Public relations professionals are responsible for creating and managing the brand image of an organization, requiring them to be well-versed in crafting strategic messages that resonate with diverse audiences and stakeholders. Given the fact that the fields of public relations and strategic communication are uniquely intertwined, those interested in advancing their PR careers may want to consider a strategic communications master's degree program.
Understanding Strategic Communication
Strategic communication is defined as the purposeful use of communication strategies to help an organization accomplish its short-term and long-term goals and fulfill its mission. The core components of strategic communication include message development, audience analysis, media selection, and measurement and evaluation.
Relevance to Public Relations
Strategic communication and public relations are closely related, with public relations being a powerful subset of the strategic communication field. Public relations is considered to be an area where strategic communication principles are applied to build relationships with stakeholders, secure media coverage, and manage an organization's reputation and brand.
The Overlap and Differences Between Public Relations and Strategic Communication
There is often a gray area between public relations and strategic communication, with some clear overlap existing. However, there is also a distinct difference between public relations and strategic communications that you should be aware of if you consider a graduate degree in strategic communication.
What is Public Relations?
The Public Relations Society of America defines the field of public relations as the process of using strategic communication to build mutually beneficial relationships between organizations and key stakeholders. The purpose of public relations is to create and maintain a favorable image for an organization or individual and to build relationships with the media and the public that establish trust and credibility.
Strategic Communication vs. Public Relations
There is an obvious overlap between strategic communication and public relations, largely because both fields involve crafting messages to influence audiences and enhance brand reputation. However, strategic communication is a much broader field than public relations, as it encompasses not only public relations but also marketing, advertising, and organizational communication.
How Strategic Communication Enhances PR
Given that the public relations industry is anchored by strategic communication, a strategic communications master's degree can allow a public relations professional to build an industry-focused skill set that can be applied to their field. Some of the skills developed through this graduate degree program that can enhance any PR strategy include research, strategic planning, and measurement.
Public Relations-Specific Skills Gained Through a Strategic Communication Degree
In the strategic communications master's program, you will complete industry-focused courses to build essential public relations skills for career advancement. These are just a few of the public relations-specific skills that you will gain throughout your graduate degree program:
Writing and Storytelling Skills
Writing for public relations and strategic communication requires you to have a specific skill set, one that goes beyond knowing how to write creatively and efficiently. Throughout your master's degree program, you will learn how to craft compelling press materials to create cohesive media kits and effective press releases. In addition, you will have the opportunity to develop the storytelling skills required to create brand narratives that resonate with key stakeholders.
Media Relations
Public relations strategic communication relies heavily on your ability to develop positive and lasting relationships with members of the media. You will have the opportunity to learn more about the strategies that can be used to pitch stories to journalists and to foster a lasting sense of mutual trust between your organization and the media. In addition, you will hone the skills required to handle media inquiries and to respond effectively to press questions during press conferences and interviews.
Crisis Communication
Within any strategic communication and public relations position, you will be required to handle crisis communication situations. By investing in a strategic communications master's degree program, you will learn how to prepare proactive strategies to handle potential reputation-damaging events, ensuring that any organization is prepared during a public relations crisis. In addition, you will learn how to maintain a consistent and positive message, even under pressure.
Public Relations Campaign Planning
By understanding the role of strategic communication in public relations, you will be able to better plan, develop, and implement public relations campaigns. This degree program teaches you to create multichannel communication strategies that meet your organization's PR goals. You will also learn to organize events that align with organizational objectives while enhancing brand image and reputation.
Coursework in a Strategic Communication Master's Program
The strategic communications master's degree program's curriculum is anchored by industry-specific coursework, which will allow you to develop the public relations skills required to advance your career and pursue leadership opportunities.
Foundational Courses
Some of the foundational courses that anchor the strategic communications master's degree include:
- Strategic Communication Research and Evaluation — This course equips students with the qualitative and quantitative research skills required for effective communication strategy development.
- Business Fundamentals for Strategic Communication — This course provides an overview of the business landscape and how strategic communication is used to achieve organizational goals.
Advanced PR-Focused Courses
Within this graduate degree program, several PR-focused courses are ideal for professionals in the public relations industry, including:
- Writing and Planning for Converged Media—This course explores the role that media relationships play in the success of a public relations campaign and the communication techniques used in a diverse media landscape.
- Brand Management — This course focuses on the skills required to increase stakeholder engagement and improve overall brand value.
Specialized Electives
There is flexibility within the degree program to choose electives that align with your personal interests and career goals, such as:
- Issue Management in Strategic Communication—This course focuses on advocacy communication and its role in today's business landscape.
- Crisis Communication—This course is a vital option for public relations professionals because it equips students with the skills required to plan crisis communication strategies in advance and deploy them when necessary.
Career Opportunities for Strategic Communication Graduates in Public Relations
These are some of the public relations and strategic communications jobs that may be available to graduates with a master's degree in strategic communication:
In-House Public Relations Manager
An in-house public relations manager is a professional employed by an organization directly to manage external communications, media relations, and event coordination. These roles are common in a variety of industries, including technology, healthcare, finance, and more.
PR Agency Consultant
A PR agency consultant is a professional often employed by a public relations firm who manages multiple clients. They are often charged with developing and executing PR strategies according to the specific needs and goals of their individual clients. Professionals who work for PR firms will find that there is a wide range of positions available, including entry-level consultant positions, account directors, and agency management positions.
Public Affairs and Government Relations
Public affairs and government relations public relations specialists are responsible for managing communication strategies in public sector organizations, such as non-governmental organizations and lobbying groups.
Event Planning and Promotion
Public relations professionals who specialize in event planning and promotion are responsible for developing and planning events that align with organizational goals. Many of these events are planned to attract attention and garner media coverage, and public relations professionals are responsible for managing the coverage of those events.
The Difference a Strategic Communication Master’s Makes
Investing in a strategic communications master's degree program can have a profound impact on your career, allowing you to benefit from:
Competitive Advantage in the Job Market
When reviewing the applications of qualified candidates, employers often gravitate toward professionals with an advanced education. Organizations recognize that those who have earned a graduate degree often have a deeper understanding of strategic communication principles. As a result, your graduate degree in strategic communication could allow you to command a higher starting salary and enjoy faster career growth.
Leadership and Strategic Thinking Skills
Leadership skill development is woven into every course, allowing graduates to learn how to effectively lead public relations teams, create integrated strategies, and manage complex campaigns.
Confidence and Credibility
As you explore the advanced topics presented within the strategic communications master's degree program, you will become a more confident and well-versed professional. This natural confidence boost will enhance your professional credibility in the eyes of your colleagues, clients, and employers, allowing you to possibly enjoy expedited career growth.
Start Your Professional MA in Strategic Communication at HSJMC
At the Hubbard School of Journalism and Mass Communication at the University of Minnesota, we offer a Professional Master of Arts in Strategic Communication that allows communication and public relations professionals the opportunity to develop an advanced, data-focused skill set that aligns with the needs of an evolving and complex media landscape. Offering focused courses taught by experienced professionals, this degree program is ideal for those looking to advance their public relations careers.
