St. John's University

What you'll study

This master's combines core theory with hands-on practice to prepare students for contemporary PR and advertising work. Core subject areas typically include strategic communication planning, integrated marketing communications, media relations, advertising strategy, persuasive message development and ethics in communication.

• Campaign development and capstone: students research, plan and execute integrated communication campaigns for real or simulated clients, culminating in a capstone project or portfolio.
• Digital communication and analytics: coursework in social media strategy, content creation, digital advertising and data analytics for measuring campaign performance.
• Crisis and reputation management: methods for preparing for, responding to and recovering from reputational risk and crises.
• Research methods and evaluation: quantitative and qualitative techniques used to assess audiences, media impact and campaign outcomes.
• Electives and practicum: opportunities to choose electives such as media law, visual communication, multicultural communication or a supervised internship with a local agency or organisation.

The programme is typically structured around a set of required core courses, elective options to tailor study to advertising or public relations emphases, and a practical component (internship or practicum) plus a capstone project that builds a professional portfolio.

Entry requirements

Applicants should normally hold a recognised bachelor's degree. Admissions typically consider academic transcripts, a current CV/resume and a personal statement outlining professional goals and relevant experience. Candidates with professional experience in communications, marketing or related fields are welcome.

• Transcripts: official undergraduate transcripts demonstrating satisfactory academic preparation.
• Supporting documents: a CV or resume and a personal statement; some applicants may be asked for one or two letters of recommendation.
• Portfolio: a portfolio of professional or academic work in communication, writing or campaigns is often recommended, especially for applicants with creative or advertising focus.
• English language proficiency: applicants whose first language is not English must demonstrate proficiency via recognised tests or approved institutional criteria.
• Additional considerations: relevant professional experience can strengthen an application; specific programme tracks may have recommended prerequisites in writing, media or basic research methods.

Career prospects

Graduates enter diverse roles across agency, corporate, non-profit and public sectors. The programme equips students for positions that require strategic thinking, media skills and campaign execution.

• Public relations specialist, media relations officer or communications coordinator
• Account executive, media planner or advertising strategist in creative and media agencies
• Social media manager, content strategist or digital advertising analyst
• Corporate communications manager, internal communications specialist or employee communications advisor
• Public affairs or government communications officer, and roles in community or nonprofit engagement
• Consultant, researcher or further academic study in communication-related disciplines

Why study at St. John's University

St. John's offers strong industry access through its location and alumni network, providing students with internship and networking opportunities across New York's media, advertising and public relations sectors. Faculty bring practitioner experience and applied research perspectives, and the university supports students with career services, media labs and co-curricular activities that let students build portfolios and professional contacts.

The programme emphasises ethical practice and culturally informed communication, reflecting the university's commitment to service and engagement. For students who want direct exposure to agency workflows, client-based projects and mentorship from industry professionals, the programme provides an applied, career-oriented pathway into the communication professions.