Program of Study

M.A. in Applied Communication

Program of Study:

M.A. in Applied Communication
With a concentration in Public Relations (36 Credits)

This 36 credit hour program consists of the following:

General Core (9)

GEN 502        Methods of Research                                                                (3)
GEN 503        Interpersonal Relations                                                           (3)
GEN 505        Adult Human Development                                                       (3)

Concentration (18)

APCM 600         Communication Theory in Practice                                           (3)
APCM 605         Issues In Public Relations                                                       (3)
APCM 610         Public Relations Writing                                                           (3)
APCM 625         Media Relations                                                                      (3)
APCM 630         Crisis Communication                                                              (3)
APCM 640         Community, Government, And Global Relations                       (3)

Capstone Project (6)

APCM 690 Applied Communications Research (3)
APCM 691 Applied Communications Practice (3)

Electives* (3)

ORGL 601     Strategic Planning and Change Management                           (3)
ORGL 602     Organizational Finance                                                             (3)
ORGL 610     Organizational Behavior                                                           (3)
ORGL 611     Behavior in Groups: Theory and Practice                                  (3)
ORGL 620     Leadership & Information Technology                                      (2)
OREF 511      Special Topics                                                                         (1)
GEN 511        Special Topics                                                                         (1)
APCM 620         Public Relations Campaigns                                                  (3)
APCM 680         Special Topics in Applied Communications                           (1-3)

Course Descriptions

APCM 600 Communication Theory in Practice
Focus on seminal works that have impacted the communication discipline. Students will learn to recognize factors affecting the internal and external structure of an organization, the analysis of theoretical perspectives and the use of tools to accommodate clients.

APCM 605 Issues in Public Relations
The theory and practice of public relations including public relations function within organizations, its impact on publics, and its function in society will be explored. Evolution of the field; ranges of responsibilities that public relations practitioners assume, and paramount issues that have evolved the practice form a basis for analysis of public relations practice. Values that create an organization’s ability to have successful relationships with its clients and public audience will also be explored. (Prerequisite APC 600)

APCM 610 Public Relations Writing
Examination of the process of writing advertising copy, creating press packages, writing blogs, and writing recovery for an organization. Legal and ethical issues in writing will be addressed. Emphasis will be placed on creating strategic messages and understanding target audiences.

APCM 620 Public Relations Campaigns
Focuses on informational and persuasive campaigns to achieve commercial, political and social goals. Application of principles, processes, strategies, and tactics that are required to plan and implement effective public relations campaigns and programs.

APCM 625 Media Relations
Discussion of processes for building appropriate media kits, following ethical standards and use of technology in communicating with the public. Relationships between the promotion of products, services, and the entire organization will be investigated. (Prerequisite APC 605)

APCM 630 Crisis Communication
Utilization of case studies and events to decipher practical crisis management processes that will help prevent and handle unexpected organizational incidents that can damage corporate reputation and client trust. Planning, preventing and repairing unexpected organization incidents will be investigated. Inclusion of issues management with crisis communication. Issues management (IM) involves scanning the social, political and environmental communities for issues that affect the organization’s structure, function and responses.

APCM 640 Community, Government, and Global Relations
Investigation of communication on multiple levels including profit and non-profit organizations and the analysis of processes dealing with community, government and international clients. Case studies and strategies will be discussed.

APCM 690 Applied Communication Research
Investigation of theoretical topics in public relations. Students will explore methods of research, and identify specific theories for individual research. This course is the first of a two-part capstone series. Students will study advanced concepts, theories, principles and methods as they apply to public relations. This course will provide an opportunity to become familiar with some of the academic research literature in public relations that reflects and guides theory development in the field. The study of applied management and research techniques in public relations will become a foundation for a research paper as well as for the preparation of a prospectus outlining the application plan for the second course in this sequence.

APCM 691 Applied Communication Practice
Application of theory to field experiences. Students will complete a capstone paper for presentation utilizing the theories investigated in APC 690. Concepts of performance based-research are addressed.

APCM 680 Special Topics in Applied Communications
Analysis of selected topics, current trend or innovation in applied communications. Requires approval of program director.