Valparaiso University

What you'll study

This programme combines foundations in communication theory and research with applied coursework in public relations and advertising. Core topics typically include strategic communication planning, public relations writing and media relations, advertising strategy and creative development, audience research and analytics, digital and social media strategy, crisis communication, and ethics in communication.

Studies usually blend classroom instruction with experiential components: campaign labs, practicum or internship placements, and a capstone project or portfolio that demonstrates the design and evaluation of integrated campaigns. Methodological training covers qualitative and quantitative research techniques for message testing, media measurement and evaluation. Elective options allow deeper focus on areas such as nonprofit communication, political communication, corporate reputation, or content strategy.

Entry requirements

• Bachelor’s degree from an accredited institution or equivalent.
• Academic transcript(s) demonstrating readiness for graduate study; competitive applicants typically present a solid undergraduate record.
• Personal statement outlining professional goals and reasons for pursuing advanced study in public relations and advertising.
• Curriculum vitae or résumé showing relevant professional, volunteer or internship experience.
• Letters of recommendation (usually one to three) from academic or professional referees who can speak to the applicant’s potential for graduate work.
• Some applicants may be asked to provide a writing sample or complete an interview as part of the selection process.

Career prospects

Graduates are prepared for a wide range of roles in communications, including public relations specialist, corporate or internal communications manager, advertising account manager, social media strategist, content or brand manager, media relations officer, and crisis communication consultant. Alumni also move into agency roles, in-house communications teams across industry sectors, nonprofit communications, government and public affairs, and higher education communications. The programme’s emphasis on applied skills and a professional portfolio supports transitions into the job market and advancement for mid-career professionals; some graduates also continue to doctoral study in communication or related fields.

Why study at Valparaiso University

• Small class sizes and close faculty mentoring, which support individualized feedback on projects, writing and campaign work.
• A practice-oriented curriculum that balances communication theory and research with applied labs, practicum and capstone experiences to build a professional portfolio.
• Strong connections to regional media, agencies and organisations — including opportunities for internships and placements in nearby metropolitan areas — that help students gain workplace experience and professional networks.
• An emphasis on ethical practice and civic responsibility, reflecting Valparaiso’s liberal arts foundation and preparing graduates to navigate complex reputational and societal challenges.
• Career services and alumni networks that support job search strategies, interview preparation and professional development in communications fields.