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The Richard T. Robertson School of Communication 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
- Apply the principles and laws of freedom of speech and press, in a global context, and for the country in which the institution that invite ACEJMC is located
- Demonstrate an understanding of the multicultural history and role of professionals and institutions in shaping communications
- Demonstrate culturally proficient communication that empowers those traditionally disenfranchised in society, especially as grounded in race, ethnicity, gender, sexual orientation and ability, domestically and globally, across communication and media contexts
- Present images and information effectively and creatively, using appropriate tools and technologies
- Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve
- Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity
- Apply critical thinking skills in conducting research and evaluating information by methods appropriate to the communications professions in which they work
- Effectively and correctly apply basic numerical and statistical concepts
- 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 communications professions in which they work
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 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 101, MASC 205 and MASC 210, each with a minimum grade of C; and completion of general education courses UNIV 111, UNIV 200, POLI 103, ECON 203, STAT 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 101 | Mass Communications | 3 |
| MASC 200 | Technical Prowess I | 3 |
| MASC 300 | Technical Prowess II | 3 |
| MASC 310 | Audience Insights | 3 |
| MASC 391 | Career Minded | 3 |
| MASC 395 | Communication Ethics and Law | 3 |
| MASC 400 | Integrated Communication Lab | 3 |
| MASC 493 | Fieldwork/Internship | 3 |
| • Major electives | ||
| Select public relations electives from the approved list below or any additional MASC course 1 | 6 | |
| Concentration requirements | ||
| MASC 205 | Introduction to Public Relations Writing | 3 |
| MASC 210 | Public Relations | 3 |
| MASC 333 | Integrated Communication Writing | 3 |
| MASC 336 | Social Media for Public Relations | 3 |
| MASC 337 | Public Relations Strategy | 3 |
| MASC 425 | Agency I: Public Relations Research | 3 |
| MASC 439 | Agency II: Public Relations Campaign | 3 |
| Ancillary requirements | ||
| ECON 203 | Introduction to Economics (satisfies general education BOK for social/behavioral sciences and AOI for global perspectives) 2 | 3 |
| ENGL 215 | Reading Literature (ENGL 215, ENGL 217, ENGL 250 and NEXT 240 satisfy BOK for humanities/fine arts and AOI for 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 304 | Persuasive Writing | 3 |
| MGMT 310 | Managing People in Organizations | 3 |
| HUMS 203 | Career Compass | 1 |
| MKTG 301 | Marketing Principles | 3 |
| POLI 103 | U.S. Government and Politics (satisfies general education BOK for social/behavioral sciences and AOI for diversities in the human experience) | 3 |
| STAT 208 | Statistical Thinking (either satisfies general education quantitative foundations) 3 | 3 |
| or STAT 210 | Basic Practice of Statistics | |
| AI literacy course 4 | 3 | |
| Literature course (300-500 level) except ENGL/TEDU 386 | 3 | |
| POLI (300-500 level) or upper-level writing (ENGL 310, ENGL 367 or ENGL 393) | 3 | |
| Open electives | ||
| Select any course. | 20 | |
| Total Hours | 120 | |
The minimum number of credit hours required for this degree is 120.
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.
Recommended course sequence/plan of study
| Freshman year | ||
|---|---|---|
| Fall semester | Hours | |
| MASC 101 | Mass Communications | 3 |
| MATH 131 or MATH 141 | Introduction to Contemporary Mathematics (satisfies 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 course video for Introduction to Focused Inquiry: Investigation and Communication | Introduction to Focused Inquiry: Investigation and Communication (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) 1 | 3 |
| HUMS 203 | Career Compass | 1 |
| MASC 200 | Technical Prowess I | 3 |
| MASC 210 | Public Relations | 3 |
| UNIV 200 | Advanced Focused Inquiry: Literacies, Research and Communication (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 or NEXT 240 | 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 or STAT 210 | Statistical Thinking (either satisfies general education quantitative foundations) 2 or Basic Practice of Statistics 2 | 3 |
| AI literacy course 3 | 3 | |
| General education course | 3 | |
| Term Hours: | 15 | |
| Spring semester | ||
| ENGL 304 | Persuasive Writing | 3 |
| MASC 300 | Technical Prowess II | 3 |
| MASC 310 | Audience Insights | 3 |
| MASC 333 | Integrated Communication Writing | 3 |
| General education course | 3 | |
| Term Hours: | 15 | |
| Junior year | ||
| Fall semester | ||
| MASC 336 | Social Media for Public Relations | 3 |
| MASC 337 | Public Relations Strategy | 3 |
| MASC 395 | Communication Ethics and Law | 3 |
| Open elective (300-500 level if needed) | 3 | |
| Literature course (300-500 level) except ENGL/TEDU 386 | 3 | |
| Term Hours: | 15 | |
| Spring semester | ||
| MASC 391 | Career Minded | 3 |
| MKTG 301 | Marketing Principles | 3 |
| POLI (300-500 level) or upper-level writing (ENGL 310, ENGL 367 or ENGL 393) | 3 | |
| Public relations/MASC elective | 3 | |
| Open elective (300-500 level if needed) | 3 | |
| Term Hours: | 15 | |
| Senior year | ||
| Fall semester | ||
| MASC 400 | Integrated Communication Lab | 3 |
| MASC 425 | Agency I: Public Relations Research | 3 |
| MASC 493 | Fieldwork/Internship | 3 |
| Public relations/MASC elective (300-500 level) 4 | 3 | |
| Open elective (300-500 level if needed) | 3 | |
| Term Hours: | 15 | |
| Spring semester | ||
| MASC 439 | Agency II: Public Relations Campaign | 3 |
| MGMT 310 | Managing People in Organizations | 3 |
| Open electives (300-500 level if needed) | 8 | |
| Term Hours: | 14 | |
| Total Hours: | 120 | |
The minimum number of credit hours required for this degree is 120.