The Richard T. Robertson School of Media and Culture offers a Bachelor of Science in Mass Communications with concentrations in one of four areas: advertising, journalism, media production or public relations. The public relations concentration is designed to prepare students for employment in industry, government, nonprofit associations and public relations agencies.

Student learning outcomes

Upon completing this program, students will know how to do the following:

Mass communications core learning outcomes

  • Conduct research and evaluate information by methods appropriate to the communication professions in which they work
  • Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness
  • Apply tools and technologies appropriate for the communication professions in which they work
  • Apply basic numerical and statistical concepts
  • Think critically, creatively and independently
  • Demonstrate an understanding of the history and role of professionals and institutions in shaping communications
  • Understand and apply the principles and laws appropriate to the communication professions in which they work, including copyright and trademark law
  • Demonstrate an understanding of the diversity of groups in a global society in relationship to communications
  • Demonstrate an understanding of professional ethical principles and work ethically
  • Establish an environment that encourages, supports and reinforces professionalism at all levels of learning
  • Understand concepts and apply theories in the use and presentation of images and information

Public relations concentration-specific outcome

  • Write correctly and clearly in forms and styles appropriate for public relations professions, audiences and purposes they serve
 

Special requirements

The overview section of the Robertson School of Media and Culture explains the requirements for students to be admitted to, and remain in, the foundation program or a specific concentration in the school.

Students must earn a total of 45 credits in classes at the 300-level and above, including upper-level mass communications course work. To graduate from the mass communications program, students must have both a minimum cumulative GPA and a minimum major GPA of 2.5 and must earn a minimum grade of C in their senior-level capstone courses. The mass communications curriculum includes the foundation and specific concentrations.

Foundation course work for public relations students

MASC 101MASC 205 and MASC 210, each with a minimum grade of C; and completion of general education courses UNIV 111, UNIV 112, POLI 103ECON 203STAT 208 or STAT 210, and a course from the scientific and logical reasoning area of inquiry. Completion of both ECON 210 and ECON 211 may substitute for ECON 203.

To enroll in MASC 205, students must receive departmental permission.

To enroll in a mass communications course, majors must have earned a minimum grade of C in all courses prerequisite for that course.

Degree requirements for Mass Communications, Bachelor of Science (B.S.) with a concentration in public relations

Course Title Hours
General education
Select 30 credits of general education courses in consultation with an adviser.30
Major requirements
• Major core requirements
MASC 101Mass Communications3
MASC 274Diversity in the Media3
MASC 300Technical Prowess3
MASC 380Media and Culture3
MASC 390Ethical Problems in Mass Media3
MASC 408Communications Law3
MASC 493Fieldwork/Internship3
MASC 499Career Minded3
• Concentration requirements
MASC 205Introduction to Public Relations Writing3
MASC 210Public Relations 3
MASC 333Integrated Communication Writing3
MASC 336Social Media for Public Relations3
MASC 337Public Relations Strategy3
MASC 425Public Relations Research Methods3
MASC 439Agency3
• Major electives
Select public relations electives from the approved list below or any additional MASC course6
Ancillary requirements
ECON 203Introduction to Economics (satisfies general education BOK for social/behavioral sciences and AOI for global perspectives) 13
ENGL 215Reading Literature (Note: not all options satisfy general education BOK for humanities/fine art and AOI creativity, innovation and aesthetic inquiry)3
or ENGL 201 Western World Literature I
or ENGL 202 Western World Literature II
or ENGL 203 British Literature I
or ENGL 204 British Literature II
or ENGL 205 American Literature I
or ENGL 206 American Literature II
or ENGL 211 Contemporary World Literature
or ENGL 217 Reading New Literature
or ENGL 236 Women in Literature
or ENGL 250 Reading Film
or ENGL 291 Topics in Literature
or ENGL 295 Introduction to Creative Writing
or NEXT 240 Reading Technology, Media and Culture
ENGL 304Persuasive Writing3
HUMS 202Choices in a Consumer Society1
MGMT 310Managing People in Organizations3
MKTG 301Marketing Principles3
POLI 103U.S. Government and Politics (satisfies general education BOK for social/behavioral sciences and AOI for diversities in the human experience)3
STAT 208Statistical Thinking (either satisfies general education quantitative foundations)3
or STAT 210 Basic Practice of Statistics
POLI (300-level or higher) or upper-level writing (ENGL 310, ENGL 367 or ENGL 393)3
Experiential fine arts 21-3
Foreign language through the 102 level (by course or placement)0-6
Literature course (300-level or higher) except ENGL 386/TEDU 386 or TEDU 3873
Open electives
Select any course.11-22
Total Hours120
1

