What students learn in the Advertising/Public Relations sequence

The Lemke Journalism Department teaches the theories and skills crucial to advertising and public relations planning and strategy. The focus is on learning to analyze the kinds of problems clients face in the advertising/public relations field and developing strategies to solve those problems. While the basics of designing and writing promotional messages are introduced, this sequence is geared to students who want to learn about the real-life problems clients face and the various wasy to solve those communications problems. You will learn to find quality information and use it to decide upon the best course of action for a client. You will learn to research a problem in the library and on-line using Ad/PR industry sources. This includes analyzing research data, writing various reports and documents and developing strategies and tactics designed to result in effective advertising or public relations campaigns. 

What students do in the Advertising/Public Relations sequence

Write a variety of documents and reports: You will write advertising plans, marketing plans, public relations plans, media plans, a copy platform or creative plan, press releases, feature stories, fact sheets, public service announcements, position papers, news stories, speeches, magazine articles, etc., as well as write advertisements for one campaign.

Conduct research: You will use on-line databases and published research reports to gather information, analyze a client's situation and status in the marketplace. You will look up sources that are used frequently in the industry to predict trends and develop strategies and tactics to solve the kinds of communication problems advertising and public relations clients and agencies face.

Analyze informatoin, numbers, research and data: You will analyze the information you find to fully comprehend the client's situation in the marketplace. You will learn to first analyze the client's situation and needs, the competitive situation, the primary audience before you conceive or design a campaign. You will decide on the appropriate course of action for the client to take based on research. You will learn to provide research support for your recommendations and to monitor plans and evaluate results. You will also learn about the kinds of research used in the industry and how to assess the quality of that research.

Promote postive relations with various publics: You will learn how to develop messages and plans to communicate effectively with clients, consumers, government, industry critics, etc. You will develop, execute and evaluate programs to promote understanding between an organization and its publics. You will create consistency between organizational goals and societal expectations. You will work to maintain a favorable opinion of the organization you represent, as well as neutralize hostile opinion.

Learn about the major legal and ethical practices and issues: You will learn about the basic laws, ethical guidelines and self-policing that guide the practice of advertising and public relations. You will consider what the effects of persuasive messages may be. You will consider the major social, ethical, economic and/or political issues regarding advertising and public relations.

Important Note:

All students in the Ad/PR Sequence must earn a grade of B or better in both JOUR 3723 and JOUR 3743 to qualify to take the higher level courses in the sequence. Students can retake JOUR 3723 and JOUR 3743 only once to earn a B.

Most Ad/PR programs around the country have grade or GPA prerequisites. This is because the Ad/PR field is highly competitive. It is in your best interest to become accustomed to meeting the high expectations of employers and clients.