賓州州立大學帕克分校

PROGRAM DESCRIPTION

This major is designed to provide a balance of theory, research, and practice. The course sequence provides professional skills courses in conjunction with applied theory and critical evaluative courses. Students develop an understanding of the role and effect of advertising and public relations within the business, social, and political arenas. Students develop abilities and skills that prepare them for a wide range of professional opportunities that include: media planning and relations, research, and client services. Analytical abilities are equally stressed throughout the curriculum. Critical thinking skills, creative problem-solving, and the need to justify decisions are developed. Theory and practice from a wide range of disciplines including business, behavioral sciences, and applied statistics are used to equip the students to make informed decisions in a dynamic environment.

WHAT IS ADVERTISING AND PUBLIC RELATIONS?

In general, advertising and public relations are similar because the goal is sharing a message with an audience. At its simplest, advertising relies on paid messages to typically to sell a product and public relations typically uses unpaid channels to sell an idea. Students who major in advertising/public relations at Penn State have a wealth of opportunities thanks to a degree that allows them to build on many of the same core skills before focusing on the advertising or public relations track. In each area, students can combine classroom instruction with hands-on work through partnerships or real-life client projects. Advertising students learn the art of persuasive storytelling via multiple mediums and how advertising affects mass media and how consumers are influenced by ads. Public relations students gain an understanding of brand building, research and strategic planning to position a message to make an impact through various channels.

YOU MIGHT LIKE THIS PROGRAM IF...

You’re creative, curious and like sharing ideas and information with others.

You like to write and talk, or if you’re comfortable with social media, advertising/public relations will play to your strengths.

Design, digital storytelling and video skills are also valuable in the field as professionals regularly utilize a variety of tools to do their jobs. In addition, the field thrives on collaboration but also allows room for self-directed workers to succeed.