Completion of both ECON 210 and ECON 211 may substitute for ECON 203; ECON 210 satisfies the same general education categories.

2

Courses offered by the School of the Arts

The minimum number of credit hours required for this degree is 120.

Public relations electives

Course Title Hours
MASC 335Multimedia Production3
MASC 423Tourism and Hospitality Public Relations3
MASC 424Sports and Entertainment Public Relations3
MASC 426Influencer Relations3
MASC 433Special Events3
MASC 435Crisis Communication3
MASC 438Organizational Communications3
MASC 488Strategic Health Communication3

What follows is a sample plan that meets the prescribed requirements within a four-year course of study at VCU. Please contact your adviser before beginning course work toward a degree.

Freshman year
Fall semesterHours
MASC 101 Mass Communications 3
MATH 131
Introduction to Contemporary Mathematics (either is a prerequisite for STAT 208; counts as open elective)
or Algebra with Applications
3
POLI 103 U.S. Government and Politics (satisfies general education AOI for diversities in the human experience) 3
UNIV 111 Play VideoPlay course video for Focused Inquiry I Focused Inquiry I (satisfies general education UNIV foundations) 3
General education course 3
 Term Hours: 15
Spring semester
ECON 203 Introduction to Economics (satisfies general education and AOI for global perspectives) 3
HUMS 202 Choices in a Consumer Society 1
MASC 210 Public Relations 3
MASC 274 Diversity in the Media 3
UNIV 112 Play VideoPlay course video for Focused Inquiry II Focused Inquiry II (satisfies general education UNIV foundations) 3
General education course (select BOK for natural sciences and AOI for scientific and logical reasoning) 3
 Term Hours: 16
Sophomore year
Fall semester
ENGL 215
Reading Literature (either satisfies general education BOK for humanities/fine arts and AOI for creativity, innovation and aesthetic inquiry)
or Reading Technology, Media and Culture
3
MASC 205 Introduction to Public Relations Writing 3
STAT 208
Statistical Thinking (either satisfies general education quantitative foundations)
or Basic Practice of Statistics
3
UNIV 200 Advanced Focused Inquiry: Literacies, Research and Communication (satisfies general education UNIV foundations) 3
Experiential fine arts 2-3
 Term Hours: 14-15
Spring semester
ENGL 304 Persuasive Writing 3
MASC 300 Technical Prowess 3
MASC 333 Integrated Communication Writing 3
MASC 337 Public Relations Strategy 3
MASC 380 Media and Culture 3
 Term Hours: 15
Junior year
Fall semester
MASC 336 Social Media for Public Relations 3
MASC 408 Communications Law 3
MASC 499 Career Minded 3
Foreign language 101 3
Literature course (300 level or higher) except ENGL 386/TEDU 386 or TEDU 387 3
 Term Hours: 15
Spring semester
MASC 390 Ethical Problems in Mass Media 3
MKTG 301 Marketing Principles 3
Foreign language 102 3
Open elective (300-400 level) 3
Public relations elective 3
 Term Hours: 15
Senior year
Fall semester
MASC 425 Public Relations Research Methods 3
MASC 493 Fieldwork/Internship 3
POLI course (300 level or higher) or upper-level writing course (ENGL 310, ENGL 367 or ENGL 393) 3
Open elective 3
Public relations elective 3
 Term Hours: 15
Spring semester
MASC 439 Agency 3
MGMT 310 Managing People in Organizations 3
General education course 3
Open electives 6
 Term Hours: 15
 Total Hours: 120-121

The minimum number of credit hours required for this degree is 120.