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Online Master of Arts in Communication — Public Relations Concentration

The Next Chapter of Your Career: Mastering Strategic PR at UF

Elevate Your Network and Advance Your Career with the Florida Flagship University

When it comes to public relations professionals, Florida is buzzing with talent. The University of Florida’s College of Journalism and Communications (UF CJC) and the Florida Public Relations Association (FPRA) are two organizations at the heart of it all.

Now, UF CJC and FPRA have partnered to empower PR professionals like you through our online MA in Mass Communication program with a concentration in Public Relations. Whether you’re looking to sharpen your skills or switch up your career, the UF CJC-FPRA partnership opens the door to making it happen. You’ll learn to:

  • Launch successful campaigns in areas such as reputation management, crisis communication and media relations.
  • Create and manage integrated marketing and communications strategies, such as branding and campaign development.
  • Conduct research and analyze public opinion to develop informed PR strategies.
  • Utilize digital, social and traditional media channels to execute effective PR strategies.
  • Understand the legal and ethical considerations in public relations.
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Why Earn a Master’s in Public Relations from UF CJC Online?

80% OF GRADS EXPECT CAREER ADVANCEMENT within 12 months of graduation

97% OF GRADUATES RECOMMEND UF CJC to someone considering a master’s degree

A TOP 5 PUBLIC UNIVERSITY

NO GRE/GMAT REQUIRED

UF CJC’s Online MA with a concentration in Public Relations prepares you to lead local, high-stakes communications during crises (e.g., hurricane response). You’ll learn from industry-leading professors who provide expert, actionable feedback and real-world insights and benefit from a collaborative learning environment that will connect you to top professionals.

As an FPRA member, you can unlock exclusive tuition discounts for all concentrations in UF CJC’s Online MA in Mass Communication program. Each concentration is designed to empower professionals at any stage of their career. Concentrations include:

  • Digital Journalism
  • Digital Strategy
  • Global Strategic Communication
  • Public Interest Communication
  • Social Media
  • Web Design

Key Master’s Program Features

FPRA Discount

Your membership can help you save on tuition costs

Exceptional Value

Our master’s program starts around $21,087

100% Online

Continue working while earning your degree

36 credit hours
to completion

No GRE/GMAT required for program admission

Fall, spring and
summer start dates

This course is the foundational course in the public relations concentration curriculum. The overall goal of this course is to help you develop the knowledge and skills that lead to professional competence in the field. You will focus on the origins and significant milestones of the profession, theories and principles of public relations, professional ethics, public relations programming and on the roles and responsibilities of public relations professionals in today’s environment, with an emphasis on the role of social media and the importance of storytelling and content development.

In this course, you will learn the fundamentals of strategic writing communications, including measurable objectives, storytelling and audience/channel analysis to design a comprehensive communication plan to achieve internal and external organizational goals. You will be able to analyze and evaluate new information that may impact a communication plan.

The purpose of the course is to provide you with an understanding of the theoretical body of knowledge in public relations and its application to professional practice. The overall goal of the course is for you to develop an intellectual foundation in theories of public relations. This graduate-level class is designed to provide an opportunity to explore concepts and frameworks in public relations, how they are applied academically and professionally and best employed in research and practice. We will explore the process of planning and executing public information and public relations programs to address an organization’s various publics.

As a professional in the public communication field you will likely hold a management position. You will manage projects, people, clients, agencies, issues and information. You will advise senior management and may even be an integral part of that senior leadership structure. Being prepared to take on these management functions is crucial to your ability to be an effective communication professional, whether you work for a small firm or a large one, for a business or a non-profit.

This course focuses on the strategy and messaging tactics used to reach an audience directly. You will learn how environmental variables such as political systems, level of economic development, legal systems, culture, and media control, access and diffusion impact planning. You will create a strategic communications plan for a campaign to reach diverse audiences using research, planning, evaluation, messaging, public interest and persuasion.

This course will teach you how to tell stories with data and identify insights that drive outcomes and impact organizations. Measuring and evaluating communications and engagement activities impact and highlight the objectives of an organization. Measurement and evaluation are how smart organizations learn, improve, and succeed and are instrumental to any organization.

