Public Relations

major | UF Online

Public Relations is designed to prepare students for entry-level jobs as technicians, such as producing social media strategies and tactics or effective multimedia news releases, as well as for career advancement as managers, such as formulating a communication plan for a new initiative or forecasting the reputational impact of an organizational decision or action. Excellent writing and critical thinking skills are essential.

This is an archived copy of the 2021-2022 catalog. To access the most recent version of the catalog, please visit http://catalog.ufl.edu.

About this Program

To graduate with this major, students must complete all university, college, and major requirements.

Department Information

The Department of Public Relations provides exemplary leadership, education, and scholarship to advance public relations’ unique role and responsibilities to foster organization-public relationships through effective communication and actions in support of a civil society and democratic ideals.
Website

CONTACT

Email | 352.273.1220 (tel) | 352.273.1227 (fax)

P.O. Box 118400
2085 WEIMER HALL
GAINESVILLE FL 32611-8400
Map

 Curriculum

The public relations curriculum is one of the most in-depth curricula in the country, with a balance between skills and conceptual courses. The Department of Public Relations consistently ranks among the top public relations education programs in the United States, and it is among the largest programs in terms of the number of faculty and students, including one of the largest chapters of the Public Relations Student Society of America. The program is housed in a college accredited by the Accrediting Council for Education in Journalism and Mass Communication.

Graduates of the program are well-prepared for careers as public relations practitioners in businesses, public relations firms, government agencies and nonprofit organizations, nationally and internationally. Their education makes them attractive candidates for graduate degree programs (master's and Ph. D.) ranging from public relations to business and international relations.

Certificate in International Communication

Students may pursue a certificate in international communication, which is designed to prepare students for career advancement and development. Courses emphasize the impact of internationalization and globalization on communication across disciplines.

Coursework for the Major

Required Core Coursework

ENC 3252Writing for Strategic Communication 13
JOU 3101Reporting 13
MMC 1009Introduction to Media and Communications 11
MMC 2121Writing Fundamentals for Communicators 13
MMC 3203Ethics and Problems in Mass Communications 13
MMC 3420Consumer and Audience Analytics 13
MMC 4200Law of Mass Communication3
PUR 3000Principles of Public Relations 13
PUR 3500Public Relations Research 13
PUR 4100Public Relations Writing 14
PUR 4800Public Relations Campaigns 13
VIC 3001Sight, Sound and Motion 14
Professional electives19
Total Credits55

Equipment Requirement

All public relations students are required to have a laptop computer. Laptops must be capable of running the Adobe Creative Cloud suite software. Students registered for VIC 3001, which is required of al public relations majors, must subscribe to, download, and install the Adobe Creative Cloud suite of software before class begins.

Other courses in the public relations curriculum require Microsoft Office software or equivalent, including spreadsheets and statistics software (e.g., Excel, SPSS) and presentation software (e.g., PowerPoint or Keynote).

Some software is available for free or at a steep student discount through UF Apps. Please inquire with UF Apps before making software purchases.
More Info

Critical Tracking records each student’s progress in courses that are required for entry to each major. Please note the critical-tracking requirements below on a per-semester basis.

Equivalent critical-tracking courses as determined by the State of Florida Common Course Prerequisites may be used for transfer students.

Semester 1

  • Complete 1 critical-tracking course: MMC 1009.
  • 2.0 GPA on all work at all institutions

Semester 2

Semester 3

  • Complete 1 critical-tracking course:  VIC 3001
  • 2.0 GPA required for all critical-tracking courses
  • 2.5 GPA on all work at all institutions

Semester 4

  • Complete 2 critical-tracking courses: STA 2023, PUR 3000
  • 2.0 GPA required for all critical-tracking courses
  • 2.5 GPA on all work at all institutions

Semester 5

  • Complete 2 critical-tracking courses: MMC 3203, MMC 4200  
  • 2.0 GPA required for all critical-tracking courses
  • 2.5 GPA on all work at all institutions

Semester 6

  • Complete 2 critical-tracking courses: JOU 3101, PUR 3500
  • 2.0 GPA required for all critical-tracking courses
  • 2.0 GPA on all work at all institutions

Semester 7

  • Complete 1 critical-tracking course: PUR 4100
  • 2.0 GPA required for all critical-tracking courses
  • 2.0 GPA on all work at all institutions

Semester 8

  • Complete 1 critical-tracking course: PUR 4800
  • 2.0 GPA required for all critical-tracking courses
  • 2.0 GPA on all work at all institutions

To remain on track, students must complete the appropriate critical-tracking courses, which appear in bold. These courses must be completed by the terms as listed above in the Critical Tracking criteria.

This semester plan represents an example progression through the major. Actual courses and course order may be different depending on the student's academic record and scheduling availability of courses. Prerequisites still apply.

