Kent State University

What you'll study

The programme balances theory and practice across public relations, advertising and applied communication. Core topics include strategic communication planning, media writing, campaign development, audience research, ethics in communication and media law. Students gain hands-on skills in multimedia production, social media strategy, content creation, and data-informed evaluation of campaigns.

• Foundations of Communication: introduction to mass communication, interpersonal communication and the history and role of public relations and advertising.
• Writing and Content Production: news and feature writing, press release and media kit development, copywriting for advertising, and long-form content creation.
• Strategic Campaigns: research-based planning, message design, target audience segmentation, budgeting and campaign execution across earned, owned and paid media.
• Digital and Social Media: social strategy, analytics, SEO fundamentals, content calendars, influencer collaboration and platform-specific best practice.
• Media Production: audio and video production, graphic design fundamentals, and use of industry-standard tools for creating multimedia content.
• Research and Evaluation: quantitative and qualitative research methods, media measurement, surveying, and tools for evaluating communication outcomes and ROI.
• Ethics and Law: professional ethics, standards for public relations and advertising, intellectual property and legal considerations affecting communications work.
• Capstone and Practicum: applied practicum placements with organisations, client-based campaign projects and a senior capstone that synthesises strategic planning, execution and evaluation.

The programme typically includes general education requirements alongside major coursework and encourages internships, student media involvement and participation in faculty-led research or community partnerships.

Entry requirements

Entry is based on successful completion of secondary education recognised by the university. Applicants are expected to demonstrate strong written and verbal communication skills, a record of relevant coursework (such as English, media studies or social sciences) and a portfolio or samples of written work where requested. Admission decisions take into account academic transcripts, letters of recommendation and a personal statement outlining interest in communication fields.

Standardised test scores may be considered where submitted; international applicants must meet English language proficiency requirements. Transfer applicants should provide college transcripts and details of any completed communication or media courses. Specific GPA expectations and documentation requirements are listed by the university’s admissions office.

Career prospects

Graduates enter a range of roles in public relations, advertising, marketing, corporate communication and digital media. Typical entry-level positions include public relations assistant, account coordinator in an advertising agency, social media specialist, communications associate, content producer and media relations coordinator.

• Public relations firms and communications agencies
• Corporate communications and internal communications departments
• Advertising agencies and creative studios
• Non-profit organisations, political campaigns and advocacy groups
• Media outlets, content platforms and digital marketing teams
• Freelance consulting in copywriting, social strategy and campaign management

Alumni often progress to senior roles such as account manager, communications director, brand strategist or media director, and many combine practical experience with postgraduate study in specialised areas such as strategic communication, marketing or media studies.

Why study at Kent State University

Kent State offers a programme with strong industry links, opportunities for hands-on learning and access to facilities for multimedia production. The curriculum emphasises applied experience through practicum placements, client-based projects and internship opportunities that connect students with regional and national employers.

Students benefit from faculty with professional and scholarly experience in public relations and advertising, active student media organisations and career services that support networking, internships and portfolio development. The university’s location provides proximity to metropolitan media markets while retaining campus resources for collaborative learning and creative practice.