The graduate capstone course is the final course in UF CJC Online Master’s program, in which you will demonstrate the application of the knowledge and skills gained throughout your learning. You will work individually to integrate, synthesize, and apply your knowledge to solve a real-world challenge in your specialization. You will complete a professional deliverable intended to display enhanced problem-solving, analytical and critical thinking, and masterful communication skills by applying theory to practice and linking theory to the professional world. This professional deliverable will serve as evidence of the various skills and abilities you have gained during the program and can bring to a potential employer.

You also earn additional credits from elective courses picked from the entire course catalogue, allowing you to take courses that align with your interests and career goals. All electives must be approved by the advisor. Options include, but are not limited to, the following general electives:

  • Personal Branding and Digital Reputation Management
  • Presentation Power
  • Messaging Strategy and the Centrality of the Value Proposition
  • Nonprofit and Government Communication
  • Professional Internship
  • Seminar in Mass Communication Teaching
  • The Art of Podcasting
  • Corporate Reputation and Communication

The Online Public Relations Degree Curriculum

All students in the Public Relations concentration program take six core courses and a final capstone course.

What You’ll Learn

As a student in the online MA in Mass Communication with a concentration in Public Relations, you’ll develop advanced communication and leadership skills essential for today’s strategic communication profession. You’ll learn how to advise senior management, communicate effectively during crises, and manage complex projects, diverse teams, client relationships and high-stakes initiatives.

The program equips you to lead internal and external communications, build trust among stakeholders and shape organizational messaging with clarity and impact. You will also develop the ability to strategically manage the flow of information, ensuring alignment with organizational goals and ethical standards in an evolving media landscape.

Career Outlook: Prepare for PR Leadership

The U.S. Bureau of Labor Statistics (BLS) projects a 5% increase in the number of public relations manager jobs over the next decade, faster than the average for all occupations. Potential job titles for those who earn a Public Relations master’s degree include:

  • Public Relations Director
  • Media Relations Manager
  • Marketing and Communications Director
  • Crisis Management Specialist
  • Communications Director
  • Public Affairs Director
  • Marketing Manager
  • Brand Manager
  • Event Coordinator
  • Corporate Communications Manager
  • Global Communications Manager

Who Should Apply?

This program is designed for communications professionals who want to deepen their expertise, strengthen their network and elevate their career trajectory with a graduate degree from a top-ranked university.

Whether you’re already established in the public relations field or looking to pivot into PR from a related discipline, the UF CJC Online Master’s program offers the skills, flexibility and recognition to help you achieve your goals.

Our students come from a diverse range of industries — corporate, nonprofit, agency, higher education, healthcare and government — and are united by a shared goal: to become confident, impactful public relations leaders.

Requirements For Admission

Must be from a regionally accredited college or university. GPA Requirement: A minimum upper-division undergraduate GPA of 3.0 or higher.

All applicants must complete and submit the application, along with the application fee.

Write a statement explaining why this certificate will help you achieve your personal and/or professional goals and how this specific graduate program will enable you to reach those goals. This is also an opportunity to include any additional information you would like the Admissions Committee to consider in support of your application.

Your application must include all post-high school education and employment, as well as information about ongoing international affiliations and research funding, in accordance with Florida Statute. This information should be included in your curriculum vitae (CV) or résumé.
This certificate will be available to any interested students whether they are currently enrolled in another UF program or not. Enrollment is not open to non-degree seeking students. Students must apply and pursue the certificate to enroll in these classes.

Take The Next Step in Your Public Relations Career

The MA in Mass Communication with a concentration in Public Relations degree program gives you the strategic edge, professional credibility and real-world skills to move your career forward with confidence. You’ll learn from top faculty, connect with a network of driven peers and graduate ready to lead. If you’re serious about making an impact in PR, now’s the time to take the next step.

“Our online program is just as good as what you get in residence. We spend just as much time, just as many resources, and make sure that you are very well trained when you leave here.”

– Dr. Myiah Hutchens
Associate Professor and Chair of the Department of Public Relations

SECURE YOUR 1-ON-1 SLOT:
REQUEST ADMISSIONS CONSULTATION