Plan of Study Grid
Semester OneCredits
Quest 1 (Gen Ed Humanities) 3
AMH 2020 United States Since 1877 (State Core Gen Ed Social and Behavioral Sciences) 3
Select one: 3
Comparative Politics  
Introduction to International Relations  
American State and Local Government  
ENC 1101 Expository and Argumentative Writing (State Core Gen Ed Composition) 1 3
MMC 1009 Introduction to Media and Communications (Critical Tracking) 1
State Core Gen Ed Mathematics, pure math 1 3
 Credits16
Semester Two
ECO 2013 Principles of Macroeconomics (Critical Tracking; Gen Ed Social and Behavioral Sciences) 1 4
ENC 1102 Argument and Persuasion (Critical Tracking; Gen Ed Composition) 1 3
Select one: 3
General Psychology (Gen Ed Social and Behavioral Sciences; Critical Tracking)  
American Federal Government (Critical Tracking)  
Select one: 3
Theatre Appreciation 1  
Art Appreciation: American Diversity and Global Arts (State Core Gen Ed Humanities with Diversity) 1  
State Core Gen Ed Biological or Physical Sciences 1 3
 Credits16
Semester Three
Quest 2 (Gen Ed Biological or Physical Sciences) 3
MUL 2010 Experiencing Music (Gen Ed Humanities with International) 1 3
STA 2023 Introduction to Statistics 1 (Critical Tracking; Gen Ed Mathematics) 1 3
VIC 3001 Sight, Sound and Motion (Critical Tracking) 1 4
Select one: 3
Foreign language 1
 
Quantitative option
 
 Credits16
Semester Four
ENC 3252 Writing for Strategic Communication 1 3
MMC 2121 Writing Fundamentals for Communicators 1 3
PUR 3000 Principles of Public Relations (Critical Tracking) 1 3
Select one: 3
Foreign language 1
 
Quantitative option
 
Gen Ed Social and Behavioral Sciences 1 3
 Credits15
Semester Five
MMC 3203 Ethics and Problems in Mass Communications (Critical Tracking) 1 3
MMC 3420 Consumer and Audience Analytics 1 3
MMC 4200 Law of Mass Communication (Critical Tracking) 1 3
Select one: 3
Introduction to Public Speaking  
Oral Performance of Literature 1 1  
Outside concentration course 3
 Credits15
Semester Six
JOU 3101 Reporting (Critical Tracking) 3
PUR 3500 Public Relations Research (Critical Tracking) 3
Elective (outside college) 3
Outside concentration course 3
Professional elective 3
 Credits15
Semester Seven
PUR 4100 Public Relations Writing (Critical Tracking) 1 4
Professional Electives 7
Outside concentration credits 3
Elective (outside college) 2
 Credits16
Semester Eight
PUR 4800 Public Relations Campaigns (Critical Tracking) 1 3
Outside concentration credits 3
Professional Electives 9
 Credits15
 Total Credits124

For semesters 7-8, students must complete two professional courses.


Select 19 Credits

PUR 3463Sports Communication3
PUR 3622Social Media Management3
PUR 3801Public Relations Strategy3
PUR 4203Ethics and Professional Responsibility in Public Relations3
PUR 4400CCrisis Communications3
PUR 4410Principles of Fund Raising3
PUR 4404CInternational Public Relations3
PUR 4442Public Interest Communications3
PUR 4443Global Social Change Communication3
PUR 4905Individual Problems (Maximum 3 credits)1-3
PUR 4910Public Relations Undergraduate Research (Maximum 3 credits)1-3
PUR 4932Special Study (Rotating topics; prerequisites vary; multiple enrollment allowed)1-3
PUR 4940Public Relations Internship (Maximum 3 credits)1-3
PUR/MMC 6000-level graduate courses1-12

The major in public relations enables students to develop the knowledge and skills, including analytical and communication skills, necessary for the effective practice of public relations. Students will learn public relations principles, perspectives for understanding and communicating with targeted and diverse publics and a systematic process for problem solving that emphasizes programming based on formative and evaluative research. Special attention is paid to writing skills and students will acquire the ability to write correctly and clearly in forms and styles appropriate for public relations practice. They will learn to use tools and relevant technologies, including new media, and students will also develop an understanding of ethical principles, including the importance of truth and accuracy, which guide public relations practice.

Before Graduating Students Must

  • Achieve a passing score of 70% or higher on a major individual project (e.g., media kit) developed in PUR 4100 Public Relations Writing and evaluated by the class instructor.
  • Achieve a passing score of 70% or higher on a comprehensive campaign plan for an organizational client, developed in the major’s capstone course, PUR 4800 Public Relations Campaigns, and evaluated by the class instructor.
  • Achieve a satisfactory rating on four of the five SLOs on a standardized evaluation completed by internship supervisors as part of PUR 4940 Public Relations Internship.
  • Complete requirements for the baccalaureate degree, as determined by faculty.

Students in the Major Will Learn to

Student Learning Outcomes (SLOs)

Content

  1. Identify and discuss concepts and theories relevant to effective public relations practice.
  2. Describe the history and role of professionals and institutions in shaping public relations practice.
  3. Display professional ethical principles and exemplify the values of truth, honesty, accuracy, fairness and diversity.
  4. Appropriately apply tools and technologies relevant to public relations practice.

Critical Thinking

  1. Gather information and conduct research for public relations planning and evaluation.
  2. Appropriately apply basic numerical and statistical concepts for public relations planning and evaluation.
  3. Creatively and independently analyze public relations problems.

Communication

  1. Write correctly and clearly in forms and styles appropriate for public relations practice.
  2. Select and use images and information for public relations practice.

Curriculum Map

I = Introduced; R = Reinforced; A = Assessed

Courses SLO 1 SLO 2 SLO 3 SLO 4 SLO 5 SLO 6 SLO 7 SLO 8 SLO 9
JOU 3101 R R
JOU 3109C I I I
PUR 3000 I I I I I I
PUR 3500 R R R
PUR 3801 R R
PUR 4100 A R A R
PUR 4103 A
PUR 4800 Capstone A A A A A A A

Assessment Types

  • Projects
  • Exams
  • Presentations