Advertising and Public Relations Major
Here, you’ll learn the theories and skills of how to create persuasive messages, how to ensure those messages reach the right audience and how to communicate persuasive messages in a socially responsible way.
Students in the Advertising/Public Relations major become professionals in developing and managing advertising and public relations campaigns and in designing and creating ads. They learn how research can help shape a project and how ethical judgment can help shape a career. They learn to define and reach an audience and to deal with clients. They can learn to work in all media, including radio and TV.
In classes, in internships and in special projects, students participate in advertising and public relations campaigns, many of which are real-world projects brought by local and regional businesspeople and non-profit organizations. Students also learn to conduct and use research for national advertising plans. Advertising and PR students are encouraged to work on the student publications, the Arkansas Traveler and the Razorback yearbook to learn ad sales and ad makeup. In recent years a number of students have participated in and won national competitions with their advertising plans.
Required courses for this major:
| Course Number | Course Title |
|---|---|
| ADPR 37203 | Advertising Principles* |
| ADPR 37403 | Public Relations Principles* |
| ADPR 41403 | Public Relations Writing |
| ADPR 44203 | Creative Strategy and Execution |
| ADPR 44503 OR ADPR 44703 | Media Planning and Strategy OR Account Planning |
| JOUR electives | Three SJSM elective courses, including upper-division credit or internship if applicable. |
| MKTG 34303 | Intro to Marketing |
| MKTG 35503 | Consumer Behavior |
| MKTG 36303 | Marketing Research |
*An overall grade point average (GPA) of 2.5 is required to enter the Ad/PR Sequence and to enroll in JOUR 3723 and JOUR 3743. A grade of B or better is required in JOUR 3723 and 3743 for advancement in the sequence. Students must maintain the 2.5 GPA throughout their college careers.
Students must earn a B or better in Advertising Principles and PR Principles before proceeding to advanced courses.
Journalism Core Courses:
A minimum of 34 semester hours in journalism is required, including the following.
| Course Number | Course Title |
|---|---|
| JOUR 10203 | Media and Society |
| JOUR 10303 | Media Writing |
| JOUR 36603 | Media Law |
| JOUR 43303 | Ethics in Journalism |
| JOUR 49801 (See advisor for enrollment) |
Journalism Writing Requirement |
A minimum grade of C is required in all journalism courses that serve as prerequisites for advanced journalism courses. In certain cases, a minimum grade of B is required. Students must select a sequence when they enter the department.
Cultural Diversity Requirement - All majors are required to complete a 3-credit cultural diversity course. Students should consult their academic advisor and the University Catalog for approved courses.
Digital Requirement - Students should consult the University Catalog and their academic advisor for guidance on completing the digital requirement for the ADPR major. They will complete one of the following skills courses that does not count toward another requirement in the concentration: JOUR 20003, JOUR 20333, JOUR 20503, JOUR 20603, JOUR 23303, JOUR 30403, JOUR 40303, JOUR40603, JOUR 40703, or JOUR 40803.
GSP Requirement - Students who major or minor in journalism or advertising/public relations need to fulfill the School of Journalism’s grammar, spelling and punctuation (GSP) requirement. This involves passing the independent-study GSP exam in JOUR 1100 with a score of 75% or higher or complete JOUR 10003 Journalistic Writing Skills with a final grade of C or higher.