University of Colorado Boulder

What you'll study

The PRAAC programme combines theoretical foundations in communication with practical training in message design, media production and audience analysis. You will study core subjects such as public relations principles, advertising strategy, ethics in communication, media law, and research methods. Practical modules focus on campaign planning and execution, social and digital media strategy, visual communication and multimedia production, copywriting, and branding.

Typical components of the degree include:

• Core communication theory and applied communication courses that address persuasion, rhetoric and organisational communication.
• Research methods and analytics courses covering qualitative and quantitative techniques for audience insight and campaign evaluation.
• Practical production courses teaching digital content creation, video and audio production, graphic design fundamentals and web content management.
• Campaign labs or practicum where students plan and run real or simulated PR/advertising campaigns for clients or campus organisations.
• Electives that allow focus areas such as crisis communication, international communication, health communication, political communication or strategic social media management.
• A capstone experience or portfolio development sequence to bring together strategy, creative execution and evaluation.

Entry requirements

Admission to CU Boulder’s undergraduate programmes typically requires a completed secondary school qualification comparable to a US high school diploma. Applicants are considered on the basis of academic records, personal statements and extracurricular activities that demonstrate interest in communication, media or related fields.

For domestic applicants, typical expectations include a solid academic secondary record; standardised tests may be optional depending on the admissions cycle. International applicants must present equivalent qualifications and meet the University’s English language proficiency requirements (for example, recognised tests such as TOEFL or IELTS where required).

Specific programme or college admissions guidance may include recommended preparation in written and oral communication, and coursework in subjects such as English and social sciences. Some majors may recommend or require completion of certain prerequisite courses; check the College of Media, Communication and Information admissions pages for detailed guidance.

Career prospects

Graduates of PRAAC enter a wide range of roles across sectors. Common career paths include:

• Public relations practitioner or account executive in PR agencies and in‑house communications teams.
• Advertising account management, media planning, copywriting or creative roles in advertising agencies and production houses.
• Digital and social media strategist, content creator or community manager for brands, non‑profits and technology companies.
• Corporate communications, internal communications, stakeholder engagement and crisis communication roles in private and public organisations.
• Media relations, event management, fundraising communications and advocacy positions in non‑profit and government organisations.
• Further study options such as specialised master’s degrees in communication, marketing, journalism, or business.

Practical elements of the degree, such as internships and campaign practicum, aim to prepare graduates with a portfolio of work and applied experience that employers seek.

Why study at University of Colorado Boulder

The University of Colorado Boulder’s programme is offered through the College of Media, Communication and Information, which emphasises both scholarly research and applied learning. Students benefit from a curriculum that blends strategic communication theory with hands‑on production facilities, student media outlets and campaign labs.

Boulder’s regional media market and proximity to the Denver metro area provide a variety of internship and industry collaboration opportunities with agencies, technology companies and non‑profits. The university fosters cross‑disciplinary projects, allowing PRAAC students to work with peers in business, film, environmental studies and technology — useful for building industry‑relevant skills. Faculty members are active researchers and practitioners, and the alumni network includes professionals working in PR, advertising and corporate communication across diverse sectors.