Utah Valley University

Programme overview

The Public Relations Strategic Communication BA emphasizes strategic message development, media relations, persuasive communication, ethics, and campaign planning. Students learn to analyze audiences, craft communications across traditional and digital channels, and evaluate outcomes to support organizational goals.

What you'll study

Study combines theory and applied practice. Typical subject areas include:

• Foundations of public relations and strategic communication — role of PR in organizations, history, and professional standards.
• Writing and message design — news releases, pitches, speeches, social content, and audience-tailored copy.
• Media relations and outreach — building relationships with journalists, interview preparation, and press event planning.
• Digital and social media strategy — content strategy, analytics, influencer engagement, and platform-specific tactics.
• Campaign planning and evaluation — research, objectives, tactics, measurement, and reporting.
• Research methods and ethics — audience research, ethical decision-making, and legal considerations affecting communications.
• Practicum or portfolio work — applied projects, internships, or capstone experiences that build a professional portfolio.

Entry requirements

Admission is at the undergraduate level and generally requires a completed high school credential or equivalent and meeting the university's standard admissions criteria. Programs often recommend strong English composition skills and a portfolio or examples of written work for placement or advising. Transfer students typically need transcripts and may receive credit for prior communications coursework.

Career prospects

Graduates commonly pursue roles such as public relations specialist, communications coordinator, media relations manager, social media strategist, corporate communications associate, or public affairs practitioner. The BA also provides a foundation for roles in nonprofit communications, agency work, internal communications, and as preparation for graduate study in communication-related fields.

Scholarships & funding angle

Students should explore institutional scholarships, departmental awards for communications majors, work-study and internship funding, and external scholarships from professional associations. Building a strong portfolio and engaging in internships can increase eligibility for merit-based awards and unpaid-to-paid internship transitions.