Learn all aspects of planning, developing and executing effective communications campaigns.
Learn all aspects of planning, developing and executing effective communications campaigns.

»B.A. in Public Relations & Advertising

Every business, every organization, survives by telling its story. If you learn to tell a good story, you can persuade more people, sell more products, raise more money — in short, do a better job at whatever it is you need to do. The advertising and public relations field has experienced unprecedented growth in the last decade as more and more organizations recognize that their continued existence depends on their success as communicators.

That’s where you come in.

If you dream of putting your creativity to work in business, non-profits, the arts, education or any field you can imagine, a B.A. in Public Relations and Advertising from Chapman University’s Dodge College of Film and Media Arts is a great place to start. At Dodge College, you’ll learn all aspects of planning, developing and executing effective communications campaigns while mastering the most powerful medium of our time — film.

We offer a unique degree in a unique setting. Our program brings together public relations and advertising, two disciplines that always work together. Starting with an integrated core, you can then specialize in either PR or advertising, or study both. Either way, you will understand the many avenues and message types organizations use to communicate. Uniquely positioned in Dodge College of Film and Media Arts, you will learn to use all kinds of media tools and communicate effectively using the visual media that dominate communication today.

We know you can't learn everything from books. As a student at Dodge College, you’ll learn from faculty who are working professionals and you’ll be exposed to a wide range of professional and extracurricular networking opportunities:

  • Hear from guest speakers from every conceivable business and organization.
  • Join student professional organizations like the Public Relations Student Society of America (PRSSA) and the Chapman Ad Club.
  • Compete in the Bateman Case Study Competition and the American Advertising Federation’s National Student Advertising Competition.
  • Intern with major corporations, PR and advertising agencies, non-profit organizations, Hollywood studios and event planning firms.

And you’ll graduate with a comprehensive public relations or advertising campaign, an entertainment marketing plan and a social media portfolio to open doors to your first job.

+-You'll Study

Whether you intend to specialize in entertainment marketing or business communications, fund-raising or event planning, you’ll enjoy a unique curriculum that combines a broad liberal arts education with the fundamentals of PR and advertising, including:

  • The history and development of public relations and advertising
  • The changes created by social media in the world of business
  • The tools of marketing and how visual images communicate
  • The language of aesthetics for both video and print
  • The strategic use of the Internet and social media as communications tools
  • The functions of public relations and advertising in a globally networked society
  • Ethics and social responsibility in public relations and advertising
  • The impact of advertising on an organization’s revenues and profitability

+-Learning Outcomes

In mastering the curriculum of the B.A. in Public Relations and Advertising, students will:

  1. Develop effective written, oral and visual communication skills.
  2. Understand the strategic differences between and the varying tactics employed by public relations and advertising and be able to apply them within a comprehensive public relations or advertising plan.
  3. Be able to think critically about the economic, social, technological, political, persuasive and ethical factors that affect PR and advertising decision-making.

+-Degree Requirements

Core Requirements (36 credits)

FTV 130

Introduction to Visual Storytelling

FTV 140/140L

Introduction to Film Aesthetics/Introduction to Film Aesthetics Lab

COM 210B

Theories of Persuasion for Non–Majors

PRA 230

Principles of Advertising

PRA 231

Principles of Public Relations

PRA 305

Desktop Publishing

MKTG 305

Fundamentals of Marketing for Non–Majors

PRA 343

Media Relations or

PRA 344

Media Strategies

PRA 370

Internet Communications

PRA 371

Writing for Public Relations or

PRA 373

Copy Writing

PRA 419

Entertainment Marketing and Promotion

PRA 461

Case Studies in Advertising or

PRA 470

Public Relations Case Studies

Senior Project (3 credits)
one of the following:

PRA 497

Advertising Campaigns

PRA 498

Public Relations Campaigns

Three Elective Courses (9 credits)

Minimum of one upper–division course, electives include all PRA courses as well as SOC 201 and ENG 215

recommended for public relations

SOC 201

Introduction to Research Methods

ENG 215

Theory and Practice of Journalism

PRA 351

Business Presentations

PRA 354

Sports Public Relations

PRA 471

Advanced Public Relations Writing

recommended for advertising

PRA 273

Student Advertising Agency

PRA 351

Business Presentations

PRA 420

Producing Commercials

PRA 473

Student Advertising Agency

+-Careers in PR

Where PR people work

In corporations, for non-profit organizations of every kind serving youth or any imaginable cause, in government or politics, in arts/educational/cultural institutions, in health care, in PR firms, for professional or trade associations, for event planning firms, in marketing, for sports organizations, for media organizations

Areas of specialization:

  • Corporate relations
  • Strategic communications
  • Marketing/consumer relations
  • Reputation/issues management
  • Public affairs
  • Crisis communications
  • Sports and entertainment
  • Community relations
  • Investor relations
  • International public relations
  • Employee/member communications

Job titles:

  • Director or Vice President of Public Relations/Corporate Communications
  • Account executive
  • PR Firm President or Partner
  • Public Information Officer
  • Executive Director
  • Marketing Manager
  • Public Relations Counselor
  • Copywriter
  • Director of Development
  • Special Events Coordinator
  • Media Relations Specialist
  • Lobbyist
  • Spokesperson
  • Press secretary

What PR people do—they:

  • Serve as an organization’s spokesperson
  • Pitch stories to the media, respond to media inquiries
  • Plan/conduct publicity campaigns
  • Conduct media and opinion research
  • Advise executives/assist in developing policies and procedures
  • Write articles, speeches, press releases, backgrounders, feature stories, bios and more
  • Create public interest or advocacy campaigns
  • Evaluate communication efforts
  • Manage social media and online communications
  • Plan events
  • Work with advertising colleagues to launch or rebrand products, create integrated marketing campaigns
  • Raise funds

+-Careers in Advertising

Where advertising people work

In advertising agencies or marketing firms, in public relations agencies, in-house for corporations or non-profit organizations

Areas of specialization:

  • Account management
  • Art direction
  • Copywriting
  • Commercial production
  • Media buying
  • Interactive marketing

Job titles:

  • Marketing Director
  • Creative Director
  • Brand Manager
  • Director of Account Services
  • Director of New Business Development
  • Account Director, Account Supervisor, Account Executive
  • Media Director, Planner, Supervisor or Buyer
  • Production Manager
  • Account Coordinator
  • Traffic Manager/Coordinator
  • Art Director
  • Graphic Designer
  • Copywriter

What advertising people do:

  • Provide strategic leadership
  • Develop clients competitive position, research client’s industry and competition
  • Work with clients to design advertising campaigns, themes and messages
  • Develop creative strategy to accomplish specific goals, including launching and rebranding products
  • Conduct audience/consumer research, conduct surveys and focus groups
  • Research media and develop media plans
  • Purchase media time and placements
  • Supervise the production of commercials
  • Manage staff and budgets
  • Develop and execute online/social media advertising campaigns and promotions
  • Design and layout ads for print
  • Develop copy
  • Create illustrations, supervise photo shoots

+-Program FAQs

If you know what you’re doing, your time at Chapman will be incredibly rewarding. Here are some tips on internships, graduation, studying abroad, and more, to help things go more smoothly.

» Public Relations and Advertising Program FAQs
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