441.315.

People from many different kinds of organizations, including nonprofit, government, political and corporate, often need to gauge public opinion before making major decisions. Learn a planned and critical approach to using research as a tool for making informed business decisions.

Explore both quantitative and qualitative methods from a practical point of view, with many real-world illustrations. Topics include:

• research planning
• instrument design
• sample selection
• field implementation
• data tabulation and analysis
• preparation of written and oral reports

Individual and group projects let you develop your own skills with observations from the instructor and your peers.

This course is not currently scheduled.

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Strategic Planning in Public Relations

1.8 quarter units academic credit, X441.19.

Strategic planning is critical for an effective public relations program. Review a variety of public relations programs, deepen your understanding of public relations concepts, and learn to apply public relations theory to practical situations. Through the development of an actual public relations campaign, learn to:

• analyze challenges and objectives
• understand research components
• identify audiences, message development, timelines, budgets and tactics
• find out how to evaluate and measure the impact of a public relations campaign

Guest speakers discuss their public relations challenges and solutions. This course is designed for those who already have a basic understanding of public relations.

This course is not currently scheduled.

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Elective Courses

Essentials of Marketing

1.8 quarter units academic credit, X441.28.

Learn the basic concepts and processes of market research and positioning, product development and life cycle. Discover how thoughtful branding, pricing, perception development, customer service, distribution and integrated marketing communications are critical to effective marketing campaigns.

This practical overview is designed for professionals experienced in one aspect of marketing who want to expand their knowledge, as well as prospective career changers who want to increase their understanding of marketing and marketing processes.

Those with previous professional experience in marketing may request the substitution of another elective course if completing the Specialized Studies Program in Marketing.

This course is not currently scheduled.

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Special Events

1.5 quarter units academic credit, X423.19.

Special events are an important marketing tool and offer public relations opportunities for companies, organizations and communities. Whether you want to promote a new business, a product line, or reinforce your brand, discover ways to define your goals and custom design events to accomplish your goals. Examine how to identify target audiences and find sponsors.

Learn to create pre-event publicity and draw in event-day media coverage. Gain an "insider's look" at events as well as how to manage them, how to measure them and how to produce events successfully time-after-time.

This course is not currently scheduled.

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You also have the option of taking any course in our Marketing or Web Site Design programs as an elective.

Classes in Sacramento, Davis and Online.